July 2013 Issue of Direct Marketing News

July 2013 Issue of Direct Marketing News

• Cover Story: Under (and so over) the Influence—15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year • One Tough Question: Where does the responsibility lie for customers’ privacy in terms of data used for marketing? • Battle of the Brands: Is Baskin-Robbins still the flavor of the month, or can Cold Stone Creamery scoop it? • Special Feature: 3 Things Every Content Marketing Better Know • Infographic: Measures of Marketing Performance

Marketing Challenge

Marketing Challenge: When Targeting Turns to Blasting

What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? Answers due to ginger.conlon@dmnews.com by July 26.

Fire the Client? Answers

Seems like a top client is subtly demanding a kickback—what would you do? See what our readers had to say.

Case Study

The New American Airlines Has Arrived

The airline's rebrand promises a more tech-savvy, customer-centric experience.

Special Feature

3 Things Every Content Marketer Better Know

As customers' buying habits continue to change, content marketing strategies need to evolve, as well.

Bank of America Merrill Lynch's Bullish Content Strategy

One of the challenges that a financial services institution faces with its content marketing is that topics are often arcane and dry.

Diary of a CMO

Action, Not Talk, Gets Results

Month 7 at Mitel: Digital marketing represents both a key driver and key outcome of the Mitel marketing function's transformation.


BuzzFeed and Old Spice on Engaging Social Content

Marketers need to solidify their content ideas before deciding on which social network their content will live.

The Voice of the Customer in the Digital Age

Here are three brands using VoC techniques to build and maintain customer engagement.

7 Don'ts for Email Marketers

Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.

The USPS in the Digital Age

The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.

One Tough Question

We're All Links in the Chain of Customer Trust

Every organization that touches consumer data is directly responsible for creating and maintaining authentic security and consumer trust.

We All Need to Take Shared Responsibility

Protecting online privacy is a shared responsibility, and businesses, consumers, and government all have a part to play.

"Reasonable Use" Is the Data Litmus Test

Where does the responsibility lie for customers' privacy in terms of data used for marketing?

3 Core Capabilities for Privacy Adherence

While customers have responsibility for deciding what information they provide to companies, the responsibility for protecting that data lies squarely with the company collecting and ...


Infographic: Measures of Marketing Performance

Measuring marketing performance is a must now more than ever before.

The Work - Case Study

SunTrust Banks on First-Rate CX

The Atlanta-based bank's optimized website pays dividends.

Seton Aces Its Website Optimization

The safety signage manufacturer boosts conversions with testing tool that doesn't tax its IT department.

Word to the Wise

Word to the Wise: CPL

For ages marketers have used—and still do use—CPL to abbreviate cost per lead.

Fast Facts

Fast Facts: July 2013

Some quick info hits to keep you up-to-date, including the number of companies that have a chief marketing technologist.

Marketing Chatter

Marketing Chatter: July 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews.


Delivered: Landscaping and lawn care

What's in our mailbox this month: landscaping and lawn care mailers.


So Trendy

Grumpy Cat epitomizes today's obsessions; the individuals, issues, and brands that are captivating consumers and marketers alike, until they don't—Angry Birds is so yesterday.

Main Feature

Under (and so over) the Influence

15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.

Battle of the Brands

Is Baskin-Robbins still the flavor of the month, or can Cold Stone Creamery scoop it?

We all scream for ice cream, but what two of the top ice cream chains are screaming for is a clue.

The Work

Chico's Campaign Repeats a 'Miracle'

Chico's launched its third annual "May Is for Miracles" campaign this past spring to drive digital engagement and donations for hospitals.

Fresh & Easy Gets Provocative

Sometimes it's important for a brand to have a sense of humor. That's why West Coast grocery chain launched it's recent f&easy multichannel campaign.


Q&A: Sean Boyle, EVP & director of strategic planning, Publicis Dallas

Sean Boyle, EVP and director of strategic planning at Publicis Dallas, on why overreliance on data will keep brands from creative greatness.

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

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