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
What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? Answers due to firstname.lastname@example.org by July 26.
Seems like a top client is subtly demanding a kickback—what would you do? See what our readers had to say.
The airline's rebrand promises a more tech-savvy, customer-centric experience.
As customers' buying habits continue to change, content marketing strategies need to evolve, as well.
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
Month 7 at Mitel: Digital marketing represents both a key driver and key outcome of the Mitel marketing function's transformation.
Marketers need to solidify their content ideas before deciding on which social network their content will live.
Here are three brands using VoC techniques to build and maintain customer engagement.
Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.
The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.
One Tough Question
Every organization that touches consumer data is directly responsible for creating and maintaining authentic security and consumer trust.
Protecting online privacy is a shared responsibility, and businesses, consumers, and government all have a part to play.
Where does the responsibility lie for customers' privacy in terms of data used for marketing?
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 ...
Measuring marketing performance is a must now more than ever before.
The Work - Case Study
The Atlanta-based bank's optimized website pays dividends.
The safety signage manufacturer boosts conversions with testing tool that doesn't tax its IT department.
Word to the Wise
For ages marketers have used—and still do use—CPL to abbreviate cost per lead.
Some quick info hits to keep you up-to-date, including the number of companies that have a chief marketing technologist.
See what our Twitter followers have been getting up to this month. Follow us @dmnews.
What's in our mailbox this month: landscaping and lawn care mailers.
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.
15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.
Battle of the Brands
We all scream for ice cream, but what two of the top ice cream chains are screaming for is a clue.
Chico's launched its third annual "May Is for Miracles" campaign this past spring to drive digital engagement and donations for hospitals.
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.
Sean Boyle, EVP and director of strategic planning at Publicis Dallas, on why overreliance on data will keep brands from creative greatness.
Company of the Week
Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.
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