July 2010 Issue of Direct Marketing News

July 2010 Issue of Direct Marketing News

Spotlight

Xerox focuses on personalization

CMO Christa Carone discusses her strategy for redefining the company's brand

Editorial

Marketers bear the brunt of postal woes

The U.S. Postal Service unveiled details of its proposed "exigent price increase" last week and filed an application with its regulator, the Postal Regulatory Commission. ...

Op-Ed

iDirect is the 3-in-1 marketing future

At a time of great change, we reach for new words to describe what is happening, even though they later may prove meaningless.

TV Gains accountability with online link

The Internet is forcing every other media platform to replicate its high level of accountability in order to compete for advertising budgets. While television is ...

Gloves Off

Is location-based marketing a 'must have'?

Location-based marketing allows brands to target individual consumers when they're literally in the neighborhood. Our experts discuss whether it's a necessity for marketers

Main Feature

Fight DRTV fatigue with creative tweaks

By implementing seasonal, competitive and promotional changes, the overall theme can be preserved — and the life of the ad extended

Vertical Feature

Segmenting tweens/teens

Teens control billions in buying power, creating an audience for marketers.

The Work

Creative campaigns from ESPN, Fox Soccer Channel, Captain Morgan

ESPN take the Masters on the road; Fox Soccer promotes World Cup with gaming; Captain Morgan turns 375-ish

Nailed It

Nailed It: DMNews talks with Mike Mulligan, GM, Safeway Direct Insurance

Mike Mulligan, general manager of Safeway Direct Insurance explains how his company used direct mail tactics to engage the Hispanic community for the first time ...

News Articles

Rate increases outrage mailers

Marketers and catalogers that rely on mail to reach consumers decried the USPS's proposed "exigent price increases," saying the hikes would have drastic negative financial ...

Twitter e-commerce play a mixed bag for marketers

Marketers are keeping an open mind about using Twitter's just launched Early Bird Exclusive Offers e-commerce service, but none made a concrete committed to using ...

ABM taps Pettit

American Business Media, a business-to-business media association, named Clark Pettit its president and CEO, July 8. He replaced Gordon Hughes, who announced last winter he ...

Banana Republic's 'Mad Men'

Clothing retail chain Banana Republic and cable network AMC have teamed up for the second year on an integrated marketing campaign promoting the fourth season ...

Optimized

Navigating the online contest trend

Marketers are increasingly using web-based sweepstakes and contests in their integrated marketing campaigns, bringing a classic direct marketing tactic to consumers via the Internet.

Technique

Creative content maximizes direct mail

Marketers squeeze maximum impact from their multidimensional and nontraditional shaped mailers with targeted creative packages. Our experts explain successful strategies using unique mail pieces

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.