June 2011 Issue of Direct Marketing News

June 2011 Issue of Direct Marketing News

• Denny's chief Frances Allen 'opens' up on iconic brand • Sandwich shops compete for $5 lunch emphasizing health and value • Roundtable: customer engagement vital to email strategy

On the Beat - Email

Data breaches at ESPs spread security concerns throughout marketing sector

A recent report from Proofpoint, an email security supplier, found 35% of US companies investigated a suspected email leak of confidential or proprietary information in ...

Assess the impact of your social and email programs

Social media has turned email, an established channel for most marketers, into an exciting new frontier for marketing testing, learning and optimization. By tapping social ...

Vintage Tub recoups its lost revenue with email program

Vintage Tub & Bath customers are not impulse buyers. The online retailer's flagship products are its clawfoot tubs. The site's shopping cart abandonment rate hovered ...

On the Beat - CRM

Brands walk a fine line after sweepstakes campaigns when retargeting consumers

Brands that retarget consumers after a sweepstakes campaign must work hard to remember a guiding principle of CRM: don't annoy the consumer.

On the Beat - Digital

Customer engagement is the key to mobile marketing

With more than 5 billion people around the world using mobile phones — more than PCs and TVs combined — companies can't ignore this important ...

Q&A: James Keller, CMO of Shoebuy.com

James Keller, CMO of Shoebuy.com, explains the importance of relevance in social media and mobile marketing.

On the Beat - Direct Classic

Location-based targeting through ads in apps increases consumer interaction

Brands such as Burger King Corp., United Parcel Service of America (UPS) and Hotels.com are adopting in-app ads, capitalizing on the growing number of consumers ...

Rand McNally drives database with road show promotions accenting GPS devices

While the mobile marketer crowd is abuzz about the latest location-based marketing tools, "old-fashioned" location-based event promotions are hitting the road and helping marketers effectively ...

Is marketing data quality driven by visions of green?

Hundreds of articles, webinars and materials have focused in the last few years on how marketers can become more environmentally friendly. While many organizations want ...

Data mining helps UN credit union sell global credit cards

The United Nations Federal Credit Union (UNFCU), a nonprofit financial institution serving more than 90,000 United Nations agency staffers, retirees and their families, wanted to ...

On the Beat - Multichannel

Brands honor parenthood in campaigns

Mother's and Father's Day represent important occasions for most multichannel retailers, particularly Mother's Day, which is second only to the Christmas season in spending.

Q&A: Kelly Mulroney, GM and VP of e-commerce, GameStop

Kelly Mulroney, GameStop's GM and VP of e-commerce discusses the social networking aspects of e-commerce.

Direct Report

Technology giants jump into packed daily deals market

Google has led several technology industry giants, including Facebook, Amazon.com and AT&T, into the daily deals sector in recent weeks to challenge Groupon and LivingSocial ...

Credit card-brand alliances to help marketers target offers

Credit card companies are becoming integrated partners in the marketing process, helping brands deliver targeted offers to consumers by using their customer databases.

Slow ad recovery follows economy

Direct Marketing News spoke with Jonathan Barnard, ZenithOptimedia's head of forecasting, about the ad industry's progress in recovering from the "Great Recession."

The Lowdown

Mobile giants walk privacy tightrope

Executives from Apple and Google met with Congress regarding the issue, indicating that the privacy versus marketing debate will only become more heated as smartphones ...

Heat Meter

Our look at the most - and least - engaging social media

Saucony, a running shoe company, launched eye-catching social media work alongside its first TV campaign. The digital elements of the "Find Your Strong" effort encourages ...

Org Chart

HP graphics unit promotes print through multichannel

Hewlett-Packard Development Co. does not limit marketing for its Graphics Solutions Business to just print advertising. The unit uses a range of marketing strategies and ...

Duly Noted

USPS searches for more advertising mail

The US Postal Service literally guaranteed the effectiveness of integrating direct mail into marketing campaigns when it launched a postage-back assurance program in mid-May to ...

Spotlight

Denny's chief 'opens' up on iconic brand

If one is of the mindset that any buzz is good buzz, then Denny's Corp. has hit a grand slam with its launch of online ...

Editorial

Agency mojo rising amid digital shift

Direct marketing agencies got their mojo back this year as revenues improved and clients began spending across marketing disciplines again. Where the watch words last ...

Op-Ed

Deploy social media effectively

Much fuss has been made in marketing, public relations, advertising and digital circles about who "owns" social media. Go to any conference or read various ...

Break from the acquisition cult

I have heard many marketers complain about the escalating cost of acquiring customers in our fragmented, distracted media environment.

Gloves Off

Is third-party data tracking acceptable?

Dennis Dayman, chief privacy and security officer at Eloqua, and Eric Picard, chief product officer at Traffiq, discuss whether third-party data tracking is acceptable.

Battle of the Brands

Sandwich shops compete for $5 lunch 
emphasizing health and value

With cost-conscious consumers looking for cheap, healthy lunch options, sandwich chains are focused on marketing that highlights value. Fast food purveyors Subway and Quiznos both ...

Vertical Feature

Marketers tackle America's multiethnic culture with tuned in campaigns

The populations of Hispanics and Asians in the US have each increased more than 40% in the last decade, a fact that has not escaped ...

Girl Scouts recruits Latinas

Girl Scouts of the USA launched a multichannel campaign geared toward increasing Hispanic child and parental participation in July 2010. The campaign, "Real World Experiences," ...

The Work

California encourages tourists to 'Live Like 
a Californian' in marketing campaign

Entrants to the California Travel & Tourism Commission's (CTTC) "Live Like a Californian" sweepstakes have the opportunity to win one of eight weekly grand prize ...

Facebook drives wishes

Make-A-Wish Foundation International's World Wish Day campaign celebrates the spirit of wish-granting for children with life-threatening medical conditions.

American Express gives cash for small business makeover

Each small business that enters American Express Open's "Big Break for Small Business" contest through May 20 received a $50 Facebook credit. Five winners will ...

The Work - International campaigns

Coca-Cola rejoices 125 years

The Coca-Cola Co. celebrated its 125th anniversary on May 8 with a global integrated campaign. In the UK, a user-generated contest asked consumers to design ...

Ocado rolls in new shoppers

UK online supermarket Ocado recently extended its delivery service to the West of England and South Wales. New shoppers in those areas received an £15 ...

Q&As

Q&A: Herschell Gordon Lewis

Herschell Gordon Lewis, a writer, filmmaker and direct marketing veteran, discusses the evolution of copywriting and its challenges

Nailed It

Billabong grows email list and increases brand's status with 'I Surf Because' site

Billabong wanted to emphasize that it was part of surf culture. The company began with an "I Surf Because" campaign in print and on billboards, ...

Plug-ins

Effective tips for b-to-b social media plans

Most b-to-b marketers continue to be challenged with finding the very best direct and digital marketing strategy — one that is effective and appeals to ...

Four steps to follow when choosing a list

You can only go to the well so many times.

Making contact with display ad campaigns

If only you had a crystal ball that showed you where your target audience was traveling online, and what it already knew about your company, ...

Expert Advice

Steps to building a high-performance marketing staff

The marketing department plays a vital role in promoting the mission and success of an organization.

The End (User)

On the wings of love: 
An ode to my airline

Forgive me readers, for I have sinned: it's been a long time since my last confession. Actually, this one is rather difficult to get out. ...

Features

Customer engagement vital to email strategy

Direct Marketing News convened a diverse group of email marketing executives in April for an editorial roundtable discussion, sponsored by StrongMail, to talk about several ...

Marketing agencies gain momentum headed out of recession

Agencies finished last year with improved revenues and are racing to scoop up new business as marketers begin to shop again. This year, as Direct ...

ABR 2011: RAPP

While many direct shops simply want to stress their digital acumen over legacy direct channels, Robert Horvath, CEO of Rapp, wants clients to call his ...

ABR 2011: Wunderman

After more than a half-century in business, the agency founded by pioneers Lester and Irving Wunderman, Ed Ricotta and Henry Kline remains an industry heavyweight.

ABR 2011: OgilvyOne Worldwide

OgilvyOne Worldwide's chairman and CEO, Brian Fetherstonhaugh, describes the last year as a "recovery year," for the industry.

ABR 2011: Draftfcb

The past 12 months have represented the greatest industry transformation that Draftfcb CEO Laurence Boschetto says he has ever seen.

ABR 2011: AKQA

AKQA offers interactive CRM, e-commerce, interface design, content creation and distribution, media planning, search marketing and analytics services.

ABR 2011: Catalyst

In March 2010, Catalyst dropped "Direct" from its name to reflect its growing digital strength, while doubling the size of its analytics and digital departments.

ABR 2011: Euro RSCG Worldwide 4D

Euro RSCG 4D, a subsidiary of Euro RSCG, bolstered its offering in the last year through acquisitions, including Baltimore-based digital agency Congruent Media.

ABR 2011: Organic

Organic CEO Marita Scarfi cites the digital agency's analytics practice that measures cross-channel consumer interactions as one of its primary strengths.

ABR 2011: Hawkeye

Hawkeye, like many agencies, has transitioned from a one-time reliance on print marketing to prioritizing its digital business.

ABR 2011: Hacker Group

Direct and digital agency Hacker Group has verticals in telecommunications, insurance and travel. In 2010, it launched Health HG, a health insurance marketing practice, its ...

ABR 2011: Acxiom Corp.

Acxiom Corp. is a giant in the marketing services industry, standing at more than $1 billion in global revenues and serving top-tier clients across the ...

ABR 2011: Epsilon

Epsilon expects to be a $1 billion marketing services firm by next year, which would put it neck and neck with competitor Acxiom in terms ...

ABR 2011: Harte-Hanks

Harte-Hanks has turned its financial state around after a couple of tough years. It recently completed its third consecutive quarter of revenue growth. This growth ...

ABR 2011: Merkle

Expansion was the theme last year at CRM agency Merkle. Expansion was the theme last year at CRM agency Merkle. The Columbia, Md.-based company expanded ...

ABR 2011: Accent Marketing Services & Communefx

Accent Marketing is building up two distinct shops under the same roof. Last year, it divided the business into performance marketing and engagement management units.

ABR 2011: Allant Group

The industry has heard for years about "advanced TV advertising," the ability to target broadcast ads to specific audiences.

ABR 2011: Arc Worldwide

ARC has been operating as the marketing services arm of Publicis' storied Leo Burnett agency since the two were brought under the same roof in ...

ABR 2011: Carlson 
Marketing

This loyalty specialist works in six areas: strategy and customer planning; decision sciences; creative, interactive, media and mobile; award services; technology services and operations; and ...

ABR 2011: Experian 
Marketing 
Services

Experian Marketing Services CEO Matt Seeley likes to refer to his company as "the largest email player in the world."

ABR 2011: GSI Global 
Marketing 
Services

GSI is a digital marketing and e-commerce management specialist with units in email marketing, mobile advertising, affiliate marketing, ad retargeting and in-depth analytics.

ABR 2011: Infogroup

A year ago, Infogroup would have been described as 31 competing data and marketing services businesses. Now, after more than 18 months of consolidation and ...

ABR 2011: KBM Group

KBM Group's acquisition of I-Behavior brought it new capabilities in multichannel retail and online behavioral targeting, while its acquisition of Marketing Direct strengthened its healthcare ...

ABR 2011: The Kern 
Organization

Once a creative direct agency, The Kern Organization has become a strategic, customer-value optimization agency, dealing in acquisition and retention, says Russell Kern, founder and ...

ABR 2011: Javelin Marketing Group

Last year, the agency dropped "direct" from its name, looking to expand its reputation beyond direct mail and other traditional direct services.

ABR 2011: iCrossing

The Scottsdale, Ariz.-based agency was acquired by publishing company Hearst last June, which president and CEO Don Scales refers to as "the biggest event in ...

ABR 2011: Meredith 
Integrated 
Marketing

Meredith Integrated Marketing, once known solely for custom publishing, continues to add to its marketing services arm. "We have made a concentrated effort to define ...

ABR 2011: SolutionSet

While the agency's roots stem from database management, it is aggressively broadening that definition. In 2009, Haggin Marketing united several companies it had acquired under ...

ABR 2011: Targetbase

A January 2011 Forrester Research report singled out Targetbase, which offers analytics, strategy, creative and marketing technology services, as the "most integrated" of the US ...

ABR 2011: Digitas

A digital agency at its core, Digitas expanded its work in social media and mobile in 2010, with 80% of its clients engaging in the ...

ABR 2011: G2 USA

John Paulson, CEO of G2 USA, says the agency is at the latter stages of an evolution that began in 2009, when the company combined ...

ABR 2011: MRM Worldwide

General Motors Co. was the vehicle driving MRM Worldwide's successful 2010. The Manhattan-based agency, which specializes in data and analytics, search, mobile, social media and ...

ABR 2011: Promixity Worldwide

Proximity Worldwide, the digitally focused direct marketing arm of Omnicom Group's BBDO Worldwide network, made a major move into the US market two years ago ...

Plumbing fixtures website turns around conversion

FaucetDepot.com, a Commerce, Calif.-based distributor of brand name residential and commercial plumbing fixtures and accessories, has more than 42,000 products on its website and in ...

ABR 2011: Razorfish

Razorfish, one of the largest interactive agencies in the industry, is focused on building tools that let clients gather and leverage marketing information regardless of ...

ABR 2011: Rosetta

Rosetta has significantly broadened its scope since its founding in 1998 by Chris Kuenne as a business consultancy.

ABR 2011: SapientNitro

SapientNitro is benefiting from a business model that took shape after interactive specialist Sapient bought creative shop Nitro in mid-2009.

ABR 2011: Tribal DDB Worldwide

Founded more than a decade ago as the digital arm of Omnicom's DDB, Tribal DDB Worldwide specializes in interactive channels ranging from e-commerce and search ...

ABR 2011: Proximity Worldwide

Proximity Worldwide, the digitally focused direct marketing arm of Omnicom Group's BBDO Worldwide network, made a major move into the US market two years ago ...

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