June 2012 Issue of Direct Marketing News

June 2012 Issue of Direct Marketing News

• Brands dish on their Facebook commerce strategies • Edible Arrangements CMO Steve Thomas has a marketing strategy that bears fruit • Horizon expands outreach to Hispanic community • Is Amazon an ally of the retail industry?

Direct Report

No stopping e-shopping

E-commerce channels shape online shopping trends.

Heat Meter

Gap.com is a sleek, simple and functional apparel website

When it comes to customer experience and flair, Gap.com gets high marks.

DC Comics makes purchasing comics and graphic novels easy

Comics fans will love the DC Comics site for its ease-of-use and compelling design.

Laylagrayce.com brings beauty and grace to shopping online

Browsing is straightforward and pleasant on home furnishings site Laylagrayce.com.

Delta Air Lines website treats people like people, not cattle

A visit to Delta.com is well worth the trip.

Lomography.com misses picture-perfect browsing experience

Lo-fi camera site could use a little more snap.

Several complaints to lodge against Völkl's ski gear site

Volkl.com site wastes valuable real estate on its homepage.

Delivered

Delivered: Children's e-commerce emails

Children's e-commerce emails: Who plays nicest?

Duly Noted

Marketers need to build trust as spam hits social networks

Spam — unsolicited and untargeted marketing messages that have long been the scourge of email — is becoming an increasing problem on social media sites.

Spotlight

CMO's marketing strategy bears fruit

After working with fast-food companies earlier in his career, Steve Thomas is now trying a healthier approach. Or at least one with more fruit.

Editorial

When brands get personal

Successful marketing is about continual evolution and flexibility in the face of constantly changing consumer preferences.

Op-Ed

Marketing automation + CRM

CRM and marketing automation are like peanut butter and jelly — they just go together.

Tip the balance to loyal patrons

By treating every budget center, customer or prospect opportunity the same, marketing heads are wasting money.

Gloves Off

Is Amazon an ally of the retail industry?

When e-commerce titan Amazon sneezes, retailers get a cold — that much is clear.

Is Amazon an ally of the retail industry? Readers respond

Is Amazon an ally of the retail industry? Readers respond to the June Gloves Off question.

Main Feature

Friending e-commerce

Facebook's ubiquitous reach now extends into the social commerce arena.

Battle of the Brands

Sports retailers fall short on social engagement

As plans for summer weekend getaways are set in motion, people are gearing up for the great outdoors — and we're rating the retailers.

Vertical Feature

Horizon expands outreach to Hispanic community

Horizon Blue Cross Blue Shield of New Jersey knew it needed to better reach out to the Hispanic community. The question was, 'How?'

Obamacare accelerates changes in insurance industry's marketing strategies

With Obamacare provisions soon to take effect, insurance companies need to be more adept at b-to-c marketing than ever.

The Work

Güd campaign engages the senses

Agency Baldwin& combined animated video content with Facebook and old-fashioned scratch-n-sniff cards to promote Burt's Bees' new natural product line.

Fisher Nuts aims for home run

In a pitch to make Illinois-based Fisher Nuts the snack of choice at baseball stadiums, the brand launched a season-long sweepstakes.

First-ever Internet taste test

Pepsi Next teamed up with Funny or Die to create video skits featuring its Facebook fans tasting its new low-calorie cola beverage.

Skype campaign derides the lack of social in social media

Skype is aiming to give consumers in the U.K. what it calls a "one way ticket back to humanity."

Nissan's multiscreen experience

Nissan España's multiscreen ads allow players to virtually park its new compact SUV using mobile devices.

Q&As

Q&A: Yuchun Lee, VP of enterprise marketing managements, IBM Industry Solutions

Why is mobile a channel that simply cannot be ignored? IBM's Yuchun Lee explains.

Nailed It

Woodworking supply retailer's strategic retargeting campaign a model of success

If marketers realized precisely how much money they were leaving on the table — or, to be more specific, in the abandoned shopping cart — ...

Plug-ins

Plug-ins: search marketing

Search is about more than just keywords. This month, our expert columnists discuss strategies for staying relevant and searchable.

Expert Advice

Keep cutting-edge new hires on the edge, out of the mainstream

How can organizations bring in cutting-edge people without bending or breaking them? Here are a few tips.

The End (User)

Regarding commerce, e-nough is e-nough

Bizspeak is a way to keep from committing to one path in a constantly changing marketplace.

Features

New media channels and data raise agency profits

Now that the recession is arguably over, direct marketing agencies are in an especially fortunate position. Given their efficiency and accountability, they're poised for success ...

Q&A: Daniel Morel, chairman and CEO, Wunderman

Wunderman chairman and CEO Daniel Morel on challenges agencies are facing and the opportunities ahead.

Brand marketers discuss what they look for at agencies

Top brand executives from Xerox Corp., Capital One and Esurance on the qualities they seek in an agency.

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