June 2013 Issue of Direct Marketing News
• Cover Story: Measuring the Wow—Creativity in the age of marketing accountability • One Tough Question: How can multichannel marketers best identify customers’ true path to purchase? • Battle of the Brands: Can the Man of Steel Beat an Iron-Strong Franchise? • Case Study: Weaving Data Into Personal Interactions • Roundtable: Not All Data Is Created Equally, sponsored by Reach Marketing
Your top creative director is about to leave your agency for a cushy position with his number one client. What would you do?
What would you do if you'd spent mega money on a huge rebranding campaign only to discover it'd already been done? Our readers respond.
Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.
Zontee Hau of Lion Brand Yarn on how her interest in knitting and crocheting ties into her job.
Data and analytics help marketers find their lead generation rhythm.
To strategically get the attention of potential customers and coax them down the sales funnel, Carlisle Wide Plank Floors teamed up with digital marketing firm ...
Marketing is changing. Fifteen top agency leaders share how the role of the agency is changing along with it.
Diary of a CMO
Month 6 at Mitel: Time to reassess and reengage with the team.
When the USPS announced in February a plan to eliminate mail delivery on Saturday, mailers approved.
In terms of audience retention and videos, one minute of video is worth 1.8 million words.
Today's consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.
It's relatively easy to engage customers on e-commerce websites when marketers know who those customers are, but what about customers who don't sign in?
One Tough Question
As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.
In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.
Now more than ever, marketers must undertake efforts to gain a comprehensive understanding of the various influences on customers' buying behavior.
The Work - Case Study
The hotel brand reimagines the guest experience for its "masterblender" customers.
Lassen Innovation uses business savvy and VoC to create an educational toy designed with an ear to social chatter.
Word to the Wise
In-memory analytics isn't new; the interest in Big Data tools has simply raised its profile.
Some quick info hits to keep you up-to-date, including the number of marketers who are satisfied with their company's ability to measure ROI.
See what our Twitter followers have been getting up to this month. Follow us @dmnews.
What's in our mailbox this month: Airline emails from Aer Lingus, Alitalia, JetBlue, and United Airlines. Let's fly away.
I'm sure you've noticed: We're caught in a whirlwind of change. Capricious customer demands, new technologies, and added responsibilities swirl around us.
Creativity in the age of marketing accountability.
Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.
Battle of the Brands
Superman may be faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound, but how ...
WWF partners with BBDO Moscow to create an interactive online game featuring a virtual depiction of the polar bear's plight.
To generate buzz for the release of The Elder Scrolls Online, Bethesda Softworks is sending themed food trucks to key gamer markets.
Scott Pinkney, SVP and creative director at BBDO/Proximity in Toronto, on customer relationship management, fine art, and his favorite font.
Capturing the right data for customer retention and growth.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.