June 2013 Issue of Direct Marketing News

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

Marketing Challenge

Marketing Challenge: When a Counteroffer Is as Risky as a Good-bye

Your top creative director is about to leave your agency for a cushy position with his number one client. What would you do?

A Million- Dollar Branding Disaster: Answers

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.

Case Study

Weaving Data into Personal Interactions

Lion Brand Yarn builds off its loyal customer base in a changing social media landscape.

Q&A: Zontee Hau, marketing communications manager, Lion Brand Yarn

Zontee Hau of Lion Brand Yarn on how her interest in knitting and crocheting ties into her job.

Special Feature

Let Data Take the Lead

Data and analytics help marketers find their lead generation rhythm.

Stepping Up to Big Ticket Sales

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 ...

The Evolution of Marketing

Marketing is changing. Fifteen top agency leaders share how the role of the agency is changing along with it.

Diary of a CMO

Marketing Needs Internal Engagement, Too

Month 6 at Mitel: Time to reassess and reengage with the team.

Next

Without Five-Day Delivery, Will Rates Increase for Mailers?

When the USPS announced in February a plan to eliminate mail delivery on Saturday, mailers approved.

Marketers Pause the Text and Play up the Video in Email

In terms of audience retention and videos, one minute of video is worth 1.8 million words.

Using the Second Screen to Drive Customer Engagement

Today's consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.

3 Effective Ways to Make E-Commerce More Engaging

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

The Marketing Journey Begins With Customer Knowledge

As a marketer, where do you start? Like so many other strategic challenges in business, you start by getting to know your customer.

Making Love to Big Data With Attribution

In media, we don't discuss attribution because it's new and understandably awkward—just like making love for the first time.

What Influences Customers Most?

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

Marriott Events Blend Service and Style

The hotel brand reimagines the guest experience for its "masterblender" customers.

Social Insight Built to Order

Lassen Innovation uses business savvy and VoC to create an educational toy designed with an ear to social chatter.

Word to the Wise

Word to the Wise: In-Memory Analytics

In-memory analytics isn't new; the interest in Big Data tools has simply raised its profile.

Fast Facts

Fast Facts: June 2013

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.

Marketing Chatter

Marketing Chatter: June 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews.

Delivered

Delivered: Airline Emails

What's in our mailbox this month: Airline emails from Aer Lingus, Alitalia, JetBlue, and United Airlines. Let's fly away.

Editorial

Embrace the Change

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.

Main Feature

Measuring the Wow

Creativity in the age of marketing accountability.

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.

Battle of the Brands

Can the Man of Steel Beat an Iron-Strong Franchise?

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 ...

The Work

Arctic Awareness Effort for WWF Russia Bears Fruit

WWF partners with BBDO Moscow to create an interactive online game featuring a virtual depiction of the polar bear's plight.

Themed Food Trucks Deliver Out-of-This-World Snacks

To generate buzz for the release of The Elder Scrolls Online, Bethesda Softworks is sending themed food trucks to key gamer markets.

Q&As

Q&A: Scott Pinkney, SVP & creative director, BBDO/Proximity, Toronto

Scott Pinkney, SVP and creative director at BBDO/Proximity in Toronto, on customer relationship management, fine art, and his favorite font.

Features

Not All Data Is Created Equally

Capturing the right data for customer retention and growth.

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Featured Articles

Pitney Bowes Intros Location Intelligence Platform

Pitney Bowes Intros Location Intelligence Platform

Spectrum Spatial attempts to make the world a small marketplace for B2B and B2C companies alike.

The New Path of the B2B Buyer's Journey

The New Path of the B2B Buyer's Journey

Intent, which tells you who, how, and when to target, is a common thread on the customer journey.

Which Brands Are the Most (and Least) Trusted?

Which Brands Are the Most (and Least) Trusted?

It's been a bad year for TV service providers.