June 2014 Issue of Direct Marketing News
• Cover Story: Getting Inbound and Outbound Leads on the Same Track • Analysis: 3 Essential Email Metrics • Infographic: Digital Marketing Budgets Continue to Rise • One Tough Question: How can marketers make cross-channel attribution a reality? • Agency Business Report: Today’s Marketing Agency Must Be a Driving Force • Best Case: AARP Rewards Members for Smart Living • Marketing Challenge: Defending Direct • + more...
Twitter and TV prove to be the right ingredients for a tasty pizza campaign.
In a world where loyalty isn't always on the menu, Duffy's Sports Grill is hitting it out of the park with a program that boasts ...
Savvy marketers like Sony recognize that consumers will, many times, purchase what a mother, brother, spouse, or even Facebook friend has bought.
Loyalty is often defined by how much consumers spend over time. But for marketers at AARP loyalty is determined by how much they engage.
There's certainly something to be said for in-person interactions at trade shows and the engagement opportunities they facilitate.
Best Case: Q&A
Aashish Rangwalla, senior manager, acquisition marketing at Sony Rewards & Card Marketing, explains the importance of a great customer experience.
Coastal.com CMO Braden Hoeppner is all about data—but never at the expense of the personal touch.
The new CEO wants to cut direct mail because of postal increases—even though DM is great for ROI. What would you do? Email your answers ...
Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say.
Online, in-store, and on the streets, direct marketing has helped Chrome Industries get in its customers' faces with bold avowal.
15 agency executives examine the evolving role of the marketing agency to clients and the industry at large.
6 questions marketers can ask to determine if their marketing is customer-centric.
The next wave of metrics for marketers will look at data that reveals customers' expectations, motives, and life experiences.
M-commerce is changing the game for marketers by building a bridge between brick-and-mortar stores and online shopping.
Load leveling aims to reduce overtime hours and promote safety for late-working letter carriers by spreading out the heavy volume of standard mail over the ...
Ultimately, the answer to the question of which metric is best for tracking content marketing performance is: It depends.
One Tough Question
Every marketing team and campaign has its All Stars and MVPs—just be sure to recognize each player's contributions throughout the game.
Cross-channel attribution is a major challenge for marketing organizations. We've all had our share of setbacks. Here's a 12-step program to help you recover.
"How can marketers make cross-channel attribution a reality?" has been a burning question for almost a decade.
Cross-channel attribution is a reality. Embrace it.
Word to the Wise
What is this magic bullet we call "viral marketing?"
Some quick info hits to keep you up-to-date, including the percentage of databases that are barely functional.
See what our tweeps have been getting up to this month. Follow us @dmnews.
The share of budget allocated for digital marketing is growing by leaps and bounds.
What's in our inbox this month: Emails from Club Med. See how they stack up against each other.
What's in our mailbox this month: Mailers from ASPCA. Some are purrrr-fect, others are for the dogs.
Is it really marketing's fault that sales can't close deals? Is it the sales team's fault that marketing collateral goes unused? Ultimately, the blame lies ...
Getting inbound and outbound lead gen on the same track.
When it comes to marketing automation and lead generation, Forrester Principal Analyst Lori Wizdo knows her stuff.
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.