June 2008 30 22 Issue of Direct Marketing News

June 2008 30 22 Issue of Direct Marketing News

Editorial

With mobile progress comes accountability

While the growth and profile of mobile marketing con­tinues apace, its progression has been marked both by caution and uncertainty on the part of advertisers, ...

Op-Ed

Focus DRTV on building brands

I was saddened to read about the Sharper Image bankruptcy and that it has been forced to offer its assets for sale. But sadness aside, ...

When free content isn't really free

B-to-b marketing organizations that use whitepapers, case studies, data sheets and other PDF documents in their lead gen­eration campaigns want to capture as much information ...

Gloves Off

Is reach or response more important?

As media continue to fragment, two experts debate whether it is more important to achieve high response rates through targeted campaigns, or a large audience ...

Main Feature

Promotion devotion

Web-based efforts have taken the power of promotions to the next level, Pamela Oldham reports.

Vertical Feature

Transpromo takes off

Variable data printing has helped make personalized promotional messages on transactional documents a popular, growing trend. Lauren Bell reports.

The Work

Creative solutions from Courvoisier, Mobile Loaves & Fishes and Easton Sports

Magazine insert and pop-up shop a unique cocktail for Courvoisier; Mobile Loaves & Fishes gets boost from online fundraising; and online videos score a hit ...

Nailed It

DMNews talks with Palo Alto Software CEO Sabrina Parsons

Sabrina Parsons, CEO of Palo Alto Software, talks about how her company promoted the release of its new product through an e-mail and social media ...

Analysis

Mailers work to 'green' their marketing

With growing consumer concerns about the environment, direct mailers are encouraged to take steps to go green. "In today's world, [going green] is becoming a ...

News Articles

H&R Block banks on mobile for customer loyalty

H&R Block is offering mobile phone banking to its Emerald Card cardholders in a move to improve customer relationships and boost loyalty. The mobile service ...

MoreVisibility launches affiliate marketing program

MoreVisibility, a search engine optimization and marketing firm, has launched its new, full-service affiliate marketing program. Cost-per-click marketing has become increasingly more competitive in terms ...

Dollar Rent a Car partners with Responsys

Dollar Thrifty Automotive Group Inc. has selected Responsys as its e-mail marketing service provider in a move to make its e-mail program more personalized. The ...

Provide Commerce to acquire RedEnvelope

Provide Commerce Inc., parent company of ProFlowers, has acquired the assets of online gift retailer RedEnvelope at a bankruptcy auction. Provide Commerce, which will assume ...

DHL US Express restructures, partners with UPS for airlift

Citing goals of reducing costs, providing better service and creating a platform for sustainability and growth, Deutsche Post World Net plans to extensively restructure its ...

Citysearch sued for click fraud

The Los Angeles-based law firm Kabateck Brown Kellner LLP has filed a suit in a California Superior Court against online local search and directory company ...

PRC approves Life Line Screening NSA

The Postal Regulatory Commission has recommended approval of a proposed negotiated service agreement (NSA) with Life Line Screening that would allow mobile health screening service ...

Nielsen, ComScore offer mobile metrics

Both Nielsen Co. and ComScore Inc. have expanded their measurement capabilities to the third screen — Nielsen with the launch of its Mobile @Plan and ...

New reloadable debit card from Edo targets teens

Edo Interactive has launched the Facecard Prepaid MasterCard, giving teenagers and young adults a new way to spend money and retailers a new way to ...

Mars, Agency.com Combo up

Mars has teamed up with Agency.com and NASCAR for a new interactive Web site that promotes its Combos snack food and car racing at the ...

Booksellers invest in digital

Borders and Barnes & Noble both launched new digital strategies last week as each tries to take on leading roles in the online bookselling sector. ...

New Briefs

Current USA mailing Lillian Vernon catalog

Current USA, a subsidiary of Taylor Corp. that finalized an agree­ment on April 3 to buy Lillian Vernon for $15.8 million, has begun mailing the ...

BrandNew

Moto and Motoring

To promote the Moto Q9c, Motorola's latest hand-held personal organizer, the company launched a microsite starring spokeswoman and race car driver Danica Patrick. The site, ...

Optimized

Social media presents a balancing act for marketers

After several years of marveling at the wonders of social media as a cost-effective tool for driving buzz around a brand, companies are now realizing ...

Technique

Safeguard your brand with search

No company wants its reputation to be sullied by negative search results. So what are the best practices for brands to protect themselves? Four search ...

Third Screen

Mobile coupons target East Village ice cream fans

Ice Cream chain Cold Stone Creamery has teamed up with mobile marketing company 8coupons.com for a mobile couponing CRM campaign.

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