June 2010 Issue of Direct Marketing News

June 2010 Issue of Direct Marketing News

Spotlight

Reduce buyer risk to increase lead generation

The CMO of transportation and logistics company Con-way, on refining lead gen for a 'stickier' brand

Editorial

Traditional lead gen tactics still drive sales

I watched a syndicated re-run of the popular sitcom "The Office" last week. This episode pits Michael Scott, regional manager at Dunder Mifflin, against his ...

Gloves Off

Is the term 'direct marketing' antiquated?

As marketing becomes more integrated and digitally focused, is the term 'direct marketing' too old school to describe the breadth of DMers' work? Our experts ...

Main Feature

B-to-b lead generation takes a social turn

Business-to-business marketers find that social media generates leads and strengthens relationships by connecting customers with people, products and information they seek

Vertical Feature

In search of the adventurous

After the recession rocked the travel industry, marketers expect a better 2010

The Work

Creative campaigns from The Miami Heat, Dixie Bones, Zinio

Heat Fans show support for All-Star on WeWantWade.com; Dixie Bones celebrates restaurant openings with dimensional mail; Zinio's 5 for $5 Cinco de Mayo iPad campaign ...

Expert Advice

What do you do to train your lead generation professionals?

Training can't be "one size fits all." Training needs to match specific program needs, as well as the lead generation professional's skills. We divide our ...

Miscellaneous

Together, e-mail and social media lead to better communication

E-mail has long been a mainstay of both consumer and enterprise marketing because it is cost-effective and because it has superior tracking capabilities compared to ...

News Articles

Philly rolls out the welcome mat — with love

The Greater Philadelphia Tourism Marketing Corporation (GPTMC) launched a campaign May 30 promoting the city as a summer travel destination.

USPS sees $382M net loss in April

The US Postal Service saw a net loss of $382 million in April, bringing its seven-month total net loss for its 2010 fiscal year to ...

Pepsi launches tech program

PepsiCo has launched an open-call competition for technology, media and communications startups to submit mobile, social media, location-based retail, and video and gaming ideas.

Optimized

Marketers pull products into online perks

Marketers are incorporating Zynga's Facebook games, including FarmVille, YoVille and Mafia Wars, into campaigns that link product purchases to in-game redemptions.

Features

Case Study: An integrated approach to lead generation

A Texas hamburger restaurant chain texts its way to a 214% ROI

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.