March 2012 Issue of Direct Marketing News

March 2012 Issue of Direct Marketing News

• Adapting to more fluid work environments, b-to-b marketers adopt b-to-c strategies • Domino's and Pizza Hut build brand affinity and vie for customer loyalty • Subway SVP and global CMO Tony Pace mixes traditional and digital marketing

On the Beat - Email

Marketers combat declining engagement

In the face of growing choices in digital channels, marketers are doubling down on email, increasing investments as they work to more precisely tailor messages.

On the Beat - CRM

Marketers must use mobile to encourage brand loyalty

Brands must draw on a deluge of mobile-driven customer information in order to engage customers and encourage repeat business.

On the Beat - Digital

Facebook's IPO could impact marketing

Facebook's plan for a $5 billion initial public offering (IPO) has the potential to change Facebook's advertising structure.

On the Beat - Direct Classic

Gift cards acquire new purpose for retailers as direct marketing vehicle

Retailers have now begun to embrace gift cards as both a product and a marketing vehicle, not just a way to grab stray dollars from ...

On the Beat - Multichannel

Retailers test location-based services

The advent of smart, constantly-connected handheld devices means customers are more mobile than ever before.

Direct Report

Google privacy changes are a question mark for marketers

Google's privacy policy changes, which go into effect on March 1, unify its terms of service across its major Web products — including YouTube, Gmail ...

Consolidation transforms the printing industry landscape

While consolidation has been a growth and hang-on strategy for some in the printing industry, the space is undergoing such a seismic shift in its ...

Agencies must keep up with mobile

As tablets and smartphones evolve into the de facto "remote control" of our lives, the kinds of services that clients are demanding from their agencies ...

The Lowdown

Cola wars linger as marketing amps up

Although 2012 is predicted to see historically high commodities prices — affecting both PepsiCo's and Coca-Cola's bottom line — each is committing a significant amount ...

Heat Meter

Heineken 'serenades' online crush

For users who give Heineken access to their Facebook profiles, the brand's highly original "Serenade" app allows them to craft personalized love songs.

Celebrities assist with Haiti relief recovery

The celebrity-studded "Aid Still Required" online outreach campaign partnered with Internet giving social platform to raise online funds for the ongoing disaster

Toyota targets Yaris at young audience and confirms "It's a car!"

The Toyota "It's a car!" Facebook campaign features promotional videos, an interactive game and a trunk-full of awful jokes.

McDonald's Twitter campaign backfires with popular hashtag

McDonald's learned the hard way that social network campaigns take away their ability to control the message.


Delivered: 6-by-9 inch direct mail

What's in our mailbox this month: 6-by-9 inch direct mail pieces from Bare Necessities, the Leukemia & Lymphoma Society, Nordstrom and Sears.

Duly Noted

Marketers split on the impact of mixed postal promotions

As the U.S. Postal Service (USPS) — which reported in February losses totaling more than $3 billion — struggles to stay solvent, it is using ...

This Is How We Do It

Subway racks up points with athletes

Tony Pace, Subway's SVP and global CMO, mixes traditional and digital marketing to drive customer affinity.


Purchase technology will assist print

Many marketers have suggested print specifically is dead or dying, but I don't buy it.

Gloves Off

Should marketers spend more on social and mobile than email in 2012?

Mobile and social vs. email: Where should marketers spend their limited dollars this year? It's a question that's top-of-mind for many marketers out there — ...

What's the best channel for ad spend? Readers respond

What's the best channel for ad spend? Readers respond to March's Gloves Off question.

Main Feature

B-to-b on the go

With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to ...

Q&A: Sandra Zoratti, VP of marketing solutions, Ricoh

Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.

Battle of the Brands

Pizza heavyweights build brand affinity and vie for customer loyalty

No matter how you slice it, the experience of ordering and consuming a pizza should be fun, fast, easy and, of course, tasty. How do ...

Vertical Feature

Financial marketers neglect social media as a direct response marketing channel

Despite the need to connect with consumers across multiple channels, financial services institutions still don't view social media as an effective direct marketing channel.

Integrated campaign yields double-digit growth

Last September, Huntington Bank launched a multimedia campaign online and across direct channels explaining the value of Asterisk Free Checking with impressive results.

The Work

Disney Baby combines e-commerce with social

In an effort to create a brand-oriented social commerce experience for expectant and new parents, The Walt Disney Company rolled out in January.

Integrated Honda campaign tells fans to get busy living

To promote its new 2012 compact CR-V, Honda and agency of record Rubin Postaer and Associates (RPA) put a spin on the traditional concept of ...

Smoothie King shakes it up with weight loss campaign

Smoothie King launched an initiative in January geared towards promoting better health and helping its customers stick to their New Year weight loss resolutions.

The Work - International campaigns

Cadbury fans 'keep team GB pumped' for the Olympics

Cadbury and agency Hypernaked launched a campaign that calls on Brits to motivate top UK athletes through song.

It's alive! HarperCollins augments reality

HarperCollins teamed with Dentsu to launch a mobile Quick Response code campaign that drove in-store activity and online engagement.


Q&A: Sarah Van Heirseele, VP of digital at Blue Chip Marketing Worldwide

Sarah Van Heirseele, VP of digital at Blue Chip Marketing Worldwide, explains why social media is in her blood and why apps are declining.

Nailed It

Martha Stewart Living uses app to create successful Facebook sweepstakes

Martha Stewart Living was so pleased with the results from the Ultimate Fan Sweepstakes that the brand ran two more successful sweepstakes using SnapApp after ...


Plug-ins: DRTV

DRTV no longer exists in a vacuum. The advent and wide usage of social media has seen to that — which means it's more important ...

Expert Advice

Keep company culture in mind when hiring or recruiting candidates

A positive culture is a big part of the success of an organization.

The End (User)

Marketers prolong TV-centric approach

Twice a year, the marketing business pauses in its reinvention to expose its fear of fundamental change and highlight the disconnect that exists between what ...

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