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
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
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 plan for a $5 billion initial public offering (IPO) has the potential to change Facebook's advertising structure.
On the Beat - Direct Classic
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
The advent of smart, constantly-connected handheld devices means customers are more mobile than ever before.
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 ...
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 ...
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 ...
For users who give Heineken access to their Facebook profiles, the brand's highly original "Serenade" app allows them to craft personalized love songs.
The celebrity-studded "Aid Still Required" online outreach campaign partnered with Internet giving social platform Snoball.com to raise online funds for the ongoing disaster
The Toyota "It's a car!" Facebook campaign features promotional videos, an interactive game and a trunk-full of awful jokes.
McDonald's learned the hard way that social network campaigns take away their ability to control the message.
What's in our mailbox this month: 6-by-9 inch direct mail pieces from Bare Necessities, the Leukemia & Lymphoma Society, Nordstrom and Sears.
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
Tony Pace, Subway's SVP and global CMO, mixes traditional and digital marketing to drive customer affinity.
Many marketers have suggested print specifically is dead or dying, but I don't buy it.
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 to March's Gloves Off question.
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 ...
Sandra Zoratti, VP of marketing solutions at Ricoh discusses the changing landscape of b-to-b marketing.
Battle of the Brands
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 ...
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.
Last September, Huntington Bank launched a multimedia campaign online and across direct channels explaining the value of Asterisk Free Checking with impressive results.
In an effort to create a brand-oriented social commerce experience for expectant and new parents, The Walt Disney Company rolled out DisneyBaby.com in January.
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 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 and agency Hypernaked launched a campaign that calls on Brits to motivate top UK athletes through song.
HarperCollins teamed with Dentsu to launch a mobile Quick Response code campaign that drove in-store activity and online engagement.
Sarah Van Heirseele, VP of digital at Blue Chip Marketing Worldwide, explains why social media is in her blood and why apps are declining.
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 ...
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 ...
A positive culture is a big part of the success of an organization.
The End (User)
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 ...
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.