March 2013 Issue of Direct Marketing News

March 2013 Issue of Direct Marketing News

• Main Feature: The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue • One Tough Question: What does Big Data allow marketers to do with segmentation that was not possible before? • In-depth case study: Nokia: The Once and Future(?) King • Special feature: Direct Mail, Evolved • Infographic: The People Side of Marketing

Marketing Challenge

Marketing Challenge: The High Price of Success

What would you do with an employee that's a master marketer—and a grade A jerk?

At What Price Loyalty? Answers

Loyalty and the dangers of social media. Here's how our readers would tackle the problem.

Case Study

Nokia: The Once and Future(?) King

The once-ubiquitous mobile device manufacturer, now an underdog, puts social at the heart of its marketing mix as it tries to reclaim its stature.

Q&A: Tejal Patel, head of social commerce and performance, Nokia

A former e-commerce guru, Tejal Patel now applies her performance marketing and accountability smarts to Nokia's social campaigns.

Special Feature

Direct Mail, Evolved

10 ways to keep printed communications relevant to multichannel customers.

Q&A: Darryl Walter, director of membership & conferences, The Wildlife Society

The Wildlife Society shares its direct mail strategies.

Diary of a CMO

Manage What You Measure

Month 3: With a new marketing structure in place it's time to operationalize marketing plans.


Content's Digital Domain

The challenges and opportunities of online content syndication.

Once Hot, SMS and QR Codes Become Old Marketing Standbys

As mobile technology develops, SMS and QR codes might begin to look like marketing dinosaurs when compared to newer tools like near field communication.

NFC on the Ascendant

Forget visual only ads. If some mobile direct marketers have their way, consumers will be tapping posters, in-store signage, and even print ads in the ...

Opportunity is in the Mail

When samples are energized by social media interaction and online engagement, they can command a premium price.

One Tough Question

Get Insight That's Actionable

Big Data is like the population in some emerging countries. There is a lot of it (volume). It's incredibly diverse (variety). And it's growing at ...

Big Data is "Emotional" Data

Today an individual is more than just a user or buyer of products and services. Empowered by their personal devices, people engage with brands in ...

All Customers Are Not Created Equally in Value

The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.

Big Data Doesn't Change Anything (And Changes Everything)

If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.


Fast Facts: March 2013

Some quick info hits to keep you up-to-date, including the number of marketers who say that gamification is overhyped.

Infographic: The People Side of Marketing

Direct Marketing News recently asked readers what they enjoy most about being a marketing leader, and their answers were great.

The Work - Case Study

Salon App Is Dyed-in-the-Wool Cool

Hair care brand Redken brings stylists from the analog world of printed look books to an integrated mobile experience.

Volkswagen Crowdsources China's Car of the Future

The iconic brand lets consumers take the wheel to power its People's Car Project.

Word to the Wise

Word to the Wise: Native Advertising

A poorly named content marketing tactic similar to a print advertorial that lives "natively" within a publisher's online editorial content.

Marketing Chatter

Marketing Chatter: March 2013

Observations from around the Twitter-sphere.

App of the Month

App of the Month: Quickoffice Pro

Quickoffice Pro: It's an office on the go.


Delivered: Music and Performance Series in New York

What's in our mailbox this month: music and performance series in New York mailers. Let's get down.


Are You (Listening) Taking Action?

Companies should "listen" to customers—but action is what really matters.

Main Feature

Voice Activated

The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.

Battle of the Brands

Microsoft's Xbox Runs 360s Around Sony's PlayStation 3

Game time: Who wins when it comes to marketing, Sony's PlayStation 3 or Microsoft's Xbox 360?

The Work

Sprint Calls All iPhone 5 Users 'Roaming Photojournalists'

Sprint tapped Digitas and Leo Burnett—known collectively as Team Sprint—to spread the word about its "Truly Unlimited" iPhone 5 data plan.

U.S. Marines' YouTube Page features Pandora-like Channel

Launched last December, the Marine's new YouTube channel, with its unique circular player, acts as a content hub for all things USMC.


Q&A: Jason Gaboriau VP & ECD, Crispin Porter + Bogusky

Jason Gaboriau, VP and executive creative director, at Crispin Porter + Bogusky in L.A., talks start-ups, good work, and great graphic design.

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

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