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
What would you do with an employee that's a master marketer—and a grade A jerk?
Loyalty and the dangers of social media. Here's how our readers would tackle the problem.
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.
A former e-commerce guru, Tejal Patel now applies her performance marketing and accountability smarts to Nokia's social campaigns.
10 ways to keep printed communications relevant to multichannel customers.
The Wildlife Society shares its direct mail strategies.
Diary of a CMO
Month 3: With a new marketing structure in place it's time to operationalize marketing plans.
The challenges and opportunities of online content syndication.
As mobile technology develops, SMS and QR codes might begin to look like marketing dinosaurs when compared to newer tools like near field communication.
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 ...
When samples are energized by social media interaction and online engagement, they can command a premium price.
One Tough Question
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 ...
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 ...
The potential ways to use Big Data for customer segmentation are only limited by the imagination of the direct marketer.
If you're a segmentation purist (and I am), you view segmentation as a strategic tool meant for managing a customer portfolio.
Some quick info hits to keep you up-to-date, including the number of marketers who say that gamification is overhyped.
Direct Marketing News recently asked readers what they enjoy most about being a marketing leader, and their answers were great.
The Work - Case Study
Hair care brand Redken brings stylists from the analog world of printed look books to an integrated mobile experience.
The iconic brand lets consumers take the wheel to power its People's Car Project.
Word to the Wise
A poorly named content marketing tactic similar to a print advertorial that lives "natively" within a publisher's online editorial content.
Observations from around the Twitter-sphere.
App of the Month
Quickoffice Pro: It's an office on the go.
What's in our mailbox this month: music and performance series in New York mailers. Let's get down.
Companies should "listen" to customers—but action is what really matters.
The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.
Battle of the Brands
Game time: Who wins when it comes to marketing, Sony's PlayStation 3 or Microsoft's Xbox 360?
Sprint tapped Digitas and Leo Burnett—known collectively as Team Sprint—to spread the word about its "Truly Unlimited" iPhone 5 data plan.
Launched last December, the Marine's new YouTube channel, with its unique circular player, acts as a content hub for all things USMC.
Jason Gaboriau, VP and executive creative director, at Crispin Porter + Bogusky in L.A., talks start-ups, good work, and great graphic design.
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.