March 2014 Issue of Direct Marketing News

March 2014 Issue of Direct Marketing News

• Cover Story: The Data-Protection Paradox • Analysis: How Email Wins Customers • Infographic: CIO/CMOjo • One Tough Question: In the search for insight, how relevant is the “size” of the data? • Case Study: The Mechanics of Marketing at GE • Special Feature: Mailers Prepare to Turn the Volume Down • Best Case: Beretta Gets More Bang From its Social Media Buck • Marketing Challenge: Betrayal, or Just Business?

Best Case

Acquisition Is a Leading Trend Among Leading MRM Providers

Gartner analysis shows acquisition as the common denominator among leading marketing resource management providers.

Targeting Is a Breeze

Vestas reaches previously untapped C-level prospects by creating highly relevant content and working with LinkedIn to develop a brand new targeting tool.

Beretta Gets More Bang From its Social Media Buck

Education and entertainment are Beretta's two principal missions in social media.

Moleskine and Adobe Strike the Right Note

The companies use targeted direct mail to showcase global student creativity via a mutually beneficial partnership between brand, agency, and vendor.

For DoSomething.org, the Product Is the Customer Experience

Generating compelling customer experiences is a requisite for profitable brands and nonprofits alike.

Best Case: Q&A

Q&A: Spot-On Social Targeting

What do you do when the solution you want doesn't exist? You roll up your sleeves. Vestas Wind Systems helps spark LinkedIn targeting.

CMO Confidential

The Rationale Behind Personal Branding

By day, Mayur Gupta is global head, marketing technology, at Kimberly-Clark. In his off-hours, he blogs.

Marketing Challenge

Fighting Ill-Fitting Favoritism: Answers

The CEO at Hanover Manufacturing is pushing for nepotism and the CMO is in a quandary. What would you do? See what our readers had ...

Marketing Challenge: Betrayal, or Just Business?

Something not quite kosher is happening at this agency. See what our readers had to say about it.

Case Study

The Mechanics of Marketing at GE

Data and storytelling comprise the nuts and bolts of the innovator's Brilliant Machines campaign.

4 Elements of Extraordinary Storytelling

Telling stories through data can be challenging, especially when it involves making intricate and complex concepts easily understandable.

Special Feature

Mailers Prepare to Turn Down the Volume

USPS's five-year plan is built on forecasts of 3% volume declines, but this year's huge rate increase has direct mailers and catalogers talking double-digit cuts ...

One Cataloger's Dim Prospects for Mail Volumes

Experienced direct mailers and catalogers enter a new year with well-defined strategies and cutoffs for their house file and prospect mailings.

Next

Don't Fight Hackers, Join Them

If you want to win the digital marketing wars of the future, you've got to start hacking, says Mondelez International's VP of global media.

Care.com Tends to its Emails With Mobile Optimization

The caregiver site looks after customers' mobile needs by optimizing its emails for mobile.

How Email Wins Customers

Email is a mainstay for lead nurturing and customer retention. It can also be a powerfully effective channel for customer acquisition.

Content, Measure for Measure

Unfortunately, there's no magic bullet to help you measure the impact of your content marketing. But strategy (versus "random acts of content") is essential.

Data Storytelling Is Always On Trend

Telling stories through data helps marketers identify problems (or recognize opportunities) and zero-in on a solution.

As Postal Reform Slogs Along, the Exigent Rate Appears Here to Stay

The bad news? The 4.3% exigent rate increase is almost sure to endure. The good news? Mailers enlisted a stalwart defender of their cause on ...

One Tough Question

When Big Data and Small Data Work Together

In the search for insight, how relevant is the "size" of the data?

Computers Like Data, People Like Answers

Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.

Analytics and Testing: Do you Want Answers, or Do you Want the Truth?

Big Data gives you answers to what variables have potential, but testing gives you the truth.

Use Data—Big and Small—to Improve Customer Relationships

What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?

Infographic

Infographic: CIO/CMOjo

When it comes to CIO/CMO collaboration, the question is not "if," but "how."

Word to the Wise

Word to the Wise: ROI

A Return on investment (ROI) is a regular sufferer of misuse. Let's define it.

Marketing Chatter

Marketing Chatter: March 2014

Observations from around the Twitter-sphere. Follow us @dmnews.

Fast Facts: March 2014

Some quick info hits to keep you up-to-date, including the percentage of marketers who say display advertising is dead or dying.

App of the Month

App of the Month: Super Note 4.0

Super Note 4.0 includes many upgrades over the 3.0 version of the productivity app.

Delivered

Delivered: Airline Rewards

What's in our mailbox this month: Airline rewards mailers. Which ones soar and which ones bore?

Delivered: Sporting Goods Emails

What's in our inbox this month: Sporting goods emails. Which ones hit it out of the park?

Editorial

The Challenge of Changeable Customers

When it comes to behavioral targeting, I'm never surprised by the ads I'm served on my personal Mac.

Main Feature

The Data-Protection Paradox

The heated data security and privacy debate is rich with contradictions, controversy, and complexity—and major challenges for marketers.

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