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?
Gartner analysis shows acquisition as the common denominator among leading marketing resource management providers.
Vestas reaches previously untapped C-level prospects by creating highly relevant content and working with LinkedIn to develop a brand new targeting tool.
Education and entertainment are Beretta's two principal missions in social media.
The companies use targeted direct mail to showcase global student creativity via a mutually beneficial partnership between brand, agency, and vendor.
Generating compelling customer experiences is a requisite for profitable brands and nonprofits alike.
Best Case: Q&A
What do you do when the solution you want doesn't exist? You roll up your sleeves. Vestas Wind Systems helps spark LinkedIn targeting.
By day, Mayur Gupta is global head, marketing technology, at Kimberly-Clark. In his off-hours, he blogs.
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 ...
Something not quite kosher is happening at this agency. See what our readers had to say about it.
Data and storytelling comprise the nuts and bolts of the innovator's Brilliant Machines campaign.
Telling stories through data can be challenging, especially when it involves making intricate and complex concepts easily understandable.
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 ...
Experienced direct mailers and catalogers enter a new year with well-defined strategies and cutoffs for their house file and prospect mailings.
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.
The caregiver site looks after customers' mobile needs by optimizing its emails for mobile.
Email is a mainstay for lead nurturing and customer retention. It can also be a powerfully effective channel for customer acquisition.
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.
Telling stories through data helps marketers identify problems (or recognize opportunities) and zero-in on a solution.
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
In the search for insight, how relevant is the "size" of the data?
Want to get more ROI from your Big Data initiative? Provide useful insights. Thinking small gets us closer to the problem.
Big Data gives you answers to what variables have potential, but testing gives you the truth.
What kind of data do marketers need to enable them to get closer to their customers to drive revenue and profitability for their companies?
When it comes to CIO/CMO collaboration, the question is not "if," but "how."
Word to the Wise
A Return on investment (ROI) is a regular sufferer of misuse. Let's define it.
Observations from around the Twitter-sphere. Follow us @dmnews.
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
Super Note 4.0 includes many upgrades over the 3.0 version of the productivity app.
What's in our mailbox this month: Airline rewards mailers. Which ones soar and which ones bore?
What's in our inbox this month: Sporting goods emails. Which ones hit it out of the park?
When it comes to behavioral targeting, I'm never surprised by the ads I'm served on my personal Mac.
The heated data security and privacy debate is rich with contradictions, controversy, and complexity—and major challenges for marketers.
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.