March 2010 Issue of Direct Marketing News

March 2010 Issue of Direct Marketing News

Spotlight

Travel marketing hospitable to data segmentation

IHG's Sagan talks about how the hotel chain balances relevance with privacy in its segmentation strategy

Editorial

Editorial: The DM landscape has changed permanently

The worst of the recession is behind us, and marketers are seeing budgets stabilize. Amid the slow recovery, though, direct marketers may need to re-think ...

Op-Ed

Clean data helps mail reach its target

The quality of contact data is vital to any direct marketing effort. Marketers are masters at developing catchy, well-positioned campaign messages. But if that message ...

Consumers expect real-time results

On June 25, 2009 at 5:20pm EST, TMZ announced the death of pop star Michael Jackson with a bit.ly link (a shortened link made to ...

Gloves Off

Do celebrities help social media campaigns?

From beer to banking, celebrity endorsements are a major component of many marketing campaigns. Do they have the same weight in social media? Two experts ...

Main Feature

Data Segmentation drops the big, bad attitude

Audience segmentation and testing is important to direct marketers, who must reach their prospects with the most targeted, relevant messages possible to ensure the most ...

Vertical Feature

Segmentation focus strong in b-to-b

Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for ...

The Work

Sir Speedy, Rosetta, VistaPrint creative

Sir Speedy and PIP use Vertis' technology for dimensional mailings; Rosetta uses augmented reality to make it snow; VistaPrint uses social media to promote sweepstakes

Nailed It

Ted Schweitzer, VP of e-commerce, LQ Management chats with DMNews

Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel ...

Direct Choice

Transformative direct mail package's envelope twist delivers personalization

If you have kids, you know what Transformers are. They're toys that may look like a jet, for example, but move a few parts and ...

Analysis

Mailers regroup after postage increase plan

John Potter, CEO and postmaster general of the USPS, described the organization's challenges in restoring financial stability in stark terms last week. He expects a ...

News Articles

Infogroup sale ends public era

CCMP Capital Advisors, which bought Infogroup for $635 million on March 8, plans to continue Omaha, NE-based Infogroup's transition from database company to full-service direct ...

Brands tip off NCAA direct marketing campaigns

Intel, CBS Sports and H&R Block are taking advantage of the NCAA tournament to interact with consumers through a mix of channels, including more mobile ...

Direct mail loses ground to digital post-recovery

Direct marketers are beginning to see green shoots of economic recovery, but the media mix continues to shift and experts predict direct mail will never ...

Staples kicks off b-to-b site

Staples launched a business-to-business e-commerce Web site, staplesadvantage.com, on March 11. The company's goal is to meet corporate demands for supplier consolidation and reduced procurement ...

Optimized

Measurement makes Facebook a marketing win

As more companies use Facebook as a marketing platform, they are demanding measurement tools to gauge consumer interaction on the site.

Technique

Variable data helps make print personal

Direct marketers know they can use variable data printing to create highly personalized marketing pieces. Our experts discuss the best ways to segment and measure ...

Search buying after Yahoo-Microsoft deal

Search marketers are readying new paid search buy strategies in preparation of the Yahoo-Microsoft search deal, which is expected to be implemented in the US ...

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.