May 2012 Issue of Direct Marketing News

May 2012 Issue of Direct Marketing News

• IKEA North America CMO Leontyne Green constructs furniture and communications platforms • Peet’s and Coffee Bean & Tea leaf struggle to differentiate their brands • Facebook marketing tweaks make impact • Pinterest: Is it just a passing fad?

On the Beat - Email

ESET deploys forward-to-a-friend emails to boost sales and customer acquisition

Looking to spread the word about its services, ESET decided to create a program that would turn its loyal customers into product evangelists.

On the Beat - CRM

Restaurants optimize rewards programs to gain customer data and boost loyalty

Numerous restaurant chains have launched or expanded their loyalty programs in recent months to drill deeper into customer data.

On the Beat - Digital

Facebook marketing tweaks make impact

While Facebook's and Twitter's recent changes caught some marketers off guard, others are embracing them and getting creative.

On the Beat - Direct Classic

New technology and digital experience make temporary retail stores really pop

Marketers are elevating their pop-up store strategy, as the concept of the temporary store matures.

On the Beat - Multichannel

DOJ collusion lawsuit ignites discussion about e-book pricing model strategies

At the heart of the Justice Department's recent lawsuit against Apple and five other publishers is a difference in sales philosophy.

Direct Report

Marketers streamline cross-channel customer experience

With the increase of customer touchpoints, brands are seeking to implement seamless cross-channel marketing strategies.

Agencies add techs to the conversation

Creative teams at today's agencies are adding technologists to the mix.

Facebook acquisition makes big splash

Most experts see Facebook's billion dollar acquisition of Instagram in April as defensive and overpriced.

USPS adopts new products and services to stay solvent

USPS chief Patrick Donahoe set out his vision for the agency at the National Postal Forum in April.

Heat Meter

Hunger Games satisfies fans' appetite

The social media campaign surrounding The Hunger Games movie was about as cool and integrated as marketing campaigns can be.

UNICEF hopes to mimic Kony success

UNICEF's #SahelNOW campaign is well-intentioned, but a carbon copy of Kony 2012.

Peugeot Panama's picture puzzles confound its Pinterest followers

Peugeot Panama's Pinterest game sounds fun and enticing enough, but it's nearly impossible to figure out.

Glad's "wild life" Facebook campaign belongs in the bin

There's not a bag big enough to dispose of the Glad Products Company's recent social venture.


Delivered: Arts/Entertainment

Arts/Entertainment mailers: Who gets a 'bravo?'

This Is How We Do It

IKEA CMO at home with integrated mix

It's "not the [IKEA] Kool-Aid" that makes IKEA North America CMO Leontyne Green such a brand evangelist. It's the relevance of the brand itself.


Brands go local, get social

Foursquare is a great way for marketers to offer incentives by implementing a discount for check-ins. I'm continuously surprised by the number of brands that ...


Measurement innovation delay

To break the innovation delay, we all need to do a better job of embracing new measurement technologies.

Tactics for multichannel success

As database marketers, we're in a perfect position to avoid inundating our customers by exercising discipline and agreeing on a few broad-based rules.

Gloves Off

Pinterest: Is it just a passing fad?

It's a question that's burning through the minds of many marketers — and that's why we asked our readers to vent some steam and weigh ...

Is Pinterest just a passing fad? Readers respond

Is Pinterest just a passing fad? Readers respond to the May Gloves Off question.

Main Feature

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

We're watching you: location-based privacy issues

Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

Battle of the Brands

Coffee bars' marketing plans use stale email tactics

Americans love good coffee -- but who has the fresher marketing strategy, Peet's or The Coffee Bean & Tea Leaf?

Vertical Feature

Social media channels draw potential customers

One of the core issues with social media marketing to the government is that few marketers know how to quantify its value.

B-to-g marketers leverage social media to build relationships with federal employees

B-to-g marketers use social media just like many other marketers do. It's all a matter of targeting and fostering relationships — not solely sales.

The Work

Taco Bell says: 'Live Mas'

Taco Bell teamed up with Doritos to create "Doritos Locos Tacos," a new product featuring Doritos-flavored shells.

Online retailer's presidential poll, an online platform for customized gifts, posters and apparel, inaugurated a campaign in January in an effort to engage its community of fans.

Instant online color palettes

For those on a color-matching quest, The Sherwin-Williams Company has created a free online tool that allows users to create instant color palettes.

The Work - International campaigns

Facebook 'likes' fuel car

Brazilian soft drink company Guaraná Antarctica used Facebook likes to power cars driven to the Carnival festival.

Condom brand's naughty site

The Okamoto Freedom Project's e-commerce destination offers a range of products that, according to the site, will help visitors be "naughty."


Q&A: Stephen Malbon, CEO & founder of The Malbon Group

The man behind Frank 151 shares his views on what print has to do to maintain its relevancy in the digital age.

Nailed It

Ski resort caters to millennials with a fun season pass that appeals to their wallets

If you can't bring the 19-to-29-year-old demographic to the mountain — then give them an unbeatable deal that will.


Plug-ins: b-to-b marketing

Managing your data so that it works for you takes work — especially in the data-driven b-to-b marketing world.

Expert Advice

Interviewing candidates at the task level

I love hand-dirty tasks and can't imagine not working in decks and spreadsheets.

The End (User)

2012: The year of brand storytelling

When the year-end wrap-ups come in, 2012 is sure to be labeled the year of the story.

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