May 2013 Issue of Direct Marketing News

May 2013 Issue of Direct Marketing News

• Cover Story: I Want You to Want Me—Hard Rock’s Rockin’ Loyalty Program • One Tough Question: As more B2C brands build direct connections with consumers, how will this affect direct response strategies? • Battle of the Brands: Breakfast at Tiffany’s or the Red Carpet with Harry Winston? • Special feature: Localizing the Mobile Customer • Infographic: The Road Less Traveled

Marketing Challenge

Marketing Challenge: Fire the Client?

Seems like a top client is subtly demanding a kickback—what would you do?

The High Price of Success: Answers

What would you do with an employee that's a master marketer—and a grade A jerk? See what our readers had to say.

Case Study

I Want You to Want Me

Hard Rock Café turns its loyalty program up to 11 with a global relaunch.

Special Feature

Locating the Mobile Customer

Location-based mobile campaigns have evolved beyond handheld regional media buys and can now deliver personalized appeals to areas the size of a parking lot.

Q&A: Jay Wright, VP of business development, Qualcomm

Direct Marketing News met recently with Jay Wright in hopes of learning all that Qualcomm has in store for mobile marketers.

Diary of a CMO

Technology Takes the Helm

Month 5 at Mitel: Putting our technology philosophy into practice at a considered pace.


Liking Social Data

Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.

Everyday Email Essentials

Here are three must-have data sets that every marketer should include in his or her email strategy.

USPS: The Next Amtrak?

Concerning the future of the USPS, one thing is abundantly clear: It is going to change, sooner rather than later, and in significant fashion.

Turning Loyal Customers Into Brand Evangelists

Customer loyalty and brand evangelism is all about engagement, whether you're a regional brand or a national corporation.

One Tough Question

Direct Response, Unbound

Omnichannel changes everything, doesn't it? Historically, direct response strategies have occupied an interesting, but small niche. Not so any longer.

A Direct Response to Engagement

Our world of direct response has changed; it's no longer just about generating an immediate response from consumers.

Building Direct Connections

Advertisers today—whether B2C or direct-to-consumer (D2C)—must build a robust connection directly with prospects by developing a comprehensive, integrated branding and media approach.


Infographic: The Road Less Traveled

Direct Marketing News asked readers about the paths they've taken to arrive at their current senior marketing role.

The Work - Case Study

Makino's Well-Oiled, Integrated Marketing Effort

The brand generates serious buzz with a highly targeted campaign.'s Email Program Gets a Makeover

The e-commerce website scrubbed its lists and pumped up its deliverability.

Word to the Wise

Word to the Wise: Big Data

What separates big data from Big Data is that the latter has—as Gartner has noted—volume, velocity, and variety.

Fast Facts

Fast Facts: May 2013

Some quick info hits to keep you up-to-date, including the number of marketers who track social conversations.

Marketing Chatter

Marketing Chatter: May 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews.


Delivered: Fitness Postcards

What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally ...


Marketing's Constant Evolution

As both a "marketer" and editor I recently found myself doubly blessed. There I was heading a table of some of the smartest and most ...

Battle of the Brands

Breakfast at Tiffany's or the Red Carpet With Harry Winston?

Tiffany & Co. and Harry Winston are both "a girl's best friend, but from a marketing standpoint, only one brand can wear the crown jewels.

The Work

Awareness Effort Spreads the Word on Chlamydia

"Friends with benefits" is a phrase that takes on a whole new meaning when it comes to sexually transmitted diseases.

Ski Campaign Lifts Travel Marketing to New Heights

The North Lake Tahoe Marketing Cooperative took a subtle approach to its advertising initiative this past winter.


Q&A: Terry Young, CEO, Sparks & Honey

Terry Young, CEO of trend-spotting agency sparks & honey, on why brands need to embrace real-time culture or get left in the dust.


Don't Fear the Data

Big Data may not be a new concept for email marketers, but its growth and availability require new strategies for harnessing its power as a ...

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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.

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