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

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

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