May 2015 Issue of Direct Marketing News

May 2015 Issue of Direct Marketing News

Cover Story: Redefining Data Privacy • Analysis: The Segmentation Triple Threat • CMO Confidential: A Chat With Nutrisystem CMO Keira Krausz • Case Study: Western Union Transfers Customer Passion to Brand Affinity • Best Case: Customer-Centric Marketing Is Profitable Marketing • Marketing Challenge: Spoiled for Choice, Challenged by Attribution • + more...

Best Case

The Beauty of Marketing Is in the Eye of the Customer

Colorful makeup brand Urban Decay brings the gorgeous in-store experience to mobile.

Storytelling Proves to Be the Perfect Prescription for

Content marketing that engages and inspires readers is just what the doctor ordered for this health website.

Century 21 Makes BFFs Through Competitive Content

The real estate company's director of social media gives examples of how marketers can produce content that captures consumers' attention in their brand's social streams.

Customer-Centric Marketing Is Profitable Marketing

Prioritizing customers over campaigns allowed Silver Star Brands to increase revenue while reducing marketing costs.

CMO Confidential

At Nutrisystem Healthy Marketing Is an Ongoing Endeavor

Nutrisystem EVP and CMO Keira Krausz speaks candidly about her personal relationship with the brand and why she's passionate about the business.

Marketing Challenge

Spoiled for Choice, Challenged by Attribution

Marketing VP Chris Brown is considering reassigning how much he allots to catalogs, email, and search—all of which drive online sales—but a new allocation strategy ...

But We Did It This Way: Answers

CMO James Li and his entire team have reached their "we did it this way" limit in terms of Luther Crain's suggestions—always based on the ...

Case Study

Western Union Transfers Customer Passion to Brand Affinity

The more than 160-year-old brand taps into modern, digital, and social tools to make genuine connections with customers across the globe.


Three Ways Collaboration Catalyzes Omnichannel Marketing

If there's more talk about marketing than there is action delivering it, collaboration may be lacking.

Multichannel Attribution: Counting the Goals and Assists

TD Bank Group's senior manager of customer segmentation says marketers need to go beyond last touch if they hope to score.

Email and Phone Uber Alles

Those two old standbys command the highest ROI and response rate, respectively. Social and mobile are still waiting for their cab to arrive.

PRC Chief Tells What Will Keep the Postal Service Going

Though he never clerked a Post Office or walked a carrier route, Robert Taub does have serious postal street cred, having helped craft the 2006 ...


Content That Fits Your Marketing Strategy to a Tea [Infographic]

Marketers are heating up engagement by steeping customers in an abundance of valuable content.

Fast Facts

Fast Facts: May 2015

Some quick info to keep you up-to-date, including the percent of CMOs and senior marketers who have a growth mandate.

Marketing Chatter

Marketing Chatter: May 2015

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


Are You a Habit Your Customers Can Break?

Behavioral loyalty is tenuous; customers can and will drop you like a bad habit.

Main Feature

Redefining Data Privacy

Self-governance has been effective in forestalling privacy judgments. Will it continue to hold the line against class-action lawyers, privacy activists, and rampaging technology?


The Segmentation Triple Threat

Slicing and dicing customers based on behaviors, needs, or profitability is nice, but leveraging all three is the real secret to success.

Monetizing Content Marketing

Content is most likely to drive conversions when marketers use such tools as email and social to support their content marketing efforts.

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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 and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

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