November 2011 Issue of Direct Marketing News

November 2011 Issue of Direct Marketing News

• Hearst constructs its digital castle • Theater titans unleash multichannel strategies to fill seats • Agencies open separate social units

On the Beat - Email

Brands integrate Web analytics to create messages that resonate with consumers

For years, "relevancy" has been a buzzword of email marketing. Brands are more aggressively and effectively using analytics to make sure their messages resonate with ...

MLS team prompts on-site email sign-ups with iPads

Major league soccer team the Los Angeles Galaxy understood when best to court consumers to opt in to their email marketing program: at games when ...

Merge email and direct mail to reclaim lost 'wow' factor

Like the big mail drops of yesteryear, people are being inundated with email, which gets ignored and deleted. The "wow" factor, once a signature of ...

On the Beat - CRM

Know thy customer: behavioral tracking brings new granularity to segmentation

The premise of customer database segmentation is that marketing and consumers are not one-size-fits-all. Traditionally, marketers segmented huge databases of customers by geography and purchase ...

On the Beat - Digital

Marketers augment reality and campaigns

Bloomingdale's is betting that consumers will find taking a photo with a Playboy bunny more exciting than filling out a printed sweepstakes entry in a ...

Use your website to close the deal with consumers

Perhaps the biggest mistake direct marketers make is creating great campaigns that drive traffic to terrible websites. A brand may overspend on customer acquisition when ...

Q&A: Michael Stromer, director of e-commerce and interactive marketing, JetBlue Airways

Michael Stromer, director of e-commerce and interactive marketing at JetBlue Airways, says his company takes a conservative in-flight approach.

On the Beat - Direct Classic

RMU boosts enrollment with personalized mail campaign

Rider Dickerson used the variable printing capacities and incorporated marketing software by MindFireInc. to execute a campaign that included personalized letters and postcards to 385,000 ...

Utilize digital channels for 
direct mail that resonates

Direct mail is more interesting than ever and our ability to leverage it effectively to acquire, retain and grow customer relationships gets stronger all the ...

Retailers roll out holiday 
multichannel offers early

Facing a fourth holiday of economic uncertainty, merchants this year will attempt to repeat the success they had attracting shoppers in 2010. Experts predict an ...

On the Beat - Multichannel

Web retailers get jumpstart on holidays

The start of November presents great opportunity for online retailers. With Black Friday and Cyber Monday still several weeks away, e-commerce companies can leverage holiday ...

Golfsmith lowers costs with predictive response model

Golfsmith International, an Austin, Texas-based specialty retailer of golf equipment, sought to improve direct mail response rates, data merging costs and campaign response times. With ...

Q&A: Aaron Shockey, VP of advertising and digital marketing, Neiman Marcus

Aaron Shockey, VP of advertising and digital marketing at Neiman Marcus, discusses the retailer's online strategy.

Direct Report

Marketing chiefs battle with deluge of digital, social data

Moses couldn't part the sea of data threatening to drown today's marketers, many of whom claim they simply can't analyze and react to the glut ...

Agencies open separate social units

While social media is a key part of almost every agency's offerings, a number of agencies are now launching separately branded and operated social media ...

Brands put spin on traditional channels with new tech tools

Several technology vendors introduced products in October that put fresh twists on display advertising, videos and Web analytics that help marketers use new digital tools ...

The Lowdown

Steve Jobs' effect on marketing

While not unexpected, the death of Apple cofounder and CEO Steve Jobs in October triggered an avalanche of reaction from media and businesspeople.

Heat Meter

Our look at the most - and least - engaging social media

Last year, Old Spice scored with spokesman Isaiah Mustafa and a campaign that generated more YouTube views than Obama's victory speech. Now, the brand pits ...

Org Chart

Hacker Group specializes 
according to client needs

Hacker Group hires individuals who are experts in a particular discipline instead of expecting its employees to be experts in strategizing across all channels. A ...

Duly Noted

Marketers question data security bill impact

Marketers have expressed skepticism about whether a new data security bill introduced in the U.S. Senate would be effective in solving what Wes Nguyen, head ...

Spotlight

Hearst constructs 
its digital castle

Digital or die. That's become the watchword of print brands, urgently harnessing the latest innovations — from social media platforms to smartphones to the iPad ...

Editorial

DMA show agenda short on specifics

Wikipedia defines "information design" as "the skill and practice of preparing information so people can use it with efficiency and effectiveness. Where data is complex ...

Op-Ed

Four metrics that matter

For a marketing department to succeed in 2012 and beyond, marketers need to be analytical, focused on return on investment and deeply embedded in the ...

Data management drives ROI

Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many ...

Gloves Off

Are toll-free numbers the best for DRTV?

Jessica Randazza
, manager of brand experience at Digitas, and AJ Khubani, president and CEO of TeleBrands Corp., discuss whether toll-free numbers are the best for ...

Main Feature

Fierce loyalty

Competition 
among loyalty
 programs is
 more intense 
than ever, but
 are consumers 
cooling to them?

Carlson customizes loyalty programs

Hospitality and travel company Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31. The revamped Club Carlson loyalty program featured free in-room Wi-Fi, ...

Battle of the Brands

Theater titans unleash multichannel
 strategies to fill seats

As the holiday movie season gears up, so do the marketing programs of theater operators AMC Entertainment and 
Regal Entertainment Group — marketing strategies that ...

Vertical Feature

Travel sites partner with daily deals to 
lure consumers in rocky economy

As Americans gear up for the holiday travel rush, there's a chance the guy in the next seat didn't just book a cheap flight online ...

Webisodes promote AT&T

Alex Boylan, a winner of CBS' "The Amazing Race," thought up the idea of traveling around the world with no money and recording the experience ...

The Work

Glock uses silver anniversary as launch point 
for integrated marketing campaign

Pistol manufacturer Glock launched 
a 25th anniversary promotion with a new website, as well as print and digital ads featuring the well-known gun enthusiast R. ...

Eaton drives workspace lift

Power-management company Eaton Corp. sought to underscore its expertise in information technology through an integrated campaign that includes a "Space Lift" sweepstakes offering consumers a ...

Dodge sports 'golden ticket' strategy in scavenger hunt

The Chrysler Group launched a promotion in support of the 2012 Dodge Journey that offers consumers the opportunity to own one of the new luxury-crossover ...

The Work - International campaigns

'Generation Y' audience gains 
insider travel tips from MTV

Australia's Design Royale and MTV Travel Co. launched a campaign promising to give young adults "unheard of" access to "the coolest hotels, cheapest flights and ...

Indian novelist takes viewers 
on Hong Kong virtual tour

Award-winning Indian novelist Chetan Bhagat takes consumers on a virtual tour of his favorite Hong Kong haunts as well as attractions new to the 
city ...

Q&As

Q&A: Jason Kulpa, CEO, Underground Elephant

Jason Kulpa, Underground Elephant's CEO, discusses why being invisible 
is a best practice and his agency's 
survival in time of dynamic change.

Nailed It

AllPosters.com masters deliverability with its Gmail users and bypasses spam folder

Art.com's AllPosters.com uses the imagery of vintage movie posters and famous artworks like Vincent van Gogh's "Starry Night" to spice up email marketing messages. Of ...

Plug-ins

Plug-ins: printing & production

The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print ...

Expert Advice

Your company pool should reflect 
national diversity

A Jewish colleague recently asked when a Happy New Year memo for Rosh Hashanah would be released to agency employees, citing a note sent to ...

The End (User)

Street-smart NY storage ads tell it straight

Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way ...

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