November 2012 Issue of Direct Marketing News
• Main Feature: So many channels, so few quality leads • Battle of the Brands: Beauty product retailers tick all the boxes, but only one passes the sniff test • Special feature: Mad Skills—The talented Direct Marketing News 40 under 40 have them in spades • Spotlight: DreamWorking a marketing mix
A fictitious soda company launched a new branding campaign, and it's causing some friction. See how you would react to this month's marketing challenge.
Digital marketing has opened the door for politicians to build communities, grow their followers, and mobilize potential voters—particularly through social media.
Real-time data is what marketers want; old-time analytics is what they've got.
Automation improves many things in life, but for consumers, automated outbound marketing calls usually aren't one of them.
For the first time, fans of Madame Tussauds can nominate which celebrity they want replicated in wax.
Chase's luxury credit card brand Sapphire launched a marketing campaign for avid golfers.
As part of the Rainforest Alliance's annual "Follow the Frog" week in September, the international nonprofit took to YouTube with a cleverly scripted and delightful ...
What's in our mailbox this month: mailers from nonprofit relief organizations. Do they compel you to give?
This Is How We Do It
DreamWorks Animation's CMO Anne Globe needs to sell a secret history.
Every December for more years than I care to admit I've looked back at what happened in the industry and said, "Wow, that was an ...
The talented 2012 Direct Marketing News 40 under 40 have them in spades.
Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.
Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.
Battle of the Brands
At first blush, The Body Shop and Bath & Body Works homepages have little to distinguish one from the other—but it's a similarity that's only ...
North Carolina-based Cheerwine, a cherry-flavored soft drink, joined forces with NC indie country band The Avett Brothers to give fans a special treat.
Just because college students only live in dorm rooms for one year at a time doesn't mean their dorms have to be ugly or boring.
"Nothing's more important than your clubs" is a tagline designed to resonate with golf enthusiasts, the core target of BBDO New York's recent campaign for ...
Babes, booze, bikinis, pizza, pillow fights—and ninjas? The Lynx Effect "Chaos Island" campaign.
Swedish contemporary art gallery Bonniers Konsthall crafted a series of exclusive—and hyper-personalized—email invitations to the VIP opening of its "More Than Sound" exhibition.
Kevin Drew Davis, executive creative director at Digitas Chicago and San Francisco, on top digital trends and why traditional media's not fading.
While "Remember the Alamo!" is one of the most iconic phrases in the English language, San Antonio has more to offer tourists than Davy Crockett ...
You want to strike a chord with your customers and prospects. But as you can imagine, the more complex the personalization, the harder it is ...
What happens when messages are sent within a printed business document? You may be surprised to know that they get read.
Understanding the role of print and production in achieving hyper-personalization is critical, so consider the following four tips to drive the effectiveness and efficiency of ...
Exceptional teams drive results in a way that produces a multiplier effect. Here are three tips on how to get there.
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.