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November 09, 2009 Issue of Direct Marketing News

Spotlight

Time nears to rename discipline

In an interview, DM legend Stan Rapp discusses how direct and digital marketing are evolving to meet marketers' needs — and how this may lead ...

Op-Ed

Editorial: This holiday season, may the best direct win

A troubled 2009 has seen cutbacks and ad budget freezes across all industries. Both consumers and executives have dithered in purchase decisions, absorbing information, coupons, ...

Embrace crowdsourcing successfully

Companies need to be smart about their innovation strategies and look at their innovation initiatives as a key brand touch point. Plenty of organizations have ...

Agencies can help mediate in b-to-b

The business-to-business buying cycle is complex. B-to-b purchases involve three to four more decision makers today than in 2001. Analysts estimate that closing a b-to-b ...

Gloves Off

Should mobile efforts focus on the iPhone?

Apple is actively promoting the wide range of applications available for its iPhone. Two experts take sides on whether to focus on that device or ...

Main Feature

Brand marketers rethink e-commerce

Manufacturers and brand marketers overhaul Web presence to reinforce digital presence, provide superior customer experiences, and drive additional sales.

Vertical Feature

Sports themes score for b-to-b

Business-to-business technology marketers have found that their audience of business decision makers responds well to entertaining messaging as a way to cut through the current ...

The Work

Creative solutions from New England Lincoln Mercury Dealers, Camelback Resort, InStyler

Keith Loell, executive creative director at Draftfcb, on New England Lincoln Mercury Dealers' "Follow Me to Bliss" push, Camelback Mountain Resort's postcards and InStyler's affiliate ...

Nailed It

DMNews speaks with Alisa Jacoby, senior brand manager, Eight O'Clock Coffee

Alisa Jacoby, senior brand manager at Eight O'Clock Coffee, discusses the success of the brand's Mad Men-themed campaign, including e-cards, an avatar creator and a ...

Expert Advice

What should companies look for in candidates for social media marketing positions?

Now that we are beginning to feel relief from the economic uncertainty that has been hanging around, I hear a lot about the invention of ...

Direct Choice

'Best Job' campaign worthy of the hype

Who says direct marketing is boring? Perhaps one of the most innovative and unusual campaigns in recent history started as a direct marketing campaign. I'm ...

Analysis

US nonprofits add digital to holiday arsenal

With consumers' budgets already stretched thin by the recession, many nonprofit marketers are adding digital elements to their end-of-year fundraising efforts. For instance, United Way ...

News Articles

Q3 declines don't tell digital story

Third-quarter earnings for the "big four" advertising holding companies were dismal year over year, yet experts queried by DMNews painted a rosier picture for digital ...

HP developing behavioral tool

Hewlett-Packard, a marketer that has moved 40% of its ad budget to the digital space, is beta-testing i-catcher, a behavioral tool that it plans to ...

Kayak looks to expand awareness with push

Travel search engine Kayak.com debuted an integrated campaign this month to build brand awareness. After doing research with TNS Media and finding that 68% of ...

Marketers excited for metrics opportunities from Twitter tool

Email Data Source last week debuted a Twitter monitoring tool at the Ad:tech trade show in New York. The platform will be available to clients, ...

Optimized

Customized digital content supplements advertising

When Bigelow Tea wanted to attract more visitors to its Web site and better engage them, it launched the Tea Talk blog and corresponding social ...

Technique

Best advice for building nonprofit e-mail lists

Multiple tactics help marketers tackle e-mail list building in the nonprofit sector. Four nonprofit experts share their top recommendations for growing e-mail databases effectively, while ...

Don't get stuck in a single-channel rut when gathering e-mails from regular donors

We've known for a while that donors who give through multiple channels give more frequently and make larger gifts, but now we're finding that the ...

Employ a combination of online and offline strategies to build your e-mail list

Many of the techniques that nonprofits use to build files do not differ drastically from those of corporate entities. However, one of the most important ...

Offer incentives and information to donors and make sure to ask for permission

Many nonprofits are transitioning from print newsletters to e-mail newsletters to take advantage of cost savings, speed and clickable actions. Building an e-mail list from ...

Use e-mail to maintain consistent and two-way communication with donors

E-mail marketing is a great way to stay in contact with donors. You may send them updates on cause-related events, send a newsletter, and even ...

ToolBox

TOOLBOX: E-commerce, CRM, e-mail, database

In this week's Toolbox, experts discuss how to personalize your e-commerce site before the holidays, online data exchanges, managing customer experience and sending highly personalized ...