October 2010 Issue of Direct Marketing News

October 2010 Issue of Direct Marketing News

On the Beat - Email

ESPs go on acquisition spree to compete in emerging social, mobile channels

E-mail marketing firms have made at least seven acquisitions since the beginning of the year, snapping up social media, mobile and database-oriented companies as the ...

Case study: Data shapes targeted e-mails to build beauty site loyalty

Discount Beauty Center, an online supplier of cosmetics, fragrances and hair care products, wanted to find a way to build relationships and consumer loyalty after ...

Make e-mail marketing the linchpin of holiday planning

This year's holiday shopping season will be another tough one for retailers. Marketers have more channels than ever for sending out promotions, but e-mail remains ...

On the Beat - CRM

Data gathering opportunities are growing but require careful scrutiny by marketers

Keeping data quality at a high level is easier said than done when the data comes from a range of sources, including social media.

On the Beat - Digital

Brands integrate video and social in search

Marketers are scrambling to catch up with a fragmented and quickly evolving search marketing industry that takes greater advantage of social networking sites and integration ...

Mobile coupons gain ground in the digital marketing race

Current adoption numbers for mobile couponing may be low, but there are signs for growth. Mobile coupons are catching on, especially for businesses targeting a ...

Q&A with Universal Pictures' Doug Neil

Doug Neil, SVP of digital marketing at Universal Pictures, explains his goals for the year, including a push into social

On the Beat - Direct Classic

Digital marketers turn to offline channels to stimulate sales of Web-based brands

While no one argues the importance of good digital marketing programs, some marketers have turned to more traditional forms of direct marketing to cut through ...

Case Study: US Census surpasses goals using targeted campaigns

Tapped by the US Census Bureau, Draftfcb New York led a massive marketing campaign aimed at making sure the increasingly diverse US population sent in ...

Media fragmentation helps focus marketing dollars

Direct response marketers can either waste time lamenting about how difficult it is get a critical mass audience, or they can take advantage of today's ...

On the Beat - Multichannel

Magalogs catch on with fashion retailers

In an e-mail, Harper's Bazaar editor Glenda Bailey describes the spring's hot fashion trends — prints, soft tailoring and bold and pastel colors.

Case study: Yankee Candle rolls out effort to thwart abandoned carts

Yankee Candle Company, a designer, manufacturer, wholesaler and retailer of scented candles, wanted to convert abandoned shopping carts on its e-commerce website into sales.

Q&A with Jeff Gooding, Ace Hardware's director of consumer marketing

Ace Hardware's Jeff Gooding, director of consumer marketing, on how the hardware purveyor uses measurable marketing

Direct Report

Brands plot b-to-b campaigns to showcase vertical expertise

Several major brands recently launched global b-to-b campaigns, emphasizing their expertise in new areas and signaling a change in their overall marketing strategy. UPS, Xerox ...

Credit card companies race to provide e-commerce services

MasterCard, Visa, American Express and Discover have recently beefed up e-commerce offerings through shopping websites, partnerships and acquisitions in a bid to stave off payment ...

Agencies develop formal mobile units

Forward looking direct marketing agencies are bolstering their mobile marketing capabilities to offer better expertise, broader options and greater integration with other advertising and marketing ...

The Lowdown

Netflix gambles online

Netflix is shifting its focus from mail-order DVDs to streaming video. While the company has not abandoned its mail service, it has introduced streaming apps ...

Heat Meter

Heat meter

Our look at the most - and least - engaging social media campaigns and social marketing strategies

Org Chart

Org Chart: EMusic Rewards membership

Subscription-based music club eMusic organizes its marketing efforts — and its marketing and business development chart — to emphasize its benefits for members.

Duly Noted

States, retailers spar over taxation measures

Retailers are again rallying to fight state initiatives to tax merchants who do business with residents without a physical presence in their states.

Spotlight

Bluefly CMO talks marketing style

When Melissa Payner-Gregor joined Bluefly as president in 2003, she knew exactly who she wanted to lead the then-fledgling e-commerce site's marketing function: Brad Matson.

Editorial

New format illuminates direct industry

Welcome to our new monthly edition of Direct Marketing News. In addition to this 76-page issue, we have reengineered the website and introduced an iPad ...

Op-Ed

Embrace silos to deliver value

Spend any time working at any type of agency and one thing is clear: All agencies operate in silos. Conventional wisdom, in service of integration, ...

Value customers at every step

If a brand is the promise, the customer experience is that promise kept or broken. Just as the brand is not contained in a single ...

Follow 10 best practices for e-mail success

To optimize e-mail marketing, you need to take concerted action to stand out from the increasing din of other online marketers.

Prepare for the inbox marketing of the future

Now that ROI is the cornerstone of most sophisticated digital marketing programs, e-mail is front and center and will continue to play a key role ...

Gloves Off

Is now the time for acquisition marketing?

Merkle's Tim Berry and Queensboro Shirt Company's Fred Myers weigh in on acquisition marketing.

Main Feature

Washington takes aim at behavioral targeting

The rich online behavioral data that marketers rely on more and more is under siege by Washington

How much information do marketers possess?

Companies such as BlueKai and its competitors offer a broad view of the variety of consumer information available to marketers, because its tools gather data, ...

Battle of the Brands

Two of the travel industry's largest hotel companies face off on their direct marketing prowess

Travelers often believe that once you've seen one mid-priced room, you've pretty much seen them all. To unearth the subtle differences from one loyalty program ...

Vertical Feature

Marketers reach gadget-obsessed

Consumer technology companies are refining their direct marketing strategies in the face of unprecedented competition.

Case study: Nokia invites user app ideas

Nokia has finished a contest to create buzz for the launch of its Nokia N8 smartphone and build relationships with the developer community worldwide.

The Work

Huggies helps moms connect in new integrated 'Enjoy the Ride' CRM effort

Kimberly Clark hoped to provide moms the right information and offers at opportune times in her child's diapering journey by tracking behavioral data and responses ...

Kodak stages 'Printervention'

Kodak tapped Deutsch New York to help it create two DRTV and DRDTV spots for its Kodak ESP 3250 printer, that highlighted a common complaint ...

Dickies shows off its tough, irreverent side in '874 Versus'

A customer segmentation study told Dickies it needed to change its messaging. A new strategy was developed to emphasize its heritage as an American brand ...

The Work - International campaigns

Billabong raises digital surf

Billabong's "I Surf Because" digital campaign sought to build the surf company's customer database through user-generated submissions. As visitors registered at ISurfBecause.com, Billabong could track ...

McDonald's combines social with cultural tastes in China

McDonald's research and testing indicated that although it did not have brand recognition when it came to chicken wings in China, consumers preferred the taste ...

Q&As

Rob Price, co-founder, ECD, Eleven

Agency veteran Rob Price speaks with Direct Marketing News about what it means to be a creative today

Nailed It

Sara Lee corn dog brand engages moms

The Sara Lee State Fair Brand wanted to do something positive for customers during a time when a bad economy and a weak housing market ...

Plug-ins

Three ingredients make a good mobile mix

There are three components to successful integration of mobile marketing into the overall marketing mix.

Five ways to power marketing integration

Integrated marketing is a strategy, and implementing it is not a one-time task to cross off your list. In addition to the high-level activities of ...

Integrated marketing in seven easy steps

Integrated marketing requires realignment throughout a marketing organization, and a systematic shift in strategies from a product orientation to a customer focus.

The End (User)

Forget loyalty, just get my name right

So-called privacy experts wring their hands almost daily about the amount of personal information being harvested by corporations for marketing purposes. But if those companies ...

Miscellaneous

The hunt for new customers returns

Marketers have renewed their focus on customer acquisition, wooing those who promise high buying power

Features

List industry learns to master new tricks

From the manually compiled lists of more than four decades ago to card-and-file systems to the complex, Internet-based platforms of today, the list marketing industry ...

DMA 2010 Crib Sheet: Must-see sessions and events

You can't be everywhere at once and cloning technology isn't quite there yet, so for this year's annual DMA confab, Direct Marketing News editors put ...

PepsiCo Explores Social

Bonin Bough, PepsiCo, global director, digital and social media discusses PepsiCo's recent social media campaign

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