October 2011 Issue of Direct Marketing News

October 2011 Issue of Direct Marketing News

• GameStop CMO Mike Hogan sees CRM as key • Battle of the Brands: the cola warhorses • Mastering the marketing media mix

On the Beat - Email

When disaster strikes, email supplies nonprofits with speedy response rates

When a tornado hit Tuscaloosa, Ala., this past April, the American Red Cross had to act quickly to create a response plan. The organization, whose ...

Genzyme streamlines opt-in
process with email widget

For years, Genzyme Corp. has operated a two-track email program to maintain contact with consumers 
interested in its Synvisc-One treatment for osteoarthritis of the knee. ...

Email: The foundation of engaged brand commerce

When it is done right, email is still one of the most effective forms of marketing that companies can use, so it can and should ...

On the Beat - CRM

Entertainment companies exploit Netflix 
customer-relations flop to gain ground

When Netflix announced new pricing plans in July, driving thousands of angry customers to complain or leave the service entirely, its competitors smelled blood in ...

On the Beat - Digital

Brands blend in-game ads with consoles

Chevrolet is one company putting a fresh spin on the stalwart direct marketing tactic of online sweepstakes by asking consumers to play a game before ...

Q&A: Ed Kaczmarek, director of innovation and consumer experiences, Kraft Foods

Ed Kaczmarek, director of innovation and consumer experiences at Kraft Foods, explains mobile engagement's impact.

Incorporating tablets into 
mobile marketing strategy

Just like the smartphone before it, tablets are officially here to stay. Tablet penetration is expected to triple this year and double again next year, ...

On the Beat - Direct Classic

Squeezed nonprofits look to direct mail

Charities struggling in a weak economy are required to do more with less toward their fundraising efforts, so they are sharpening their messages and audience-segmentation ...

Drive incremental revenue by testing marketing offers

We often discount our business turning to "couponing" as the last bastion in our marketing toolboxes to spike sales and momentarily hit revenue goals. Recently, ...

Secret agent character perks up a direct b-to-b campaign

Logicalis wanted to promote its data center and IT consulting solutions in a crowded marketplace, according to Amee BellWanzo, account services executive at Sudden Impact ...

On the Beat - Multichannel

Brands hop on iPad catalog bandwagon

Google's new catalog app for the Apple iPad reignited a debate that will likely rage among direct marketers at least for the foreseeable future: are ...

Auto-subscription service keeps customers engaged

ReStockIt.com, an office, cleaning and restaurant supplies retailer, implemented OrderGroove's auto-subscription technology in January to turn one-time customers into returning ones.

Q&A: Christopher Burkhart, CMO, NaturallyCurly.com

NaturallyCurly.com's CMO Christopher Burkhart discusses his new position and the company's e-commerce growth.

Direct Report

Marketers forge through dire times for US Postal Service

Although the headlines about the US Postal Service staring into a financial abyss are disturbing, many marketers who use the mail are relatively unperturbed.

Daily deals forecast cloudier, but brands not jumping ship

The future of the daily deals industry grew cloudier in August, as tech-sector players Facebook and Yelp cut back on their own platforms and experts ...

Creative agencies see future in Brazil

Creative agencies are investing more resources in Brazil as the world's fifth-largest economy transitions from burgeoning market to one shaping others around the globe.

Marketers ready for Canadian anti-spam law

North American marketers are preparing for Canada's anti-spam law, known as CASL, which could go into effect as early as the fourth quarter of this ...

The Lowdown

Yahoo's future hazy after Bartz sacked

Yahoo's board of directors fired CEO Carol Bartz abruptly — reportedly via phone call — but not all that unexpectedly. Industry experts predicted a range ...

Heat Meter

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

Cheer mixed Australian band Strange Talk's 
"Climbing Walls" music video with measurable interactive elements. Consumers could click on items featured in the video for a ...

Org Chart

Pozen builds marketing team as it preps drugs for market

Pharmaceutical company Pozen is building its marketing staff and soliciting digital advice from industry leaders despite being in the long process of readying products for ...

Spotlight

GameStop CMO sees CRM as key

Mike Hogan may be the CMO of GameStop — the world's largest videogame and entertainment software retailer, with more than 6,100 stores — but people ...

Editorial

Target flop shows need for tech prep

It's Black Friday. A crowd gathers outside your brand's flagship retail location. Despite the expected shopper crush, the doors remain locked long after opening hours ...

Op-Ed

Mailers must back postal cuts

The fur is flying and everyone is yammering now that the US Postal Service is taking steps to rationalize its network. In August, USPS served ...

Don't count direct mail out

Like many of you, I hear people in marketing say things like "Direct mail is dead," "No smart marketer uses direct mail these days," and ...

Gloves Off

Will Google+ boost marketing campaigns?

David Erickson, director of e-strategy at Tunheim
, and Arthur Papas, cofounder and CEO of Bullhorn, discuss whether Google+ will boost marketing campaigns.

Main Feature

Mastering 
the mix

With the explosion of media choices, today's consumers are everywhere at once — and yet, never in one place for very long.

Q&A: Mark Krebs, VP of marketing, Kirkland's

Mark Krebs, VP of marketing at Kirkland's, discusses his company's integrated marketing media mix.

Boom times for integrated ROI

As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on ...

Battle of the Brands

Cola giants scurry to attract younger 
consumers in decades-long turf war

At first glance, the marketing strategies of Coke and Pepsi — the two ubiquitous, global players that have dominated the soft drink market for decades ...

Vertical Feature

Marketers shift efforts to 
responsive Boomers

As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same ...

Merrill Lynch eases retirees

Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked ...

The Work

Sharpie puts fans' creativity at center of 
back-to-school campaign

Sharpie combined a redesign of its website and packaging — as well as a launch of several new products — with a campaign that urges ...

FreePlay invades 7-Eleven TV

FreePlay Labs developed a third-person shooter game based on the popular graphic novel Cowboys & Aliens, which was released as a feature film on July ...

T.G.I. Friday's urges Facebook fans to buy beers for friends

T.G.I Friday's, in a partnership with digital cash and incentive company CashStar, allows users to send their Facebook friends a beer in the form of ...

The Work - International campaigns

South African coin dealer 
pushes website overhaul

For years, South Cape Coins relied on traditional direct marketing to advertise its rare collection. 
A redesigned website includes a link to rare coin collectors' ...

Billboard shows Coca-Cola's commitment to environment

Commuters get a breath of fresh air as they walk past this "living" billboard, which advertises Coca-Cola but is made of all plants and located ...

Q&As

Q&A: Steve Kerho, SVP of analytics, media 
and marketing optimization, Organic

Organic's SVP of analytics, media and marketing optimization Steve Kerho discusses best practices and challenges in marketing's evolution.

Nailed It

Under Armour urges college students to compete in Facebook intern campaign

Under Armour, a marketer of athletic apparel, boasts a young customer base of consumers ages 12 to 19 as its bread and butter. Naturally, it ...

Plug-ins

Plug-ins: lead generation

Generating qualified, sales-ready leads is often a primary objective for b-to-b direct marketers. The good news is that direct marketing, if done right, is one ...

Expert Advice

Prepare your company for marketing in the digital world

Social and digital media are profoundly changing how we engage with media, colleagues, family and friends, as well as how we conduct business. To maintain ...

The End (User)

Ghost stories go digital

The campfire analogy. It's about the best definition of social marketing I've heard yet. It comes courtesy of Ashton Kutcher, who isn't only good-looking, famous, ...

Features

Real-world challenges for real-time marketers

As consumers are everywhere at once, using every device imaginable, brands perfect tactics for messages that resonate
.

Q&A: Patrick McLean, VP of digital marketing, Capital One

Patrick McLean, VP of digital marketing, Capital One, discusses his company's use of real-time marketing.

Marketing executives sound off on daily deal craze

Daily deals have become one of the hottest marketing 
stories around — but lately, they've been making headlines for all the wrong reasons. August proved ...

DMA:2011 Conference Crib Sheet

Can't-miss sessions and events at this year's DMA

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