October 2012 Issue of Direct Marketing News

October 2012 Issue of Direct Marketing News

• Main Feature: Formulating the ideal marketing mix • Battle of the Brands: Mattress match-up finds one marketing strategy sleep-deprived in key areas • Special feature: SoLoMo marketing hits the spot • Spotlight: Dassault Systémes clarifies the complex

Marketing Challenge

The wrong marketing compensation is risky business

Compensation is a thorny issue. Check out of marketing challenge and see how you would deal with our scenario. We'll print the best answers.

Direct Report

Thinking local in global campaigns

OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh explains why global marketing required relevant local campaigns.

After Olympics, marketers train for next campaigns

Just as aspiring Olympians begin their training years in advance, the marketing departments of global Olympic partners are already planning campaigns for next year's games.

The Lowdown

Should the USPS be privatized?

Even as Congress dawdles and plays political football, privatization of the USPS gains little appeal.

Heat Meter

Oreo's twisted ways to enjoy the cookie

In August Oreo reached the halfway mark of its 100-day Oreo Daily Twist campaign, which portrays historic and current events from the perspective of America's ...

The Oatmeal's Tesla campaign electrifies

The "Let's Build a Goddamn Tesla Museum" campaign is not going to let Nicola Tesla's lab become a commercial retail space.

Trojan's pleasure campaign is as disappointing as a bad first date

Trojan's attempt to hand out 10,000 free vibrators in New York City could have been a blast—instead, it was a total letdown.

Protect-A-Bed's "Dream Dorm" Pinterest contest is a snoozer

Protect-A-Bed's clunky execution of its "Dream Dorm" pin-to-win contest is a snoozefest.

Delivered

Delivered: Tourism emails

What's in our mailbox this month: Tourism emails. Do these emails make you want to get up and go?

Duly Noted

Database marketing discord requires consumer education

Congress is looking into the practices of database marketing firms—and it's causing a schism between lawmakers, privacy advocates, and marketers.

Spotlight

Dassault Systémes clarifies the complex

It is with heated defiance that Monica Menghini insists: "I'm not a geek."

Editorial

No guts, no glory

Marketing today is not for the faint of heart. Find an innovative way to keep those balls in the air and customers are going to ...

Op-Ed

Customer-centric marketing

Unstructured "human information" makes up 90% of all known Big Data, and it's growing with incredible variety and velocity.

Big Data benefits customers

Marketers face an emerging issue that represents both an opportunity and a potential challenge: how to leverage large data sets, Big Data.

Gloves Off

Should marketers care about service?

Marketers and customer service leaders need to unite. The customer expects no less.

Should marketers care about services? Readers Respond

Should marketers care about services? Readers respond to the October Gloves Off question.

Main Feature

Formulating the ideal marketing mix

Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.

SoLoMo marketing hits the spot

Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.

Battle of the Brands

Mattress match-up finds one marketing strategy sleep-deprived in key areas

When it comes to social media and online video, snooze professionals Serta and Sealy Corporation engage consumers with varying degrees of success.

Vertical Feature

Automotive brands are test-driving new marketing strategies

Today, auto manufacturers are incorporating elements such as social media contests and outreach to distinguish their respective brands.

Jaguar Land Rover aims to increase customer retention

Jaguar Land Rover is leveraging cutting-edge technologies to retain customers in an after-sales environment.

The Work

Ultimat says "no way" to all work and no play

White collar professionals have been known to work 80-hour weeks. For this reason the Ultimat Vodka brandhas made it its mission to reestablish the work/life ...

Little Caesars tops campaign with reverse psychology

Pizza chain Little Caesars enlisted its new AOR to deliver a saucy integrated campaign that instructs customers not to do exactly what the brand does ...

Wendy's app puts healthy fast food at your fingertips

Wendy's' nutrition app allows users to customize meals based on desired caloric intake or by selecting items from its menu.

Gillette U.K. goes for gold with a smooth Olympic initiative

Behind every successful athlete is a dedicated coach—a point the U.K. arm of Gillette aimed to emphasize with its "Great Start" Olympics campaign.

Automaker Škoda España "pimps" the lamest lemon

Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its "Change My Car" campaign.

Q&As

Q&A: Cathy Salazar, senior partner & search practice lead, MEC

Cathy Salazar, senior partner and search practice lead at global media agency MEC, talks search, social, and the next big thing.

Nailed It

Green Mountain Coffee gains buzz with fair trade awareness campaign

Coffee drinking is often a social activity, which is why it made sense for Green Mountain to tap BzzAgent to promote its fair trade-certified coffee ...

Plug-ins

Embrace the new omnichannel experience

For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand.

B2B loyalty marketing deconstructed

In the B2B space, a 2x2 chart correlating purchase value (product/service cost) to purchase frequency is a simple tool to match efforts to the right ...

Evolve to establish emotional connections

Loyalty is about transforming from generic earn-and-burn "transactional" models to interactive, personalized, and differentiated "emotional" ones.

Keeping loyalty during the holiday season

Three tactics for companies to reward (and attract) influencers this holiday season while building brand loyalty and generating sales

Expert Advice

Priority #1 as leaders: Great communication with internal teams

Marketing professionals should understand the importance of good communication to business success.

Features

Social is the winning element in brands' Olympian campaigns

For marketers associated with sponsoring brands, the Olympic Games present tremendous challenges—and opportunities—as they launch global multichannel campaigns.

Clean data for local search

A top priority for marketers trying to connect with customers through mobile is accuracy.

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