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
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.
OgilvyOne Worldwide chairman and CEO Brian Fetherstonhaugh explains why global marketing required relevant local 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.
Even as Congress dawdles and plays political football, privatization of the USPS gains little appeal.
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 "Let's Build a Goddamn Tesla Museum" campaign is not going to let Nicola Tesla's lab become a commercial retail space.
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 clunky execution of its "Dream Dorm" pin-to-win contest is a snoozefest.
What's in our mailbox this month: Tourism emails. Do these emails make you want to get up and go?
Congress is looking into the practices of database marketing firms—and it's causing a schism between lawmakers, privacy advocates, and marketers.
This Is How We Do It
It is with heated defiance that Monica Menghini insists: "I'm not a geek."
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 ...
Unstructured "human information" makes up 90% of all known Big Data, and it's growing with incredible variety and velocity.
Marketers face an emerging issue that represents both an opportunity and a potential challenge: how to leverage large data sets, Big Data.
Marketers and customer service leaders need to unite. The customer expects no less.
Should marketers care about services? Readers respond to the October Gloves Off question.
Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.
Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.
Battle of the Brands
When it comes to social media and online video, snooze professionals Serta and Sealy Corporation engage consumers with varying degrees of success.
Today, auto manufacturers are incorporating elements such as social media contests and outreach to distinguish their respective brands.
Jaguar Land Rover is leveraging cutting-edge technologies to retain customers in an after-sales environment.
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 ...
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' nutrition app allows users to customize meals based on desired caloric intake or by selecting items from its menu.
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.
Škoda España was on a hunt for the biggest pile of junk in Spain this spring as part of its "Change My Car" campaign.
Cathy Salazar, senior partner and search practice lead at global media agency MEC, talks search, social, and the next big thing.
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 ...
For loyalty marketers and retailers, one ongoing challenge is finding new ways to create, maintain, or increase customers' attachment to their brand.
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 ...
Loyalty is about transforming from generic earn-and-burn "transactional" models to interactive, personalized, and differentiated "emotional" ones.
Three tactics for companies to reward (and attract) influencers this holiday season while building brand loyalty and generating sales
Marketing professionals should understand the importance of good communication to business success.
For marketers associated with sponsoring brands, the Olympic Games present tremendous challenges—and opportunities—as they launch global multichannel campaigns.
A top priority for marketers trying to connect with customers through mobile is accuracy.
Company of the Week
Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.