October 2014 Issue of Direct Marketing News

October 2014 Issue of Direct Marketing News

• Cover Story: All Marketing Is Direct • Case Study: Brooklyn Nets Reboot a Storied Basketball Brand • CMO Confidential: A Chat With HCSC CMO Darren Rodgers • Omnichannel: Channels Are Out. Impact Is In. • NEXT: Direct Mail Remains Impactful • Best Case: Pet World's Multichannel Marketing Is a Whole Other Animal • Marketing Challenge: Rumor Has It (All Wrong) • + more...

Best Case

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Determining the right content and number of emails to send can be rugged terrain.

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

Pet World's Multichannel Marketing Is a Whole Other Animal

The family owned pet store redesigns its website to bring the in-store experience online.

CMO Confidential

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Marketing Challenge

Marketing Challenge: Rumor Has It (All Wrong)

A rumor has the new CMO's at odds with her team. Read the full story and provide your advice.

Making Way for New Marketing Technology: Answers

The VP of marketing had backing from his CMO for new software, but the CIO had a different vision. How should he handle it? See ...

Case Study

Brooklyn Nets Reboot a Storied Basketball Brand

Pride. Attitude. A fresh start. You'll find them all in Brooklyn, as the National Basketball Association's Nets franchise did by moving to New York City's ...


The Big Bang Theory Meets Big Data

5 scientific approaches to create a successful, data-driven marketing campaign.

Marketers Set Their Sights on (Real) Ad Views

Marketers no doubt want ad views, but what actually constitutes as an actual view is up for debate.

Direct Mail Remains Impactful

Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers ...

Six Must-Know Steps for Creating Dynamic Email Content

The definition of dynamic email content is changing—what marketers need to know.

Gopost Self-Service Parcel Lockers Appear in New York and Washington

Gopost lockers allow customers to pick up and ship packages.


Marketers Place Personalization at the Top of the Priority Pyramid [Infographic]

But will data privacy and internal resource concerns leave them calling for their mummies?

Word to the Wise

Word to the Wise: Customer

Whether you call them consumers, constituents, clients, fans, guests, or members, customers are the ultimate reason you're in business.

Fast Facts

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.

Marketing Chatter

Marketing Chatter: October 2014

See what our tweeps have been getting up to this month. Follow us @dmnews.


Delivered: Birthday Deals Emails

What's in our inbox this month: Birthday Deals. Some of these will ensure a happy birthday.

Delivered: Birthday Deals Mailers

What's in our mailbox this month: Birthday Deals. See which ones are good deals—and which ones you shouldn't deal with.


More of the Same, But Different

What will be The Next Big Thing?

Main Feature

All Marketing Is Direct

Data-driven. Digital. Direct. These formerly distinct marketing terms are merging as real-time relevance increasingly drives customer interactions.


Channels Are Out. Impact Is In.

The brands most successful with omnichannel marketing are those who think about outcomes, not channels.

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Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

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