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.

Sign up to our newsletters

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.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
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.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above