September 2011 Issue of Direct Marketing News

September 2011 Issue of Direct Marketing News

• Beyond print: Valassis delivers on integration • Thinking outside the box: Brands take DRTV beyond its broadcast roots • CPG brands dive headfirst into digital sphere

On the Beat - Email

Brand giveaways ignite email list growth

For Freshpair, an e-commerce company that sells women's lingerie and men's underwear, building an email list is an ongoing priority. To help entice customers to ...

Texas theater bolsters email engagement with Facebook

El Paso Playhouse has two methods to communicate with consumers: its twice-weekly email newsletters and Facebook. But the theater wanted a way to link the ...

Innovate, don't inundate to appeal to b-to-b prospects

Like throwing spaghetti against the wall to see if it sticks, today's email marketing strategy is a hit-or-miss methodology of one size fits all. In ...

On the Beat - CRM

Brands award customers points and gain appeal through online rewards programs

There was a time when customer loyalty programs doled out rewards in the form of goodies stocked in a faraway warehouse. However, companies are increasingly ...

On the Beat - Digital

Brands move sweepstakes to Facebook

Student lender Sallie Mae needed to attract college students' attention over the summer and maintain their interest into the fall semester. It launched a sweepstakes ...

Agencies should anticipate their clients' digital needs

Just a few years ago, many client requests were rather generic, buzzword-driven inquiries like, "What's up with mobile?" or "I want to build a social ...

Q&A: Scott Symonds, GM of media, search and analytics, AKQA

Scott Symonds, GM of media, search and analytics at AKQA, says online video has vast growth potential.

On the Beat - Direct Classic

Brands digitize out-of-home campaigns to bolster consumer interaction levels

Billboards and installations usually remain static. However, after credit card company MasterCard rolled out its "Priceless New York" campaign in July, it wasn't the TV ...

College-oriented magazines boost response rate with app

Townsend Communications publishes magazines sent to the homes of high school juniors and seniors, aimed at helping colleges recruit incoming students. It also runs MyMajors.com, ...

Behavioral targeting can be magic bullet to drive profit

If you could identify which names in your next mailing are likely to become high lifetime value customers — and which aren't — would you ...

On the Beat - Multichannel

Marketers evaluate impact of daily deals

Daily deal companies Groupon and LivingSocial both initiated the process to become publicly traded companies in June, moves that could dramatically shift the direct marketing ...

SunSetter directs viewers outdoors with DRTV spots

SunSetter Awnings, a retailer of awning products and backyard accessories, wanted to create a direct response TV campaign that would drive consumers to purchase products ...

Q&A: Bill Brand, EVP of programming, marketing and business development, HSN

Bill Brand, HSN's EVP of programming, marketing and business development, discusses DM, e-commerce and CRM.

Direct Report

Agencies tap CMOs to extend growth

The job of agency CMO is not a new one, but it is a role that is becoming more prominent as agencies aim to put ...

Social causes rule marketers' back-to-school campaigns

JCPenney, Macy's and General Mills are among the brands that launched back-to-school marketing initiatives this summer tied to youth-oriented social causes. The marketers see the ...

Marketers' demand for social ROI drives analytics moves

Marketers are facing a fire hose of social media data, especially as networks like Google+ expand and Twitter explores monetization strategies.

Political marketers weigh digital, direct mail

Direct mail and traditional media have long played important roles in getting out the vote. With party caucuses and primaries beginning in early 2012 and ...

The Lowdown

Market roller coaster spooks ad world

First, debt-ceiling negotiations in Washington, DC went down to the wire. Then Standard & Poor's downgraded the United States' credit rating, prompting a roller-coaster stretch ...

Heat Meter

Offerpop uses flexibility 
to educate consumers

Offerpop works with clients to build social marketing applications that can be used on Facebook and Twitter to build brand awareness and sell products and ...

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

Chevrolet doesn't buy the stereotype that video gamers hole up 
their mom's basement and pedal to the comic-book store on their sister's pink bike.

Spotlight

Valassis delivers 
on integration

As a farmer who raises his own crops on a 40-acre farm — plowing the fields on a John Deere tractor, harvesting soybeans, corn and ...

Editorial

Tough times are silver lining for direct

How's this for an attention-grabbing headline, courtesy of the Associated Press: "Here we go again: Another big down day for Dow." As I write this ...

Op-Ed

How to measure engagement

Engagement has been a primary goal of every marketing campaign, long before the Internet turned commerce upside down or the CMO title was invented. Since ...

Understanding mobile behavior

Direct marketing has always been about connecting with customers through timely, relevant and targeted messages that drive action. Technology's evolution this past decade hasn't changed ...

Gloves Off

Is the click-through rate a dead metric?

Manu Mathew
, cofounder and CEO of Visual IQ,
 and James Burrows, EVP of global sales at e-Miles, discuss whether the click-through rate is a dead ...

Main Feature

More than television

Marketers are integrating their DRTV strategies with online tactics
 to grow consumer response and improve measurement capabilities
.

Home shopping TV channels also broaden reach

As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the ...

Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.

Battle of the Brands

Athletic apparel and equipment chains 
blend digital and traditional channels

A wholly integrated approach to direct marketing and 
e-commerce has elevated Sports Authority and Dick's Sporting Goods to the top of the athletic equipment leader ...

Vertical Feature

Rubbermaid trusts reviews

Since 2008, Rubbermaid has been using social commerce service provider Bazaarvoice's Ratings & Reviews program, which allows customers to comment and post reviews of the ...

CPG brands dive headfirst 
into digital sphere

While consumer packaged goods (CPG) marketers have not embraced digital marketing strategies as quickly as marketers in other sectors, that looks poised to change.

The Work

Jack Daniel's prompts consumers to design their own posters on Facebook page

As part of Jack Daniel's "Independence" campaign, consumers can visit the whiskey brand's Facebook page to design and download their own posters. Each user-generated piece ...

Baby contest honors Giants

In honor of the San Francisco Giants' 2010 World Series championship, Comcast SportsNet (CSN) is offering a series of prizes to the expectant couple that ...

Carl's Jr. promotes coupons
 with Facebook robot game

Consumers who access the Carl's Jr. 
Facebook app can play a game called "Robot Death March" and qualify to win coupons for the quick service ...

The Work - International campaigns

Outdoor posters hype album

To promote the release of British rock band Dry the River's new album "No Rest," Sony Music Entertainment developed a guerilla outdoor advertising campaign with ...

Honda sparks on-air TV race

As part of the American Honda Motor Co.'s sponsorship of the UK's Channel 4 Documentaries, the brand has embarked on a campaign to produce mini-documentaries ...

Q&As

Q&A: Dylan Taylor, executive creative director, BMF

BMF executive creative director Dylan Taylor discusses technology adoption, judging creative and 
marketing items internationally.

Nailed It

Kodak's integrated campaign highlights 
hip-hop celebs to engage new audience

To reach the young, urban, socially connected demographic, Kodak introduced an integrated campaign that yielded strong results, leading to a better than 25% increase in ...

Plug-ins

Plug-ins: email

Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have ...

Expert Advice

Embrace diversity in your marketing recruiting efforts

Growing up in a family where I had 47 first cousins, the expression "you are the living image of your aunt or uncle" was part ...

The End (User)

Thank goodness for Darla

Darla is a customer service rep for American Express. But to me, she is more than that: she is the face, or more precisely, the ...

Features

B-to-b success depends on social, data clarity

B-to-b marketers contend with an enormous amount of customer data coming into their organizations every day. Managing volumes of information located in various places within ...

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