September 2012 Issue of Direct Marketing News

September 2012 Issue of Direct Marketing News

• Main Feature: Pushing the envelope: Digital makes an impression on print • Citibank vs. Chase: Banking titans compete for consumer loyalty and trust in an era of increased bank fees • Special feature on behavioral targeting: Be relevant, not creepy • Spotlight: Meredith Corp.’s CMO reshapes its story

Direct Report

Agencies see uptick in social RFPs

Jordan Bitterman, Digitas' SVP and social marketing practice lead, spoke with Direct Marketing News about the increasing number of social media request for proposals (RFPs) ...

SMB e-retailers see value in Google's Trusted Stores

Skepticism remains about the overall efficacy of the Google Trusted Stores program for e-commerce storefronts.

The Lowdown

Will Amazon's shipping change retail?

Amazon is expanding its nationwide network of warehouses as part of a plan to enable same-day delivery of products to customers—an exciting possibility for consumers, ...

Heat Meter

Greenpeace strikes a nerve with Shell

In protest to Shell's controversial plans to begin drilling in the Arctic, environmental group Greenpeace orchestrated a seamless viral hoax lampooning the oil giant and ...

Vermont tourism's lackluster Twitter campaign

In July the Vermont Department of Tourism and Marketing declared it was inviting Vermonters to tweet under the moniker @ThisIsVt.

London Eye sees Twitter Olympic Games sentiment

During the Olympic Games, the London Eye was a huge mood ring, changing color based on what people were tweeting about the Olympics.

General Mills' Fiber One promo campaign takes on Pinterest

General Mills encouraged mothers to pin their snack ideas onto the Fiber One-sponsored Pinterest board.

Delivered

What's in our mailbox this month: Credit card applications

What's in our mailbox this month? Credit card applications from Target, Discover, American Express, and Sears.

Duly Noted

Online tax debate grows as retailers and states weigh in on the clash

On July 24 the House Judiciary Committee convened for a hearing on the Marketplace Equity Act, one of three bills empowering states to compel online ...

Spotlight

Meredith's CMO reshapes its story

Nancy Weber had a clear goal when she signed on as CMO of Meredith Corporation in July 2005: define and put a face to the ...

Editorial

Bridging the channel divide

What'll happen in Vegas will be so excellent, you won't be able to keep it in Vegas. At the DMA Annual Conference in Las Vegas ...

Op-Ed

Travel on the customer journey

As marketers, we need to understand that it's no longer about what journey we want to take customers on; it's about meeting them where they ...

Create a multichannel strategy

Today's customers are bombarded with marketing material. Marketers must find ways to grab customers' attention, and that means strengthening traditional channels.

Gloves Off

Is it time to rename direct marketing?

Does the term "direct marketing" need a makeover? Our experts weighed in and our readers responded with gusto.

Is it time to rename direct marketing? Readers respond

Is it time to rename direct marketing? Readers respond to the September Gloves Off question.

Main Feature

Pushing the envelope

Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by ...

Q&A: Gary Reblin, VP of domestic products, USPS

Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.

Be relevant, not creepy

Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.

Online privacy concerns outweigh mobile app downloads

TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.

Battle of the Brands

Banking titans compete for consumer loyalty and trust in an era of increased bank fees

Two of the largest U.S. retail banks, Chase and Citibank, have attempted to retain customers and acquire new ones by rebuilding trust and boosting brand ...

Vertical Feature

Tourism boards use social media for broader reach, better targeting

Forget about dog-eared road maps and catchy television jingles. These days, travelers are turning to social to map their route.

Idaho tourism gains success with digital campaigns

Dubbed "Adventures in Living," Idaho tourism's campaign asked contestants to nominate a family member in need of a vacation.

The Work

Nickelodeon stages a battle of good versus evil to promote Ninja Turtles

To drum up excitement for the premiere of its rebooted 1980s cartoon sensation Teenage Mutant Ninja Turtles in September, Nickelodeon joined forces with Tribal DDB ...

Mass pinning event publicizes UNIQLO apparel product line

Digital shop Firstborn NY took pinning to another level with the "UNIQLO Dry Mesh Project," a social initiative intended to raise awareness about the Japanese ...

Irish tourism targets harried Londoners during Olympics

Tourism Ireland encouraged Londoners to pack a bag this summer and head over to Ireland to "Escape the Madness" wrought on the city by the ...

Moto Guzzi USA revs up new microsite

Italian motorcycle company Moto Guzzi put a new spin on the 90-year-old brand's online presence with a revamped social hubsite.

IKEA uses digital transmigration to sell kitchens

Voyeurism meets interactivity in IKEA's "In the Kitchen" initiative, a digital effort that uses entertainment to demonstrate the practical nature of an IKEA kitchen.

Q&As

Q&A: Stewart Krull, EVP & ECD, Atmosphere Proximity

Stewart Krull, EVP and executive creative director at Atmosphere Proximity, reveals his favorite apps and explains why a CMO's job just got harder.

Nailed It

Dairy Queen serves up relevant offers to keep Blizzard fans coming back for more

Dairy Queen set out to increase its Blizzard Fan Club base while simultaneously giving members an extra scoop of customer service.

Plug-ins

Measuring the lifetime value of a customer

Customer lifetime value is a common metric that—if calculated correctly—offers insight into building a customer strategy.

The new multichannel CRM world

Companies need to access data from across those multiple channels, along with CRM, to create a truly overarching view of a customer.

7 tips for demand generation excellence

When it comes to planning their approach to data-focused demand generation, many B2B marketers are at a loss as to how to proceed.

Expert Advice

Four tips when hiring top talent for sales lead generation

B2B sales lead generation is all about building and nurturing solid customer relationships—and that means hiring the right people for your team.

The End (User)

Kids today: You can't sell them anything

Brands that want to continue to have paying customers need to figure out how to market to the next generation.

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