September 2013 Issue of Direct Marketing News
• Cover Story: The Right Slice • One Tough Question: What marketing measure is overrated or outdated? • Battle of the Brands: JCPenny vs. Kohl's • Case Study: Double Tree's Tasty Rebrand • Special feature: (In) direct Response
What happens when you think you've got all your targeting/campaign ducks in a row—only to get no results? We asked and our readers answered.
A hard-charging CMO rebuffs his CIO's attempts to improve the company's marketing technology. What should the CIO do? Read the full story and submit your ...
Greenleaf reflects on his experience in the hospitality industry and cites a considerable customer service faux pas to avoid.
The hotel chain spices up its global marketing with local flavor.
Consumers' paths to purchase have become more circuitous, so direct response marketers must find ways to stay in step along that winding road.
The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.
Diary of a CMO
Month 9 at Mitel: Even with strong results, reshaping industry perceptions is essential to maintaining momentum.
If it ain't broke, don't fix it, the saying goes, and in the world of digital marketing that old quote refers to nothing if not ...
Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.
Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?
Despite the passing of The Marketplace Fairness Act this past April in the Sentate, the bill faces a rough road in the House.
One Tough Question
One Tough Question: What marketing measure is overrated or outdated?
More holistic measures require new technologies, but they also require marketers to get back to basics.
Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.
Considering the many new data sources available, what marketing measure is overrated or outdated?
Marketers are obsessed with email—and for good reasons. It's effective.
The Work - Case Study
Sauza Tequila spread buzz about—and boost sales of—Sauza's new Sparkling Margarita product among its target female demographic. Sexy.
The food packaging company uses hyper-personalized direct mail to drive a 53% conversion rate.
Word to the Wise
Taking a methodical approach to marketing is so yesterday.
Some quick info hits to keep you up-to-date, including the percentage of consumers who open retailers' emails almost every time they receive them.
See what our Twitter followers have been getting up to this month. Follow us @dmnews for (lots) more.
App of the Month
Marketers are often on the run, reading articles and blogs whenever and wherever they can. Enter Pocket.
What's in our mailbox this month: emails from New York democratic mayoral candidates. Which email gets your vote?
Ah, if marketers had a crystal ball, the light they could shed on customers' actions.
Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.
When it comes to segmentation and marketers the news is bad and worse, according to Sri Sridharan, Forrester's chief expert on the subject.
Battle of the Brands
Despite their shared focus on the "cost-conscious mom" demographic, retailer giants JCPenney and Kohl's have very different marketing strategies.
Madrid's Reina Sofia Concrete Invention retrospective features customizable smartphone audio tours. It's an interactive campaign to behold.
The eco-friendly Clorox brand teams up with digital agency Critical Mass to create the Dolphin Translator app.
Michael Griffith, director of creative and strategy at Bottle Rocket Apps in Dallas, on app strategy and the intersection between tech and design.
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.