September 2013 Issue of Direct Marketing News

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• Cover Story: The Right Slice • One Tough Question: What marketing measure is overrated or outdated?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

Marketing Challenge

When Targeting Turns to Blasting: Answers

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 CIO-CMO Disconnect

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 ...

Case Study

Q&A: John Greenleaf, Global Head, DoubleTree

Greenleaf reflects on his experience in the hospitality industry and cites a considerable customer service faux pas to avoid.

DoubleTree's Tasty Rebrand

The hotel chain spices up its global marketing with local flavor.

Special Feature

(In)direct Response

Consumers' paths to purchase have become more circuitous, so direct response marketers must find ways to stay in step along that winding road.

Q&A: Sherrill Mane, SVP of research, analytics, and measurement, IAB

The IAB's Sherrill Main talks attribution models, word of mouth, and the questions marketers need to be asking themselves.

Diary of a CMO

Profitable Growth Matters Most

Month 9 at Mitel: Even with strong results, reshaping industry perceptions is essential to maintaining momentum.


A Welcome (Email) Strategy

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 ...

The Long, Gradual, and Painful Goodbye

Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.

Abandon Those Shopping Cart Woes

Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?

Chances That Senate's Marketplace Fairness Act Passes House? Remote

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

Just Because I Know You Doesn't Mean I Like You

One Tough Question: What marketing measure is overrated or outdated?

Holistic Measures Move Into the Mainstream

More holistic measures require new technologies, but they also require marketers to get back to basics.

Campaign ROI Is Out. Weighted Campaign Influence Is In.

Traditional campaign ROI is dead. This sad and poorly tracked metric for B2B marketers has got to go.

Cross-Channel Marketing Requires a Common Metric

Considering the many new data sources available, what marketing measure is overrated or outdated?


Infographic: Email On My Mind

Marketers are obsessed with email—and for good reasons. It's effective.

The Work - Case Study

Sauza Refreshes Its Marketing

Sauza Tequila spread buzz about—and boost sales of—Sauza's new Sparkling Margarita product among its target female demographic. Sexy.

Tetra Pak's Refreshingly Targeted Direct Marketing

The food packaging company uses hyper-personalized direct mail to drive a 53% conversion rate.

Word to the Wise

Word to the Wise: Agile Marketing

Taking a methodical approach to marketing is so yesterday.

Fast Facts

Fast Facts: September 2013

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.

Marketing Chatter

Marketing Chatter: September 2013

See what our Twitter followers have been getting up to this month. Follow us @dmnews for (lots) more.

App of the Month

App of the Month: Pocket

Marketers are often on the run, reading articles and blogs whenever and wherever they can. Enter Pocket.


Delivered: New York Democratic Mayoral Candidates

What's in our mailbox this month: emails from New York democratic mayoral candidates. Which email gets your vote?


Marketing in the Dark

Ah, if marketers had a crystal ball, the light they could shed on customers' actions.

Main Feature

The Right Slice

Here's how three companies with unique marketing challenges refreshed their customer segmentation to drive sales gains.

Q&A: Srividya Sridharan, Customer Insights Analyst, Forrester Research

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

Shoppers Wait to See What JCPenney and Kohl's Have In Store

Despite their shared focus on the "cost-conscious mom" demographic, retailer giants JCPenney and Kohl's have very different marketing strategies.

The Work

Interactive Museum Promo Goes State-of-the-Art

Madrid's Reina Sofia Concrete Invention retrospective features customizable smartphone audio tours. It's an interactive campaign to behold.

Green Works Campaign Has Dolphins Do the Talking

The eco-friendly Clorox brand teams up with digital agency Critical Mass to create the Dolphin Translator app.


Q&A: Michael Griffith, director of creative& strategy, Bottle Rocket Apps

Michael Griffith, director of creative and strategy at Bottle Rocket Apps in Dallas, on app strategy and the intersection between tech and design.

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

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