September 2014 Issue of Direct Marketing News

September 2014 Issue of Direct Marketing News

• Cover Story: Content Marketer or Media Mogul? • Analysis: Multicarrier Systems Are High on Marketers' Gift List • CMO Confidential: A Chat With Amway CMO Candace Matthews • Case Study: Comedy Central's Marketing Strategy Is no Joke • Best Practices: 9 New Realities of Direct Response • Best Case: Wine.com Uncorks Digital Content • Marketing Challenge: The Risk of Taking Email Full Throttle • + more...

Best Case

Social Media Is a Slam Dunk for the Indiana Pacers

The NBA franchise taps into the passion of its Facebook fans and scores a winning campaign.

DonorsChoose.org Sees Success With Textbook Email Practices

The online charity for public schools could teach marketers a thing or two about email series and basic segmentation.

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Best Case: Q&A

Turning Big Data into Major Insight

Kevin Geraghty, SVP of advanced analytics and decision sciences for 360i, explains how marketers can choose which data best fuels their campaigns.

CMO Confidential

The Beauty of Building a Global Brand With Local Relevance

The professional kudos awarded to Amway CMO Candace Matthews would likely go to the head of many marketers. That's just one of the many attributes ...

Marketing Challenge

Marketing Challenge: The Risk of Taking Email Full Throttle

Tony Smith was trying to help grow Targeted Outreach—but his gut felt he was walking the ethical line. Should he cross his fingers and let ...

When Marketing and Sales Collide: Answers

The head of marketing operations is doing just as much selling as marketing, sans the commission her sales colleagues earn. How should she handle it? ...

Case Study

Comedy Central's Marketing Strategy Is No Joke

Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.

Next

The Hidden Costs of Dirty Data

Marketers who want to optimize performance must eliminate bad data—and, yes, it's possible to do so.

6 Do's and Don'ts for Trigger Emails

Because one data point is never enough.

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Multicarrier Systems Are High on Marketers' Gift List

Free shipping and overnight delivery have become table stakes among e-commerce companies battling for holiday dollars, so failing to deliver as promised can have horrible ...

Infographic

Email's "Dino"mite Effect on Brand Relationships [Infographic]

Proof that email isn't a prehistoric channel after all.

Word to the Wise

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

Fast Facts

Fast Facts: September 2014

Some quick info hits to keep you up-to-date, including the percentage of revenue attributable to mobile phone and tablet purchases in Q1 2014.

Marketing Chatter

Marketing Chatter: September 2014

See what our tweeps have been getting up to this month. Follow us @dmnews.

Delivered

Delivered: Coupon Mailers

What's in our mailbox this month: Coupons. See which ones are good deals—and which ones you shouldn't deal with.

Delivered: Yankees Emails

What's in our inbox this month: Yankees. Some of these need to be sent down to the minors.

Editorial

When "Exceeding Expectations" Is an Understatement

The Ice Bucket Challenge engenders a tidal wave of support for the ALS Association

Main Feature

Content Marketer or Media Mogul?

Three approaches to taking content marketing to the next level.

Q&As

Imaginative Content Marketing at Work

GE's Fallonventions premiered on The Tonight Show Starring Jimmy Fallon in February to rave reviews—and nearly 400,000 subsequent YouTube views.

Features

The 9 New Realities of Direct Response

Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...