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...
The NBA franchise taps into the passion of its Facebook fans and scores a winning campaign.
The online charity for public schools could teach marketers a thing or two about email series and basic segmentation.
The online wine retailer's strategy incorporates different flavors and depths.
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
Kevin Geraghty, SVP of advanced analytics and decision sciences for 360i, explains how marketers can choose which data best fuels their campaigns.
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 ...
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 ...
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? ...
Engaging an audience that takes humor seriously requires an approach that's at the same time quick-witted and pervasive.
Marketers who want to optimize performance must eliminate bad data—and, yes, it's possible to do so.
Because one data point is never enough.
A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.
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 ...
Proof that email isn't a prehistoric channel after all.
Word to the Wise
100% viewability is quite the myth.
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.
See what our tweeps have been getting up to this month. Follow us @dmnews.
What's in our mailbox this month: Coupons. See which ones are good deals—and which ones you shouldn't deal with.
What's in our inbox this month: Yankees. Some of these need to be sent down to the minors.
The Ice Bucket Challenge engenders a tidal wave of support for the ALS Association
Three approaches to taking content marketing to the next level.
GE's Fallonventions premiered on The Tonight Show Starring Jimmy Fallon in February to rave reviews—and nearly 400,000 subsequent YouTube views.
Late-night yell-and-sell pitches have given way to sophisticated, multichannel, ROI-centric campaigns.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.