Mobile Version / Subscribe / Back Issues / About Us / Contact Us / Advertise

Thanks for choosing DMNews.com! Sign up for your FREE account now and join the thousands of other marketing professionals who rely on us for all the latest industry news and innovative ideas for direct and digital strategy. Simply fill out the fields below.

Keep me logged in Forgot your password?

Please wait...

Please wait...

Op-Ed Articles

It's not just about leads anymore

June 13, 2011

In the coming year, b-to-b marketers must shift to account-based marketing — online and offline — moving away from delivering individual leads to delivering qualified accounts.
 

Deploy social media effectively

Rosanna Fiske, CEO, Public Relations Society of America June 01, 2011

Much fuss has been made in marketing, public relations, advertising and digital circles about who "owns" social media. Go to any conference or read various industry blogs and you're bound to come across a spirited debate on this very topic.
 

Break from the acquisition cult

Ernan Roman, president, Ernan Roman Direct Marketing June 01, 2011

I have heard many marketers complain about the escalating cost of acquiring customers in our fragmented, distracted media environment.
 

Focus on consumer experience

Paul Price, CEO, Creative Realities May 01, 2011

It's hard to believe Twitter is only five years old. The social network's use today is measured in billions, and it is being credited for everything from enabling revolutions to helping people keep up with the latest news. Instead of tuning in to CNN, millions are turning to Twitter feeds.
 

Reaching the digital boomer

Anthony Franco, president and cofounder, EffectiveUI May 01, 2011

We know a lot of statistics about the baby boom generation. The US Census Bureau says these 79 million Americans make up 26% of the population, and the oldest boomers turn 65 this year. But who are they really, and how do you effectively reach them in a digital world?
 

Watson caters to the customer

Michael Haydock, chief scientist and retail analytics leader, Global Business Serrvices, IBM Corp. April 01, 2011

I was fortunate to be in the audience during the taping of the historic Jeopardy! match pitting IBM's Watson computing system against the game's all-time champions. As Watson proved its speed and accuracy in 
answering questions across many different categories, it was clear this type of groundbreaking technology will benefit a broad range of industries.
 

Focus on two-way conversation

Karin Stroh, VP of marketing, XMPie April 01, 2011

When you think of direct marketing, do you think of a static print piece addressed to "occupant," a printed direct mail piece personalized with an individual's name, or are you thinking of a customized cross-media campaign where 
individual recipients are sent relevant marketing materials regardless of media channel? Over the last two decades, direct marketing has transformed dramatically, but the main purpose has not changed.
 

Make mom part of brand team

Holly Pavlika, managing director, Big Fuel New York March 01, 2011

There are 83 million moms in the US, and they are the golden ticket to marketing success. There is no shortage of focus around this segment, and many brands are recruiting mom panels, such as Walmart Moms, to help them connect with these consumers.
 

Mobile marketing starts simple

Ken Fenyo, CEO, You Technology March 01, 2011

For marketers, mobile technology is a dream come true. We now have the capability to send the right offer to the right consumer, at just the right moment: the point of decision.
 

Marketers' secret weapon: direct mail

February 01, 2011

Direct mail. Nobody talks about it. It's not cool. It's the Rodney Dangerfield of direct marketing. When marketers talk about it, it's usually in the context of the drop in mail volume to the tune of tens of billions of pieces. Or about how expensive it is.
 
« Previous
Next »