opinion

New Year, New Start

New Year, New Start

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In 2012 we asked you what you'd like more or less of in Direct Marketing News, and what issues are important or overplayed. In 2013 we're responding.

Three "must-haves" when hiring people or partners

Three "must-haves" when hiring people or partners

Look for three things in the people you hire—whether you're adding staff or selecting your agency partners.

Engagement that entertains

Engagement that entertains

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Successful marketing requires customer engagement. And the fastest path to that engagement—assuming the ad copy doesn't include the words free or complimentary—is entertainment.

Keep cutting-edge new hires on the edge, out of the mainstream

Keep cutting-edge new hires on the edge, out of the mainstream

How can organizations bring in cutting-edge people without bending or breaking them? Here are a few tips.

Interviewing candidates at the task level

Interviewing candidates at the task level

I love hand-dirty tasks and can't imagine not working in decks and spreadsheets.

People's ideas and passions make all the difference

People's ideas and passions make all the difference

As CEO, my job is to be completely and maniacally focused on ensuring that we have the best people.

Twitter-ready insights on marketing follies

Twitter-ready insights on marketing follies

A picture is worth a thousand words, but not every one of my observations is worth a full column. Or so my editors tell me. Most, however, are worth at least 140 characters. With that in mind, and to help ring in 2012, I proudly present my Twitter-ready views, insights, unsolicited tidbits of advice and meaningless random thoughts on the absurdities of modern marketing.

Plug-ins: social Marketing

Plug-ins: social Marketing

Our expert columnists this month offer practical advice regarding the most effective ways to use social media to foster greater loyalty among customers, including strategies around providing meaningful content for maximum engagement; how to use data collected to improve targeting in a way that is integrated with other marketing efforts; and how to measure and track social marketing efforts.

Car brands raise digital marketing bar

Car brands raise digital marketing bar

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Automotive manufacturer Ford Motor Co. unveiled the 2013 Ford Escape on Nov. 15 using social game developer Zynga's popular "Words With Friends" game and a competition against actress Jenny McCarthy, who played the Scrabble-like game live in Los Angeles.

Should brands discontinue print catalogs?

Should brands discontinue print catalogs?

Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.

CRM architecture audit saves millions and improves customer relationships

CRM architecture audit saves millions and improves customer relationships

The typical underlying objective of CRM practices, whether they be programs, creative, systems or processes, is to improve marketing performance and strengthen customer relationships, making them more profitable. It follows, then, that senior executives do not look kindly on marketing when CRM programs fail. The calamity and opportunity here is that 90% of CRM failures are completely avoidable with effective management and ongoing oversight.

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