Nagisa Manabe, CMO of the USPS, chats with Senior Editor Al Urbanski on the new reality at the Postal Service and what the future holds.
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.
Be my Valentine! Now, let's see what I can buy/purchase/consume to express how I feel. A greeting card, for starters, pre-printed with someone else's sentiments, a frilly box of chocolates complete with a picture chart so you can avoid biting into the one with that weird green cream, or a dozen red long-stems.
Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way home in what seemed to be the outfit she had worn out the night before. "That's what I love about New York: the anonymity," my friend said.
The campfire analogy. It's about the best definition of social marketing I've heard yet. It comes courtesy of Ashton Kutcher, who isn't only good-looking, famous, successful, wealthy and married to Demi Moore.
B-to-b marketers contend with an enormous amount of customer data coming into their organizations every day. Managing volumes of information located in various places within a company, coordinating sales and marketing teams and facing the dynamic rate at which b-to-b data decays, these marketers often have more steps to take than b-to-c marketers to make sure that their messages are relevant.
Darla is a customer service rep for American Express. But to me, she is more than that: she is the face, or more precisely, the voice that saved the brand's image in the mind of one loyal longtime cardholder.
Things ain't what they used to be. Once, I could describe myself as a back-page columnist for a monthly magazine. No more. Now, I'm a transmedia storyteller who develops original content for distribution across multiple platforms.
Despite big headlines around social media and mobile, email marketing is still the most effective way for e-commerce companies to drive sales online. It is often the central component within digital plans as e-commerce marketers rely on the medium for building relationships and earning revenue
Sad as it is to admit, I've probably engaged in several dozen conversations over the years — some rather heated — that revolved around the definition of the word "brand." Occupational hazard, I guess.
Forgive me readers, for I have sinned: it's been a long time since my last confession. Actually, this one is rather difficult to get out. A bit embarrassing and — to be honest — I can't really believe I'm saying it out loud. Don't judge me. I think I like my airline. Stop looking at me like that. It's true, and I don't care who knows it.
Direct Marketing News convened a diverse group of email marketing executives in April for an editorial roundtable discussion, sponsored by StrongMail, to talk about several facets of email marketing strategy.
We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. It's that simple — and that hard. And that inescapable
Direct marketers still spend more time than they like trying to prove to the rest of us that their industry is not populated solely by junk mailers and cheesy infomercial pitches. They have a good case. It can easily be argued, and has, that all marketing in the digital age is direct marketing.
Direct and digital marketers today are tasked with defining and refining the optimal marketing communications strategy based on audience and objectives.
Do brands need to dabble in social media just to be there, or is presence without relevance more dangerous than absence? This is a question I had been toying with, and one for which my brain wasn't producing any satisfactory answers.
Just minutes after the ball dropped to usher in the new year, my Blackberry buzzed. I had already hugged or called my closest family and friends but was happy to accept the good wishes of another.
Across from the desk in my office is a framed black-and-white shot of a veteran Joe DiMaggio and a rookie Mickie Mantle at the old Yankee Stadium.
It is a time of intense transition in the music business. New technologies are changing the definition of content and distribution. A young singer competes in a popular show and wins the audience vote. His victory is just the beginning as he is plugged into a marketing machine.
Direct Marketing News convened a group of professionals in September for a Valassis-sponsored roundtable to discuss issues inherent in creating direct marketing programs.
Brands that enable consumer behavior will be rewarded.
Yahoo's Bobby Figueroa, VP of product development for consumer advertising, discusses the company's 2011 goals
Doug Neil, SVP of digital marketing at Universal Pictures, explains his goals for the year, including a push into social
So-called privacy experts wring their hands almost daily about the amount of personal information being harvested by corporations for marketing purposes. But if those companies prove to be as inept at interpreting that data as my least-favorite hotel clerk, consumers have little to worry about.
Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for particular solutions to problems.
Rosetta, an independent digital marketing agency, has acquired healthcare marketing agency Wishbone for an undisclosed sum. Wishbone will retain its name and management team, and will be integrated into Rosetta's overall healthcare business as a separate professionally focused group. It will continue to operate from its New York offices.
Direct response TV has been around nearly as long as its medium. But its vintage doesn't mean it has gone out of style. DRTV pros take tremendous pride in the way the channel has expanded.
E-mail marketing firm Responsys is aiding weight-loss program Nutrisystem with various e-mail programs, as well as developing cross-channel customer-experience initiatives. The company is using Responsys' Interact Campaign, the company's software as a service (SaaS) campaign-management platform.
DMNews' copy editor Nathan Golia discusses how the Internet has changed insert media with Leon Henry, chairman and CEO of Leon Henry Inc.
Associate editor Dianna Dilworth talks with Scott Olrich, CMO of Responsys, about e-mail marketing's evolution and the future of the channel.
Company of the week
Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.
It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
How marketers can navigate the new customer engagement era.