The Work - Page 1 - Direct Marketing News

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Emulating nature in the digital environment

Kumiko Ide, Tribal DDB Vancouver

With the increasing sophistication around interactive technology comes a new pool of projects attempting to replicate our natural environment.

Direct by design Blog

Integration and engagement: insights from Super Bowl XLVI

Joe Baratelli

The Super Bowl is just one example of how it's not only about great creative, but about using it as a platform for driving intrigue and conversation.

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Three mobile video marketing trends to capitalize on

David Rowley

If 2011 was the breakout year for mobile marketing, then 2012 looks to be the year brands successfully bring video into the mobile marketing mix.

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Personalization, personalization everywhere and not a drop to drink

John Sisson, president, Universal Wilde

Should personalization be used everywhere? Consider my recent experiences and you decide.

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Understanding real-time bidding for the mobile marketplace

Jason Ciancette, president & founder, Liquid Wireless

More and more marketers are turning to mobile advertising as a means by which to reach consumers that are constantly on-the-go.

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Mobile commerce: the next phase

Scott Richards, VP, emerging media and technology, Epsilon

Many marketers are missing out on leveraging the power of immediacy and relevancy that the mobile device can empower.

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Mobile over PCs: a foregone conclusion

Ken Johns, SVP of digital strategy, Brunner

In five years, I think tablets and smartphones will surpass PCs in e-commerce sales — and no, it's not because I have digital strategy in my title.

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Herding cats

Nick Moore, CCO & EVP, Wunderman New York

I am not in favor of dictatorship, but I am beginning to think that maybe it does have one or two attractive characteristics.

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300 does go into 2

Nick Moore, CCO & EVP, Wunderman New York

It's the oldest truth in design: form follows function. Before we make our new space cool, we have to make it work. That means answering a lot of math questions.

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Living in a post-PC world

Myk Willis, founder of Myxer Social Radio

It was less than two years ago that the late Steve Jobs introduced the iPad. At the time, he heralded the beginning of the "post-PC" era.

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What will it be next month?

Jeff Swystun, chief communications officer, DDB Worldwide

So now it's Pinterest — what will it be next month? When a colleague of mine suggested DDB had better get on the latest social sharing platform, I groaned.

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Five ways interactive content can help publishers pump up web revenues

Seth Lieberman, CEO, Pangea Media/SnapApp

Who isn't looking for ways to boost site revenue? Here are five ways to help you do just that.

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Switzerland - Turkey direct: international adventures in advertising

Folker Wrage, CCO, McCann Erickson

As a foreigner in Istanbul, you are always regarded as a tourist — and in a way, you can learn a lot about direct marketing, too.

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Connect with power moms through their trusted causes

Perry Allison, VP of marketing, BiddingForGood

Even before blogs existed, Mad Men-era marketers knew that women held the purse strings in their homes.

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Don't overlook insights for creative inspiration

Flora Caputo, VP, executive creative director, Jacobs Agency

Like an untamed beast, creativity can run amuck if not guided in a direction.

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Meeting the creatives

Nick Moore, CCO & EVP, Wunderman New York

We circled. We sniffed — and thank goodness we wagged our tails. Gensler has been appointed as our interior architect for our new office building at 3 Columbus Circle.

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Who do you want to be?

Nick Moore, CCO & EVP, Wunderman New York

It's official. Wunderman, along with all our Y&R brands sister agencies, is moving to 3 Columbus Circle for a new start, a better environment and a great big headache.

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The consumer is your wife, sister, mother, girlfriend, niece ...

Jason Andrews, creative director, Geronimo

According to Beyoncé, it's girls who run the world. And looking at recent research, she is probably right. Worldwide, women are responsible for nearly four times as much consumer spending as China and India combined.

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The rise of digital receipts: Retailers weigh in

Andrew Frawley, president, Epsilon

According to a recent survey conducted by Epsilon, 35% of retailers currently offer digital receipts, also known as electronic receipts.

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Targeting soup: choosing the right method for you

David Katz, LiveIntent

With all the talk of DSPs, SSPs, DMPs and GRPs, it's easy to forget that no matter who is buying and who is selling, success is highly dependent upon good targeting.

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2012 trends through a branding eye

Howard Belk, Siegel+Gale

We're a month into the New Year. So, what's in store for major brands in 2012? I have a few predictions.

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Leveraging mobile to market in the moment

Scott Forshay, Morpheus Media

Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply.

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Who's talking to your clients?

Tony Quin, CEO, IQ

With 2011 in the rear view mirror, it's time to take stock and look ahead. If your company has been sitting on the sidelines unconvinced of the need for a social media strategy, then 2012 brings you the gift of clarity.

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Lessons learned and 2012 predictions for the ad industry

Will Price, CEO, Flite

As the old adage goes, those who cannot remember the past are condemned to repeat it, so let's reflect on the lessons learned and take a look forward at what the future holds.

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Incentives can fuel the idea

Flora Caputo, VP, executive creative director, Jacobs Agency

Incentives are often the lesser concern when developing a direct marketing campaign, but can help companies make headway in getting in front of prospects.

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Choose your words carefully

Nancy Harhut, chief creative officer, Wilde Agency

In copywriting, as in Scrabble, some words are worth more than others. Whether you're writing an email, banner ad, print ad, letter, postcard, art card, radio spot, brochure or tweet, the words you choose can make all the difference.

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The nuance of nuance

Mat Zucker, is a member of the John Caples International Awards Executive Board

I hope you don't need me to tell you how important the idea is in marketing these days. When everyone has the same list, the same boring offers, comparable infrastructure and wide array of media choices, it's the creative idea that differentiates - the single idea which reflects the brand's point of view and connects with the customers to provoke a perceptual and behavioral change to solve a problem.

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Make a move before your customers do

Jeffrey Boorjian, VP of marketing, Caesars Entertainment

It is no longer good enough to respond to our consumers' behaviors. We need to have the ability to predict them. We have become a reactive society in our marketing efforts, chasing after customer behaviors like mice after a hunk of cheese.

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NFC: More than digital wallets?

Nikolas Badminton, director of digital strategy, Tribal DDB Canada

Near field communication technology is being lauded as the great enabler of mobile payments, but there are some important considerations for both the consumer and companies looking into this technology as part of the future of their payment processing strategy.

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The myths of direct marketing creative

Brian Schwartz, Independent Creative Consultant

Great direct marketing creative offers any company a real competitive advantage, especially because so few firms are doing a truly good job. The Web has a lot of guidance in both direct marketing strategy and the integration of online channels, but some amazing resources are mixed with many that should be avoided.

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Google + offers new challenges, opportunities for marketers

Rob DePinto, Chief Technologist, Tribal DDB, Asia Pacific

Google + is more than just a new social network and a chink in Facebook's armor—it's a critical piece of the Google puzzle. Google won't stop until it gets it right, and when that happens, I think we'll see a significant shift in our digital universe, which will have a defining impact on the landscape for marketers, brands, start-ups, consumers and the creative services industry.

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Media synching and the rise of new global water cooler

Con Frantzeskos, Digital Strategy Director, DDB Group Melbourne

Sit down on the couch to watch TV, and there's a very good chance you'll be online while you do it. A recent Harris Poll report found that 56% of TV viewers surf the Internet via computer while watching TV. A further 25% do it with a phone or tablet.

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The magic of leapfrog

Adam Krumwiede, EVP at Gotham Direct

Leapfrog. It's a children's game and also the burning desire of every marketer: How do you tap the power of innovation to propel the business past leaders who dominate the category? With client expectations higher than ever, that's the challenge presented by today's aggressive response, engagement, conversion and efficiency standards.

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Using photography to boost sales

Brad Tuckman, president of KSC Kreate

Customers often visit a retailer's website before they visit the brick and mortar store, so it's important to effectively use photography to put the best image forward. With the right photography, retailers can increase customer time on site and ultimately boost sales.

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Mobile marketing, what a difference a few years make

James Briggs, CEO and managing director, Briabe Media

This past March, Briabe Media celebrated its sixth anniversary, though most days it feels like we have been around twice that long given how much the industry has evolved over that time. In many ways the industry is barely recognizable.

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Social media calls for new approach to online measurement

Aaron Everson, president and COO, Shoutlet

Measuring social media effectively is vital to understanding what impact your efforts are having on your business goals. What steps should you take to ensure your company is tracking your social media efforts in a way that makes sense for you?

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Show me the Money! Targeting the 50+ Market

Jeff Williams, director of data analytics, DMW Direct

In developing and executing direct marketing campaigns for the 50+ market, one common question frequently arises - "Is it better to target seniors based on income or wealth?"

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Designs on marketers' changing landscape

Jay Henderson, strategy program director, IBM Enterprise Marketing Management Group

More channels, more marketing tactics, more data, more opportunities to contact customers. "More" is certainly the key word for our times. So how will marketers drive results? Here are some tips smart marketers can follow for successful campaign management.

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In the world of data visualization, looks matter

Liz Kiehner, co-founder, Thornberg & Forester

I was recently blown away by a visual reference included in an agency RFP. When I asked my client about the origin of the reference they told me that it had been created by a statistician/artist named Edward Tufte.

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Empowerment, boundaries benefit designers and partners

Elan Cole, global creative director, Johnson & Johnson

The other day in the studio I had a surprising conversation with a new designer. His budgets were looking hopelessly convoluted and were in danger of bursting. His reason was, "I don't want to say 'No.' I'm just trying to be a good partner."

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Newsletters and blogs: dead or thriving? Which is best?

Bill Schick, principal, MESH Agency

In a social media-driven age of tweets and pokes, tags and likes, are e-newsletters and blogs relevant? The answer may surprise you. In a 2011 Digital Marketing Outlook Survey from MarketingProfs.com, up to 70 percent of agencies planned to invest in e-newsletters and e-mail marketing. Nearly 75 percent will invest in blogging and blogger outreach.

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Will Facebook Studio change the way brands interact with Facebook?

Cedric Devitt, executive creative director, LBi US

Facebook never resorted to the large, interruptive banner advertising model to connect visitors with brands, opting rather to allow brands to engage users organically.

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Better SEO Through Design

Rand Kramer, VP of design, Siteworx

In recent years the heavy emphasis on Web standards has enabled designers to develop more creative, engaging interface designs without compromising SEO goals.

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The challenges of a conservative client: Putting in the "I" before getting to the "RO:"

Zain Haseeb, managing director, Maiden Media Group

As an account man at a relatively new digital agency in Philadelphia, I am always on client pitches talking about social media and the benefits it can provide an organization on various levels. The first question I receive after I finish is, "Well that sounds good, what's the ROI?"

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For opt-ins, direct mail has tangible value

Deborah Simpson, president, Multi-Craft

Research shows that customers who interact with you over multiple channels are more loyal, purchase more and are more profitable than those you interact with over a single channel.

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Mobile magic has utilitarian impact

Caleb Kramer, engagement planner, MobileBehavior

"Any sufficiently advanced technology is indistinguishable from magic," Arthur C. Clark once said. With recent developments in mobile computing, his analogy is increasingly relevant. Sensor-enabled apps like Color have implications on a broad scale.

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Economic recession doesn't have to halt innovative product development

Joel Delman, design director, Product Development Technologies Inc.

Many business leaders view periods of economic recession as times to simply stay afloat and wait for a recovery. But while tight budgets, cutting employees and spending conservatively have become the norm over the past few years, history has shown us that tough times can actually provide a unique opportunity to find success.

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SXSW round-up

Nikolas Badminton, director of digital strategy, Tribal DDB Canada

Here are three key insights from the SXSW Interactive festival, during which 25,000 attendees descend on the Austin, TX, and attend workshops, seminars and keynote speeches to find out the latest and greatest developments in Interactive.

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A direct view from down under, pt. 2 of 2

Darren Martin, creative director, Rapp Sydney

From Australia's track record in Cannes' direct category to many other international advertising and marketing shows, you'll more than likely find Australia sitting somewhere near the top, if not at the top of the final tally in the DM categories.

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A direct view from down under, pt. 1 of 2

Darren Martin, creative director, Rapp Sydney

I recently had the privilege of being invited to judge both the Caples Awards in New York and, more recently, recently the Australasian AWARD Awards in Sydney.

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No right brain left behind

Larissa Hayden, engagement planner, Tribal DDB

No Right Brain Left Behind is a speed innovation challenge, calling on the creative industries to concept ideas that can help the creativity crisis happening in US schools today.

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Selective Procrastination

Kevin Graham, managing director, Hitting The Number

Procrastination gets a bad rap. Most people feel that procrastinating anything is a bad idea, but the old saying "Never let go until tomorrow what you can do today" is not always sound advice. You can actually make a friend out of procrastination and it will reward you handsomely.

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What we can learn from 2010 technology trends

Larissa Hayden, engagement planner, Tribal DDB

If 2010 was the year of the individual technological explosion, when everyone was leaping toward the latest emerging technology, 2011 will be the year when we look before we leap and land in just the right spot.

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Why spend money that doesn't deliver?

Jay Langan, EVP, Ocean Media

There's that famous quote every ad person knows - or should know - by Lord Leverhulme, founder of Unilever: "I know that half of my advertising budget is wasted, but I'm not sure which half." Ouch. Happily, things have changed in the eighty or so years since that consumer brands dynamo was created in the "dark ages" of 1930.

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The end of an era

Caleb Kramer, engagement planner, MobileBehavior

"The end of an era," a colleague of mine tweeted during the recent CES conference. Amidst the promises for 2011, one thing was made clear: desktop computing is giving way to new forms of digital interactivity.

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Creative director is the title, but not the job

Michael Mark, CEO and creative director, NYCA

What does a creative director do? I know "director" isn't "dictator," but my experience is that one can misinterpret that title. It can become all about you. I like a title that is more appropriate for the job: creative conduit.

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Redefining Healthcare Marketing

Dave Duplay, CEO, MedTera

When you close your eyes and think about "healthcare marketing" what comes to mind? Overproduced commercials? Glossy print collateral? Pens? Cups? Lavish dinners?

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Keep brands creative in 2011

John Ludwig, CEO and partner, Push.

As 2010 concludes, I'm filled with a sense of accomplishment. Not simply personal, but with our business, our clients, our families, our creative work — we've come a long way this year.

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Lady Gaga stole my lion

Scot van den Driesen, copywriter, Clemenger BBDO Proximity

During my ritual morning procrastination, I was scanning the local online news. This time of year is quite unusual here in Melbourne, in that December is one of the few months where men in tight shorts jumping on each other's backs trying to catch a football doesn't make the front page news.

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The secret of Belgian creative advertising

Guido Goffeau, freelance interactive art/creative director

The Cannes Annual Report 2010, published a few weeks ago, confirmed the creative reputation Belgium has been building for quite some years now. Four agencies - Boondoggle, Mortierbrigade, Famous and Happiness - even made it to the top 20 of the world's highest-ranked independent agencies.

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Fluevog Shoes have customers feeling so cool they're designing shoes + ads

Martin Strazovec, sr creative director, Direct Antidote

From a loyalty perspective, understanding that some of your best, most ardent customers also represent a talent pool, and rewarding them with an opportunity to help propagate an open brand, is indeed clever.

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Getting social pays off

Carol Fusaro, VP, Sullivan Creative

When promoting an event, you need to know your audience and find the best way to reach them. That's where good integrated direct marketing comes in.

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First day of Caples judging in the books

Kevin McKeefery

One day, several bagels and more than 800 entries later, day one of Caples Awards judging is complete. Today's pass/fail round was smooth and efficient and plenty of work passed through to tomorrow's quantitative round.

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Using behavioral science to drive action

Nancy Harhut, chief creative officer, Wilde Agency

So here's a question for you. You walk into the restroom. You are alone. There are three empty stalls. Which stall do you enter?

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Judging up next

Kevin McKeefery

Now that the entry period is closed and all work is submitted, we at Direct Marketing News and creative leaders from around the globe can focus on judging, which happens November 4 and 5.

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Seeking Inspiration

Duncan Gray, executive creative director, Proximity Worldwide Creative Leader

"Don't forget you promised to write something for the Direct by design blog", Kevin at DMNews reminded me in full 'editor with a deadline approaching' tone of voice. So, here I am, faced with a blank white page of a word document with a cursor flashing, in search of inspiration.

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Why do I always enter Caples? Because I rarely win.

Gary Scheiner, chief creative officer, Rosetta

That's an odd statement. Why would you keep doing something over and over again with the same negative result? It does sounds a little akin to insanity, doesn't it?

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The Idea: Online chatter is just one layer in your ROI cake

Marta Strickland, social media strategist, Organic

There is a wide variety of complex dashboards listening platforms from companies like Radian6, Nielsen and TNS Cymfony that allow marketers to listen to social media chatter day in and day out. However, you can't just monitor current social media conversations to get an accurate view of your brand's social media buzz. You need a beginning and an end to make a complete story.

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Followers, Friends and Fiestas

Drew Lewis, new media director, Wunderman Southern California

Recently, I was invited to spend a Sunday at a friend's house and be part of her weekly cooking show. Like any good guest, I dined exquisitely and overindulged for the camera.

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Don't bet against mobile coupons

Matt Silk, SVP, Waterfall Mobile

Time and again, mobile coupon redemption rates have proven to be exceptional when employed as part of both pilot and real-world marketing programs.

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Five brand advocacy myths

Marta Strickland, social media strategist, Organic

Brand advocacy is a term that is thrown around a lot within the social media spectrum. Conversations usually center on finding brand advocates who will serve as a social media lightning rod and generate an avalanche of user-generated content from a community based on their actions. Marketers are just as likely to find these mythical advocates as they are to track down Big Foot riding a unicorn.

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Goodbye 2009 and Lookout 2010...

Pat Duncan, associate partner, Rosetta

2009 was not kind to most retailers and there were very few positive stories when it came to sales results. A rising unemployment rate and a drop in consumer confidence both weighed heavily on consumer spending the entire year, and with the unemployment rate still at 10% for December, we'll see this trend continue for at least the next few months. But the news is not all bad.

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If It Walks Like a Duck...

Matt Silk, SVP, Waterfall Mobile

Get consent and give users a chance to opt-out. Seems like a pretty straightforward and simple rule for any direct marketer to follow, right? When it comes to SMS, the same rules apply. Mobile messaging is, was, and always should be a permission-based medium for communications.

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There's no silver bullet for the big, bad social media measurement wolf

Marta Strickland, social media strategist, Organic

Despite the fact that Facebook and Twitter have become household names, social media measurement continues to elude marketers. While most marketers point to low-hanging fruit such as the number of Twitter followers or the number of times a video was viewed on YouTube as key social metrics, these numbers don't really mean anything without context.

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Observations in Retail - Holiday Edition

Pat Duncan, associate partner in Rosetta’s Consumer Products & Retail vertical

Several retailers have shown that they aren't going to let these tough economic times affect their creativity or dampen their results. Here some observations about the holiday selling season thus far that offer valuable lessons for retailers:

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Are You Ready for Black Friday / Cyber Monday?

Matt Silk, SVP, Waterfall Mobile

The economy is down. Unemployment is at a 26 year high. Analysts, politicians and shareholders are all on pins and needles, waiting to see how retail stores will perform during the critical holiday shopping season.

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Here a Google, There a Google, Everywhere a Google Google

Carol Krol

Google doodles are Google's versions of the home page logo that celebrate events and anniversaries. Google today began featuring Sesame Street's beloved characters as a special doodle series in the run up to Sesame Street's 40th anniversary on November 10th. Big Bird was featured today on the Google homepage. Conveying his height, we only see Big Bird from the waist down; his legs form the L in Google.

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Banner Ad Flies Build Book Show Buzz

Carol Krol

Jung von Matt/Neckar, a German ad agency, created buzz for publisher Eichborn at the Frankfurt Book Fair this month. The agency outfitted 200 flies with banner ads to promote their exhibition booth at the show. What do you call that? A "fly circus?"

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Beat it, direct marketers

Carol Krol

After hitting some of the overlapping parties and events Sunday night during the DMA's annual conference - Xerox's rooftop networking event and the DM Buzz party at the Hard Rock Hotel's Club 207 - I wandered back to my hotel room to find a door hanger ad from iContact hanging on my door.

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Publicis Razorfish deal closes

Dianna Dilworth

Razorfish is now officially a part of the Publicis Groupe, making Publicis the largest digital advertising company in the world. After acquiring the agency from Microsoft for $286.8 million in cash this summer, the deal is now complete.

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Enfatico shrinks again

Chantal Todé

The Austin Business Journal reported yesterday that WPP agency Enfatico has dismissed five senior level creative staff in its New York and Austin offices.

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Revised FTC policy means bloggers must disclose mailed freebies

Frank Washkuch

Bloggers will soon have to disclose the freebies and other compensation they receive as part of direct marketing campaigns and other types of efforts. The Federal Trade Commission voted unanimously on October 5 to alter guidelines that call for penalties of up to $11,000 per violation, according to the Associated Press.

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I hear the past calling and I like it

Gary Scheiner, chief creative officer, Rosetta

I'm sure you've seen the Topps baseball card demo where you can hold the card up to a web cam and a 3D image of Ryan Howard appears before your eyes like Princess Leia beaming out of R2D2.

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Retailers find creative fodder in packaging boxes

Chantal Todé

Retailers have taken to elevating the lowly cardboard box that their merchandise often arrives in.

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Information is the key to engagement

Kevin McKeefery

Overt, intrusive marketing can turn me off to even the most benevolent cause or event being promoted. On the contrary, a well-produced and well-delivered piece of interesting information can pique my interest in something about which I was previously unaware, apathetic or even mildly disinterested.

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Retailers test expanded online roles

Chantal Todé

Online marketplaces are getting a lot of attention lately since Walmart and Sears both recently made plays in this direction. Their strategies, however, aren't exactly the same.

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After a week of reality, it's back to reality

Duncan Gray, executive creative director, Proximity London

A couple of weeks ago, I arrived home to a typical Gray household scene - a total ignorance of my presence except for man's best friend, the loyal dog, who greeted me with the usual excitement and the knowing look of " I know you've been working hard to provide the food that I'll be getting soon."

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Time to get that Advertising Week schedule going

Dianna Dilworth

As Advertising Week approaches, I am going through the party invites, a sea of meeting requests and, of course the catalog to figure out which events will be most interesting to attend.

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E! News launches digital out-of-home effort

Chantal Todé

E! Entertainment Television is the latest marketer giving digital out-of-home media a try with a new campaign intended to drive viewers to its weeknight news program E! News.

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BA campaign shows other side of creativity

Kevin McKeefery

Creativity isn't just about good artwork. It usually lies more in the idea behind an effort than it does in the outward expression of the campaign.

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Wi-Fi users a growing opportunity for advertisers

Chantal Todé

Not only are US consumers accessing Wi-Fi hotspots more regularly, but they're doing more than just checking their e-mail once they're online, suggesting these Wi-Fi users are a growing opportunity for advertisers.

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Choice Hotels selects Doner, Leo Burnett

Chantal Todé

Choice Hotels International Inc. has selected Doner Advertising as its creative promotion agency and Leo Burnett USA as its creative advertising agency.

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Survey: Social networkers engage with online movie content

Chantal Todé

Given an interest in movies among active social networkers and the viral nature of social networking, film industry marketing executives should be paying attention to this space, according to a new survey from InsightExpress titled "The Social Network Influence on Movie Behavior."

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Chantal Todé

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The economy sucks. Better invest in award shows.

Gary Scheiner, chief creative officer, Rosetta

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