Traditional DM going digital

Share this article:
This week saw two announcements from traditional marketing companies offering online expertise as well. Lighthouse List formed a new division for e-mail and SMS lists. And just today Direct Media Inc. announced that was launching an eMarketing Group to handle its online marketing services.

Increasingly traditional marketers have told me that the online world has everything to gain from traditional direct marketers using the channel. Perhaps one of the latest campaign examples of this is Valassis using its new RedPlum channel to deploy a classic sweepstakes. The Dooney & Bourke purse giveaway, done in partnership with Macys.com, allows visitors the chance to win Dooney & Bourke Chiara handbag, and Dooney & Bourke wristlets for up to 10 friends.

It's lead generation; it's viral; it's a compelling offer from a well known brand. But perhaps most interestingly it's one of the best known co-op marketers making good on its promise to be an online marketer as well.

Is your company putting traditional know-how to use on the Web? Tell me about it! I'm at cara.wood@dmnews.com
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Scaling the Great Firewall of China

Scaling the Great Firewall of China

You do know that your Web pages take as long as four seconds to load over there, right? And you do realize that at that point you may as well ...

Samsung Receives an Early Christmas Present from Kristen Bell

Samsung Receives an Early Christmas Present from Kristen ...

The Frozen star's "Text Me Merry Christmas" ditty reinforces that brands must seize unforeseen opportunities.

Content Opens the Door to Opportunity

Content Opens the Door to Opportunity

PacificUnion Real Estate uses content marketing to create a competitive advantage—and help its agent sell high-end properties.