Traditional DM going digital

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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

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