Direct Marketing Integration

Go All the Way
Apr 1, 2008, Grant A. Johnson
You may recall a few or marketing campaigns that received industry accolades for message consistency across channels, clever use of online technology...

Industrial Strength
Apr 1, 2008, Beth Negus Viveiros
ThomasNet revamped its business plan by giving the people what they wanted — and what they wanted was less paper....

Research Firms Integrate Offline and Mobile Data
Apr 1, 2008
Two marketing research firms M:Metrics and Mediamark Research & Intelligence (MRI) have formed a partnership to offer integrated data for offline and mobile marketing media planning. ...

Straight Advice for Tough Times
Mar 1, 2008, By Beth Negus Viveiros
If you're a multichannel marketer in challenging economic times, it pays to think beyond your own four walls…or two covers…or URL…or whatever the case may be. At the Direct Marketing Association's recent Catalog on the Road Day in Cambridge, MA, speakers shared their ideas on cost-effective ways to build bonds (and sales) with existing customers and prospects....

Blue Jean Buzz
Mar 1, 2008, Beth Negus Viveiros
Godes cited Lee Jeans as one company that generated terrific word of mouth for its brand. A few years ago the company connected with players on online...

Stupid Catalog Watch: You Don’t Have a What?
Feb 5, 2008, By Ken Magill
So guess what Make Life Easier doesn’t have: An e-commerce enabled Web site. Yes, the cataloger has a Web site, but customers—or should I say, would-be customers—can neither browse products nor place orders on it. No kidding....

PUBLIC OUTCRY
Feb 1, 2008, By Beth Negus Viveiros
Maybe you're an avid fan of Charlie Rose. Or perhaps Curious George holds more sway in your home. Either way, Eight/KAET wants to connect with you. The...

Networking Opportunity
Feb 1, 2008, By Beth Negus Viveiros
Sure, online social networking is all the rage. But remember good old-fashioned in-person events, where human beings interacted face to face instead of...

Social Capital
Jan 1, 2008, By Beth Negus Viveiros
Hey, big spender! Wanna spend some time with me... online? More and more, financial services marketers are using viral video and other social networking media...

A Corny Idea
Jan 1, 2008, Beth Negus Viveiros
If you had the man considered the world's first popcorn chef in your employ, what would you do? Dale and Thomas knew the answer was obvious make him a...

A Bigger Bang
Jan 1, 2008, By Lisa Hamilton
Congratulations! You are wisely spending your marketing dollars on single campaigns, and the results show it. But are you looking at the big picture?...

Live From DMA07: Affinion Debuts DM Division
Oct 16, 2007, By Richard H. Levey
Affinity marketing firm Affinion has launched a new direct marketing services unit, Affinion Direct Response Group (ADRG). ADRG formally coalesces the marketing strategy, creative design, database modeling, direct mail, telemarketing and analysis functions the company offered into a single organization. ...

Buyer's Guide
Oct 1, 2007, By Beth Negus Viveiros
Technology and accountability. Not surprisingly, these are two of the top direct marketing media trends for the coming year. Direct recently talked with Michelle Saperstein, vice president and group media director at Draftfcb, to get her thoughts on the DM media landscape....

Trick Shot
Oct 1, 2007, By Beth Negus Viveiros
A Web site redesign helped PoolDawg.com increase online conversions by 27% and improve its search engine rankings....

Buyers Aware
Sep 1, 2007, Michael A. Brown
A lot of business buying has switched from response-based to search-based. That is, when businesspeople consider a purchase, their first stop is the Internet...

Live From Fast Forward: Branding is an Attitude, Says Hefner
Aug 2, 2007, By Larry Riggs
"The word brand is mostly overused," said Christie Hefner, chairman and chief executive officer, Playboy Enterprises. "To me a brand is an attitude about life that is sufficiently strong for the consumer -- that the brand can extend itself from its core product to other products that consumers can self-identify with." ...

The Cross-Channel Advantage
Aug 1, 2007, By Stan Dolberg
The retail market has changed dramatically in recent years. Today just about every company that wants to stay relevant to its customer base is multichannel. This has made it essential for retailers of every stripe to optimize technology and business disciplines on the Web, in print catalogs, in brick-and-mortar stores — and beyond....

Risky Business
Jul 1, 2007, By Beth Negus Viveiros
To get the best insurance coverage, you have to be well informed. Insurers need information too — about their customers' demographics, businesses and activities. For Aon Corp., that meant putting automated processes in place to better track prospects and generate qualified leads for sales reps....

Central Station
Jul 1, 2007, By Grant A. Johnson
On the one hand, consumers want control over the media messages they receive. On the other, advertisers demand accountability for their investments. How do you serve those two needs? One way is to create a centralized hub for your integrated campaign: A microsite with a unique and easy-to-remember URL....

Brand and Direct Use the Buddy System
Jul 1, 2007, Beth Negus Viveiros
Once upon a time, brand lived here and direct lived there waaayyyy over there. Today, they're roommates. Many brand advertisers have begun incorporating...

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