Latest articles from DMNews Sectors

Time nears to rename discipline

Mon, 09 Nov 2009 00:00:00 GMT

DM legend Stan Rapp discusses why the term 'direct marketing' may soon be extinct: " We know the reliance on intrusive TV adv as a dominant force in building brands and sales is fading away. The big question is will interactive — sometimes referred to as digital — become the platform driving the new marketing, or will marketing directly be that platform?" he asks.

Agencies can help mediate in b-to-b

Mon, 09 Nov 2009 00:00:00 GMT

The business-to-business buying cycle is complex. B-to-b purchases involve three to four more decision makers today than in 2001. Analysts estimate that closing a b-to-b sale takes 20% longer today than a few years ago. Part of that increase is due to the exponentially larger number of marketing channels that are available. Even though more channels means more ways to reach buyers, they also increase the chance of a disconnect between marketing and sales.

Alterian reports 40% increase in first-half earnings

Mon, 09 Nov 2009 15:22:16 GMT

Analytics services provider Alterian reported revenue of $24.1 million for the first half of fiscal 2009, a 40% increase from the first half of the previous year. This included a 44% growth rate in North America, up from a 19% growth rate this time last year.

TOOLBOX: E-commerce, CRM, e-mail, database

Mon, 09 Nov 2009 00:00:00 GMT

In this week's Toolbox, experts discuss how to personalize your e-commerce site before the holidays, online data exchanges, managing customer experience and sending highly personalized e-mails.

Postal Service announces mix of price cuts, increases for 2010

Mon, 09 Nov 2009 14:29:02 GMT

Less than a month after the US Postal Service announced it will not raise rates for 2010 on its "market dominant products," a category that includes services used largely by direct mailers and publishers, the agency revealed a mix of increases and rate cuts on other services for next year.

Sports themes score for b-to-b

Mon, 09 Nov 2009 00:00:00 GMT

Business-to-business technology marketers have found that their audience of business decision makers responds well to entertaining messaging as a way to cut through the current economic malaise and keep the conversation going around their products and services.

Best advice for building nonprofit e-mail lists

Mon, 09 Nov 2009 00:00:00 GMT

Multiple tactics help marketers tackle e-mail list building in the nonprofit sector. Four nonprofit experts share their top recommendations for growing e-mail databases effectively, while minding permission.

Lovemoney.com hires StrongMail for e-mail marketing

Thu, 05 Nov 2009 16:30:12 GMT

Lovemoney.com, a personal finance Web site based in the UK, has selected StrongMail to power its e-mail marketing.

Social commerce: Strategies for extending online shopping beyond the e-commerce site

Mon, 09 Nov 2009 17:30:00 GMT

For many retailers, 2009 has been the year of social media. Forrester Research reported that 64% of retailers surveyed invested in social media this year. Investment so far has been primarily around interactive marketing and a fairly straightforward presence in blogs, or other third party social media such as Facebook, Twitter, or YouTube. But for retailers interested in expanding their distribution channel, social media and social networks are quickly becoming an area that they cannot ignore.

Google buys AdMob for $750 million

Mon, 09 Nov 2009 17:12:32 GMT

Google has agreed to acquire AdMob, a mobile display ad network, in an all-stock deal valued at $750 million. Susan Wojcicki, VP for product management, and Vic Gundotra, VP of engineering, said on Google's company blog on November 9 that "this acquisition will enhance Google's existing expertise and technology in mobile advertising, while also giving advertisers and publishers more choice."

Kroll releases motorsport list

Mon, 09 Nov 2009 17:02:10 GMT

Kroll Direct Marketing introduced the Motorsport Marketing Subscriber Masterfile list to the market November 5. This file contains automotive enthusiasts that read 'Classic Motorsports' and 'Grassroots Motorsports' magazines.

Focus USA releases insurance list

Thu, 05 Nov 2009 10:00:00 GMT

Focus USA released the ActionBase Auto Insurance Renewal Dates list to the market November 4. This file includes postal and phone records of auto owners by the month their auto insurance is due to expire.

Struggling publishers try customization

Mon, 12 Oct 2009 00:00:00 GMT

A customized publishing model using digital printing has the potential to help media companies recover from bleeding revenue

Skin care company Avvaa tests DRTV effort

Mon, 05 Oct 2009 14:11:03 GMT

Avvaa, a Canada-based seller of skin care products, launched a two-week DRTV test in the US on October 5. The test features two-minute, 60-second and 30-second spots on 100 stations. The spots aim to drive Internet and phone sales of Avvaa's Neuroskin Psoriasis Relief product among new customers.

Social commerce: Strategies for extending online shopping beyond the e-commerce site

Mon, 09 Nov 2009 17:30:00 GMT

Google buys AdMob for $750 million

Mon, 09 Nov 2009 17:12:32 GMT

'Best Job' campaign worthy of the hype

Mon, 09 Nov 2009 00:00:00 GMT

Who says direct marketing is boring? Perhaps one of the most innovative and unusual campaigns in recent history started as a direct marketing campaign. I'm referring to the "Best Job in the World" campaign by CumminsNitro Brisbane for Queensland Tourism. With a limited budget of only $1.7 million, the agency was tasked with promoting Queensland's Hamilton Island as a desirable tourist destination.

Showcasing creative solutions from New England Lincoln Mercury Dealers, Camelback Mountain Resort, InStyler

Mon, 09 Nov 2009 00:00:00 GMT

New England Lincoln Mercury Dealers' "Follow Me to Bliss" campaign, Camelback Mountain Resort's postcards, InStyler's affiliate marketing push are features in the November 9 edition of The Work.

After test program, Ford rolls out more relevant direct mail strategy

Tue, 29 Sep 2009 13:27:17 GMT

Following a test earlier this year, Ford is launching a variable data print strategy for its direct mail program that will result in consumers receiving more than 1 million pieces of relevant mail annually. The automaker is rolling out the program across its entire portfolio of extended service products, a process it expects to complete in the next six months. Ford hopes the more than 1 million pieces of annual direct mail will result in "an increase of tens of millions of dollars" in sales, said Mark Bardusch, national sales and marketing manager of extended service business at Ford.

Digital printing is smart, cost-effective

Mon, 28 Sep 2009 00:00:00 GMT

Digital print production can be a turning point for marketers to increase their competitiveness and grow even while gaining cost savings and a faster ROI on campaigns.

From one search query, there are 10 ways to get an answer

Mon, 02 Nov 2009 17:48:59 GMT

While the vision of search activity reaching past the desktop has been around for a while, the proliferation of mobile devices and new technologies makes "anytime, anywhere" search easier. Marketers may not need all of them, but it's increasingly crucial to be aware of the disparate ways to reach consumers when, where, and how they search.

Digital Insider: Social search will change the way brands use search

Thu, 29 Oct 2009 16:24:46 GMT

Now that Microsoft's and Google's partnerships with Facebook and Twitter are official, search is on its way to becoming the new kind of search engine that Bing promised at its launch.