October/November Issue 2009
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Features
Coldwell Banker is Rebuilding Home Selling on a Web 3.0 Foundation
Last July, Coldwell Banker broke YouTube. They didn't mean to. But they were uploading agent videos to their new On Location branded channel and added...
Marketers Need to Make Peace With Twitter
LOVE IT OR LOATHE IT, MARKETERS NEED TO MAKE PEACE WITH THE MICROBLOG SERVICE It's safe to say that marketers fall into three categories when it comes...
Is Targeted Advertising a boon or a privacy violation waiting to happen?
MARKETERS WANT TO GET THE BIGGEST BANG FOR THEIR ADVERTISING BUCK IN TODAY'S ECONOMY, AND NOT SURPRISINGLY, MANY ARE TURNING TO BEHAVIORAL TARGETING TO...
Editor's Note
Getting Ready for DMA09 | See You in San Diego?
AT THE END OF SUMMER, KIDS HEADING BACK TO SCHOOL start to experience a strange combination of dread and excitement. It's the same for folks in the direct...
CM Report
Doritos Amps Up Super Bowl, Xbox Campaigns
There may be people who think it's no big deal to have their homemade commercial run during the Super Bowl, or to get a first video game design placed...
Crayola Goes Back to School With Social MediaCrayola Goes Back to School With Social Media
The start of the school year can be a stressful time, full of separation anxiety and fears of the unknown. It's no day at the sandbox for kids, either...
Brands Buy In to AMC's "Mad Men" | Marketers Mad About the Show
Advertising is about one thing: happiness, says a character in Mad Men. Advertisers themselves seem very, very happy that the AMC show is a hit and went...
Air Miles Applies Lessons from Manitoba Test to Trans-Canada Rollout
As goes Manitoba, so goes the whole of the Great White North? Air Miles, a Toronto-based loyalty program, certainly hopes so: The program's partners that...
JetBlue CMO Wins Sweeps
Thank you to everyone who participated in our reader survey/sweepstakes this summer...
Q&A With Denny's CMO Mark Chmiel
On the menu of restaurant promotions, is a hot item these days; chains of all types are whipping up giveaways to struggle against dwindling traffic. But...
Ahead of the Curve
Ogilvy's Shelly Lazarus on the Past and Future of the Ad Game
CHIEF MARKETER: In school, you majored in psychology. What was the attraction to advertising? There's obviously a natural link. LAZARUS: I was at Smith...
Chief Marketer's Exclusive Social Media Research
Firms that aren't tweeting, blogging, integrating or search-engine-optimizing aren't completely behind the times yet. A new survey of Chief Marketer,...
Recession Busters: Marketer Profile
Adventure Travel Marketer Backroads Capitalizes on Postal/Web Strategy
The current economy is a bumpy trail for many travel marketers. But Backroads is finding a clear path thanks to postcard mailings using personal URLs...
Recession Actually Drives Business for US Auto Parts
Shane Evangelist loves a recession. Seriously. The reason? According to the CEO of U.S. Auto Parts, the current slump in the economy has many consumers...
Consumers Sticking Close to Home Helps Duncraft Feather Its Nest
Sure, Duncraft has felt the pinch of the recession. But unlike many direct marketers, the Concord, NH-based seller of birding products is actually doing...
ShareAJet Bucks the Slump in Luxury Business Travel
At 30,000 feet, a steward offers a perfectly iced martini. The passenger sets it down next to the newest issue of Forbes, stretches out (leg room is not...
What to Watch
Proposed Behavioral Ad Legislation Tops DMA Regulatory Concerns
Pending Congressional legislation that would regulate behavioral advertising tops the list of direct marketers' regulatory concerns, according to Jerry...
Continued Losses Threaten the USPS
The fate of the U.S. Postal Service looks grimmer and grimmer with each passing day, adding to marketers' uncertainties about using the mails as a way...
Web Prices Could Be on the Rise
It's too early to call a definite trend, but indications are that prices for both search and display ads may have bottomed out and be on a gradual rise,...
Paper Prices Bottom Out, But Shortages May Loom
What's the read on the paper market? Despite a few recent blips upward, pricing is down almost 20% from a year ago. Pricing has about bottomed-out, says...
New Government Rules Loom
When it comes to limits imposed by federal and state regulators, marketers could find they're facing more obstacles to a fiscal recovery than just getting...
Index Shows List Prices May Have Stabilized
List prices have gone down significantly over the past year, but they seem to have stabilized over the last quarter, according to Jay Schwedelson, corporate...
Data & Analytics
Stay Relevant By Delivering the Right Message at the Right Time
During the weeks leading up to a marketing effort, a top campaign strategist does everything possible to glean customer insight. Targets are segmented...
Lists: Think Long Term for the Holidays
MANY DIRECT MARKETERS count on fourth-quarter sales to put them in the black, and experts agree that at least 40% of their success depends on the mailing...
Marketing Operations Management
A Good Plan From the Start Makes All the Diffrence For Operations
Sure, if at first you don't succeed, try, try again. But isn't it a better idea to get it right the first time? That's where a strong marketing plan comes...
Measurement/ROI
A Better Handle on Your ROI Will Boost Marketing's Status in Your Organization
Billboards and brand advertising. Trade shows and podcasts. Social media and search. Direct mail and print. The ever-evolving and ever-more-crowded media...
The Chieftains
The Chieftains
QUESTION: HAVE YOU OR YOUR FAMILY RECENTLY RECEIVED A DIRECT MAIL PIECE THAT CAUSED A STRONG REACTION, EITHER POSITIVE OR NEGATIVE? SHARON HARTLEY, EXECUTIVE...
