By Donna Loyle Think privacy breaches are the product only of dishonorable companies? Think again. Just in the past two years, the following companies have been hit with fines for business practices that led to consumer privacy incidents: Eli Lilly, American Pop Corn Co., Lisa Frank, Microsoft and American Student List. Add to this list the venerable Mrs. Fields Cookies, which incurred a $100,000 fine, and giant candy-maker Hershey, whose direct division was hit with an $85,000 fine. Both were cited in February for non-compliance with the Children's Online Privacy Protection Act (COPPA). In these two cases, the merchants' marketing departments were collecting personal
How Getty Images Takes Full Advantage of the Promise of the Internet By Lisa Yorgey Lester A picture can convey a meaning or thought without a single word spoken or written. Add the ability to transfer digital images around the world via the Internet, and the result is a product that crosses borders, transcends language barriers, and is ideal for global e-commerce. Getty Images, a Seattle-based imagery company, is taking full advantage of the global reach of the Internet. Founded by Mark Getty and Jonathan Klein in 1995, Getty Images creates, preserves and markets still and moving images for use in multiple media—including
Multichannel commerce poses new systems-integration challenges By Ernie Schell It wasn't long ago that most directcommerce companies were catalog businesses, with orders coming in by mail and phone. These orders were entered into a comprehensive catalog management system that handled customers, inventory and orders. Fulfillment was driven by the catalog management application. While this paradigm still applies in some facilities, it's more complicated for most of today's direct-commerce businesses. E-commerce Web sites are the primary source of complication. Kiosks in retail stores are another. A growing number of companies have found that a warehouse management system (WMS) is more effective in handling fulfillment
Merging Offline Tactics With Online Methods Makes For Better One-to-One Campaigns By Matt Graham E-fulfillment, an electronic response to a direct marketing request, can be an important part of a company's overall one-to-one marketing strategy. In the right situation, and to the right customer, it can offer several advantages. The marketer who employs a blend of "e" and traditional, or land-based fulfillment, will likely realize the most potential from their marketing campaigns. The three biggest advantages of e-fulfillment are: • Speed—You reach targets quickly. • Cost effectiveness—In some instances, it's less expensive to reach the customer. • Control/customization—It provides the capability to
At computer solutions provider CDW, co-workers call their business model "clicks and people" (1,778 words) By Donna Loyle The fiery energy level is immediately apparent. Inside the massive plain gray building is an astonishingly well-choreographed workforce on a mission. This is the headquarters for CDW Computer Centers, a computer hardware and software solutions provider in Vernon Hills, IL, just outside of Chicago. Downstairs is an orderly and pleasing retail showroom full of laptops, computer screens and other electronic gear. But just behind the doors, just past the threshold, is a bustling atmosphere of automated, integrated activity—the office and mammoth distribution center. In one
Edited by Brendan Maher Don't forget what you learned in high-school physics, implores Jerry Shereshewsky, the direct marketer who lists among his claims to fame the creation of Mello Yellow for the Coca-Cola Co. and making online promotional marketing company Yoyodine attractive enough to catch the attention of Yahoo!, which bought it. Among the inimitable laws every marketer should remember, are those of Sir Isaac Newton the 18th century physicist, astronomer, alchemist and theologian who turned the world upside down because he saw an apple fall to the ground. At the DMA 83rd Conference & Exhibition this past fall, Shereshewsky explained how Newton, a
by Denny Hatch In the place without place, anarchy reigns once worked for a cherubic-faced, hard-drinking publisher named Franklin Watts. "Good morning, Frank," I would say each day. "How are you?" "Happy as a country without a history," he'd respond. How long has it been since the Internet was without a history and considered the new Garden of Eden—a paradise of investor and intellectual euphoria unmatched in the entire spectrum of human endeavor? Less than eight months. Remember the thinking of those heady times? • For investors, here were infinite horizons of obscene profits that turned traditional business models on their ear. "Those who
The name is the first public act of branding, internally and externally, according to Julie Cottineau, naming director at Interbrand, a New York-based branding consultancy "By choosing a name, you're not just saying something to the outside world about who you want to be, but also to your own people," Cottineau says. With the explosion of new products and services over the past 10 years, all 6,000 "real" (not coined) words in the English language have already been trademarked, she says. This is where creativity and patience are needed—from a starting list of 100 names, various screens usually leave only two viable contenders.