Wunderman

Two Extraordinary Women
March 19, 2013

This is the unlikely tale of two women unwittingly bound together. When Marissa Mayer, Yahoo's new CEO, decreed that employees could no longer work from home, a storm of controversy rippled throughout the high-tech industry and made news nationwide. It was a P.R. catastrophe that should have been avoided.

Early Adopters of Mobile Search Have the Most to Gain
November 2, 2012

Consumers are increasingly performing online search on their smartphones. Instead of replacing old PCs, consumers are purchasing tablets. New technologies like SIRI are already starting to fundamentally change the language of consumer search to be more natural and conversational, something search marketers must make sure they’re catering to. Brands should take advantage of testing mobile search now while it’s still cheap and less crowded than traditional desktop search. Test and learn on the cheap, while you still can. While major brands like Google, Apple and Microsoft have the capability to capture cross-screen attribution (the ability to track consumer actions taken

Hal Brierley and Marjorie Kalter 2012 DMA Hall of Fame Inductees
September 27, 2012

The Direct Marketing Association (DMA) announced Hal Brierley, executive chairman, Brierley+Partners, Inc.—and Marjorie Kalter, professor at New York University's Stern School of Business, teaching social media and brand management—will be the 2012 DMA Hall of Fame recipients. Both Brierley and Kalter will be inducted into DMA's Hall of Fame on Tuesday, Oct. 16, during the DMA2012 Conference & Exhibition, the Global Event for Real-Time Marketers, taking place Oct. 13-18 in Las Vegas.

Social Arithmetic: 5 Steps to Optimize Social Media Marketing
May 1, 2012

The challenge for marketers trying to get a handle on social media marketing performance today is to understand what information is crucial to catch and distill in order to gain a thorough understanding of the ongoing performance, and ultimately the effectiveness, of activation programs. The following framework for establishing an effective social media marketing performance measurement program should give you a good start towards better interpreting and optimizing the performance of your activation programs.

6 Levels of Permission-Based Email: Marketers Find More Than Six Degrees of Separation Between Double Opt-in and Opt-out Lists
March 5, 2012

Asked not once, not twice, but three times if they genuinely want to learn more about Lenny Clarke's comedy and other events coming to the Palace Theatre in Manchester, N.H., more than 28,000 patrons say yes, they really do. Peter Ramsey, president and CEO of the theater, says during the past seven years, the Palace has been collecting email addresses from ticket holders then verifying their opt-ins twice, "so we'd get it right."

eM+C’s Digital Marketing Rock Star Webinar Series
February 16, 2012

Read on to learn about/access all the sessions originally presented as part of the 2012 eM+C Digital Marketing Rock Star Webinar Series:

The Top 4 Digital Marketing Trends for 2012
Featuring: Luis Hernandez, Managing Director and Chief Technology Officer, Proof Integrated Communications, a WPP Company

In today's cross-channel and cross-platform marketing world, having a continuous conversation with your customers is critical. In this session, Luis Hernandez, senior vice president of marketing technology at Wunderman looks at how four digital marketing channels - email and the intersection of social marketing, digital marketing attribution, SEO, and mobile - have evolved and how when used correctly be tied together to create continuous experiences.

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Mythbusters: Should the Last Click Get All the Credit?
Featuring: Christopher Marriott, Vice President, Agency Services, StrongMail Systems

Without an attribution strategy, digital marketers risk undermining the collective effective of all their digital marketing tactics. In this session you'll learn what those risks are, and how to avoid them using attribution strategies.

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How to Succeed With Email + Social in 2012
Featuring: Andrew Kordek, Co-Founder & Chief Strategist, Trendline Interactive

Email and social should not and do not work alone - in fact, there are more ways than ever for the two mediums to play nice in the sandbox. But it's not a one-size-fits-all strategy. Come to this session to learn all about how you can leverage and integrate strategies and tactics in your organization to achieve email/social bliss.

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10 Top Mobile Trends for 2012
Featuring: Eric Anderson, Partner and VP of Marketing, White Horse

Consumer adoption of smartphones has passed the 100 million mark in the U.S. alone, yet many brands have been caught flat-footed by this rapid evolution in consumer behavior. Make 2012 the year your brand catches up to the mobile adoption curve by understanding the impact of these 10 hot trends in mobile technology and consumer mobile usage. This pragmatic view of the mobile landscape, grounded in consumer research, emphasizes the areas in which every brand can make an impact and surpass the competition.   

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SEO Best Practices to Drive Sales in 2012
Featuring: Stephan Spencer, search consultant

Looking for ways to drive traffic to your website without breaking the bank? Check out this session for tips on how to improve your brand's organic rankings, helping to drive traffic - and ultimately sales - to your site.

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3 New Direct Mail Tricks for Old Testing Rules
June 29, 2011

Every direct marketing entrepreneur, manager, copywriter and consultant—even before the days of Claude Hopkins, J.K. Lasser, John Caples and Max Sackheim—had their own rules, "secrets" or "discovered truths." Dick Benson tested, modified and codified those rules that applied specifically to direct mail, especially in publishing, making them his own, and added others that came out of his client work and newsletter business. So, how do these hold up today?

Direct Marketers Got Social Media Half Right
June 23, 2011

Direct marketers are looking at social media all wrong. Understandably, the way marketers publish content to Facebook and Twitter makes seasoned direct marketers scratch their heads. It seems like all of the rules that have been developed in the 44 years since Lester Wunderman coined the term “direct marketing” have been thrown out the window. Not true. If anything, those foundational rules are more relevant now than ever.

Form Real Relationships with Facebook Friends and Twitter Followers
May 11, 2011

This is the challenge to marketers building digital relationships everywhere: Whether you are the largest brand or simply doing some personal branding, how well do you know the followers and friends you try to connect with every day? Get to know your social media followers beyond their Twitter profiles and Facebook information pages.

19 Favorite Takeaways
April 1, 2011

Takeaways serve two purposes: 1) to force the writer (me) to focus on the key points of the story and ruthlessly self-edit when I start wandering off-track 2) to crystallize the story in the mind of the reader, making it memorable.