DMNews Digital Insider: Atkins launches sampling campaign to grow e-mail database

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January 5, 2010 Check out DMNews on your smartphone Inside Digital Atkins launches sampling campaign to grow e-mail database Mary Elizabeth Hurn Weight management program and food company Atkins Nutritionals has launched a sampling campaign to grow the company's e-mail and direct mail database. The multimillion dollar campaign includes TV, print and online advertising, all of which drive consumers to the redesigned Atkins.com.   Latest News Report: Direct and digital M&As up in Q4 2009, trend to continue in 2010 Carol Krol Direct and digital mergers and acquisitions increased in the fourth quarter of 2009 compared with the third quarter in terms of deal value and number of deals, according to investment banker Petsky Prunier, which released its quarterly "Deal Notes" on December 31. Petsky Prunier specializes in the direct and digital sector.   PCH campaign highlights instant prize sweeps Kevin McKeefery In a departure from its traditional approach, Publisher's Clearing House has launched a multichannel campaign for its annual January sweepstakes. The contest this year features "Instaprize" which offers a grand prize of $10 million to consumers, who find out whether they have won within 48 hours. Creative was handled in-house, with KSL Media assisting with television buying, and 360i handling online media buys.   Holiday e-commerce sales up 5% as more shoppers migrate online Carol Krol E-commerce sales jumped 5% to $27 billion for the 2009 holiday shopping season compared with a year ago, according to ComScore. The online measurement firm released the data on Dec. 30 based on online sales tallied November 1 through Christmas Eve.   Expedia addresses ambivalence with direct campaign Kevin McKeefery Travel booking site Expedia has launched a direct marketing campaign to differentiate the brand from other travel search engines. The campaign highlights both Expedia's convenience of use and the value of booking hotel and flight plans together on the site.   Nationwide debuts second iPhone app Dianna Dilworth Nationwide Insurance has introduced an iPhone application called Cartopia, which is designed to help consumers shop for both new and used cars. The goal of the app, which launched December 16, is to acquire new customers by building the insurance brand into the car-buying experience.   Opinion How to Market More Effectively with Video Melody King, VP of sales and marketing, Treepodia Adding product videos to your website can steer traffic away from the competition and improve your own site's stickiness. Videos do wonders for viral marketing; in addition, customers who view videos are shown to be 85% more likely to convert, according to our own research. So how do you go about adding videos and ensuring they'll be effective?   The DMNews Essential Guide to Search Engine Marketing DMNews Essential Guide to Search Marketing now online The 2009 DMNews Essential Guide to Search Marketing is now available online. Click on the image or headline to read.   Take Advantage of pharma SEM: Your Rx for success Dan Brough, SVP, search director, Draftfcb Hitwise reports that medical searches made up 45% of total online traffic from all categories last year, and eMarketer says online ad spend by the pharmaceutical industry is expected to reach $2.2 billion in 2011 — up from $1.2 billion in 2008. Search engine marketing (SEM) is growing within the pharma arena.   32nd Caples awards finalists announced Click here to view Deadline to nominate direct and digital all stars for 30 under 30 is February 1 CLICK HERE to nominate someone today 2010 ESSENTIAL GUIDE DMNews is seeking submissions for the 2010 Essential Guide to Lists & Databases, which will be published February 15. Click here for more information. 30th Anniversary Click to read DMNews' 30th anniversary issue
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