DMNews Digital Insider: Skittles Sticks With Social Despite Setback

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February 16, 2010 Check out DMNews on your smartphone Inside Digital Skittles sticks with social despite early setback Frank Washkuch Last year, Skittles got an aftertaste it didn't expect from a social media experiment. Critics pounced after Skittles launched a stream of social media comments about the brand on its site. The brand found itself hosting many negative — and less-than-tasteful — opinions about its product.   Latest News Verizon debuts coupon service Dianna Dilworth Verizon has teamed up with mobile couponing firm Cellfire to offer a free digital coupon service that its mobile and Fios TV customers can use in grocery stores. The program, called "Spend Smart," lets Verizon customers use mobile coupons in more than 20 grocery chains across the country. Participating stores include Safeway, ShopRite and Kroger.   Olympic efforts carry direct torch Crest and Visa aim to score points with consumers' Olympic spirit by using direct tactics such as CRM and e-mail marketing during this month's Winter Games.   Sara Lee grows awareness of eco-wheat using social Dianna Dilworth Sara Lee's EarthGrains brand is conducting a campaign to promote its use of environmentally friendly Eco-Grain wheat provided by Horizon Milling in its whole wheat bread products. The "Plot to save the Earth, one field at a time" effort, created by Ogilvy & Mather, incorporates social media and an interactive Web site, as well as digital advertising, in-store promotions and TV ads. EarthGrains is also collecting e-mail addresses on site to build its database.   Opinion A recipe for nonprofit marketing success Janet Granger-Happ, manager of hospital, nonprofit, & education segments, US Mailing, Pitney Bowes The nonprofit arena remains challenging due to the economic environment and pressure that many donors are facing with their finances. Therefore, it is critical that organizations maintain contact with their constituents, spreading good news of their successes and stewardship of donations. The most effective marketing strategy for nonprofits to accomplish this is to focus on solid supporters and reach out to them using a mix of direct mail and electronic communications.   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.   What's an SERP? SEO in layman's terms Will Pendergast, director of SEO, Range Online Media If your business is online, chances are that you've heard about search engine optimization (SEO) and how it's designed to improve your site's rankings for major keywords. What doesn't get talked about as much, however, is that a good SEO engagement will work on how your results appear, and not just where. So, let's take a look at exactly what shows up in a search result on a search engine results page (SERP), and how you can improve it.   Caples Awards Dinner March 25, 2010 Tickets are now on sale. Click here to reserve your seat 30th Anniversary Click to read DMNews' 30th anniversary issue

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