DMNews Digital Insider: A conversation with HP's Michael Mendenhall

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March 30, 2010 Check out DMNews on your smartphone Inside Digital Digital Insider: Michael Mendenhall, CMO, Hewlett-Packard Co. Carol Krol Michael Mendenhall, senior VP and CMO of HP, was the general chair for the 32nd John Caples International Awards show held in New York last week, which celebrations the best creative work in direct and digital marketing. Mendenhall has a history of steering innovative and creative marketing programs for major brands. DMNews spoke with Mendenhall about creativity, particularly in digitally focused marketing programs.   Latest News Infogroup adds social capabilities Nathan Golia Infogroup has introduced a suite of social media products.   Scion promotes brand with online video series Dianna Dilworth Toyota's Scion brand launched an integrated campaign incorporating online video, social media and mobile marketing with print and TV ads on March 29. Ad agency Attik created the campaign. Called "Reinvent the Wheels," the initiative features a six-episode Web-exclusive video series that shows consumers bringing artistic touches to Scion vehicles.   OgilvyOne looks for 'world's greatest salesperson' with video contest Mary Elizabeth Hurn OgilvyOne Worldwide will launch a tongue-in-cheek international YouTube contest in search of the world's greatest salesperson on March 30. The winner will receive a three-month fellowship at the agency.   Google launches Remarketing tool Dianna Dilworth Google rolled out its Remarketing feature, which allows marketers using AdWords to target consumers with whom they have previously interacted, on March 24. The feature can be used for text ads, rich media ads, display ads and video ads. The tool has been tested in beta since March 2009.   FTC puts regulation protecting kids online under review Frank Washkuch The Federal Trade Commission is asking members of the public for their opinions on the Children's Online Privacy Protection Act (COPPA), which governs the collection of children's data on the Internet.   Opinion Going postal or social: weighing pay vs. play Chris DeMartine, director of business development, NextMark Many companies are back in the black, and stakeholders are looking for quality earnings in 2010 that flow from revenue growth, not just cost-cutting. If you're expecting to grow your top line this year, then don't expect it to happen from friends and followers. While having a reputable social media presence in the right circles is important, the efforts are complementary to proven tactics for new customer acquisition. It's important to realize that while social media use is on the rise, the spending in this area is not. With everything else being equal, the value of a paying customer will always outrank the value of a prospect "playing."   The DMNews Essential Guide to Search Engine Marketing It's time to get social with search marketing Lisa Wehr, CEO and founder, Oneupweb Search engine marketing is changing — and it's time to stand up and take notice. No longer is it enough to optimize content and create meta tags. While these elements are still important, social media has revolutionized SEO. All of the major search engines are now indexing blogs, images, videos, podcasts, press releases, social profiles, news and more.   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.   Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat

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