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

Advertise For details of how to advertise in DMNews Digital Insider, please e-mail Joanna Harp at joanna.harp@dmnews.com Classifieds For rates and specifications, please contact Claudia Lopez at claudia.lopez@dmnews.com. Subscribe If you were sent this by a colleague and wish to subscribe to the DMNews Digital Insider, please click here. Unsubscribe To unsubscribe from DMNews DMNews Digital Insider click here. To manage your entire DMNews profile login to your account. You are subscribed as: fashionarchive@gmail.com To contact Haymarket Media for general questions or unsubscribe problems, please e-mail web@haymarketmedia.com All DMNews newsletters are sent from the domain "haymarket.puresendmail.com". When configuring e-mail or spam filter rules, please use this domain name. Haymarket Media Inc 114 West 26th St 4th floor New York, NY 10001 © 2010 Haymarket Media Inc.

DMNews: Scion runs online video campaign, Forrester report discusses 'adaptive' marketing

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March 30, 2010 Check out DMNews on your smartphone Today's News 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.   Advertising entering 'adaptive marketing' era: Forrester report Frank Washkuch Changes to technology, media and society at large have led the advertising industry into an "adaptive marketing" era, defined by greater interaction with consumers and initiatives tailored to the individual, according to a March 29 report from Forrester Research.   Hacker Group opens health insurance practice Nathan Golia Seattle-based direct agency Hacker Group introduced a health insurance practice on March 29. The HealthHG unit is led by Jill Kaufman, VP of account services, and Tom Reid, chief strategist.   Travel Channel promotes 'Food Wars' within MyTown app Dianna Dilworth The Travel Channel is using a mobile marketing initiative on the MyTown app to promote upcoming episodes of the show 'Food Wars.'   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.   Media Horizons creates data and analytics group Nathan Golia Norwalk, CT-based agency Media Horizons opened a data and analytics group on March 29. Led by Rick Child, VP of data and analytics at the agency, the group will develop models for clients' customer acquisition and retention efforts.   From the print edition Transformative direct mail package's envelope twist delivers personalization Dean Rieck Copywriter, Direct Creative If you have kids, you know what Transformers are. They're toys that may look like a jet, for example, but move a few parts and it turns into a robot.   Ted Schweitzer, VP of e-commerce, LQ Management chats with DMNews Ted Schweitzer, VP of e-commerce at parent LQ Management, discusses how La Quinta Inns and Suites tested mobile banner ads as part of a multichannel campaign and increased sales   Web Exclusive 30 direct marketers under 30 DMNews gathered the best and the brightest young superstars in the direct, database and interactive marketing industry for its second annual 30 Under 30 feature. These successful up-and-comers were judged on their ability to initiate change, drive growth and achieve measurable results for their companies and clients. While these honored executive are not ranked per se, the top 10 we feel are particularly innovative standouts who deserve special mention.   Today's lists and databases AmeriBase - Radio Tuned New list — AmeriBase - Radio Tuned — Lighthouse List — This file contains people who listen to the radio regularly and have opted in online to a radio program. Sixty-five percent are male. Average income is $45,000.   ProgramFiles.com Email File New e-mail list — ProgramFiles.com Email File — Worldata — This file contains IT professionals and other computer users who download freeware, software, computer games and other free applications from ProgramFiles.com, a Web site that lists 17,000 Windows, Macintosh, Palm OS and Pocket PC software programs.   Eversave Pet Owners New e-mail list — Eversave Pet Owners — Total Data Solutions — This file contains pet owners who regularly respond to offers for pet food, pet care and medicines, breeding, training and other pet products. All Eversave.com members have opted in to receive offers and coupons by e-mail.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Join an international audience of DM creatives Click to reserve your seat Agency Business Report Click below to view all agency profiles

Advertise For details of how to advertise in the DMNews iMarketing News Daily, please email Joanna Harp at joanna.harp@dmnews.com. Classifieds For rates and specifications, please contact Claudia Lopez at claudia.lopez@dmnews.com. Subscribe If you were sent this by a colleague and wish to subscribe to the DMNews iMarketing News Daily, please click here. Unsubscribe To unsubscribe from DMNews iMarketing News Daily click here. To manage your entire DMNews profile login to your account. You are subscribed as: fashionarchive@gmail.com To contact Haymarket Media for general questions or unsubscribe problems, please e-mail web@haymarketmedia.com All DMNews newsletters are sent from the domain "haymarket.puresendmail.com". When configuring e-mail or spam filter rules, please use this domain name. Haymarket Media Inc 114 West 26th St 4th floor New York, NY 10001 © 2010 Haymarket Media Inc.