Shielding consumers from privacy-breaching ISP tracking

Mark Smith, COO, AnchorFree July 08, 2008

So who cares if my Internet service provider tracks my Web surfing behavior or e-mailing to better target advertising? After all, won't that result in a more relevant user experience? Well, not exactly and here's why.
 

The relevance factor

Ashley Johnston, senior director of marketing, CheetahMail July 08, 2008

Today's customers are more knowledgeable and discerning than ever. They are highly connected, well-informed of their options and willing to receive offers through a variety of media, whether it is e-mail, television, radio, print, catalog or mobile. For marketers, that willingness presents an opportunity to build lasting, meaningful and valuable relationships with their customers. The key is simple: Be relevant.
 

In Circulation: Renewal efforts on the home front

Lauren Bell July 07, 2008

I get a lot of free magazines at the office. In some respects, this is a perk, but, as the print media reporter here, I often end up feeling a little guilty that I'm not participating in any of the great marketing back-and-forth that I write about every day.
 

Content after the click: All landing pages aren't alike

Brett Charney, director of strategic services, Merkle July 07, 2008

Search marketing is generally broken down into three major categories: phrase, positioning and price. Phrase refers to the keywords or phrases for which your ad will show among the results. Positioning is where visitors will see your ad when it is displayed. Price is how much you are willing to spend each time a visitor clicks on an ad.
 

Negotiating an SEM prenup

Sara Holoubek July 07, 2008

Last week, a marketer asked me what her rights where when terminating a relationship with a search engine marketing agency. Her incumbent agency refused to pass over anything but ad copy. No keywords, no historical performance, nothing. I am sure there are other absolute horror stories out there, but my gut says that this is not typical of most SEM agency-client relationships.
 

The power of the transaction path

Chris Wilkes, executive director of consumer marketing, Hearst Magazines Digital Media July 07, 2008

Marketers use a great deal of resources to drive consumers to a transaction. Fully maximizing the return on this investment requires strategic planning for what follows that transaction. This "path" is an extremely valuable, responsive moment during which savvy marketers are increasing revenue by up to 30% or more
 

Testing creative messaging across channels

Nidhi Modi, group director, search and affiliate marketing, Carat, Boston July 07, 2008

In today's world of media fragmentation, cross-channel integration is every marketer's mantra. A successful campaign aims to offer a seamless experience to the consumer as he or she moves from one medium to another.
 

The ultimate edge: Identifying emotional benefits

Jenny Schade, president, JRS Consulting July 02, 2008

Do you know why customers buy your products and services? Chances are the answer isn't in the tangible descriptions of your products. Those attributes tend to be short lived. They are important only until your competitor matches your product's features.
 

Can marketing exist without analytics?

Jason McNamara, CMO, Alterian July 02, 2008

You can have the best sales pitch in the world, but if you don't know who your audience is, or what they are looking for, your strategy is based on chance. That means the potential impact of your communication is decreased.
 

Why just good, is not good enough

Gideon Mantel, co-founder/CEO, Commtouch July 01, 2008

In my nearly 20 years in the messaging business, spam has evolved from a trickle of "unsolicited bulk e-mail" to a barrage of sophisticated and malicious threats. Anti-spam efficiency is becoming a major influencing factor for both security vendors and IT decision makers. Why? Because spam is highly visible to end-users, while most other security threats are almost impossible for end-users to detect.
 
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