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Op-Ed Articles

UGC as the CFO's favored channel

Sam Decker, CMO, Bazaarvoice May 19, 2008

The CFO usually has a louder voice during tough times, so when marketers talk in terms of OPEX scaling, the finance department perks up. With scaling, costs either decrease over time as revenue stays flat or increases, or costs don't increase as quickly as revenue.

Measuring word of mouth online

Larry Freed, President & CEO, ForeSee Results May 19, 2008

Word of mouth (WOM) is one of the most credible ways to get a recommendation about a company, product or service, and the practice is growing exponentially with the advent of social networking and Web 2.0.

Ride out the recession with e-mail

John Rizzi, president and CEO, e-Dialog May 12, 2008

Are we or aren't we in a recession? Economists and politicians continue to trade opinions, but at a minimum, businesses know they are facing a serious economic slump. Cost-cutting is inevitable and, conventionally, the first cuts have been made in marketing. But with the proven profitability of e-mail marketing, many feel that in this case that convention will be broken.

Relevant offers improve retention

Dick Shaver, CEO, Center for Database-Loading Research/Consumer Guided Marketing May 12, 2008

The 2008 Aberdeen Report on Green Marketing: Leveraging Customer Data to Reduce Direct Mail Waste left no doubt whatsoever about the profit impact of eliminating irrelevant mail. Eighty-five percent of best-in-class marketers improved customer retention substantially and 77% improved cross-sell/up-sell effectiveness.

How to best market offshore

Erv Magram, Managing director, catalog division, Cyber City Teleservices Marketing Inc. May 05, 2008

Many of America's largest companies have been using offshore resources for manufacturing and services for many years. Today, the depth of business process outsourcing has increased dramatically to encompass mail order processing, warranty/product registration processing, special campaign support, document/information data entry, document scanning and legal transcription, insurance, legal, accounting and human resources.

Picturing new online campaigns

Adam Brotman, SVP, Corbis.com and SnapVillage.com May 05, 2008

While the Internet is emerging as a predominant communication channel for marketing and advertising campaigns, creativity is still struggling to understand its role. We want online to be the next great creative frontier, but haven't yet found the formulas for great online creativity.

Behavioral data is most preferable

Larry Organ, CEO, ConsumerBase LLC April 28, 2008

This year's elections have made fools out of pollsters and pundits alike. Public opinion surveys about the candidates have failed miserably to predict electoral success. Marketers should heed a lesson inherent in all this: Trust in what people do — not in what they say.

National vs. local search marketing

Stephen Hall, senior search strategist, Outrider April 28, 2008

There is a lot being written about the growing use of search marketing for businesses to meet their audience, no matter where they live, that may tempt marketers to push their budgets to run on a national, or even international, level. While this will lead to increased traffic volume, it may also lead to increased wastage.

A good plan keys e-mail success

Kara Trivunovic, director, strategic services, Premiere Global Services April 21, 2008

It never ceases to amaze me how quickly marketers want to put together an e-mail message, cram it into a system and send it to every single person in their database. Where have all the planners gone? E-mail, like any other marketing channel, is most successful when it is appropriately leveraged.

Many channels play in DM's tent

Tom Rapsas, associate creative director, MRM-Gillespie April 21, 2008

Over the past couple of years, there has been a lot of talk about the coming collapse of the traditional advertising model, as the online space gains more and more marketing dollars. While the decline of the 30-second TV commercial has been well documented, there has been less said about how the changing marketplace will impact direct marketing.

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