ABR 2010: Merkle

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David Williams, Merkle.JPG
David Williams, Merkle.JPG

Agency: Merkle

Location: Columbia, MD

Year Founded: 1971

Number of offices: 11

2009 Revenue: N/A

Web site: www.merkleinc.com

Key executive: David Williams, Chairman and CEO    

Major discipline/capability: CRM consulting strategy services, marketing technology development, deployment, hosting and data integration, marketing analytics, market research, mobile strategy and program/campaign execution, digital media optimization, social marketing strategy, auditing and listening, e-mail marketing strategy, technology and execution, creative development and deployment

Key clients: Bank of America, Blockbuster, Home Depot, AARP

Latest trends:

The continued fragmentation of media that is being exacerbated by more and more digitalization of media has placed an emphasis on direct marketing skill sets for better targeting and measurement.

The audience targeting and measurement availability in the digital space vs. what has traditionally been available in mass media and the shift in marketing dollars to on-line is placing an emphasis on direct marketing skills.

The steep growth in marketing analytics for more marketing accountability put an increased premium on quantitative resources from the direct marketing space.

The access to better, faster and cheaper technology to facilitate more information exploration for better precision marketing.

The move to greater marketing accountability that had started in the early and mid 2000's was greatly accelerated by the poor economic climate in late 2008 and 2009 has placed a premium on quantitative marketing .

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