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Analysis Articles

Marketers look closer at black consumers and find segmentation opportunities within

Lauren Bell March 16, 2009

President Obama is making his mark with large spending bills and a unique approach to leadership, but he's also creating subtler effects in the world of marketing by bringing African-Americans into the spotlight as a consumer segment. Lexus, for example, has started targeting black women with ads for its luxury hybrids, and Amtrak recently launched an Acela Express campaign aimed at blacks and Latinos.

Copyrights settlement for Google Book Search may create new ad opportunities

Mary Elizabeth Hurn March 09, 2009

As part of last year's class-action settlement with groups of authors and publishers, Google has launched a worldwide print legal notice campaign targeting owners of book copyrights. Per the settlement, Google had to inform copyright holders in a way that was considered by the courts to be "reasonable and practicable," which basically means buying a print ad in every country.

Homeowners insurance offers still appear regularly in consumers' home mailboxes

Bryan Yurcan March 02, 2009

Despite the current state of the economy, direct mail marketing from insurance companies appears to be going strong. While overall direct mail volume plummeted from most financial services companies during 2008, mail from homeowners insurance providers increased volume by 19%, according to a survey by Mintel Comperemedia, which provides direct marketing competitive intelligence.

With their industry at a crossroads, print experts examine alternate revenue streams

Lauren Bell January 19, 2009

The print industry is undergoing a sea change, and companies everywhere are scrambling to get ahead of the curve — or at least stay solvent.

As consumers become more deal-savvy, marketers take coupons to the next level

Dianna Dilworth, Mary Elizabeth Hurn January 05, 2009

As the economic turmoil continues, many brands and retailers are turning to digital coupons to sweeten consumer offers. This holiday season saw the growth of coupons transmitted across social networks, coupon aggregation sites and mobile phones.

Digital agencies not immune to layoffs

Dianna Dilworth December 22, 2008

As the American economy continues its malaise, layoffs have occurred in many sectors — and the residual effects are now being felt by marketing and advertising agencies in both digital and more traditional spaces.

Caution after solid Thanksgiving weekend

Bryan Yurcan December 08, 2008

Online sales spiked significantly on Cyber Monday last week, according to several reports, bringing a bit of good news to online and multichannel retailers during what is expected to be a slow holiday season. However, sales were down in some sectors as compared with 2007.

Ads explode on long-form Web content

Dianna Dilworth December 01, 2008

The PC is no longer just a place for watching a couple of minutes of online content: This year, long-form TV and movie viewing on the Web took off.

Stores' hopes hinge on Thanksgiving lift

Chantal Todé November 24, 2008

Thanksgiving weekend, considered the official kickoff of the holiday shopping season, is even more significant this year, because consumers have shown a remarkable lack of interest in shopping recently. Compounding matters, retailers face a shorter holiday shopping season than normal, with Thanksgiving coming late in the month.