Eleanor Trickett

Eleanor Trickett was editor in chief of DM News. Reach DMNews at editor@dmnews.com.

Most Recent Articles by Eleanor Trickett

Search Engine Marketing Guide 2008 Editor's Note

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Thanks to an uncertain economy — in which companies are closely evaluating all areas of their marketing budgets and demanding controllable, accountable and measurable media — search engine marketers are standing firmly on center stage. More than $12 billion was spent on search last year, and that number is expected to more than double in the next three years.

Even failed ventures provide value for online marketing

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I may be at risk of upsetting the ROI lobby with this state­ment, but I have to tip my hat to the marketers who took the plunge into the social media world, and failed. The Wall Street Journal last week analyzed the year since Facebook opened its development doors, reporting that more than 250,000 developers have taken the bait.

With mobile progress comes accountability

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While the growth and profile of mobile marketing con­tinues apace, its progression has been marked both by caution and uncertainty on the part of advertisers, and by periodic revolutions on the technical and infrastructure side.

Aggressive staff retention could be best investment in tough times

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The talent crunch in the direct marketing world is unfortunately afflicting companies of all shapes and sizes. While the effects of operating with an incomplete staff lineup are widespread, they can have a particularly detrimental effect on how the company is perceived from the outside. And with cus­tomer service as the first frontier of a company's reputation, getting it wrong can be fatal.

Catalog challenges present opportunity as well as burden

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As members of the catalog industry gather this week at the ACCM conference, comparisons will be made to the mood at last year's event. The industry had just been socked with a major postal increase, and there was a genuine fear that without making substantial changes, many catalogs would crumble.

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