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Main Feature Articles

More than television

September 01, 2011

Marketers are integrating their DRTV strategies with online tactics
 to grow consumer response and improve measurement capabilities
.
 

Home shopping TV channels also broaden reach

September 01, 2011

As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
 

Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

September 01, 2011

Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.
 

Beyond Leads

Alex Palmer August 01, 2011

B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.
 

Q&A with Christa Carone, CMO of Xerox Corp.

August 01, 2011

Christa Carone discusses Xerox's b-to-b client retention strategy.
 

Tips for measuring ROI in a b-to-b campaign

August 01, 2011

Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within existing accounts. But vague metrics can become manageable once marketers set specific goals.
 

Marketers give social thumbs up

Alex Palmer July 01, 2011

Facebook's ubiquity creates opportunities for 
marketers to reach customers with more 
relevant and interactive messages
.
 

Master social media ROI

Alex Palmer July 01, 2011

Measuring the value of marketing efforts on Facebook 
remains a mix of art and science. While most marketers agree that putting an exact value on the fans, shares or interaction on Facebook is difficult, they do express optimism that the Facebook ROI moment is not far off.
 

Q&A: Sarah Personette, director of global agency relations, Facebook

Alex Palmer July 01, 2011

Sarah Personette, director of global agency relations at Facebook, discusses her new unit.
 

Brands enhance lead generation strategies

May 01, 2011

Marketers' lead generation tactics have grown more sophisticated. They are spending more time nurturing and scoring leads in favor of quality, a move away from the days of buying up big lists and collecting business cards.
 
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