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Main Feature Articles

Tracking leads

Juan Martinez May 01, 2011

Marketers employ a broad spectrum of behavioral tracking techniques to differentiate good leads from bad leads, effective campaigns from ineffective campaigns and  to establish the best way to respond in either circumstance. Analyzing email click-through, email open rates, time on site and page views are among the many different statistics accessible today to qualify leads.

Darwinian chase through search  marketing

Tim Peterson April 01, 2011

Marketers' search programs must be laser focused but nimble to keep up with algorithm tweaks and social and mobile while not neglecting the essentials of SEO that can organically propel brands to the top.

Fine-tune search data analysis

April 01, 2011

The purpose of search engines' evolving complexities may be to deliver more precise results for users, but a byproduct of that accuracy is more targeted data collection for marketers.

Print stages a comeback

Dianna Dilworth March 01, 2011

The printing industry's newfound creativity has recaptured marketers looking for impact as it races to compete against its digital brethren

Rising paper costs, postal price increases force adjustments

March 01, 2011

Marketers sound off on how rising costs are impacting strategies

Magazine industry pushes change

Dianna Dilworth March 01, 2011

A US Postal Service update to its periodical content rules last July gave marketers a new route to send creative print materials at a discount.

Hooked on discounts

Mercedes Cardona February 01, 2011

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.

Interview with David Friedman, president of marketing at Sears Holdings

Mercedes Cardona February 01, 2011

"E-tailing is a big part of what retail is today," says David Friedman, president, marketing at Sears Holdings Corp. He should know: Friedman, who joined the retailer in September 2010, is the former president, Americas, of interactive marketing agency Razorfish.