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Measurability

Digiday 2011: Integrate digital media, brand advertising

Tim Peterson December 12, 2011

Brand marketers who favor creative ads that run at scale should not believe digital media to be the domain of direct-response advertisers and ignore the channel's capabilities, said the heads of two industry trade organizations at the "Digiday Agency" event on Dec. 12 in New York.

Should brands discontinue print catalogs?

December 01, 2011

Two longtime marketers weigh in on whether or not brands should keep print catalogs in their marketing mix.

E-Trade doesn't 'agonize over' measuring social ROI: DMA All for One

Tim Peterson June 20, 2011

Despite using social media networks such as Facebook and YouTube to broaden the reach of its "Talking Baby" campaign, E-Trade is not worried about measuring the channels' ROI, said Nicholas Utton, EVP and CMO of the company, on June 20.

Q&A: Stephen Thomas, VP of marketing, Edible Arrangements

Jacqueline Renfrow January 01, 2011

Edible Arrangements' VP of marketing explains how the fruit franchiser targeted men for the first time last year

Set clear objectives for social success

Dan Dodson, CEO, Mastermind January 01, 2011

Social media marketing can produce significant return on investment when it is done well, but many companies jump into it without setting clear objectives.