Should marketers care about services? Readers Respond

Data/Analytics

Should marketers care about services? Readers Respond

Should marketers care about services? Readers respond to the October Gloves Off question.

Should marketers care about service?

Data/Analytics

Should marketers care about service?

Marketers and customer service leaders need to unite. The customer expects no less.

Is it time to rename direct marketing? Readers respond

CRM

Is it time to rename direct marketing? Readers respond

Is it time to rename direct marketing? Readers respond to the September Gloves Off question.

Is it time to rename direct marketing?

TIHWDI

Is it time to rename direct marketing?

Does the term "direct marketing" need a makeover? Our experts weighed in and our readers responded with gusto.

Will "Do Not Track" destroy online ads? Readers respond

Digital Marketing

Will "Do Not Track" destroy online ads? Readers respond

Readers respond to the August Gloves Off question: Will "Do Not Track" destroy online ads?

Will "Do Not Track" destroy online advertising?

Digital Marketing

Will "Do Not Track" destroy online advertising?

Digital marketers are torn on the potential effect of "Do Not Track" legislation.

Can Facebook ads work for large brands? Readers respond

Social Media

Can Facebook ads work for large brands? Readers respond

Readers respond to the July Gloves Off question.

Can Facebook ads work for large brands?

Social Media

Can Facebook ads work for large brands?

With its recent IPO, Facebook ads are getting a lot of scrutiny.

Is Amazon an ally of the retail industry? Readers respond

Multichannel Marketing

Is Amazon an ally of the retail industry? Readers respond

Is Amazon an ally of the retail industry? Readers respond to the June Gloves Off question.

Is Pinterest just a passing fad? Readers respond

Digital Marketing

Is Pinterest just a passing fad? Readers respond

Is Pinterest just a passing fad? Readers respond to the May Gloves Off question.

Pinterest: Is it just a passing fad?

Digital Marketing

Pinterest: Is it just a passing fad?

It's a question that's burning through the minds of many marketers — and that's why we asked our readers to vent some steam and weigh in.

Will mobile drive more e-commerce revenue than PCs? Readers respond

E-commerce

Will mobile drive more e-commerce revenue than PCs? Readers respond

Will mobile drive more e-commerce revenue than PCs? Our readers respond to the April Gloves Off question.

In five years, will tablets and smartphones surpass PCs in e-commerce sales?

E-commerce

In five years, will tablets and smartphones surpass PCs in e-commerce sales?

In the next five years, will smartphones and tablets drive more annual e-commerce sales revenue than PCs or will PCs develop new capabilities to keep them in the lead?

Digital Marketing

What's the best channel for ad spend? Readers respond

What's the best channel for ad spend? Readers respond to March's Gloves Off question.

Should marketers spend more on social and mobile than email in 2012?

Digital Marketing

Should marketers spend more on social and mobile than email in 2012?

Mobile and social vs. email: Where should marketers spend their limited dollars this year? It's a question that's top-of-mind for many marketers out there — and that's why we asked you.

Is interest-based targeting replacing demographic targeting as the new model?

TIHWDI

Is interest-based targeting replacing demographic targeting as the new model?

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.

Will Google's paid ads affect marketers?

Digital Marketing

Will Google's paid ads affect marketers?

Google's paid ads: What will the impact be for marketers? Dorothy Weaver, VP of digital marketing services at Acquirgy, and Tej Shah, VP of e-commerce and marketing at Blue Soda Promo, weigh in.

Should brands discontinue print catalogs?

Digital Marketing

Should brands discontinue print catalogs?

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

Are toll-free numbers the best for DRTV?

Digital Marketing

Are toll-free numbers the best for DRTV?

Jessica Randazza
, manager of brand experience at Digitas, and AJ Khubani, president and CEO of TeleBrands Corp., discuss whether toll-free numbers are the best for DRTV.

Will Google+ boost marketing campaigns?

Digital Marketing

Will Google+ boost marketing campaigns?

David Erickson, director of e-strategy at Tunheim
, and Arthur Papas, cofounder and CEO of Bullhorn, discuss whether Google+ will boost marketing campaigns.

Is the click-through rate a dead metric?

Digital Marketing

Is the click-through rate a dead metric?

Manu Mathew
, cofounder and CEO of Visual IQ,
 and James Burrows, EVP of global sales at e-Miles, discuss whether the click-through rate is a dead metric.

Is social media measurement a necessity?

Digital Marketing

Is social media measurement a necessity?

Aseem Chandra
, VP of marketing of the Omniture business 
unit at Adobe Systems, and Mathieu Hannouz , senior product marketing manager at Neolane, discuss whether social media measurement is necessary.

Do Facebook likes indicate marketer ROI?

Digital Marketing

Do Facebook likes indicate marketer ROI?

Chet Barnard, 
CEO of Exit41, and Steve Knapp, director of brand activation and senior partner at Carmichael Lynch, nearly 20 years of agency-side marketing experience, discuss whether Facebook "likes" indicate marketer ROI.

Is third-party data tracking acceptable?

TIHWDI

Is third-party data tracking acceptable?

Dennis Dayman, chief privacy and security officer at Eloqua, and Eric Picard, chief product officer at Traffiq, discuss whether third-party data tracking is acceptable.

Should brands outsource all data storage?

Digital Marketing

Should brands outsource all data storage?

Tore Steen VP of marketing and business development at Janrain, and Semyon Dukach CEO and chairman of SMTP Inc., discuss whether brands should outsource all data storage.

Should brands abandon e-mail for social?

Digital Marketing

Should brands abandon e-mail for social?

Rod Witmond, SVP for production management and marketing at Cardlytics, and Oscar Padilla, director of interactive services at Vertis Communications discuss whether brands should abandon e-mail marketing for social media.

Is a Facebook e-commerce site necessary?

Multichannel Marketing

Is a Facebook e-commerce site necessary?

Vikram Sharma, CEO at ShopLocal, and Jon Brown Director of interactive services at Partners & Napier, discuss whether a Facebook e-commerce site is necessary.

Will digital deals soon dull print coupons?

Direct Mail

Will digital deals soon dull print coupons?

Gregory Kim, head of marketing and strategy at Savings.com, and Suzie Brown, CMO at Valassis, discuss the future of couponing.

QR codes: Are they worth the investment?

Digital Marketing

QR codes: Are they worth the investment?

Susan Kelly, VP at Xerox, and Frank O'Brien, founder of Conversation, debate the pros and cons of quick response codes

Should brands focus on mobile apps?

Mobile Marketing

Should brands focus on mobile apps?

John Shegerian, chairman and CEO of Electronic Recyclers International, Inc., and Tim McLaughlin, president and founder of Siteworx, debate.

Should retailers invest in m-commerce?

Digital Marketing

Should retailers invest in m-commerce?

Hipcricket's Jeff Hasen and Gettington.com's Paula Drum discuss the pros and cons of retailer investment in m-commerce

Is now the time for acquisition marketing?

TIHWDI

Is now the time for acquisition marketing?

Merkle's Tim Berry and Queensboro Shirt Company's Fred Myers weigh in on acquisition marketing.

Should Internet retailers print catalogs?

Multichannel Marketing

Should Internet retailers print catalogs?

The US Postal Service is encouraging e-retailers to turn to print catalogs to raise revenue. Our experts debate whether they should expand their reach to print or stay 'green'

Is location-based marketing a 'must have'?

Digital Marketing

Is location-based marketing a 'must have'?

Location-based marketing allows brands to target individual consumers when they're literally in the neighborhood. Our experts discuss whether it's a necessity for marketers

Is the term 'direct marketing' antiquated?

Multichannel Marketing

Is the term 'direct marketing' antiquated?

As marketing becomes more integrated and digitally focused, is the term 'direct marketing' too old school to describe the breadth of DMers' work? Our experts debate the topic

Is direct mail on its deathbed?

Digital Marketing

Is direct mail on its deathbed?

As consumers communicate more via e-mail, the US Postal Service is considering cutting Saturday home delivery altogether. Is direct mail dead? Our experts debate the topic

Should direct marketers prioritize creative?

Agency

Should direct marketers prioritize creative?

A number of traditional direct marketing companies have recently made top creative hires. Two experts discuss whether service providers should focus on creative talent, or on their strengths.

Have mobile apps replaced text campaigns?

Digital Marketing

Have mobile apps replaced text campaigns?

Mobile apps are all the rage, with technology companies boasting about which phones offer the widest selection. Have they replaced text messaging campaigns for marketers?

Do celebrities help social media campaigns?

Digital Marketing

Do celebrities help social media campaigns?

From beer to banking, celebrity endorsements are a major component of many marketing campaigns. Do they have the same weight in social media? Two experts make their cases

Does Google Buzz offer marketers value?

Digital Marketing

Does Google Buzz offer marketers value?

Like most Google products, the introduction of Gmail's social network Google Buzz is getting mixed reviews. Does it offer any opportunities for marketers? Two experts debate

Have mobile ads finally gone mainstream?

Digital Marketing

Have mobile ads finally gone mainstream?

Recent product releases from Google and Apple have led some observers to believe that mobile advertising is about to reach critical mass. Two experts debate the question

Should privacy be a marketer's top priority?

Digital Marketing

Should privacy be a marketer's top priority?

Consumers continue to voice concern about the privacy of their data. But should data privacy issues be at the top of a marketer's priority list? Two experts debate the topic.

Can BT alone solve cart abandonment?

Multichannel Marketing

Can BT alone solve cart abandonment?

E-commerce pros are always looking for ways to get customers to click all the way through to checkout. Two experts discuss whether behavioral targeting is a panacea or just one part

Is too much money going to social media?

Digital Marketing

Is too much money going to social media?

Social media is the "next big thing" and the medium of the moment. Experts debate whether the hype means marketers are unduly ignoring traditional media in the process.

Are mobile search ads for every marketer?

Digital Marketing

Are mobile search ads for every marketer?

Smartphones are everywhere — a trend marketers want to take advantage of. But what about mobile search advertising? Two experts debate whether this channel is worth a look.

Should mobile efforts focus on the iPhone?

Digital Marketing

Should mobile efforts focus on the iPhone?

Apple is actively promoting the wide range of applications available for its iPhone. Two experts take sides on whether to focus on that device or a number of smartphones.

Are vertical engines worth it for search?

Digital Marketing

Are vertical engines worth it for search?

Most consumers can name Google, Yahoo and Bing. But are vertical-specific search engines of the same value to marketers as the "big three?" Two experts take sides in the debate.

Is postal mail more effective than e-mail?

Direct Mail

Is postal mail more effective than e-mail?

E-mail has matured and gained popularity among marketers, but that doesn't necessarily mean that it completely beats out postal mail. Two experts take sides in the debate

Should marketers target by ethnicity?

Multichannel Marketing

Should marketers target by ethnicity?

As the ability to dig deeper into data expands, there are several ways to segment your audience beyond demographics. Our experts debate on how ethnicity plays a role

Are offline pushes important to e-commerce?

Multichannel Marketing

Are offline pushes important to e-commerce?

Even businesses that buy and sell online often also have a presence in offline collateral. Our experts debate the value of trying to drive e-commerce in traditional channels

Do oversize postcards add value to mailings?

Direct Mail

Do oversize postcards add value to mailings?

The rush to stand out in the mailbox, as well as advances in mail technology, has led some marketers to consider larger mailers. But are they worth it? Two experts examine options.

Has new media changed copywriting?

Digital Marketing

Has new media changed copywriting?

New media has changed the timing, the technology and the reach of campaigns. Agency creatives debate whether it has had a fundamental impact on the copywriting process.

Is it time to manage your e-mail in-house?

Email Marketing

Is it time to manage your e-mail in-house?

E-mail affordability is receiving a lot of attention in today's tight economic environment. Two experts debate whether it's time to re-evaluate your ESP and invest in a system

How should marketers measure loyalty?

Data/Analytics

How should marketers measure loyalty?

An increasingly complex media mix means accurately predicting which consumers are most profitable is harder than ever. Experts debate how to approach the changing landscape.

How should I make the most of Twitter?

Digital Marketing

How should I make the most of Twitter?

You've devoted time and resources to Twitter, working to reach consumers in a relevant way
in a place they are all the time. How do you know if it works? Our experts debate.

What does the future hold for catalogs?

Direct Mail

What does the future hold for catalogs?

Whether retail or b-to-b, the economy and rising print and postal costs are crunching the catalog sector. Our experts assess what the future holds for the popular sales channel.

Gloves off: Is paid blogging ethically sound?

Digital Marketing

Gloves off: Is paid blogging ethically sound?

The debate over marketers paying bloggers covers a number of issues, ranging from search engine marketing practices to ethical concerns. Our experts weigh arguments on both sides.

Has UGC surpassed content from agencies?

Digital Marketing

Has UGC surpassed content from agencies?

With Twitter, YouTube and Flickr among the many user-generated content sites informing marketing, our experts debate whether agency-created content could fall by the wayside

What's the real value in Facebook presence?

Digital Marketing

What's the real value in Facebook presence?

Facebook is exploding and not just for individuals but companies as well. But how exactly to leverage it — and other emerging social media — is still up in the air. Our experts debate

Which is better: paid or organic search?

Digital Marketing

Which is better: paid or organic search?

Some searchers place more trust in the organic results from search engine optimization; while for others, paid search is more effective and measurable. Our experts assess both.

What's best for measuring cross-channel?

TIHWDI

What's best for measuring cross-channel?

In today's economy, marketers must fully understand how every media channel that is used contributes to every sale. Our experts debate the most ideal focus for your measurement

Will consumers remain thrifty forever?

Multichannel Marketing

Will consumers remain thrifty forever?

Some say consumers' new thriftiness is purely a reaction to the current economy; to others, it is one of several behavioral shifts taking place that marketers must address. Our experts debate.

What's the future for social network ads?

Digital Marketing

What's the future for social network ads?

The rise of social networks offer unique marketing opportunities. However, some say search's quantifiable nature means it remains king of online marketing. Our experts each take a side

What's next for online lead generation?

Digital Marketing

What's next for online lead generation?

As companies scramble for new online lead-generation options, word-of-mouth and referral incentive programs are among those emerging ideas. Our experts assess strategies

How would consolidation affect search?

Digital Marketing

How would consolidation affect search?

Recently, Google backed away from a shared advertising agreement with Yahoo, which itselfis eyed by Microsoft. Our experts debate how consolidating engines affects search marketing

Should loyalty programs be exclusive?

Data/Analytics

Should loyalty programs be exclusive?

Loyalty programs can reward loyal customers and aid retention — important in this global economic recession. But should every customer be an equal member? Our experts weigh in

Is search or display more effective online?

Digital Marketing

Is search or display more effective online?

Search and display advertising each compete for dollars, eyes and results. Search can lead to a stronger ROI, while display can punch up online conversion. Our experts compare them.

What will inspire consumers this holiday?

Data/Analytics

What will inspire consumers this holiday?

Credit use is down, along with retail sales. Retailers have had to be creative in finding ways to get customers in the door. Our experts assess how to best appeal to consumers in this tough economy.

Text messages more effective than mobile Web?

Digital Marketing

Text messages more effective than mobile Web?

Text messaging is fast and simple, but the growing use of smart phones offers greater capabilities for mobile Web usage. Our experts gauge the effectiveness of text vs. mobile.

Do forward-to-a-friend referrals work?

Email Marketing

Do forward-to-a-friend referrals work?

The viral forward-to-a-friend tactic might be a quick way to build up a list, but others argue the process falls short. Are these referral marketing campaigns effective? Our experts weigh in

Will direct mail remain a top channel?

Direct Mail

Will direct mail remain a top channel?

With postal and production costs rising and more consumers looking to online, some say that direct mail may be nearing its end as an effective marketing tool — but others disagree.

What is most effective in tough times?

Multichannel Marketing

What is most effective in tough times?

The rough economy and tight budgets may force companies to streamline their marketing efforts — and digital becomes very tempting. Our experts prioritize strategies to maximize effectiveness.

Should the USPS stop one delivery day?

Direct Mail

Should the USPS stop one delivery day?

Cutting mail delivery is often cited as a way to cut costs, but the postal industry counters that it would adversely affect consumers. Our experts assess the potential impact of a five-day postal week

Could social networks replace e-mail?

Email Marketing

Could social networks replace e-mail?

With explosive growth of social media sites also has been a rise in intra-network communication, a growing alternative to personal e-mail. Our experts debate the effect on marketing.

To get online leads, what beats Web forms?

Digital Marketing

To get online leads, what beats Web forms?

In their quest to gather leads online, marketers have placed forms in myriad places on the Web — but their effectiveness is questionable at best. Our experts offer potential alternatives.

What is the best way to pitch a client?

Agency

What is the best way to pitch a client?

Agencies looking to build up their business cannot rely on dated approaches to attract new clients. Our experts explain how unconventional strategies can be put into play.

How can print adapt to the digital age?

Media/Circulation

How can print adapt to the digital age?

The green movement, rising paper production costs and the migration to online marketing pose major challenges for print and production. Our experts offer strategies and predictions.

Is shipping given away too easily?

Direct Mail

Is shipping given away too easily?

Free shipping can add appeal to a retailer's overall offer; however, the incentive has become fairly common and more costly for retailers to deliver. Our experts offer different perspectives.

Is the open rate a useful e-mail metric?

Email Marketing

Is the open rate a useful e-mail metric?

Direct marketers are always searching for ways to measure the success of campaigns, but open rates may not accurately measure e-mail ROI. Our experts differ on best alternatives.

Is audience or offer more important?

Multichannel Marketing

Is audience or offer more important?

A solid advertising campaign requires that marketers identify their target audience and develop an irresistible offer. Our experts discuss which element is more crucial to success.

Is social media really for everyone?

Digital Marketing

Is social media really for everyone?

As social media gains popularity, it seems logical for brand and direct marketers to reach consumers on their favorite Web sites. Our experts disagree as to whether the time is right.

Do branded content sites deliver the best ROI?

Digital Marketing

Do branded content sites deliver the best ROI?

Placement on established, branded Web sites may seem like a logical step for online marketers looking to reach qualified audiences and online revenue goals, but our experts debate the issue of whether that investment is always necessary for the desired results.

What's the best way to sell online ads?

Digital Marketing

What's the best way to sell online ads?

To sell ads online, publishers and marketers are faced with a choice between aggregate ad networks or direct dealings. Our experts weigh the pros and cons of each approach.

Are the best lists in-house or rented?

Data/Analytics

Are the best lists in-house or rented?

List selection is important to direct marketers, who often have to decide whether to send an offer to their existing customer file or a rented list. Experts weigh the benefits of each.

Is full color the best option for print?

Production and Printing

Is full color the best option for print?

Color printing has become more affordable for direct marketers, but still adds to a campaign's bottom line. Our experts debate the value of investing to color your company's marketing.

Could agency pitching move online?

Agency

Could agency pitching move online?

As interactions become increasingly digital, will the agency world ever see online pitching replace the in-person, face-to-face conference room pitch meeting? Our experts debate.

How can nonprofits keep donors engaged?

Data/Analytics

How can nonprofits keep donors engaged?

Amid world events such as genocide, natural disasters, disease and poverty, nonprofits vie to maintain close ties and ongoing support from donor bases in a slow economy. Our experts debate defeating donor fatigue.

Does accountable pricing help SMBs?

Digital Marketing

Does accountable pricing help SMBs?

Now that advertisers can purchase online ads on a CPC, CPA or CPL basis, many small and midsize businesses can place ads next to larger corporate entities. Experts debate the strength of that advantage.

How should the US push the census?

TIHWDI

How should the US push the census?

Professional marketers know it is difficult to get accurate, timely data from many sources. Two experts debate the best way to apply DM knowledge to collecting census data more efficiently.

Can standards cross online channels?

Digital Marketing

Can standards cross online channels?

The online industry is rife with associations and best practice groups. Our experts look at where the digital age is at in terms of collaboration across the industry, and with the government, when it comes to standards.

What works on social networking sites?

Digital Marketing

What works on social networking sites?

As an increasing number of widgets and ad banners appear on online social networks, understanding how the channel will work best for marketers in the future is still up for debate.

Is analytics or creativity more important?

Multichannel Marketing

Is analytics or creativity more important?

The demands of the direct marketing industry require both out-of-the-box thinking and the capacity to review results and adjust spend. Experts debate which to prioritize when recruiting new employees.

Is reach or response more important?

Multichannel Marketing

Is reach or response more important?

As media continue to fragment, two experts debate whether it is more important to achieve high response rates through targeted campaigns, or a large audience through a wide-reaching media buy.

Should cell ads cost more than Web ads?

Digital Marketing

Should cell ads cost more than Web ads?

This may finally be the year of mobile advertising, but debate rages as to whether display ads on mobile devices deserve more dollars than conventional online channels.

Which tactic is most recession-proof?

Multichannel Marketing

Which tactic is most recession-proof?

While experts are still debating if the US economy is officially in a downturn, many Americans — marketers included — are watching their discretionary spending.

Is mail still effective for acquisition?

Direct Mail

Is mail still effective for acquisition?

With the onset of rising postage and paper costs, as well as a tremendous uptake in online commerce, some marketers have questioned print's power as an acquisition tool.

Will lower direct mail volume save trees?

Direct Mail

Will lower direct mail volume save trees?

With an increase in consumers' awareness of eco-friendly business practices, the pressure is on for marketers to decrease the environment impact of their output.

Should e-mail always be kept in-house?

Email Marketing

Should e-mail always be kept in-house?

Deciding how and where to house technology for an e-mail deployment engine often comes down to two choices: Work with a host ESP or use in-house or custom-built software.

What is automation's role in fulfillment?

Multichannel Marketing

What is automation's role in fulfillment?

Automated fulfillment is used by multichannel retailers to varying degrees, but some marketers question how much mechanism to add to an order and shipment process.

Can coupons drive long-term business?

Data/Analytics

Can coupons drive long-term business?

Peter Meyers, VP of marketing at ICOM Information & Communications LP, and Elizabeth Gordon, president of Flourishing Business, discuss the role coupons play in long-term customer acquisition and retention.

Sign up to our newsletters


Company of the Week


SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.


Featured Listings