Research

Interactive marketing to hit $55B in five years

Carol Krol July 08, 2009

Interactive marketing spend will hit $55 billion and represent 21% of all marketing spending in 2014, as marketers continue to shift dollars from away from traditional media and toward search marketing, display advertising, e-mail marketing, social media and mobile marketing, according to Forrester Research.
 

Scheiner takes on chief creative role at Rosetta

Kevin McKeefery June 22, 2009

Former TBWA/Chiat/Day executive creative director Gary Scheiner has joined interactive agency Rosetta in the newly created role of chief creative officer.
 

Study says cross-channel and digital are key, but integration and measurement lag behind

Sharon Goldman June 16, 2009

The majority of marketers appreciate cross-channel campaigns, but true integration and measurement still lags behind, particularly in terms of digital, according to a study by independent third party ad server Eyeblaster and marketing intelligence firm TNS called "The Digital Horizon: A Chasm Between Expectation and Execution."
 

MPA Handbook shows successes, pitfalls of mags in 2008

Lauren Bell June 15, 2009

The 2009-2010 Magazine Handbook, released this week by Magazine Publishers of America (MPA), reports that magazine readership and influence remains strong, in spite of slipping ad numbers.
 

Engagement metrics evolve beyond CTR along with Web display ad technologies

Nathan Golia June 15, 2009

The New York Times ran an article on May 31 titled "Put ad on Web. Count clicks. Revise."
 

Multichannel momentum

Chantal Todé June 15, 2009

The economic environment is still stormy, but retailers are starting
to test the waters with new demand-generating strategies.
 

E-mail spending to grow to $2 billion by 2014

Dianna Dilworth June 12, 2009

E-mail marketing spending in the US will increase to $2 billion by 2014, which represents almost an 11% year-over-year growth rate, according to a new forecast report by Forrester Research. The report, called "US Email Marketing Forecast, 2009 to 2014," attributed the growth of e-mail marketing to falling CPMs (meaning that ESPs are charging less per e-mail), a higher return on investment, as well as the growth of social e-mail accounts. Because of this growth, in five years consumers will be hit with more than 9,000 e-mail marketing messages a year.
 

Health insurers sending more acquisition mail

Chantal Todé May 22, 2009

Acquisition direct mail to individuals and coming from health insurers increased by 18% between April 2008 and March 2009, according to research firm Mintel Comperemedia. Mintel Comperemedia's direct mail database shows health insurers positioning themselves as high quality and focused on the individual, not just the employer.
 

Harte-Hanks Direct

May 18, 2009

Harte-Hanks Direct is one of the biggest US direct marketing agencies and accounts for a significant portion of the overall Harte-Hanks' business. The direct portion includes businesses such as data quality solutions provider Trillium Software and market intelligence firm Aberdeen. Data is really what this firm is about. It is a leader in enterprise marketing database solutions and has made headway in the mid-market arena in recent years. Click headline above to view Harte-Hanks' full profile, complete with capabilities and company history.
 

Rapp

May 18, 2009

Formerly known as Rapp Collins, last year Rapp dropped the Collins, as the agency evolved its brand from a direct marketing agency to a direct and digital marketing agency. Known for decades for its attention to CRM and data analytics as well as its media planning, Rapp has found the digital revolution to suit its business well. Rooted in direct marketing principles, the agency is taking its strengths in measurement and applying them to the digital world, making it one of the top direct agencies. Click headline above to view Rapp's full profile, complete with capabilities and company history.
 

Publishers continue to grow digital output

Lauren Bell May 13, 2009

Digital initiatives continue to gain traction among traditional print publishers — and among readers — according to new research from the Magazine Publishers of America (MPA). The MPA reports that consumer magazines released 76 new digital initiatives in the first quarter of 2009 — 10% more than in Q1 last year.
 

Report: Online customer satisfaction declines

Chantal Todé May 11, 2009

Customer satisfaction with many of the largest online retailers fell 3% since last year, according to the annual Top 100 Online Retail Satisfaction Index from ForeSee Results and FGI Research. The research, which employs the methodology of the University of Michigan's American Customer Satisfaction Index (ACSI), is based on surveys of over 22,000 visitors to the top 100 e-retail Web sites by sales volume, as reported in the 2009 Internet Retailer Top 500 Guide. This year's aggregate score of 73 indicates online retailers may be dropping the ball.
 

Where corporate America shines: Custom publications breed trust

Michael Winkleman, chairman, Custom Publishing Council April 16, 2009

Here's an irony: Faith in American business appears to be at an all-time low; the nation's president has just fired the CEO of a leading automaker; a recent ABC News/Washington Post poll indicates that 8% of the country blames the banks for the current financial crisis. And yet, 1,000 Americans surveyed in February and March by Roper Public Affairs & Media for a Custom Publishing Council survey said that their faith in, commitment to, and enjoyment of custom publishing has actually increased in the four years since the last Roper/CPC poll.
 

Paid search down 14% in January, up 11% in March: SearchIgnite

Mary Elizabeth Hurn April 14, 2009

After declines in January and February, paid search marketing spend was up 11% in March according to the latest quarterly SearchIgnite report on the state of search. Additionally, while consumers are still making online purchases, the average conversion time has grown significantly. The time between when a consumer clicks an ad and when they make a purchase on the marketer's site has increased 32.4% year over year.
 

Yahoo first page advertisers up 10%: AdGooroo

Mary Elizabeth Hurn April 13, 2009

Active first-page advertisers have increased 10% on Yahoo in the first quarter, according to online intelligence provider AdGooroo. In its latest Search Engine Advertising Update, which is released quarterly, AdGooroo also found that Yahoo was the only engine to have an increase in first-page advertisers in the month of February.
 

CPC says custom publishing more powerful than ever

Lauren Bell April 07, 2009

A new study from Roper Public Affairs and the Custom Publishing Council (CPC) reports that custom magazines and other custom media have increased in popularity and influence since 2005. According to the study, conducted via telephone with 1000 adult Americans in February-March 2009, 70% of respondents said they liked custom publications, and 59% at least occasionally page through printed custom publications.
 

Pointlogic taps MRI for deeper consumer data

Lauren Bell April 03, 2009

Pointlogic has integrated Mediamark Research and Intelligence (MRI) consumer profiles with its own Compose offering in an effort to provide more value to media planners.
 

Nonprofits not capturing as many donations online as they could

Chantal Todé April 03, 2009

People would be willing to give more money to charities via online donations if it were easier for them to find crucial information, according to a new study from user-experience research firm Nielsen Norman Group. Only 43% of the Web sites studied put their mission on their homepage, and only 4% stated on the homepage where the donor's money would be applied, according to the study
 

Of Internet metrics and mobile

Jonathan Mack March 30, 2009

Q: How does Hitwise generate its view of what's happening on the Web? A: Through partnering with a range of Internet service providers and opt-in panel providers, we collect anonymous information from our data partners.
 

List companies urged to diversify to survive

Bryan Yurcan March 30, 2009

As many industries are evolv­ing to face a new digital age and differing ways people consume information, many so-called list companies also are doing more than simply offering list broker­age services − a move some in the industry say is required for their continued survival. Last week, Worldata, a Boca Raton, FL-based list management company, launched a new corpo­rate division, Worldata Research, as well as a companion Web site, ListPriceIndex.com, which will be the Web presence for the research division.
 

Banks increase direct marketing to customers

Chantal Todé March 27, 2009

Although the bulk of banks' direct marketing spend is still devoted to acquiring new customers, banks are paying more attention to existing customers via direct mail and e-mail, according to a new report from Mintel Comperemedia. During 2008, banks increased direct mail offers cross-selling additional products and services to current clients by 57% over 2007. During the same period, acquisition direct mail rose 7%.
 

TRUSTe: 95% of consumers think online privacy is a big issue

Mary Elizabeth Hurn March 17, 2009

More than 95% of consumers think online privacy is an important issue, according to a study by TRUSTe, which monitors online privacy practices. Most consumers take steps to protect their privacy online, but one-third do not know their information may be collected by third parties for advertising purposes, according to the study, Consumer Attitudes About Behavioral Targeting.
 

Budgets steady, channels shifting: CMO council study

Mary Elizabeth Hurn March 16, 2009

Despite the economic downturn, nearly half of all CMOs (54.1%) say their company's budget would stay the same or increase in 2009, according to the newly released Chief Marketing Officer (CMO) Council's Marketing Outlook 2009. However, their overall marketing mix is shifting, the study said. "Senior marketers are looking to hold budgets steady and not make tremendous cuts in headcounts," said Liz Miller, the council's VP of programming and operations.
 

Facebook beats Google in steering niche traffic

Mary Elizabeth Hurn March 16, 2009

Brands have long known that social networks can be a driver of traffic for their sites, but new stats from Hitwise say for some Web sites, Facebook can drive more users than Google. These sites include Evite.com, celebrity gossip blog PerezHilton.com and mom-centric social net­work CafeMom.com.
 

SearchIgnite adds tracking feature for SEO, paid search

Mary Elizabeth Hurn March 11, 2009

Paid search marketing solution provider SearchIgnite has added a new feature to its 3.0 search management platform which will allow all companies using the software to incorporate natural search rankings and performance analytics with paid search.
 

SEMPO cuts US search spend estimates by over $2 billion

Mary Elizabeth Hurn March 11, 2009

The Search Engine Marketing Professional Organization (SEMPO) estimates that search engine marketing (SEM) will total $13.5 billion for 2008. This number is down from an estimate of $15.7 billion made early last year, according to SEMPO's yearly State of Search Engine Marketing study. SEMPO projects that 88% of the $13.5 billion is being spent on paid search advertisements, 11% on natural search engine optimization (SEO) and 1% on SEM technologies including leasing, agency solutions and in-house development, according to the study, conducted by Radar Research.
 

More words in average search query: Hitwise

Mary Elizabeth Hurn March 10, 2009

Longer search queries are becoming more popular year over year according to a report put out by Hitwise. Though the majority of searches are one, two and three word queries, these length terms are down 3%, 5% and 1%, respectfully. But queries with four to eight words and over are all up year over year in growth ranging from 3% to 20%.
 

MRI looks to improve weekly readership surveys

Lauren Bell March 09, 2009

Mediamark Research and Intelligence (MRI) has doubled the sample size for its weekly Issue Specific Readership Study and plans to integrate its Starch ad effectiveness tracking into the study in the first half of this year. The Issue Specific Readership Surveys, which launched in June 2007, offers specific, weekly-updated data on exactly who is reading individual issues of 195 consumer magazine titles.
 

Loyalty, CRM keys to weathering recession

Nancy Kearney March 06, 2009

When I received my stimulus check last year, I — like most people — split it between the bank and bills. When the next stimulus comes through in paychecks starting April 1, part of it will still be headed to the bank, but because it will come incrementally, instead of as a lump sum, I'll use some for incidental purchases or to save for larger ones.
 

SEMPO board elects new officers, promotes Pruitt, Holoubek

Mary Elizabeth Hurn March 04, 2009

The board of the Search Engine Marketing Professional Organization (SEMPO) has elected a new batch of officers. Jeffrey Pruitt, former president of SEMPO, will now serve as chairman. He is also EVP of corporate partnerships at search agency iCrossing. Sara Holoubek, former board member of SEMPO, will replace Pruitt as president.
 

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