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 ROI

Survey: 75% of marketers to grow social spending in 2012

January 19, 2012

Three-quarters of marketers plan to increase their marketing spending on social media this year, according to a global survey of more than 700 marketers conducted last November by social marketing firm Wildfire.
 

Study: U.S. search spend up 14%

January 13, 2012

U.S. marketers spent 14% more money on search advertising in the fourth quarter of 2011 than they did during the prior year's final quarter, according to a study by digital marketing firm Efficient Frontier.
 

Q&A: Pete Deutschman, founder and chief buddy, The Buddy Group

January 09, 2012

Pete Deutschman, founder and chief buddy of digital agency The Buddy Group, predicts that text campaigns will diminish in 2012, or as he calls it, the Year of Google.
 

Choose your words carefully

Nancy Harhut, chief creative officer, Wilde Agency January 03, 2012

In copywriting, as in Scrabble, some words are worth more than others. Whether you're writing an email, banner ad, print ad, letter, postcard, art card, radio spot, brochure or tweet, the words you choose can make all the difference.
 

Q&A: Ryon Harms, director of social media, Farmers Insurance

January 01, 2012

Ryon Harms, Farmers Insurance director of social media, says people want to connect with faces, not products, on Facebook.
 

Will Google's paid ads affect marketers?

January 01, 2012

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?

December 01, 2011

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

Auto dealer drives ROI with Facebook, out-of-home ads

December 01, 2011

For five years, dealership Ball Automotive Group shirked in-mall advertising as a means to lure consumers for a test drive.
 

Alternate spin on digital interaction 
steers auto brands' campaigns

December 01, 2011

Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's 
TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce 
the TV spot."
 

Marketing chiefs battle with deluge of digital, social data

November 01, 2011

Moses couldn't part the sea of data threatening to drown today's marketers, many of whom claim they simply can't analyze and react to the glut of information. The onslaught of digital and social media signals have saturated brands' data collection processes to the point that many are struggling to wade through what's essentially become white noise.
 

Data management drives ROI

Tim Altier, director of business analytics and insight, Bridgz Marketing Group November 01, 2011

Data opens the door for marketers to connect with customers at a personal, emotion-charged level. But this portal to customer-centric marketing remains locked for many organizations — both client-side and agencies
 

Tactics to keep pace with print evolution

November 01, 2011

The printing and production sector has undergone major transformation in a digitally dominated market, and many marketers can now use the dual impact of print media and technology to communicate marketing messages to customers. At the same time, there has been a recalibration of expectations for improved sales and greater return on investment.
 

Report: CMOs are not prepared to deliver marketing ROI

October 11, 2011

Fifty-six percent of CMOs said they are not fully prepared to be held accountable for marketing return on investment (ROI), according to the IBM's Oct. 11 Global Chief Marketing Officer Study.
 

Our look at the most - and least - engaging social media

October 01, 2011

Cheer mixed Australian band Strange Talk's 
"Climbing Walls" music video with measurable interactive elements. Consumers could click on items featured in the video for a chance to win prizes such as clothes, a Fender Stratocaster guitar or an Apple iPod.
 

Boom times for integrated ROI

October 01, 2011

As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on the cusp of attaining fully measurable cross-channel initiatives.
 

Q&A: Steve Kerho, SVP of analytics, media 
and marketing optimization, Organic

October 01, 2011

Organic's SVP of analytics, media and marketing optimization Steve Kerho discusses best practices and challenges in marketing's evolution.
 

Marketers' demand for social ROI drives analytics moves

September 01, 2011

Marketers are facing a fire hose of social media data, especially as networks like Google+ expand and Twitter explores monetization strategies.
 

Market roller coaster spooks ad world

September 01, 2011

First, debt-ceiling negotiations in Washington, DC went down to the wire. Then Standard & Poor's downgraded the United States' credit rating, prompting a roller-coaster stretch for the Dow Jones Industrial Average. In response, marketers pondered if the economy was entering the second valley of a double-dip recession, or whether the market volatility was just another bump in a slow recovery.
 

Tough times are silver lining for direct

September 01, 2011

How's this for an attention-grabbing headline, courtesy of the Associated Press: "Here we go again: Another big down day for Dow." As I write this column, the Dow is going berserk again in a major stock sell-off on the heels of poor economic reports and European debt woes.
 

More than television

September 01, 2011

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

Agencies should anticipate their clients' digital needs

Lori Goldberg, SVP of client services, IQ: Traffiq Professional Services September 01, 2011

Just a few years ago, many client requests were rather generic, buzzword-driven inquiries like, "What's up with mobile?" or "I want to build a social presence." Today, clients are smarter and looking to improve their ROI beyond the novelty stage to extract real, tangible value from their digital strategies.
 

B-to-b success depends on social, data clarity

September 01, 2011

B-to-b marketers contend with an enormous amount of customer data coming into their organizations every day. Managing volumes of information located in various places within a company, coordinating sales and marketing teams and facing the dynamic rate at which b-to-b data decays, these marketers often have more steps to take than b-to-c marketers to make sure that their messages are relevant.
 

Optimize email marketing for campaigns

September 01, 2011

Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have opted into most email databases, meaning they've already expressed interest in receiving communications from that brand.
 

Brand giveaways ignite email list growth

September 01, 2011

For Freshpair, an e-commerce company that sells women's lingerie and men's underwear, building an email list is an ongoing priority. To help entice customers to add another email to their inboxes, the site is running regular contests including a "National Underwear Day" contest, which gives consumers the chance to win a free pair of underwear.
 

Q&A: Bill Brand, EVP of programming, marketing and business development, HSN

September 01, 2011

Bill Brand, HSN's EVP of programming, marketing and business development, discusses DM, e-commerce and CRM.
 

Nielsen buys Marketing Analytics

August 09, 2011

The Nielsen Co. acquired Marketing Analytics in a deal that closed August 8. Marketing Analytics tracks and correlates marketing initiatives and product sales to measure ROI.
 

Marketers leverage Facebook for email 
acquisition and consumer engagement

August 01, 2011

Social media gets lots of buzz in marketing circles, but most marketers will admit that they haven't been able to monetize the channel. However, some savvy marketers are experimenting with how to use social media as an email acquisition channel, since email is known for its strong ROI.
 

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.
 

How to get the most out of email measurement metrics

Rusty Warner, VP of product marketing, Alterian August 01, 2011

Email is more effective at driving business results when it's paired with social media — so why do so many marketers stop their measurement at traditional metrics like deliverability and open and click-through rates?
 

Is social media measurement a necessity?

August 01, 2011

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.