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  • Failing to Prepare in Web Analytics Is Preparing to Fail

    Article

    CONTENT TYPE: Article | TOPIC: None

    Far too often, Web-analytics initiatives fail to provide the insight that most businesses need and want. Companies are so eager to obtain immediate value from newly implemented Web-measurement systems that they overlook the complexity of Web analytics, which require a significant investment in preparation and pre-planning.

  • Seven Score and Seven Years Ago: Writing Lessons We Can Learn From Lincoln's Masterpiece

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    As marketing professionals, business owners, and salespeople, our livelihood depends in large part on our ability to communicate. And as we prepare for our next marcom project, marketing campaign, sales presentation, or public-speaking opportunity, we would do well to call to mind the lessons to be learned from Lincoln's masterpiece.

  • Eight Reasons for Small Businesses to Dip Their Toes in the Email Marketing Pond

    Article

    CONTENT TYPE: Article | TOPIC: None

    When Shop.org surveyed retailers for its State of Retailing Online 2009 report, it found that email was the most-mentioned successful tactic overall. What are you waiting for...?

  • Top Cross-Channel Marketing Challenge: Coordinating Communications

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Managing multiple marketing campaigns across channels is a complex task: 49% of marketers who use cross-channel campaign management (CCCM) applications say coordinating communications across channels is the top challenge they expect to face in the next two years, followed by 48% who cite personalizing messages based on consumer behavior, according to a survey from Forrester.

  • Access to Customer Data = Retention, Sales

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Companies that have access to a holistic view of customer data achieve better customer service and efficiency, improved loyalty, and more repeat business from their established customers, according to a study by Aberdeen Group and VeraCentra.

  • Social Shopping: Group Buying Sites Surge

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    A recent flurry of investor activity in group buying websites has helped to spur growth in the nascent category: Visits to social commerce and group buying sites for the week ended April 17, 2010 were 72 times greater than the equivalent week a year earlier, according to Experian's Hitwise Intelligence.

  • Online Video Ads Delivering Value: Ad Execs, Media Buyers

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Advertisers are warming up to online video as a means to reach targeted audiences: 56% of ad agency executives and media buyers say online video advertising is more effective or much more effective than other forms of advertising, and 83% say they are getting more value for their online video spend this year than they were last year, according to a survey from BrightRoll.

  • Online Shoppers Value Reviews, Ratings, Search

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Online research is central to consumer shopping behavior: 50% of online shoppers say they conduct research online for at least one-half of their purchases, and 64% consistently read online reviews prior to making product purchase decisions, according to an e-tailing group and PowerReviews study slated for release in early May.

  • Concerns Loom Over Cloud Computing

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Most Americans (63%) say having remote access to their digital files would make life easier—but concerns remain over the security of personal information, including email, pictures, and financial records, according to a Harris Poll.

  • Blending Social Media, Ads: ROI Alchemy

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Homepage ads on Facebook that have social media context—that is, they include the names of users' friends who are already fans of the brand—are 4.0 times more likely than those that don't to increase purchase intent of a product or brand, twice as likely to increase awareness, and 1.6 times as likely to increase recall, according to a study conducted jointly by Nielsen and Facebook.

  • Teens Prefer Mobile Texting to Calling

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Cell-phone texting has become the preferred channel of basic communication between teens and their friends, although calling is a close second: 54% of teens say they sent and received text messages daily in September 2009, up from the 38% some 18 months earlier, according to a survey from Pew.

  • Marketing's Contribution to Bottom Line Improving

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Marketers are doing a better job contributing to an organization's bottom line, but they are still more focused on managing metrics than managing performance, and most have yet to leverage insights from metrics and dashboards, according to a survey from VisionEdge Marketing in association with Marketo.

  • Top-Gaining Site Categories in March Led by Auto

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Automaker discounts and incentives prompted millions of consumers to visit auto manufacturer sites in March 2010, while political news and information sites recorded sizeable gains in traffic as Americans tuned into the debate over healthcare reform, according to data from the comScore Media Metrix service.

  • If My Dentist Understands Email Marketing, So Can You!

    Article

    CONTENT TYPE: Article | TOPIC: None

    Foothill Dental gets it. It's not "doing social media" in the way we think of it. Foothill Dental does not have a Twitter account or Facebook fan page. It doesn't blog or answer questions on LinkedIn. It doesn't use Gowalla or Foursquare. Foothill Dental leverages the awesome power of email marketing. Here's how.

  • Google Caffeine: Real Impact or Just Hype?

    Article

    CONTENT TYPE: Article | TOPIC: None

    Will Google's latest search-engine algorithm update, dubbed "Caffeine," change search as we know it, or is it simply a minor update?

  • Seven Steps to Keep Your Brand Healthy and Relevant

    Article

    CONTENT TYPE: Article | TOPIC: None

    You know you've been successful in building your brand when your constituents have taken ownership of it. Achieving that happy state of affairs requires working through an entire process. But even then you're not there yet. You have to engage your organization first.

  • Seven Tips for Successfully Outsourcing Marketing Operations

    Article

    CONTENT TYPE: Article | TOPIC: None

    If companies are interested in outsourcing their marketing operations, what can they do to ensure that their plan is well thought out and effective? My counsel to this particular marketing executive was to keep seven mantras in mind.

  • Booz: Media Execs Upbeat Despite Economy

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Despite a downward spiral in revenues at virtually every traditional media company, most industry executives are optimistic about their financial prospects—and their ability to reinvent themselves in the digital age, according to a study from Booz & Company.

  • Facebook Users Promote Fan Page Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Brands that market their products using Facebook may have a distinct advantage over their competitors: 41% of Facebook users say the primary reason they join a fan page is to let friends know what products they support, and 68% say a positive referral from a Facebook friend makes them more likely to buy a specific product or visit a certain retailer, according to a survey from Morpace.

  • Direct Response Ads Up 18% Since 2007

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Though ad spending has softened in many sectors, the direct response ad—or infomercial—has registered 18% growth in total ad units since 2007 and now comprises 14% of all US TV advertising, according to a study from Nielsen.