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October/November 2011 Issue

By Oct 01, 2011

Features




Quick Tips: Mobile Email Design

Do you read email on your smartphone? You're not alone. Keep this in mind when creating email campaigns

 




Tips For More Targeted Web Ads

Where marketers once placed online ads by looking at website audiences, they can now get closer to a conversion by segmenting and targeting specific customer

 




Mobilizing Mobile Shoppers: A Strategy Beyond Coupons

For retailers, mobile technology is providing new strategic opportunities to overcome problems associated with traditional loyalty programs – but there’s more to mobile loyalty than offering coupons

 




Remember, Text Costs

While carriers such as AT&T are moving to unlimited messaging plans, many users still have text limits, and cost-conscious users seem more prone than ever to get litigious about SMS campaigns that cost more than they expected

 




Slow Traffic in the Check-in Lane

A new study from the Pew Research Center has found that only 12% of U.S. smartphone owners use their devices to tell their social graph where they are and what they're doing

 




(Radio-)Active Links

If you want a longer-lasting link, get it on video. Shared links from YouTube have a mean half life of 7.4 hours, compared to 2.8 hours for links shared on Twitter

 




How Nivea Designed its Mega Pop-Up, Plus the Rihanna Connection

Nivea just wrapped a weeklong pop-up event in Vanderbilt Hall in New York’s Grand Central Station.

 




Ocean Spray's Summer Calendar

Ocean Spray has rolled out freestanding cranberry bog environments in some of the nation’s busiest downtown locales and it has its goofy cranberry farmers on TV to reinforce the benefits of its juice drinks. It runs sweepstakes and recipe contests and drives consumers to retail with coupons. This summer is no different. It’s Ocean Spray’s most lucrative time frame and it is running a bevy of promotions.

 




The Case for Keeping Order Forms in Print Catalogs

More than half of all catalog orders are now being placed online. Not surprisingly, this has led to many marketers eliminating order forms from their print catalogs. But such a move shouldn't be based solely on saving money or on the percentage of mail orders received. There are other factors to consider.

 




Chieftains: Whole Foods, DC Comics, Marie Callender’s

TRUTH, JUSTICE AND TWITTER | Effectively throwing out the superpowered baby with the kryptonite-irradiated bathwater, DC Comics relaunched all of its titles

 




Editor’s Note: Come Out of Your Shell

BY NOW WE'RE ALL USED TO AND EXPECT transparency from online marketers. If your business has any kind of online presence, you're being commented on, blogged

 




Wait and See: Mailers react to USPS fiscal crisis4

There is no question that the U.S. Postal Service is facing financial trouble. In early September, Postmaster General Patrick Donahoe characterized its "restrictive business model" as being in a state of "crisis." Remedies for this crisis could include anything from rate increases to curtailed delivery days to reductions in labor forces.

 




Stocking the Shelves for M-Commerce

If you're waiting for the full-blown arrival of shopping over mobile devices, hold the phone

 




Data Helps Expo Washable Markers Find Best Party Hosts

Mothers who weren't chosen to host one of the at-home parties held for Expo Washable Markers on June 11 shouldn’t feel slighted: Only 1800 hosts were selected from more than 24,000 applicants. That's an acceptance rate of less than 7.5%.

 




Craft a Winning B-to-B Email Strategy from the Start

If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist with email marketing service Emma, shares some best practices she's learned through working with clients and crafting the company's own lead-gen strategy.

 




Hoover's Connects With IT for Better B-to-B Sales

How can you get IT street cred and build a rapport with the technology professionals who will ultimately help approve and implement your solution? Stephen Bergmann offers some thoughts on how Hoover's has connected with IT pros to market its Application Programming Interface (API) products.

 




Poster Revolution Makes Back to School Push

New dorm rooms to decorate means busy times—and a heavy email promotional push—for Poster Revolution.

 




Texas Instruments Aims B-to-B Marketing at its Target Audience: Product Designers5

When your business is selling integrated circuits and microchips to be used in electronic products, you want to build and foster relationships that bring you closer to your end-user. TI defines that customer as the design engineer

 




Social Marketing Goes Mainstream: Chief Marketer Annual Survey Find Marketers Believe in Power of Social2

What's the tipping point when a channel morphs from niche tactic to mainstream marketing tool? It's arbitrary, but 75% seems as good a milestone as any

 




Budget Watch: Experts Share Where Marketers Should Put Their Dollars in 2012

Where should marketers allot their budget dollars in 2012? Chief Marketer recently talked to several marketing professionals to get their opinions in several key areas of spending:

 




Aeropostale's P.S. Rewards Builds Loyalty Among Shopping Moms

A new loyalty program from Aeropostale P.S. was created using two primary sources of input. Yes, the brand's marketing executives conducted tests and research. But they also asked their mothers. The program, P.S. Rewards, was launched in mid-July to boost the fortunes of Aeropostale's youth-focused brand. It was created more for the mothers who buy the line's offerings than for the kids who wear them.

 




Life-Cycle Analytics May Change Acquisition Thinking: Forrester

Marketers who focus their analytics efforts on prospecting are falling into a trap, argues Forrester Research's Srividya Sridharan. They place too much emphasis on channel-focused metrics, while giving short shrift to retention and long-term value measurements.

 




Exclusive B-to-B Research: Where Marketing Tech Dollars Are Going Today

While most marketing organizations are taking the plunge into marketing automation tools, social media and CRM (usually through sales), they're not yet investing in data management and reporting tools to help to make these investments pay, according to new Chief Marketer/SiriusDecisions research.

 




The Strong Plays With Site Design to Create Better Web Traffic

It may house the world’s largest collection of toys and games, but when it comes to web metrics, The Strong isn’t playing around. A site redesign helped the museum better gauge the ROI of visitors and increase stickiness.

 




Lead Flow Planning: How Many Leads Are Really Enough For Your Sales Team?

When it comes to leads, it's tempting to think that more is better. But the truth is, enough is

 




Hunting for Prospects1

If you are hunting for a fresh prospect list, you might want to take a look at the selections available on hunting and shooting lists this fall

 




Direct Mail Tips: Getting More Out of Your Postal Budget

Savvy direct marketers know a successful direct mail strategy isn't focused solely on reducing postage costs—you must also improve deliverability and increase response. Here's some ideas on how to maximize the value of your postal spend.

 




Broker Roundtable: Magazine Subscriber Files

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week's question: With the steady growth of electronic media, are magazine subscriber files still important to mailers?

 




Back to the Basics: Perfecting Email Creative

By taking just a small amount of time to consider the following tips, email design can assist you in maximizing return on investment and communicating a consistent brand identity to customers.

Data & Analytics

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Oct. 01, 2011




 

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Marketing Tips

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Oct. 01, 2011




Editor's Note

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CM Report

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Oct. 01, 2011




 

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Oct. 01, 2011




Marketing Operations Management

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Oct. 01, 2011




Big Fat Ideas

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Oct. 01, 2011




 

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Oct. 01, 2011




The Chieftains

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Issue Contents

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Oct. 01, 2011