October/November 2012 Issue

By Nov 19, 2012

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In B2B Direct Mail, Be Relevant, Creative and Timely8

Chief Marketer recently talked with Michele Fitzpatrick of The Agency Inside Harte-Hanks and Kevin Kerner of Mason Zimbler US for ideas on incorporating direct mail into a B2B multichannel strategy.


Pay Attention to Your Integrated Media Mix1

A single channel marketing approach simply won't cut it today. Here are key steps to move your business into a successful multichannel strategy.

Data & Analytics

Sep. 06, 2012

StubHub Converts Quick Sales to Long-term Loyalty

StubHub, the world's largest online ticket marketplace, has debuted Fan Rewards, a comprehensive free loyalty program that goes beyond the typical points program to include unique experiences.


Sep. 08, 2012

Local Social Networking in Play for Sears Hometown Stores

In a local slant on social, franchisee owners of the 1,200-plus Sears Hometown and Outlet stories launch a Facebook video contest centered on their communities.



Oct. 03, 2012

Mattel Uses Web to Boost Retail Sales and Bond with Collectors

A variety of ecommerce sites are helping Mattel boost retail partner sales and build bonds with collectors of brands like Barbie and Hot Wheels.


Aug. 24, 2012

Kraft Lunchables Mall Kiosks Let Kids Game Socially for Prizes

Kraft's Lunchables brand kicks off its largest campaign

Marketing Tips

Aug. 09, 2012

Use Message Maps To Monitor Your Social Presence

To secure peace of mind that outbound social media posts are being written with approved content, marketers should consider developing a message map

Editor's Note

Sep. 05, 2012

In a Digital World, Centralize Data, Scale and Adapt

Marketers are failing to take integrated approaches to their digital marketing effort. Jon Schepke, president and founder of SIM Partners, discusses the need for database systems that provide holistic views of marketing.


Sep. 23, 2012


Sep. 19, 2012

Consumer Wariness for Sharing Data Grows: LoyaltyOne

Consumers are becoming more hesitant to share personal information with marketers

CM Report

Sep. 04, 2012

Database Gives Insight Into Email Timing, Engagement and Conversion

Marketers can boost email conversion rates by coordinating blasts to individual consumers' demonstrated high-engagement times, thanks to a new tool from Epsilon. And the funny part? The inspiration for this (legitimate) system was a trick used by spammers.


Jul. 06, 2012

APL Phone and Email Efforts Generate 2,000 Leads

A B2B lead generation effort produced more than 2,000 leads for warehousing systems marketer APL Logistics.


Feb. 22, 2013

B2B Social

B2B Social

Marketing Operations Management

Aug. 15, 2012

Clif Bar Gets People Geo-tweeting for a Coupon

In what it claims is the first geo-targeted Twitter promotion, Clif Bar's MojoGo campaign asks fans for geo-tagged tweets that trigger a coupon download and a sweepstakes entry.


Sep. 04, 2012

Wunderman’s Pearson Gives an Agency Angle on Data, Social, Mobile: Q&A

Social media and mobile devices are changing how marketers are using customer and prospect information. Chief Marketer spoke with Stewart Pearson, chief client officer at Wunderman Global, on how agencies and agency clients are looking to gain and use data-based insights.


Sep. 12, 2012

Website Usability Testing Boosts Profitability

Are B2B companies with the best possible offerings shooting themselves in the foot by hosting poorly designed websites? Chris Hicken, vice president of marketing at UserTesting.com, offers several steps and tests marketers can take to identify rough patches between an onsite query and completion of a transaction, whether requesting more information or making a purchase.


Aug. 22, 2012

5 Tips to Keep Your Global Website Strategy On-Track

Your website is up and running in two languages, and you're seeing increased web traffic and inbound sales leads. The translated site is paying off. In fact, your salespeople are clamoring for more languages before the end of the year. However, your boss is complaining about the cost of translation and maintenance. And everyone is looking to you for the solution. What's a marketing executive to do?

Here are five tips to ensure that your global web strategy continues to gain traction:


Sep. 12, 2012

2012 Look Book Spotlights Engaging Email Creative

Clever personalization, increased mobility and engaging creative elements were key ingredients in the emails featured in Responsys' 2012 Look Book.


Sep. 12, 2012

Five Basics for Better Email Creative

Facebook, Twitter and other social channels may be more glamorous, but smart marketers don't overlook email's role, despite it being a mature channel. Adam Blizter, COO of Pardot, offers five considerations for marketers wanting to successfully use email.


Aug. 07, 2012

Crafting an Irresistible Email Subject Line

Subject lines are one of the most overlooked aspects in email marketing. But the reality is that the subject line is one of the top reasons spam filters block email messages.



Aug. 20, 2012

CPGs Offer Fewer Coupons with Lower Offers: Study

In the first half of 2012, consumer package goods marketers offered fewer and less attractive coupons, which brought the past three years of redemption volume growth to an abrupt halt: NCH


Jun. 12, 2012

IHG Adds Instant Rewards to Encourage "Light User" Loyalty

IHG (InterContinental Hotels Group), has debuted instant digital rewards for its Priority Club that it hopes will encourage new members and light users to see value in its loyalty program.


Sep. 17, 2012

CPGs Apply Loyalty-program Analytic Standards to Mass Advertising

CPGs examine their customer data more closely and push to apply their loyalty-program analytic standards to mass advertising.


Sep. 18, 2012

How to Make Your Online Contest Cheater-Proof

Players who cheat contests are a real concern for agencies and brands. Learn the most vulnerable elements, how these elements get hacked and how to prevent attacks.


Aug. 23, 2012

Cost Plus Uses Pinterest Contest to Show Off New Collections

Cost Plus World Market runs "Pin It To Win It Contest" that sends players in search of its wide variety of products.

Big Fat Ideas


Nov. 19, 2012



Nov. 19, 2012

The Chieftains


Nov. 19, 2012



Nov. 19, 2012

Issue Contents


Nov. 19, 2012



Nov. 19, 2012