Month: February 2011

• Digital

  Retail Website Monetization: Do’s and Don’ts

  Thanks to the abundance of information, tools and features we’ve added to our pages, the path to purchase increasingly begins at the retail website. This increase in site traffic has given us an opportunity most have yet to realize—the introduction of meaningful advertising revenue through shopping media.

• Chief Marketer Listline February 14

  Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

• Agencies

  Local Mobile Ads Drive Mobile Shopping: Study

  Location-based mobile ads are not only bringing people into retail stores, but they’re driving mobile commerce. That’s one finding from a new quarterly report from location-based mobile media channel JiWire

• Open Access: What Tunisia, Egypt, WikiLeaks and the Age of Modern Communication

  As marketing communication leaders, chief marketers can improve their organization’s odds for success by not only accepting this reality but also by better planning and preparing for it. Here are four guidelines for living in the age of Internet democracy (some might call it anarchy) and transparency.

• Agencies

  Detailed Matchbacks Offer Stronger B-to-B Purchase Data

  For marketers, using data to determine which marketing communications contributed to generating a purchase helps guide media decisions. But capturing and incorporating these influences is difficult for marketers of all stripes—those focusing on consumers as well as industrial targets. And within the business-to-business arena, there are additional complexities.

  It is easy—and therefore tempting—to attribute a sale either to the last outreach effort, or the one which actually results in a sale. But there are several hazards in using these methods. The first is that electronic solicitations often result in immediate sales, or have built-in sales tracking mechanisms. As a result, marketers tend to over-credit their impact on sales, while underestimating offline efforts’ import.

• Agencies

  Broker Roundtable: What’s the Impact of Foreclosure Crisis on Hotlines?

  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: In the light of the foreclosure crisis and more people moving around the country to find work, are hotlines more important than ever?

• Agencies

  Packaging Toys isn’t Kid Stuff Anymore

  When confronted by myriad choices, kids are impulsive and can sometimes be more attracted by a competitors’ brand if the packaging is more compelling. That’s why the brand has to be fully leveraged in package design to remind the child about the attributes and perceived higher value of the brand that drove them into the store in the first place.

• Digital

  Using the Four Pillars of Optimization to Recapture Online Market Share

  There are four basic pillars of search engine optimization that elevate brands to the very widest end of the sales funnel or to the very top of a particular category.

• Agencies

  Using Social and Product Data for More-Targeted Lead Scoring

  Are you incorporating social media activity into your lead scoring process? Are you creating a distinct model for each of your product lines? Are you putting your third-party data into context with prospects

• New Pig Finds the Funny Side of B-to-B

  B-to-B marketing creative tends to hit features and benefits, rather than the funny bone. And experts typically advise marketers to be cautious when using humor. But it