April 2011 - Page 10 of 11

Chief Marketer Listline April 4

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 …

Cross Channel Special Report: The Benefits of Smartly Targeted Multi-Media Efforts

In marketing, empathy equals response and response equals dollars. One way of building empathy is by reflecting targets’ interests or emotional touch points in messages aimed at them.

Angels Fall from the Sky in London

The Lynx brand, known as Axe in the U.S., got a whole lot of attention from commuters last month at the London Victoria Train Station when an ad on the floor asked people to

Mobile

Use GPS to Personalize the Mobile Experience

There are a number of questions CEOs should ask themselves prior to launching any mobile program: “How are people actually going to interact with my company/products/brand on their phones or tablets?” “What features should I prioritize (and which ones should I ditch)?” “Should I go with an app, a mobile-optimized site, or both?” But of all these questions, one that skips to the front of the line is, “How can I do cool stuff with GPS to attract customers who are nearby?” And then, “But what if I’m not a brick and mortar store—can I still benefit from GPS?”

With easy-to-integrate GPS functionality and built-in cameras on most mobile devices, there’s no reason for marketers not to make use of this functionality. But how should they do it? And who should do it?

Marketers in almost any industry can use location-based tie-ins to boost their mobile traction.

Agencies

Rebuilding The Shack: Radio Shack Remodels its Brand Without Tearing Down its Legacy

Can a 90-year-old brand with a name that evokes both your great-grandfather’s mass medium and a backyard shed get hip? Fort Worth-based RadioShack thinks so

Agencies

Corning Spins Glass Into YouTube Gold

Corning Inc.’s video, “A Day Made of Glass,” has become a major viral hit, at press time scoring more than 10 million views on the YouTube channel

Social

Items of Note from Around the Web

FACEBOOK KETCHUP, NOT CATCH-UP Condiment superpower Heinz planned to launch a new tomato ketchup flavor in the U.K., balsamic vinegar. Rather than hand

Agencies

The B-to-B Economy: Where B-to-B Marketers are Spending their Dollars in 2011

Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011

LOVE SHACK?

LEGACY CAN BE A TWO-EDGED SWORD, especially when it’s hard-wired into a brand name. (Just ask KFC about the flight from ) When RadioShack announced in