July 2011 - Page 6 of 10 - Chief Marketer

Why Marketing, Not IT Should Control the Marketing Database, (Part 2)

In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

Agencies

Special Report: Nonprofits Expand Direct Response Efforts

As donations start to rise again after a slump in the recession, many nonprofits are bolstering their traditional direct mail appeals with email, DRTV and social media.

The Changing Role of Catalogs in the B-to-B Sales Cycle

Chief Marketer recently talked with direct marketing consultancy J. Schmid & Assoc.’s Philippe Graner, marketing director, and Chad Giddings, executive vice president, marketing and planning, about the changing role of catalogs in the B-to-B sales process.

Agencies

What the Big B-to-B Guys Can Learn From Small Business

What can large B-to-B businesses learn from the techniques that small business owners know so well?

Agencies

Best Practices: Engaging B-to-B Prospects By Phone

Telemarketing doesn’t have the best reputation in many circles. But if done properly, it can be a great way to engage B-to-B prospects and help guide them through the sales process.

One in Four Smartphone Owners Mostly Go Online Using Their Phones

According to numbers from a recent survey from the Pew Internet Project, more than a third of American adults own smartphones, and one in four of them go online mostly using their smartphones instead of their computers.

Advertisers Increased Spend and Click-Through Rates in Q2 2011

The second quarter of 2011 saw advertisers boost spend and click-through rates (CTR), according to a new white paper from Marin Software. During this time period, Google improved its efficiencies and Yahoo/Bing saw increased spending.

App Downloaders Are Most Willing to Pay for Games, Entertainment Apps and Productivity Apps

According to Nielsen, games are the most popular mobile app category. Games are also the category of apps that app downloaders are most willing to pay for.

Choice-Based Advertising: 15% Increase in Views Year-Over-Year

Choice-based video advertising campaigns generated nearly 600 million views in the second quarter of 2011, according to Visible Measures. T-Mobile and Dirt Devil were among the companies to boast successful campaigns during the quarter.