Chief Marketer Staff

• Optimization Modeling Helps Marketers Get Prospects’ Attention

  Segmentation and predictive modeling are great for improving individual customer interactions. But there are analytic offerings that can help marketers with the broader issues they face when considering their bigger-picture strategies.

  For example, how can they determine the impact on campaign response rates were they to promote a new product within an email promotion, as opposed to an established product or a combination of the two? What would be the effect of reducing the marketing budget for a specific campaign by 10%? What would be the impact on revenue of sending out twice as many emails as are currently being sent?

• Email

  Telltale Games Plays to Win in Email Targeting

  Until recently, video game developer Telltale Games was working with an internally built email system. This was all well and good, but it didn’t have the “playability” the San Rafael, CA-based digital publisher needed.

• Email

  Why Email Recapture Campaigns Are Worth the Effort

  iPost recently analyzed the email interaction and purchase behavior of 3.3 million subscribers in our database over an 18-month period, to determine whether recapture campaigns, designed to rekindle inactive subscribers’ interest, were worth a marketer’s effort. The answer was a resounding yes.

• Mobile

  Health & Wellness – to Go

  For health and wellness marketers trying to motivate healthy changes in behavior, mobile is a perfect fit. The most successful health and wellness initiatives are simple, convenient, and easily integrated into the consumer’s life. Mobile perfectly mirrors those attributes, allowing consumers to interact with the brand whenever and wherever they need to. Successful mobile programs devise engaging apps that create value for both the brand (through frequent and deep engagement) and the consumer (through instantly accessible information and support.) Here are four marketers who make mobile work:

• Agencies

  Ecommerce—The Fastest Growing Channel for CPGs

  Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space.

• The .brand Domains Are Coming – Are You .Ready?

  Later this year ICANN, the governing body for Internet domain names, is expected to begin taking applications from organizations and consortiums wishing to operate their own top-level domain, opening up an expected wave of .brand domains

• Agencies

  Corona Talks Shop About Largest Retail Promo: Q&A

  Corona has launched its largest retail promotion using unique codes placed on bottles and cans that are hidden in packages across the country.

• Agencies

  Miracle Whip Asks Consumers to Take Sides

  Miracle Whip’s video/ sampling campaign uses stars like Pauly D to nudge the public into trying the brand for themselves

• Agencies

  Credit Card Sector Boosts Use of Direct Mail

  Despite tighter marketing rules, direct mail use is on the upswing in the credit card sector.

• Agencies

  Land Auctioneer Moves Online, Away From DR Print

  Real estate auctioneer Myers Jackson is moving his prospecting efforts away from direct response space newspaper ads and into online media.