Chief Marketer Staff

• Kefta Delivers Targeted Banners, Pop-ups, E-mail, Web Pages

  Online marketing and advertising technology concern Kefta is expected today to unveil a dynamic ad-targeting package that allows marketers to deliver pitches across multiple online channels based on people’s behavior.

• Four in Five Marketers Say E-mail Delivery’s Tough: Report

  Eighty-two percent of e-mail marketers say e-mail deliverability is a challenge for their organizations, and more than 30% consider it a “significant” challenge, according to a new survey from Menlo Park CA-based EmailLabs.

• Think to Buy IceRocket, Add Ads to Blogs

  Think Partnership, a provider of online and offline marketing and ad services, has signed a letter of intent to acquire IceRocket, the blog search engine founded by billionaire entrepreneur Mark Cuban. The deal is expected to close within two months, on financial terms that were not disclosed.

• Anti-spyware Maker Settles Ad Fraud Charges

  SoftwareOnline, the maker of InternetShield Web security software, has settled a lawsuit by the Washington state Attorney General on charges of deceptive advertising and other unethical business practices.

• People in the News

  Yahoo! Inc. has named Dr. Qi Lu senior vide president of engineering for search and search marketing. Lu will lead development efforts on Yahoo!

• Snapple Educates on Tea Benefits in New Product Launch

  Snapple is set to launch a new line of white teas and a new direction in marketing; educating consumers on the health benefits of drinking tea.

• Email

  Implied Opt-In: A Useful Permission Marketing Tool or Spam?

  By now most marketers know, and should be using, the commonly accepted protocols for obtaining permission from prospects and customers to send them commercial e-mail. Many of these previously well-established and common sense rules have in fact been mandated by the federal Can-Spam Act of 2003.

• The Accountability Opportunity

  There is a change under way in the world of marketing: the rapidly growing influence of analysis, measurement, and process in what has traditionally been a field dominated by creativity, brand, and buzz. We call this the Demand Generation revolution, and among other things, it is being driven by the need to hold marketers accountable for their impact on business results.

• Media Planning: Everything Old Is Old Again

  To keep up with modern markets and even more-modern consumers interacting in those markets, you have to update the tools you use to plan and measure success (or as more often the case, failure). It’s no secret that we at Brand Keys have a particular bias for leading indicators–metrics and measures that tell you how consumers will think and will engage with and behave toward your category and your brand before things happen, not afterward. Knowing this kind of stuff ahead of time gives you an awfully big advantage over the competition.

• Co-op Sampling: Matchmaking in the Aisles

  In-store sampling is clearly an important promotional tool, but often the costs associated with it can force some consumer package goods(CPG) manufacturers, especially smaller ones, to use it sparingly. In these cases, co-op promotions can make all the difference.