Chief Marketer Staff

• Agencies

  Of Price and Men (and Women)

  Giving proven buyers discounts may train these individuals to wait for sales rather than making purchases as soon as the first catalog of the season arrives.

• National Spot Radio the Only Loser in Ad Revenue

  With the exception of national spot radio, every major media enjoyed year-over-year increases in ad spending in 2004, according to TNS Media Intelligence.

• Online Metrics: Who Stole the Cookie from the Computer Log?

  Marketers have embraced Web marketing in no small part because of its measurability. But a new report from JupiterResearch puts the accuracy of some Web metrics in doubt.

• Rewriting Placement History

  Warner Bros. Domestic Television Distribution is cutting new deals to graphically insert products into TV sitcom reruns. Such digital advertising uses computer technology to add any product, such as a soda can or box of detergent, to a scene or scenes within a rerun show.

• Digital

  Search Begins Early, Brands Come Late

  When it comes to search engine marketing, it’s not all about the brand. In fact, according to a new DoubleClick/comScore study, it’s only one-quarter to one-fifth about the brand.

• Strategies to Restore Your Customer’s Trust in E-Commerce

  Phishing, hacking, spamming, hijacking—the vocabulary of cyber fraud is expanding by the minute. For customers slammed with online scams of every hue and stripe, the outcome is a loss of trust in Internet commerce, says a thought-provoking new report from Forrester Research Inc. And the distrust affects even people who have shopped on the Internet for years:

• Agencies

  The Known, the Unknown, and the Danger of Deadlines

  “In the universe, there are things that are known, and there are things that are unknown, and in between, there are doors,” wrote William Blake. Those doors, according to a new white paper from database services provider Merkle, are key to “quantitative marketing.”

• This Time, Not a Peep Out of Bill O’Reilly

  It’s rarely a good day when Fox News Channel’s Bill O’Reilly blasts your organization in front of an audience of more than 2 million people. That’s what happened to the American Red Cross in the aftermath of the 9/11 tragedy when O’Reilly hammered the venerable relief agency for failing to act fast enough to channel millions of dollars in donations to victims’ families.

• Ms.The Rise of “Culture Marketing”

  Brands should ride the “participation revolution” among consumers in order to gear their marketing for the upcoming “culture economy.”
  That’s the message that futurist Andrew Zolli and IEG President Lesa Ukman gave to attendees yesterday at the IEG Event Marketing Conference in Chicago

• Live From NEMOA: Give Customers the Right Cues

  Giving customers the right cues will help move them towards better shopping behaviors, according to Duncan Simester, a professor from the Massachusetts Institute of Technology Sloan School of Management.