Chief Marketer Staff, Author at Chief Marketer

Short-Term Behavior, Long-Term Value

Direct marketers put a huge amount of time and money into examining, testing, analyzing, and fine-tuning their marketing on a campaign-by-campaign basis. The results of a single campaign are judged by response rates, average spend amounts, and often, the ROI generated by that campaign.

Agencies

Merchants, Consumers Have Different Priorities

While merchants and their customers believe that superior customer service is extremely important, the two differ on the most important customer service elements, according to a new national survey conducted by the NRF Foundation, an arm of the National Retail Federation, and the American Express Co.

What Wins Over Buyers Doesn’t Always Keep Them

All marketers know that sales, coupons, and other promotions can yield short-term gains. But a holiday 2004 study by ForeSee Results, a Web development strategic firm, confirms that such offers don’t necessarily build long-term loyalty.

The More Media the Merrier

With the exception of coupons in the grocery segment, no one medium determines the buying behavior of a majority of shoppers, according to the latest Simultaneous Media Survey from BIGresearch.

Infomercials: Who’s Afraid of “Consumer Reports”?

For marketers who rely on infomercials to pitch their wares, the saying “there are only so many hours in a day” means there are only so many spots available to buy. But fledgling cable TV network Expo TV is offering advertisers the equivalent of a 25-hour day: It is dedicated exclusively to infomercials.

Agencies

Web Buyers, Catalog Buyers: Together but Not Equal

According to CATALOG AGE’s Benchmark Report on Operations, which will appear in the April issue, a mean 35.5% of catalogers’ orders come via the Web. So it stands to reason that Internet buyers account for a growing share of catalogers’ print circulation

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.

Agencies

Emotional Relationships Gives Marketers a License

Having an emotional bond gives a marketer a license to go places with a consumer they wouldn’t be welcome otherwise. As an example of this, Bob Wallach, senior vice president of marketing, refrigerated division, ConAgra Foods, cited the Walt Disney Company. Disney used the warm feelings the public had for its characters to make the leap from movies to theme parks to a myriad of other opportunities like cruise ships.

Agencies

The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovation The Three Faces of Consumer-Focused Innovaiton

Meeting the consumer’s current needs isn’t enough to guarantee success. According to Forrester Research, a marketer must also anticipate future needs. In a recently released report, Forrester analyst Christine Spivey Overby dubs this proactive approach “consumer-focused innovation” and outlines its three basic principles

U.S.P.S. Recommends a 5 to 6% Postage Increase

The U.S. Postal Service forwarded a recommendation for a 5 to 6% rate increase to the Postal Board of Governors on Monday, said Postmaster General John E. Potter during his keynote address at the National Postal Forum held in Nashville, TN.