Chief Marketer Staff

• Assessing the Value of Word-of-Mouth Campaigns

  Marketers must be able to idenfity advocates and measure impact, or word of mouth won’t work. Here’s how to bring hard, quantifiable data to program evaluations.

• You Can Quote Them…Well, More or Less

  Looking back in history, one can wonder how successful certain events would have been if the principals had picked up advertising speak.

• Agencies

  Qwest Uses Mail to Sell B-to-B Online Service

  Internet provider Qwest is using a direct mail series to sell service to businesses. The company is targeting users of rival services.

• Survey Sheds Light on Vendors’ B-to-B Data and Business Practices

  B-to-B firms now have access to new data sources from the Internet. This, coupled with online ordering, gives marketers the ability to search fields, generate counts and place orders instantly.

• Email

  E-mail Population is Aging: Survey

  A recent Pew serveysays 74% of all Web users overage 64 user e-mail. It is the most popular online activity for this group.

• Agencies

  Sponsorship in a Scary Economy

  Getting improved results while spending less money

• Elvis “Gift” Appears on Facebook

  Elvis “Gift” Appears on Facebook

• Understanding Trademark Law for Promotion Campaigns

  Crucial questions about trademarks in promotional campaigns

• Agencies

  H&R Block and Others Reach Out to Young Filers

  Tax brands are going after young filers with integrated campaigns

• Letters: Where’s the Good News?

  As someone relatively new to the industry, I appreciate that Direct helps me understand other facets of direct marketing besides what’s day-to-day in