Q&As

As you may be aware, the U.S. counted people last year. And as a marketer, you might want to take a peek at the 2010 census data to sure you are on track when it comes to the distribution and demographics of the people you spend your money to reach.

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: How much has the quality of datacards improved in recent years? In what areas are they still lacking?

Fanta may want its consumers to be “Less Serious,” but the bright and bubbly soda brand is very serious about unleashing its most unified and largest global marketing program to date aimed directly at teens and moms.

Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message.

This was not a feel-good exercise. “With everything going into social media, the world is becoming more outside in than inside out,” says James Rogers, vice president of marketing at Hoover’s. “It used to be you could design what you wanted your brand to be, and then you’d promote it.”

No longer.

When AARP unveiled its new website last summer, it used a trivia game for the first time asking questions that prompted people to move around the site exposing them to all the new content, tools and features.

The Promotional Marketing Association is celebrating its 100th year. To mark the occasion, Promo talked with PMA president Bonnie Carlson just before the trade

More than half of smartphone users look to their phones for some kind of help while shopping, according to new research from market research firm Chadwick Martin Bailey

Wrangler is going back to its roots with a jean design competition that wraps up with the winner’s project appearing as part of the “Next Blue” jean collection launching this fall.

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: How important are personal URLs (PURLs) becoming as a source for gathering data on customers and prospects?

It would be wonderful if every time you advertised, you generated enough new business to pay for the advertising cost. But in the real world that hardly ever happens.