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April/May 2010 Issue

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Features

Apr. 1, 2010

article

Chief Marketer

Nothing BUT NET

A PROFESSIONAL BASKETBALL COURT IS 94' LONG BY 50' WIDE. BUT THE PLAY SPACE FOR THE PHOENIX SUNS' MARKETING EFFORTS IS MUCH BIGGER THAN THAT. The Arizona...More
Apr. 1, 2010

article

Chief Marketer

Crossing the B-to-B Divide

Sure, there are inherent differences in marketing to consumers and businesses. While B-to-C marketers can make great use of mass media, it isn't so helpful...More
Apr. 1, 2010

article

Chief Marketer

Interactive Goes Big

In 2009 the Chief Marketer Interactive Survey showed marketers deciding to follow online audiences into social networks, where the branding effects were...More

Editor's Note

Apr. 1, 2010

article

Chief Marketer

Watch My Stuff!

I CAME ACROSS FOUR RANDOM FACTS LAST WEEK that, taken together, add up to something important: The New York Times said researchers were able to reconstruct...More

CM Report

Apr. 1, 2010

article

Chief Marketer

Marketing's Days in Court

2009 saw a notable stream of lawsuits brought by brands against their rivals for alleged wrongful ad claims, and this year should provide even more such...More
Mar. 22, 2010

article

Chief Marketer

Tufts Builds Brand With Online Video, TV

Tufts Medical Center reintroduced itself to the Boston market in February with the launch of a TV campaign that drove prospects to a video heavy Web site designed to boost awareness for the healthcare facility....More
Apr. 1, 2010

article

Chief Marketer

Repo (Ob)Session

IT MAY NOT HAVE ALIENS FLYING AT YOU IN 3-D, but if you're a certain type of moviegoer, Universal Pictures' Repo Men can get its dystopian hooks into...More
Apr. 1, 2010

article

Chief Marketer

E-mail Risks Bring Business Rewards

Icebreaker specializes in activewear apparel for skiers, mountain climbers and participants in other sports that might be considered high-risk. This past...More
Apr. 1, 2010

article

Chief Marketer

B-to-B with a 3.0 Edge

Vickie Chiappetti, e-marketing project manager for Milwaukee Electric Tool, tells why cutting-edge new media works for her business-to-business company....More
Mar. 23, 2010

article

Chief Marketer

Ford Drives Into Digital Asset Management

A digital asset management system put into place this winter is helping Ford Motor Co. achieve global brand consistency for campaigns like the 2011 relaunch of the Ford Focus....More

Data & Analytics

Apr. 1, 2010

article

Chief Marketer

Averaging Americans

Marketing modelers who use U.S. Census data better make sure their slide rules are properly oiled: This year marks the first in 70 that the Census Bureau...More
Apr. 1, 2010

article

Chief Marketer

Media Planning: Necessary But Insufficient

The advertising world spends approximately $5 billion annually on media buying and planning. And while that is a necessary component of marketing success,...More
Apr. 1, 2010

article

Chief Marketer

CM Listline: Testing Anglers for Affluence

Spring is here, and there is no audience more seasonally motivated than fishing enthusiasts. The source of their passion is a mystery, but their behavior...More

Measurement/ROI

Apr. 1, 2010

article

Chief Marketer

Following the Tracks

One thing about the social space is certain: The time to just be hanging out there because it's what all the cool kids do is over. Marketers spending...More

The Chieftains

Apr. 1, 2010

article

Chief Marketer

The Chieftains

QUESTION: MARKETERS TODAY HAVE A WEALTH OF DATA AT THEIR FINGERTIPS MAYBE TOO MUCH. DOES HAVING ACCESS TO SO MANY METRICS HELP SHARPEN YOUR STRATEGY,...More

Tips Sheet

Dec. 1, 2010

article

Chief Marketer

Mail Helps Garden Firm Grow

Gardening products marketer Converted Organics is using direct mail to seed both consumer and B-to-B marketing and brand awareness campaigns. We found...More
Oct. 25, 2010

article

Direct

Money-Saving Tips for This Winter

Money-Saving Tips for This Winter...More
Oct. 4, 2010

article

Direct

Email, Social Media, and a New Model: RFMA

It’s apparent that email marketers and service providers are taking ownership of social marketing. One reason: Email marketers have already proven themselves at creating accountable, effective communication strategies—which is what savvy social media marketing boils down to....More
Oct. 22, 2010

article

Direct

Five Tips for Complying with the Can-Spam Act

Given how complex marketing has become, it’s easy to make the sort of careless mistake that can lead to big problems. With that in mind, here are five easy tips to ensure that you honor the Can-Spam regulations....More
Oct. 1, 2010

article

Chief Marketer

Pull the Trigger on Abandoned Carts

Abandoned-cart e-mail programs in which you send triggered e-mails to visitors who left your site without purchasing the items they'd placed in their...More
Dec. 1, 2010

article

Chief Marketer

Web Tips: Video Without Tears

For many Web marketers, video is a two-edged sword. They know that visitors are more highly engaged by a website that contains sound and motion, but creating...More
Dec. 1, 2010

article

Chief Marketer

Even Minus Clicks, Digital Media Works

If you're a brand marketer and feeling the temptation to cut back on your search marketing or display budget on the rationale that people don't click...More
Oct. 1, 2010

article

Chief Marketer

Did You Know? Google Search

2 to 5 seconds is what Google says its new predictive Instant Search will save the average searcher, showing search results for what Google thinks you're typing before you've finished...More
Dec. 1, 2010

article

Chief Marketer

Easy Stages to Mobile

It's no shocker that more people are accessing the web today via mobile devices than ever before. A July 2010 study from the Pew Internet & American Life...More
Dec. 1, 2010

article

Chief Marketer

A Head Count for Mobile Ads

First come the ads, and then, as night follows day, must come the metrics. That's the rationale behind new guidelines for measuring the impact of mobile...More
Oct. 1, 2010

article

Chief Marketer

Mobile March of the Penguins

It's got football and baseball, sure, but basically Pittsburgh is a hockey town. After all, the Pittsburgh Penguins have brought home three Stanley Cups,...More
Nov. 2, 2010

article

Promo

SuperFruit Juices Sales Jump 30% on Buy-One-Get-One-Free Promo

Genesis Today, the maker of SuperFruit Juices, made the most of testing a sampling campaign by staging it in close proximity to one of its production facilities so the logistics of supplying product...More
Dec. 1, 2010

article

Chief Marketer

When, Where and Why; Tips for Live Events

Planning a live event? If you want it to be a success, don't forget the basics, like: MESSAGE: Make sure the on-site elements and activities effectively...More
Dec. 1, 2010

article

Chief Marketer

Four Wheels for Four Legs

Mitsubishi is the official vehicle sponsor for the Chicago Chapter of PAWS, the city's largest No Kill humane organization. The running group Team Paws...More

Articles

Apr. 1, 2010

article

Chief Marketer

Lumension Sheds Light on Social

IT security software provider Lumension has been actively using social media for about two years. We don't have the marketing budget of a Cisco or a Microsoft,...More

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