Research
Marketing to a Captive Audience
When your customers' attention is required to stay in line to buy something or get information, their environment is under your control and not theirs. They have no ability to opt-out of your communication. Here's what you can do with that environment to determine whether the customer has a good or bad experience...
Swimming Upstream: Ads in Videos Don’t Always Make a Good Impression
Not sure whether to put in-stream ads in your online video content? Consider this: a recent survey by Burst Media reports that over half (50.7%) of respondents stop watching an online video once they encounter an in-stream advertisement. And worse, 15.3% reported they immediately leave the site once they encounter such an ad in a video. ...
The Challenges of B-to-B Database Marketing
When it comes to database use, you might think business-to-business marketers trail their consumer counterparts. Well, think again. The range of database applications in B-to-B is as broad and creative as B-to-B marketing itself. To find out more from Ruth P. Stevens and Bernice Grossman, click here....
Developing a Social Media Strategy: Four Factors to Consider
Few of us are immune to the buzz factor surrounding technology trends. Ask anyone involved with the high failure rate of CRM tools early in this decade, and they'll tell you too much attention was focused on the technology, rather than how it could support established business practices. The same thing may be happening today with social media. Read on to see how to keep history from repeating itself....
Follow the Money: Are Brands Getting the ROI They Need From Interactive Marketing?
(Promo) Whether it's pushing an e-mail to a targeted list or luring people to a special-interest Web site, online tactics have never been put to greater use by brands. Of the 263 marketers polled in Promo's 2007 interactive trends survey, 49% expect their online spending to grow in 2007. And where is the money going? To e-mail, e-mail newsletters, banner ads and online promo-letters, banner ads and online promotions ...
CMO Identity Crisis
Most senior executives say they consider the chief marketing officer a valued member of the executive team. Yet they also believe many CMOs lack the background and skills needed to be a top management player...
New Study Results: Online Shopping Isn't Entertainment
Last May I told you about MarketingSherpa's eye-tracking study of how online shoppers view a Website home page. No matter how pretty and enticing the rest of the page, most shoppers seemed to focus on navigation ...
The Softer Side of Marketing Analytics
Deploying analytics requires fundamental changes in how people think and act. This is especially true within the realms of marketing and customer relationship management...
Study: Women Prefer Direct Mail to E-mail Ads
Direct mail is read by 32% more women ages 25-44 than e-mail advertising, according to the Customer Focus 2007 Direct Mail study conducted by Baltimore-based marketing services provider ...
New Eye-Tracking Test Results: E-mail Campaign Click Patterns Surprise
MarketingSherpa's research team has just completed an all-new round of eye-tracking tests, this time on e-mail design. We went into the eye-tracking lab ...
Newest Eye-Tracking Study Results for Google
I'm excited to say the results are just back from our second annual eye-tracking study of major search engines. ...
Boom Times Ahead for Electronic Content: Forecast Study
In 1927's "The Jazz Singer," Al Jolson addressed movie audiences and uttered the famous line "Wait a minute, wait a minute. You ain't heard nothin' yet!" While the line was introducing a musical number in the film, it has been linked with the first full-length Hollywood "talkie" – a movie with a spoken audio soundtrack. It's a line that could also be applied to online content delivery. ...
