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Calculating Accurate ROI for Marketing Success
Return on investment. These three little words have never packed such a big, powerful punch as they do in today’s marketing environment. How much of a punch? IBM's recent chief marketing officer study found almost two-thirds of CMOs think ROI will be the primary measure of their marketing effectiveness by 2015. With ROI in the driver’s seat as the definitive measure of success in marketing, the pressure is on marketing leaders to make sure it’s measured accurately. What are the best ways of doing so? While ROI calculations can be as unique and diverse as the companies that use them, generally speaking there are a couple of options: basic and advanced....
Kenmore Looks to Get Moms Talking with Blogger Campaign
Everyone knows the Kenmore appliance brand. And that's both an asset and an obstacle for the appliance brand, which is retailed in Sears and Kmart stores and Web sites...
What Brand Marketers Should Ask Their Search Agencies
Google considers its search algorithm a rather nimble moving target and makes prominent public mention of the fact that the formula it uses for calculating...
Don't be a Passive Marketer: The Benefits of Actively Managed Search
The 2010 holiday shopping season delighted a wide range of marketers. What metrics were the best arbiter of the seasonal ROI? It depends where you looked....
Mobile Check-ins and Why Direct Marketers Will Love Them
This may have been the shopping holiday of the check-in, at least from a growth perspective. Data from Foursquare indicates that of the top 10 retail brands...
Search Marketing Flexed Its Muscle in December 2010
Search marketing may have seen some budget pressures in the darkest marketing days of 2008 and 2009. But two new reports on pay-per-click ad spending on Google...
Driving Information: Safeway Direct Insurance Learns About Its Market As It Goes
What's a direct marketer to do when data about a target audience isn't available? Safeway Direct Insurance faced this barrier when it began using direct...
From the Mouths of Babes: A Kid's Take on ROI
IF YOU STILL THINK not everyone is considering the importance of measurable marketing, talk to my kids. As we frolicked on the beach during a week off...
JetBlue's 3-Step Plan for Marketing Success
February 14, 2007, and a crippling ice storm descends upon New York City. JFK is laminated with thick ice. JetBlue, its largest single tenant, opts to...
Social Hits Its Stride: Chief Marketer's 2010 Social Marketing Survey
In last year's Chief Marketer social marketing survey, we said that if you weren't integrating social media into your marketing plans, you were not behind...
