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House Money: Coldwell Banker’s ROI System Offers Channel AnalysisIf you eavesdrop on calls to an average Manhattan real estate office for an hour or two, you'll notice a pattern. When brokers ask home seekers where... |
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The Benefit of Having An Online Effective Cost Per Action
Marketers have gotten used to the accountability of the cost per action pricing offered by online ad networks. But savvy marketers are already measuring ROI for all online media and backing into an effective CPA to enable accurate cross-channel comparisons and more informed budget decisions...
An SEO Exercise in Semantics
Making an organization's Web presence appealing for today's search engines is a much more daunting task today than in the past. The semantics used to identify a company's brand are being collected and evaluated by the Googles of the world...
Six Economic Survival Steps, Sans Discounts
Promotions and discounts will rule the retail space until the economy improves. But there are opportunities for smart marketers to avoid the rush to the bottom and use other strategies in addition to discounts. Here are six of them....
How to Flourish Despite Economic Uncertainty
It's a given that consumers are going to spend less this holiday season than last. But where they spend will depend on who markets the most and the best. Here are six holiday marketing tips for businesses that want to thrive in the economic downturn...
Marketers Need to Adapt to New Economic Conditions
Marketers need to be ready to adapt and innovate to manage and exploit new market conditions. Here is how marketers can avoid making knee-jerk reactions and give added value in even the tightest of economic times...
False Measure: ROMI Allows Marketers to Skew Cost Calculations
The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment (ROMI) measurement is just that type of metric. ...
Managing Face to Face Events to Maximize ROI
Many marketers view live events as either purely networking events or social opportunities. While this has an element of truth, it doesn’t tell the full story...
Business Model Insight is Key Element of Successful Fulfillment Effort
If you’re a direct merchant that outsources your fulfillment, the single most important thing that can be done to ensure back-end success is to share information with your third-party provider. By “sharing information,” I mean providing insight into all operating principles of your business model including...
How to Drive Marketing ROI with Interactive Events
The umbrella term “Interactive Events” encompasses several platforms and names: Webcasts, Webinars, eSeminars, virtual trade shows, etc. When it comes to marketing your company to business-to-business buyers...
Increasing Confidence in Test Results
Promotion testing provides valuable feedback for marketers. Different offers and presentations can be introduced to small test audiences, with varying product messaging, packaging or media. Control groups allow promotion results...
