Marketing/ROI Archive
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...
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...
Café Express Gets Customer Insight From Free Breakfast Offer | Morning (Word) of Mouth
Ask Michelle Gardner, and she'll probably tell you breakfast is the most important meal of the day. Gardner, marketing manager at Caf Express Restaurant...
Surveys Help Toshiba Scan for Satisfaction
Consumers waiting in line for their flu shots and the docs with the needles aren't the only ones concerned about healthcare reform. B-to-B marketers have...
The Value of Being Social: Putting a Price on Friendship
In the early days of social media, it might have been okay to bow to peer pressure and be out there simply because everyone else was doing it. But times...
Consumer Spending Up In Health/Beauty Vertical
While this economy surely is one huge, ugly beast – all the key data points show that people are actually increasing their spending in the health/beauty vertical...
Consumer Loyalty is Still Every Marketer's Goal
Brand ambassadors lose sight of what their job's real mission is— to develop an impenetrable bond with their user audience. Developing and nurturing loyalty should be the marketer's primary, day-to-day concern. Here's why doing so increases the likelihood their brand can withstand economic turmoil, competitive threats and reasonable price increases...
Some Fundamental Questions About Performance Media
Performance media may not be the answer to all questions for all marketers. But the ability to pay for results or manage online channels to equivalent results-based metrics is capturing the attention and budget dollars of more and more of them...
Marketers Need a Sound Customer Strategy to Thrive in an Economic Storm
Now that the U.S. has officially entered a recession, cost-conscious companies are bound to be scourging budgets for spare change. Here's some things you can do to bail yourself out...
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...
Useful Analytics
If you have an analytics person on your staff, you should always be looking for way for her to improve your marketing operations. For example, if you send promotional e-mails to registered customers, she should take advantage of the wilderness of numbers that can be analyzed with profitable results...
Cash In: The Opportunity of Economic Stimulus Checks
Direct marketers have something to look forward to this summer—consumers with additional discretionary income. But will they respond to your offer, or use their newfound money to fill their gas tanks? Here are some targeting suggestions...
To Know Your ROI, You Need to Know What You're Doing
The old adage is true—if you don't know where you're going, how will you ever get there? Good campaigns focus on developing strong, creative and powerful messages that generate expected, desired and measurable calls to action. This week, Reid Carr discuses why the success or failure of a campaign stands on a clearly defined set of objectives. For more, click here....
Improve Marketing Efficiency and Increase Profit
Two numbers from a profit and loss statement would suggest that marketing budgets are too small. The first, gross profit, measures the profit on product revenue after related outlays. The second is marketing expense. If these two numbers are combined in a ratio as gross profit/marketing expense, the result measures how much profit is generated by every marketing dollar....
Building Brand Equity in Tough Times
Savvy marketers know that the very best time to gain advantage against competitors is during a recession. But of course, marketing and communications spending is often the first thing to go under the knife at the signs of trouble. Click here for six ways James R. Gregory of CoreBrand says you can build brands equity when the economy takes a dive. ...
Data Optimization: Using Analytics to Drive Data Decisions and Create Content
This first article in a two-part series addresses the complexities of today’s data landscape and offers “best practices” and advice to help marketers to better access, evaluate and integrate data. A few commonly held “data myths” would also be dispelled along the way....
