Chief Marketer Staff

• June/July 2011

  Groupon’s stat sheet is pretty impressive. Two and a half years after its November 2008 launch, Groupon now numbers more than 70 million subscribers worldwide and has sold more than 46.6 million coupons, amounting to savings of $1.9 billion for its users

• HSN Adds Game Arcade to Site to Boost Engagement

  HSN.com adds a game portal to build visitor engagement into the ecommerce site

• Agencies

  Mountain Dew Loyalists Win Return of Favored Flavors

  This summer, Mountain Dew will return to store shelves some of its most loyal consumers favorite flavors. The beverages will return for a limited engagement as part of the “Back by Popular DEWmand” promotion.

• Agencies

  As the Competition Heats Up, Group Buying Platforms Work on Loyalty

  Now that the daily deals business has gone into overdrive, companies like Groupon, Living Social and Eversave are figuring out ways to step away from the pack by offering more attractive deals for consumers and driving loyalty for merchants.

• Agencies

  Catholic Mailer Looks to Beef up E-Campaigns

  A Roman Catholic religious order received a 3% response rate and raised about $100,000 from its first e-mail and web campaign to benefit victims of the tsunami in Japan.

• Optimization Modeling Helps Marketers Get Prospects’ Attention

  Segmentation and predictive modeling are great for improving individual customer interactions. But there are analytic offerings that can help marketers with the broader issues they face when considering their bigger-picture strategies.

  For example, how can they determine the impact on campaign response rates were they to promote a new product within an email promotion, as opposed to an established product or a combination of the two? What would be the effect of reducing the marketing budget for a specific campaign by 10%? What would be the impact on revenue of sending out twice as many emails as are currently being sent?

• Email

  Telltale Games Plays to Win in Email Targeting

  Until recently, video game developer Telltale Games was working with an internally built email system. This was all well and good, but it didn’t have the “playability” the San Rafael, CA-based digital publisher needed.

• Email

  Why Email Recapture Campaigns Are Worth the Effort

  iPost recently analyzed the email interaction and purchase behavior of 3.3 million subscribers in our database over an 18-month period, to determine whether recapture campaigns, designed to rekindle inactive subscribers’ interest, were worth a marketer’s effort. The answer was a resounding yes.

• Mobile

  Health & Wellness – to Go

  For health and wellness marketers trying to motivate healthy changes in behavior, mobile is a perfect fit. The most successful health and wellness initiatives are simple, convenient, and easily integrated into the consumer’s life. Mobile perfectly mirrors those attributes, allowing consumers to interact with the brand whenever and wherever they need to. Successful mobile programs devise engaging apps that create value for both the brand (through frequent and deep engagement) and the consumer (through instantly accessible information and support.) Here are four marketers who make mobile work:

• Agencies

  Ecommerce—The Fastest Growing Channel for CPGs

  Consumer packaged goods giant P&G has indicated a desire to source 10% of its sales online. Given that it currently sources less than 1%, that sounds like an aggressive goal but one that it is putting its formidable resources against delivering. Many other CPG companies from Kraft, J&J and General Mills to Pinnacle Foods are placing a strategic imperative on the etailing selling space.