Chief Marketer Staff, Author at Chief Marketer

InterContinental Pushes for Younger Loyalty Members with Online Trivia Game

On the heels of launching a pilot program with a platform that lets users win rewards for checking in to its hotels via location-based services, InterContinental Hotels Group has enhanced its Priority Club rewards program with a travel trivia game that lets registered members win extra points in daily and weekly contests. The introduction of game play into loyalty programs is a growing strategy with marketers spending more time thinking like gamers when developing or updating their programs.

Email

Abandoned Cart Emails: Best Practice vs. Common Practice

That an abandoned-cart email can work wonders is a fact, as numerous studies and examples have shown. Yet of the 101 retailers analyzed by the Email Institute and Multichannel Merchant between November 2010 and January 2011, only 30.7% sent a follow-up email in response to an abandoned cart containing at least $100 worth of merchandise. If you’re among the more than two-thirds of retailers that have yet to implement an abandoned-cart email program, here are some tips to get you started

Agencies

Emails to Loyal Customers Pay Off

A study of email contact with loyal customers highlights trends to help marketers perfect these communications based on how these customers behave and engage with companies to which they are loyal. That is ever more important today as consumer loyalty wanes in the wake of the struggling economy and the lure at shelf of price promotions.

Social

Don’t Slight Your Brand Web Site in Favor of Facebook

With the full-on race to develop Facebook pages and launch promotions on those sites to build fans, don’t push aside the ol’ tried-and-true brand Web site; home base, Ground Zero for consumers to get an in-depth picture of the brand, discover products, benefits, download coupons, and yes, even access a link to Facebook.

Crate and Barrel, Cabela’s and Wise are examples of brands using their Web home pages as a staging ground for promotions.

Pull-Ups Helps Parents with Highly Integrated ‘Potty Dance’ Campaign

Toilet training is notoriously tough– as difficult for the parents as it is for the kids, or at least so most parents would claim. For the last two years Kimberly-Clark’s Pull-Ups training pants brand has offered help in defusing some of the drama

AT&T Helps Starz, Other Brands Reach Audiences via Mobile Barcodes

Scannable 2D or QR barcodes have long held promise as a way to link active consumers out in the world to online marketing and promotional offers

Digital

Retail Website Monetization: Do’s and Don’ts

Thanks to the abundance of information, tools and features we’ve added to our pages, the path to purchase increasingly begins at the retail website. This increase in site traffic has given us an opportunity most have yet to realize—the introduction of meaningful advertising revenue through shopping media.

Chief Marketer Listline February 14

Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

Open Access: What Tunisia, Egypt, WikiLeaks and the Age of Modern Communication

As marketing communication leaders, chief marketers can improve their organization’s odds for success by not only accepting this reality but also by better planning and preparing for it. Here are four guidelines for living in the age of Internet democracy (some might call it anarchy) and transparency.

Agencies

Broker Roundtable: What’s the Impact of Foreclosure Crisis on Hotlines?

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: In the light of the foreclosure crisis and more people moving around the country to find work, are hotlines more important than ever?