Chief Marketer Staff

• News Brief

  ARMAAN SWISS DIAMOND WATCHES: has signed Olympic gold medal basketball team member Dwight Howard as its official NBA brand ambassador

• 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.

• Agencies

  Let Consumers Know Exactly How You Will Fulfill Your Promises

  You can promise your customers the world. But you need to communicate how and what you’re going to do to make them choose you over the competition. Here’s how you can make those pillars of promise become more than empty guarantees.

• Taking a Centralized Approach to E-Mail Marketing

  Companies rely on e-mail for a variety of customer communication functions ranging from marketing to transactions and customer service. But these messages are often sent without any knowledge of each other, much less coordination. E-mail centralization can overcome that hurdle.

• Data & Analytics

  What Ethnicity Says About How We Shop

  As the growth of unique ethnic segments continues, its important marketers understand the differences and likenesses of the groups most important to their efforts. With that in mind, Performics teamed up with ROI Research to better understand differences in shopping behavior across ethnicities, and the role of the Internet and search engines in this process.

• Online Internet Media Budgets Still Booming

  Despite all the recent sour economic news Internet media budgets are continuing to grow. Confidence in online marketing and search optimization tools and services beat Wall Street’s woes.

• Royal Mail: Direct Mail Improves Click Response

  Direct mail enhances search engine marketing response for advertisers, according to study findings released by Britain

• Casual Male Launches Online Stores in Europe

  Casual Male Retail Group Inc. has begun launching Web sites to expand sales in the European Union. It launched its first Web site in the United Kingdom and more Web site launches are planned later this week in Germany, France, Italy, Spain and the Netherlands.

• Agencies

  Mail Stream: October 20

  Baudville Debuts Pleasantrees, North Shore

• How Best to Utilize Compiled Lists

  Many an experienced direct marketer would say a response list of buyers or subscribers to a specific offer will outperform a compiled list any day of the week. However, it is imperative to not become