Digital + Social
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Social
McDonald’s Wins Twitter Followers with “McWinning”
McDonald’s director of social media Rick Wion said he took a chance that something fun and timely on Twitter like “mcwinning” would get tweeters to lay off the McLobster
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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.
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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.
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Email
Best Practices: Strategies for Growing an Email Program
Between opt-outs and email address changes, any brand’s email list can shrink at the rate of 30% to 35% annually—most of it certainly because of the latter, rather than the former. Thus, it’s imperative that marketers always have acquisition tactics in the field to
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Social
Chicken of the Sea Uses Social Mermaid to Revitalize the Brand
The effort involves online video, twitter, Facebook and even a branded casual game.
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Email
Why Marketers Fail to Send Dynamically Segmented Emails
Most direct mailers segment their promotions to customers, sending offers that their analytics have determined will be most responsive to this particular product or offer. They do this because it is a profitable approach. Dynamically segmented direct mail boosts conversions and profits.
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Email
Online Trust Alliance Forms Data Security Framework
The Online Trust Alliance (OTA) has released a framework of security guidelines designed to help email and online marketers protect their valuable data assets.
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Social
Don’t Give Up Your Customer Relationships to Go Social
It’s very curious that Fortune 500 brands close their commercials with a social call to action, rather than mentioning their own company site. Sending prospects to Facebook or Twitter rather than their own site is a huge missed opportunity—and a sign that many companies still have a lot to learn about social media.
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Data & Analytics
What to Consider When Creating B-to-B Lead Evaluation Models
Modeling business-to-business data can be tricky business. There are considerations consumer marketers don’t have to worry about, such as how a given industry indicates propensity to purchase, or the impact of multiple decision makers within an organization.
Chief Marketer spoke with Matt Fulk, senior manager of database marketing at SAS, about the challenges of creating B-to-B prospect lead analysis models.
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Social
Nescafé’s Path from Soft Launch to Walmart to Facebook
It was 2008 when Nescafé launched the coffee system, Dolce Gusto, amid a competitive category of already established single-serve coffee makers. After monitoring early sales in specialty retail stores sales looked good and a full roll out took place. With all marketing and selling systems in place, it was time to open a Facebook page.