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…
Given the choice between two similar products, 83% of consumers will chose those that are “environmentally friendly” – and will pay more for them, according to a new study.
Wal-Mart is the biggest retailer in the world, but it hasn't always been considered a paragon of online innovation. Read why Jeff Zabin feels that its June 2007 Web redesign has helped it achieve social media integration.
Why do direct marketers have a such a tough job measuring the value of their custom magazines, newsletters and microsites? One reason is that they're
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…
Smoothie King, a franchisor of stores selling hand-blended fruit drinks, has launched its second Smoothie King on the Go mobile tour, bringing a fully-equipped smoothie kitchen to live events around the country for the next six months.
Social networking sites tend to attract specific communities of visitors whose demographic and psychographic characteristics closely match those of specific audiences. As a result, such sites provide marketers with the opportunity to engage with highly targeted communities of users. Marketers can participate on these sites in numerous ways, including placing a search, display or contextual…
Its no surprise that public relations gurus were among the first to embrace social media. Learn what worked and why, and how marketers can make online networking work for them.
Fledgling, niche-interest tv networks that reside in the triple digits on the cable box tend to look at the realm of possibilities unlike their established
Marketing organizations face challenges in measuring the valuation of short-form and long-form content. Often, content programs (custom magazines, newsletters, microsites, etc.) are evaluated based on the amount of time a prospect or customer spends with the information, either in print or online.