Attendees at this year's Search Engine Strategies conference in San Jose CA got their first look at the new search ad platform that Yahoo! plans to roll out in the U.S. by the fourth quarter of this year.
By now, most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly.
Merger activity is positively frantic—hundreds are initiated each week. But mergers can too often be minefields. McKinsey & Co. claims that nearly 80% of mergers don't earn back the costs of the deal itself. Other studies show that the average merger has a 50% chance of resulting in reduced productivity or profit.
As far as we know, there are no degree programs for how to create e-mail newsletters. But it’s an art that should be studied. In their eagerness to get their sales message across, many firms ignore basic design and technical rules. Here are some e-mail tips from Geoff Smith, managing director of online product develop…
Sales start with business publication advertising
It started right after the Fourth of July this year. No sooner had retailers moved out the bulk of their patriotic T-shirts, swimwear and camping gear,
Stefanie Pont, founder and managing partner of Pont Media Direct, is the DMA's List Leader of the Year. During her two-plus decades in the industry, Pont
If it were necessary to cut marketing spending by 10%, would you be able to forecast the impact on sales? Marketers answering yes are part of a small-but-growing crowd.
Marketing has taken the first steps toward accountability, but the journey is long, and most of it lies ahead, not behind. That's the overarching message from the Association of National Advertisers.
Direct and interactive marketers have long understood the power and value of testing. Most tests, however, have focused on incremental elements of a communication, such as subject lines or envelope greetings