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Special Report: Seeing Clearly�Dashboards Help Marketers Identify Successes and Problems
Poring through spreadsheets to isolate underperforming elements in a campaign is a useful exercise for marketers with the stomach for plumbing the depths of rows and columns of numbers, numbers, numbers. Which is fine, if one can wait for such reports to be run. But for in-campaign adjustments, for recognizing immediate problems or even determining the general efficacy of current campaigns, a marketing dashboard can offer real-time insight. ...
Email And The Chinese Market: One Billion Opportunities, One Billion Potential Pitfalls
There's a temptation for direct marketers to approach mainland China as just another collection of 1.34 billion potential customers. The English language has a word that describes this tactic. Failure. To illustrate a simple yet significant difference between Chinese consumers and westerners, consider how the U.S. direct industry would fare if people didn't have ready access to credit cards. In China credit cards are relatively new......
Cross Channel Special Report: The Benefits of Smartly Targeted Multi-Media Efforts
In marketing, empathy equals response and response equals dollars. One way of building empathy is by reflecting targets� interests or emotional touch points in messages aimed at them....
Rebuilding The Shack: Radio Shack Remodels its Brand Without Tearing Down its Legacy
Can a 90-year-old brand with a name that evokes both your great-grandfather's mass medium and a backyard shed get hip? Fort Worth-based RadioShack thinks so...
Finding the Right Multichannel Mix
It is no longer appropriate to try and funnel the consumer into the purchase channel you favor. It is imperative to interact with them in the manner they prefer. ...
Editor's Note: Off to a Good Start
AS THIS ISSUE OF CHIEF MARKETER HITS YOUR MAILBOX, 2011 is in full swing. Of course, as we put it together we're still in the middle of January, finally...
Five Marketing Resolutions to Make�and Keep�in 2011
Many marketers are searching for the elusive �next big thing� that will make or break their interactive marketing programs for the coming year. But those looking for a silver bullet or a single game-changing tactic are likely to be out of luck. You�ll need a multipronged approach to implement a successful interactive marketing program throughout the entire year. ...
Hispanic Outreach, Bahamian Event In Komen�s Future
What�s an organization to do after it has touched everything it can with pink, from baseball bats on Mothers� Day to airplanes to the band on one of NASCAR legend Richard Petty�s hats?...
Dell Consumer Group Explores Segmented Marketing
Dell will, of course, sell a computer to any interested prospect. But �You Can Tell It�s Dell�, a current campaign from the company�s Consumer and Small and Medium Business unit, is moving the focus away from mass marketing in favor of targeting four specific segments....
Ambassador Programs and Cable Networks: Karmaloop Goes Beyond Social
Social marketing has come to mean promoting a brand via Facebook, Twitter, and other online networks. But with its rep program, Karmaloop was selling streetwear to teens and young adults via social networking back when a �tweet� was simply something a bird uttered. ...
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