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Cox Keeps ValPak Now That It's Digital

Cox Enterprises has decided to keep Largo, Fla.-based Valpak in its corporate family after announcing last year that it was exploring its sale. A number of factors no doubt went into this decision, including the likely dearth of offers during the sharp recession. However Valpak has begun to aggressively enter new forms of media - and Cox has said it believes it has a promising future   [...]
Posted: Friday, December 11th 2009

Case Study: Crutchfield's eNewsletter Makeover

Email marketing faces numerous obstacles: spam filters, high bounce rates and a generation of consumers that are inattentive to marketing messages that do not directly address their interests, or allow for external control, organization, and management. And many marketers do not capitalize on the "key marketing moment" of the first interaction -- or the welcome email -- with just 76% of the l  [...]
Posted: Friday, March 20th 2009

Mobile Display Ads Increase Brand Awareness and Interest

Awareness of and interest in "The Golden Compass" among users exposed to promotional full-screen mobile ads increased significantly, according to results of a mobile ad campaign by Greystripe and New Line Cinema, MarketingCharts reports. Greystripe commissioned Dynamic Logic to measure the campaign's success in raising awareness, interes  [...]
Posted: Wednesday, April 30th 2008

Economic Impact of Word-of-Mouth Calculated with Net Promoter Model

Customer word-of-mouth (WOM) behaviors have strong financial positive and negative impact on customer loyalty, ultimately affecting company growth, according to a SatMetrix Syst  [...]
Posted: Thursday, April 3rd 2008

Arizona Jean Employs Social Marketing to Push New E-Store

Formerly owned by JC Penney, the Original Arizona Jean Company is now independent. And though the jeans have been available for 23 years at the department store, they had never been marketed directly to the teen audience it's geared toward, according to a mini case study by DM News. That's where T3 agency stepped in to help launch an online marketing campaign. A content-rich   [...]
Posted: Friday, January 11th 2008

Land Rover, AdMob Connect with Big Spenders on iPhone

For high net worth customers, Land Rover partnered with AdMob. Its resulting campaign targeted smartphone users and took advantage of AdMob's new ad unit, exclusive to the iPhone (see video), which has a store-locator in the banner itself. Of those who clicked on the Land Rover mobile ad, 23 percent of customers responded to at least one call-to-action on the landing page: 88 percent watched the video, 9 percent enter  [...]
Posted: Tuesday, December 4th 2007

Yahoo and comScore: Online 'Pre-Shoppers' Spend More In-Store

Exposure to online advertising is changing the way consumers shop, according to new research from Yahoo and comScore that examines the impact of search and display advertising on in-store sales for five major retailers, MarketingCharts reports. Consumers exposed to online advertising tend to research, o  [...]
Posted: Friday, August 3rd 2007

Publishers Ponder Future of Subscriptions Online

Websites have long been seen by publishers as a good source of print subscriptions, but publishers are split over whether online subscriptions are still growing or have peaked, reports MediaWeek. Some circulation directors say online subscriber generation has flattened at its current 10 percent industry average. Some publishers beat that average by rolling more money into new promotions and  [...]
Posted: Tuesday, April 10th 2007

Customers Help Quell 'Dell Hell' Heat

Once plagued with problems, Dell turned to its customers to help solve them, according to one-time ultra-critical Jeff Jarvis of BuzzMachine, who calls Dell's move not crowdsourcing but crowdmanaging. "Things began to turn around when Dell opened a company blog, which was off to a puffy start until Lionel, the chief blogger, entered, speaking with customers in an honest, direct, humble, and human voice. Next they put together a team to reach out to bloggers who had problems. They  [...]
Posted: Friday, April 6th 2007

Chevy, HP Ads Get Personal with Personiva

Seeking to get consumers to become more engaged with their ads and pass them along to friends and family, Chevrolet and Hewlett-Packard have created campaigns that allow people to personalize their own ads online, reports the Chicago Tribune. The campaigns from both companies are powered by Personiva, a technology company that lets people ins  [...]
Posted: Tuesday, February 27th 2007

Study Confirms, Counters Email Campaign Practices

Email services provider Silverpop's study, "Email Creative That Works," confirms some commonly held beliefs - and offers a few surprises, too - regarding email marketing best practices. Branding in the subject line is critical, improving open rates 32-60 percent, writes Internet Retailer, citing the Silverpop study of B2B and B2C emails. Lifestyle photography results in higher  [...]
Posted: Wednesday, October 18th 2006

Reputation More than Content Determines Email Delivery

Though most email marketers think email content plays the biggest role in inbox delivery, a Return Path study shows that 83 percent of email delivery problems are instead the result of reputation issues. Nearly 20 percent of legitimate commercial email does not get delivered to the inbox, but typical content concerns such as the word "free," images, coding, or spelling only accounted for 17 percent of delivery issues according to the   [...]
Posted: Friday, October 13th 2006

Agencies Better Positioned for Next Downturn

Recent changes in the industry have made many agenices more confident that they can better navigate the next economic downturn. The ad industry is usually one of the first to feel the pinch during economic slowdowns. But changes at many agencies over the last decade, including a shift in the revenue mix, have many agencies better positioned than in the past to deal with the next recession, MarketWatch   [...]
Posted: Thursday, October 12th 2006

E-Cards Bring Results for CPA Marketer

While e-cards - emails sent to consumers to commemorate a birthday or holiday, for example - don't have the best reputation in the business, they can be downright successful when done correctly. According to Melissa Rothchild, senior director of marketing communications for CPA2Biz, an e-card her company sent which offered a discount to CPAs on their fifth anniversary as customers saw an open rate of 50 percent (compared with the industry benchmark of 30 percent) and a 24 percent cli  [...]
Posted: Monday, August 21st 2006

'Precious' Ringtones via Bluetooth Subway Ads in Toronto

An ad in a Toronto subway for the new Lord of the Rings musical distributes a free ringtone from the musical to those passing by who activate their bluetooth or infrared device and successfully point it at the Elvish Bluetooth Relic, writes Jon Hung on the Nuosis blog (via Adrants   [...]
Posted: Thursday, April 20th 2006

Marketers Explore More Emerging Media Channels

As marketers continue to increase online spending, they are moving beyond search marketing and experimenting with several online tactics that effectively generate leads, according to a panel discussion held Wednesday at BtoB's NetMarketing Breakfast, reports BtoB (via MediaBuyerPlanner). For example, with 80 percent of Avaya's marketing ef  [...]
Posted: Friday, March 24th 2006

Email Relevance Kindles Conversion, Retention

Email communication between companies and consumers or other businesses is about serving the needs of the recipient rather than selling, said ExactTarget's director of e-marketing strategy, Joel Book, at the firm's eMarketing Excellence Summit, reports DM News. "Email works best when it's personal and relevant. This sounds like common sense, but we see too much batch and blast," Book said. When marketers take the time   [...]
Posted: Friday, July 22nd 2005

Yahoo: Display Ads Increase Search

A Yahoo study released today claims that online display advertising increased the number of relevant searches by more than 61 percent, reports DM News. The study was based on an analysis of a campaign by Yahoo client HarrisDirect. Clicks on sponsored search links leading directly to the client's site also jumped - 249 percent - after a user was exposed to a display ad campaign, Yahoo said. The study found that consumers  [...]
Posted: Monday, May 9th 2005

Vonage: Traditional Media Gives Big Boost to Campaign

Vonage added evidence to the pile that integrating several different media can be much more effective, telling a group of marketers that its Voice over IP product experienced a big sales boost after it diversified its advertising from online-only efforts to incorporate TV and print. Vonage had previously had one of the most popular online affiliate marketing programs, blitzing web users with such a high amount of frequency, that  [...]
Posted: Friday, April 8th 2005

iTunes Sells Quarter Billionth Online Song

Internet Retailer notes that Apple Computer's iTunes store marked the 250 millionth song sold. Interestingly, the iTunes store is not a web sales mechanism. It instead employs its own proprietary browser-like internet program to navigate through Apple's selections and is the only store compatible with Apple's wildly-popular iPod digital song players. The store launched about 21 months ago and now represents about 70 percent of   [...]
Posted: Tuesday, January 25th 2005