Multi-channel marketing
Articles and advice about multi-channel marketing campaigns and practices that incorporate both on and offline retail channels (e.g, direct mail, point of sale, catalog, web.)
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To narrow down your selection of articles, click on the "AND" or "NOT" next to any of the categories below. Say you’re currently browsing entries in category "A", you can then drill down into entries that belong both to category A and another category, or belong to category A but not another category. For instance, you could list entries about demographics in the automotive sector, or entries about email marketing that are not about spam. Numbers in the columns below indicate how many entries the selected operation will narrow your query to. You can combine multiple intersection and exclusion criteria to further limit the number of entries.
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- Showing 726 - 734 of 734
The Changing World of Modern Marketing
McKinsey Quarterly: Living in a post-TiVo world
MediaPost: McKinsey Urges Cooperation With TiVo
In an encouragingly pro-online piece, the author discusses how interactive marketing offers the opportunity to decrease marketing inefficiencies, creating longer term value. This article is worth reading in full.
Too many marketers still try to achieve mo [...]
Posted: Monday, December 9th 2002
Celebrities Lend a Hand at Yahoo Shopping
Press Release: Yahoo! Shopping and UsWeekly Launch ''Shop Like a Star''
Yahoo! Inc. (Nasdaq:YHOO - News) and UsWeekly Magazine today launched a special online holiday site featuring the hottest gift picks from celebrities including Selma Hayek, Nicolas Cage and Cher. UsWeekly will feature the celebrity gift picks in their magazine, while Yahoo! Shopping will host a special Web site showcasing the celebrities and their pr [...]
Posted: Monday, December 2nd 2002
Selling Offline Goods Via Online Ads
MediaPost: Case Study: Web Ads Move Fashion Retail Sales Offline
MediaPost writes of a department store it dubs "Macyingdales" that had success driving foot traffic into stores after a big online campaign in WashingtonPost.com, as measured against sales during the same period last year (not exactly the most precise measure for the effectiveness of one campaign, but I'm glad to see them even cosidering the matter of online [...]
Posted: Tuesday, November 26th 2002
People Are Ignoring Ads Across Mediums
ClickZ: An On-Demand World
"The banner just doesn't work anymore."
Heard that one before? I surely have, and I agree that it doesn't work all that well for advertisers that don't plan well and don't have great creative, but it does work for those that do. What about TV? Does it work?
Media today are as cluttered as hell. New ad opportunities are on the rise. Look closely. You'll see the brighter s [...]
Posted: Tuesday, November 12th 2002
WPP: Understanding the End Game
Media Guardian: Sorrell Urges Advertisers to Focus on Ideas, Not Methods
Sometimes it is worth stating the obvious. Theoretically marketing should be a co-ordinated dance - something of beauty, with every individual discipline working to enhance the effectiveness of the whole.
In reality campaigns rarely get close to performing in unison. For that reason, I think that it is just about fair enough that the bo [...]
Posted: Tuesday, November 12th 2002
A Plea to Integrate Online Ads Into Campaigns
InternetNews.com: Making Online Matter
The IAB pointed to its cross-media optimization study as an example of how integration can work for brands. At the IAB's annual meeting last month, the group touted research showing McDonald's had increased brand perception for a new sandwich in a key demographic through an increase of online advertising in an overall marketing campaign.
[...]
Posted: Friday, November 8th 2002
Internet Proves its Worth to Major Brand
IAR: "Net Ad Industry Pushes For Bigger Slice of Media"
The Internet Advertising Bureau released today the results from a cross-media optimization study.
"McDonald's, the first of the participating brands to release its figures, bumping up online spending -- from 1 percent of the total media budget to 13 percent, for a two-week campaign to promote McDonald's new grilled chicken flatbread sandwich.
The findi [...]
Posted: Monday, October 21st 2002
Use the Web for What It's Good At
"In fact, the most dissatisfaction [surveyed consumers] reported with decorating products had nothing to do with the products themselves. They complained about the quality of information about those products. They wanted comparison tools, care information, installation instructions, and design ideas and tools to help them save time doing the leg work of going from store to store to make selections."
ClickZ: Enhancing (Not Rep [...]
Posted: Monday, October 21st 2002
The Internet as Integrator
Strategy + Business: "Brand Building Through Web Centric Media Integration"
"Brand building is an area in which the Internet could change everything. Indeed, the real transforming power of the Internet derives from its ability to serve as the central organizing platform for integrated marketing communications programs--the glue that holds disparate channels and executions together, making them a cohesive force."
[...]
Posted: Sunday, October 20th 2002
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