Insight
Topics include cross-channel attribution, multiplatform tracking, online campaigns, offline sales, ad effectiveness, Internet advertising, media-tracking tools, multimedia marketing, campaign analytics
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Forbes InsightsWhen the buck stops at the CMO, he or she has significantly more incentive to prove ROI on marketing programs. But gaps appear to exist between marketers' desire to employ metrics and their actual formal execution of goal-focused measurement.
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MediaPostAll marketing is social media marketing, and all digital advertising is already social media advertising. Social media is not a new discipline, it's just a new skill set.
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MediaPostLet's say a marketer is running TV commercials that contain a response mechanism on the network news programs of ABC, CBS and NBC. How exactly does one determine which network is generating more Web site traffic? Sounds like black magic, but studying the habits of today's TV viewers and employing advanced analytics tools can yield eye-opening results.
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Search Engine Land.comAttribution is not for the instant gratification crowd – it’s for those who can see the forest for the trees. Earth-shattering (or preconceived notion-shattering) insights can come through great attribution modeling, and funding of channels can be determined by their true contribution to the success of the company, instead of by the fact that the email manager and CMO are golf buddies.
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Media LifeIt’s not one medium that drives a sale but typically a range of media, each reinforcing the other. Some do this well, some do that well. They all play their role. Does that mean credit, along with that commission, ought to be divvied up so that each impression up through the sale is rewarded for its contribution?
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NeuromarketingSometimes traditional market research techniques like asking about ad recall don't necessarily correlate with consumers' actual buying behavior. Campbell Soup Co. realized this. Find out how the soup company turned to neuromarketing and biometric research to monitored consumers' emotional responses.
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DMNewsMost companies' marketing messages -- in all channels, not just outbound -- score very low on the customer-relevance scale. There are a number of factors at play, but here are the three most common hurdles businesses face in the race to get relevant, plus how to leave them in the dust.
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Search Engine Land.comMost B2B marketers know that they can’t afford to wait and see what happens with the economy. Now is the time to look for ways to generate improvements in your search campaigns. As you start planning for 2010, consider the following three tips on how to improve your search results.
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MarketingProfsWhether it's e-commerce, lead generation, or consumer awareness, your marketing goals will determine the best ROI metrics on an SEO effort. That said, here are six components that almost always find their way into a business case for the effectiveness of SEO.
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iMediaConnection.comIn the world of social media, one strategy will always ring true: Engage with your customers as you would have your vendors engage with you. See how this principle can shine through in your campaigns.
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