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  • Kraft’s Mobile Branding Recipe
    eMarketer
    A 99-cent mobile app has gone far to help Kraft engage consumers in a meaningful and relevant way. "The most important thing is we’re providing utility above branding," says Ed Kaczmarek, Kraft's director of innovation and consumer experiences, in an interview with eMarketer.

  • Make Sure Your Customers Find You Online
    Chief Marketer
    The crux of your online success resides between your customers —present and potential—search engines, and your Web site. If you can't remember the last time your Web site provided a sales lead, then you're clearly doing something wrong.

  • Best practices: 4 tips for video e-mails
    BtoBonline.com
    “You’ll see more opens and click-throughs with video because people like to watch them,” said John Janetos, VP-business development and marketing at e-mail marketing services provider iPost. Here's his advice for getting the most out of adding video to an e-mail campaign.

  • Conversion Optimization Is The New SEO
    Search Engine Land.com
    The driving goal of SEO is link building. At the risk of sounding schmaltzy, the driving goal of conversion optimization -- declared the most underused and highest ROI activity in the marketing department -- is dream building.

  • 20 Metrics To Effectively Track Social Media Campaigns
    Search Engine Land.com
    Social media and viral marketing is exciting and worthwhile, and it can dramatically increase your bottom line whether through direct or indirect results. You just need to make sure you and your team are tracking it from start to finish. These tools can help.

  • Defining Market Opportunity
    MarketingProfs
    Like anything else we want to do right in marketing, defining market opportunity takes hard work. It requires many sources to check, drivers to consider, and scenarios to simulate. And it must be re-evaluated constantly.

  • Social Media Secrets and Resources Revealed
    ReadWriteWeb
    A recent article by Slideshare illustrates how CMOs are looking to measure social media conversions for 2010. For small businesses spending time and money in that arena, that knowledge is especially crucial. Here are some resources, as well as others for campaign goal-setting and tracking conversions.

  • How marketers are blowing lead management
    iMedia Connection.com
    The first challenge: lack of urgency around contacting leads. The second: finding the ideal call frequency. The marriage of quality leads and a solid lead management process will enable advertisers to reach marketing nirvana. Here's the formula.

  • Winner Winner Chicken Dinner – Top Consumer Goods Spending Trends
    Nielsenwire
    Nielsen research reveals that consumers’ fundamental spending adjustments are likely to last in the next year. Either by choice or necessity, their new-found thriftiness will continue. Following are their five top spending trends for 2010.

  • The new rules for direct response advertising
    iMedia Connection.com
    How can marketers tackle the unique challenges of this audience head-on to achieve true campaign optimization? Consistent improvement of conversion and click-through rates are the building blocks of success in direct response, and it begins with the active and daily management of four key campaign components.