Consumer electronics

SUMMARY: Running a multivariate test on banner advertising -- instead of relying on industry research -- can prove to be a valuable optimization practice before launching a campaign.

See how a wireless telephone provider tested 36 ad combinations to lift clickthroughs more than 50%. Includes tests on banner ad size, copy and creative ... plus results. read the complete case study

SUMMARY: If your website is designed solely to build interest and guide traffic to retail partners to complete conversions, you have many tactics to fall back on. But what if you have to market on multiple sites?

Sony Ericsson markets through four different types of websites, including distributors and review sites. Here's how they do it -- with plenty of ideas and tips on how to influence consumers' buying decisions. read the complete article

SUMMARY: "With cellular service saturation looming on the horizon — more than 9 out of 10 US online consumers own a mobile phone today — mobile operators have shifted their focus to subscriber churn." view the complete research record

SUMMARY: When Benjamin Hill joined Motorola as Senior Director of Global Marketing two years ago, the company didn't view the Internet as a marketing vehicle to support offline sales. Well, now they've certainly reversed that position! In our interview, Hill reveals the top five lessons he's learned about integrated offline/online marketing along the way: read the complete interview