Integrated campaigns

SUMMARY: Although consumer spending is down, marketers can still rely on effective channels like email and direct mail to generate revenue. The key is delivering customers the most relevant, personalized offers possible.

See how an active travel marketer recharged their campaigns by combining personalized direct mail, email and websites. Includes creative samples, response metrics, and the steps they took to lift sales of both past customers and prospects. read the complete case study

SUMMARY: Absolutely worth reading if you want more offline retail sales (especially with holiday shopping coming up.) Includes data and details on a new feature on REI's site that's increased brick-and-mortar shopping by 15-30%.

Plus, if you only measure search marketing effectiveness by direct sales from clicks, read on. read the complete article

SUMMARY: "95% of Super Bowl advertisers were visible on the first page of organic search results." "1 in 5 Super Bowl ads included a specific call to action directing interested people to their website." "A quarter of all Super Bowl advertisers linked their landing pages to social networks such as Twitter, Facebook, MySpace and YouTube." view the complete research record

SUMMARY: SelfCare.com, the online arm of respected SelfCare catalog targets women 35+ with an income of at least 40k. In 4th quarter 1999 SelfCare.com spent roughly 70% of its marketing budget offline on spot TV, spot radio and print ads in women’s magazines. However Andrea Alfano, VP Marketing, decided to discontinue the majority of her offline advertising for 2000 “because we can’t prove an efficient acquisition cost.”

Her new goal: to lower her cost-per-new-customer.

Alfano... read the complete interview

SUMMARY: Three online/offline business-to-business marketing experts share their best practical tips on how to figure out how much to budget for each type of media. read the complete article

By Anne Holland, President

Last week at our East Coast Summit four different attendees came up to me separately to say, "Hey, I really liked your marketing campaign for this event!"

Of course I was thrilled -- there's no greater compliment than one from a fellow marketer. Then I was surprised and bemused to discover each one of the four was referring to a completely different marketing tactic.

o One agency exec had been a faithful reader for... read the complete blog post