View this email as a Web page Please add CM_Chief Marketer_ to your Safe Sender list.
Chief Marketer Report; Insights. Innovations. Solutions.
October 21, 2008 A Penton Media Publication  

TABLE OF CONTENTS

Tooting Our Blog Horn: Talk, Toons and More
What Ethnicity Says About How We Shop
Taking a Centralized Approach to E-Mail Marketing
Let Consumers Know Exactly How You Will Fulfill Your Promises
False Measure: ROMI Allows Marketers to Skew Cost Calculations


ADVERTISEMENT

What’s your Email Marketing IQ?
Take our quiz and learn how email marketing savvy you really are. This short ten question quiz will help you explore ways to optimize your email marketing program seamlessly.

From The Editor

Tooting Our Blog Horn: Talk, Toons and More
Want more news and commentary? Check out The Big Fat Marketing Blog (bigfatmarketingblog.com), where you can find posts from the editors of not only Chief Marketer but Promo, Multichannel Merchant and Direct as well.

Plus, you can hear from some prominent members of the marketing community, like Tom Hanson of Wunderman, who gets very animated in his blog “Scribbles.”(bigfatmarketingblog.com/2008/10/17/scribbles-episode-2-why-meetings-suck/)

While you’re surfing around the Web, check out Chief Marketer’s newly redesigned Web site (chiefmarketer.com ). Let us know what you think.


This Week's Stories

What Ethnicity Says About How We Shop
By Stuart Larkins
 As the growth of unique ethnic segments continues, its important marketers understand the differences and likenesses of the groups most important to their efforts. With that in mind, Performics teamed up with ROI Research to better understand differences in shopping behavior across ethnicities, and the role of the Internet and search engines in this process.
Read the full story here


ADVERTISEMENT

Keep up with today’s buyers with actionable advice
Buyer expectations are changing and companies are having more trouble than ever converting leads into sales calls. Engage with buyers differently to create deep relationships and drive more revenue despite changing buyer behavior. CSO Insights provides actionable advice in their recent white paper.

Taking a Centralized Approach to E-Mail Marketing
By Ryan Deutsch
 Companies rely on e-mail for a variety of customer communication functions ranging from marketing to transactions and customer service. But these messages are often sent without any knowledge of each other, much less coordination. E-mail centralization can overcome that hurdle.
Read the full story here


 Let Consumers Know Exactly How You Will Fulfill Your Promises
By Scott Glatstein
 You can promise your customers the world. But you need to communicate how and what you're going to do to make them choose you over the competition. Here's how you can make those pillars of promise become more than empty guarantees.
Read the full story here


 False Measure: ROMI Allows Marketers to Skew Cost Calculations
By Michael Perry
 The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment (ROMI) measurement is just that type of metric. Since business runs on dollars, marketers are always measuring something to justify the work they do. But when ROI falls short, they find themselves getting beaten up by the CFO.
Read the full story here


Drop Smarter! Attend NCDM 2008, December 8-10 in Orlando and Make the Leap to Smarter Database Marketing! NCDM 2008 is the place to learn how to drop more segmented, targeted, personalized campaigns, pull higher response rates with interactive marketing and drive greater ROI using best practices and analytics. Register Today and Save on your full conference registration! Simply use your Chief Marketer code E19. www.ncdm4me.com

ABOUT THIS NEWSLETTER
You have received this newsletter because you are a subscriber to a Penton Media publication. If you feel you have received this in error, or you would like to unsubscribe, click Unsubscribe

To subscribe to this newsletter, go to: Subscribe

For Advertising Opportunities, please contact Leslie Bacon at 203-358-4145 or email leslie.bacon@penton.com

You are subscribed to this newsletter as #email#

To get this newsletter in a different format (Text or HTML), or to change your e-mail address, please visit your profile page to change your delivery preferences.

For questions concerning delivery of this newsletter, please contact our Customer Service Department at:
Customer Service Department
Chief Marketer
A Penton Media publication
US Toll Free: 866-505-7173
International: 847-763-9504
Email:chiefmarketer@pbinews.com

Penton Media | 249 W. 17th Street | New York, NY 10011

Copyright 2007, Penton Media. All rights reserved. This article is protected by United States copyright and other intellectual property laws and may not be reproduced, rewritten, distributed, re-disseminated, transmitted, displayed, published or broadcast, directly or indirectly, in any medium without the prior written permission of Penton Media.