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Chief Marketer Report; Insights. Innovations. Solutions.
December 16, 2008 A Penton Media Publication  

TABLE OF CONTENTS

The Benefit of Having An Online Effective CPA
An SEO Exercise in Semantics
In a Down Economy, Go Big or Partner Up
The Future of Direct Marketing: A Post-election, Mid-recession Outlook
Just In Case The Burger King Guy Hasn’t Completely Creeped You Out Yet…
Steve & Barry’s Couldn’t Merchandise, Either
Omaha: Direct Marketing Central
Did McDonald’s Call Starbucks “Dumb?”


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This Week's Stories

The Benefit of Having An Online Effective CPA
By Ryan Riggin
 Marketers have gotten used to the accountability of the cost per action pricing offered by online ad networks. And this is good, since industry experts predict the model will reach more channels moving forward. But savvy marketers are already measuring ROI for all online media and backing into an effective CPA to enable accurate cross-channel comparisons and more informed budget decisions.
Read the full story here


 An SEO Exercise in Semantics
By Paul J. Bruemmer
 Making an organization's Web presence appealing for today's search engines is a much more daunting task today than in the past. The semantics used to identify a company's brand are being collected and evaluated by the Googles of the world, who now seek to index and rank corporate sites based in large part on the availability and context of dynamic content. Here's how you can optimize these assets.
Read the full story here


 In a Down Economy, Go Big or Partner Up
By Kelly Hlavinka
 The natural corporate reaction in the current economic environment is to hunker down and tighten up. And if you're reading this, you and your marketing program are likely one of the targets of the corporate chopping block. Read why this may be the time to join marketing forces with non-competing properties so you all can survive.
Read the full story here


 The Future of Direct Marketing: A Post-election, Mid-recession Outlook
By Steve Cone
 A changing of the presidential guard and a nation steeped in recession are bound to impact all businesses in the coming decade. For direct marketers, this benchmark offers an ideal opportunity to speculate on the state and future of the industry. Here's Epsilon CMO Steve Cone's look into the crystal ball.
Read the full story here


 From the Big Fat Marketing Blog

Just In Case The Burger King Guy Hasn’t Completely Creeped You Out Yet…
You can smell like him! We're still not sure if the Whopper scent comes with its own Barry White CD, or if it's just a gag gift...
Read the full story here


 Steve & Barry’s Couldn’t Merchandise, Either
Maybe consumers are that stupid that they don't know what cargo shorts are unless they are folded on a shelf or hanging on a rack. Or maybe it's just another reason Steve & Barry's couldn't survive in this economic climate.
Read the full story here


 Omaha: Direct Marketing Central
Nestled on the Missouri, across from Council Bluffs, Iowa, Omaha offers many advantages. Its downtown is being developed, and there’s plenty of space in the outlying industrial parks. And the people are wonderful, Ray Schulz says.
Read the full story here


 Did McDonald’s Call Starbucks “Dumb?”
In Washington, the words “four bucks is dumb” appear on the billboards in large white letters on coffee-colored backgrounds. Smaller type reads: now serving espresso along with the golden arches’ logo and the I’m lovin’ it tag line.
Read the full story here


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