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Multichannel marketers are shaking off the disappointments of the past
year and planning to invest in multiple media in order to return to
growth mode, according to MCM Outlook: 2010, an exclusive research
series from MULTICHANNEL MERCHANT. Download the
Marketing report here. |
By Michael Kahn
Halloween just passed, but already many if not most brands
are finishing up planning for 2011. Here's some sometimes overlooked
concepts that every CMO ought to consider, including how to use search
to boost your PR profile and ways to move your media investments where
they'll do the most good.
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By David King
With all the time, money and effort spent on identifying
best customers, surely such an animal must exist. Or is it time to step
back and take another look at how we define our quarry? Maybe our "best
customer" search is just a unicorn hunt.
David King offers some parameters—including of course, revenue—for
considering who really is your best customer
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By Beth Negus Viveiros
In direct marketing, looks aren't everything. A pretty
package isn't worth the paper it's printed on if it doesn't get results.
And in today's economic environment, working your way through the
corporate structure to create a piece that gets those results isn't
easy.
Chief Marketer talked with Nancy Harhut, Grant Johnson and Carol
Worthington Levey to get their thoughts on the "hard, dirty work" that
is direct marketing creative.
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