For Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For Customer Intelligence Professionals

Case Study: ING Delivers Personalized Product Offers Across Channels In Real Time

by Alexander Hesse, October 27, 2009

Dutch bank ING's marketing campaigns were losing effectiveness because many of them weren't relevant to the bank's customers. The bank's organizational structure, processes, applications, and heavy reliance on direct mail were not meeting the needs of . . .

For Marketing Leadership Professionals

Coolhunting With Teen Social Networkers

by David Card, October 9, 2009

Two-thirds of online teens surveyed said they tell friends about products — that's almost twice as many as adults — and more than 70% of teens use social networks regularly. So it's critical for marketers to understand how to best use social networks . . .

For Marketing Leadership Professionals

How To Reach Middle-Aged Dutch Consumers

by Mary Beth Kemp, September 24, 2009

Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking them into buying a product or a service can be quite a challenge. . . .

For Customer Intelligence Professionals

Executive Q&A: Marketing Mix Modeling

A Guide For Customer Intelligence Professionals

by Julie M. Katz, September 23, 2009

The current economic climate is causing marketers to wake up to how their budgets are distributed and how effective their marketing programs are. Customer intelligence professionals control their companies' marketing data and can help them make sense . . .

For Marketing Leadership Professionals

Integrated Marketing Strategies For Low-Consideration Brands

by David M. Cooperstein, September 1, 2009

Consumers' relationships with butter, detergent, or cotton balls are fleeting. But these consumers are engaged in topics like cooking, cleaning, and beauty, which indirectly drive interest in products in low-consideration categories. As social media penetration . . .

For Marketing Leadership Professionals

The Media Meltdown Makes Integrated Marketing An Imperative

by David Card, August 24, 2009

Created by digitization and accelerated by the recession, the Media Meltdown of fragmented audiences and broken business models is disrupting traditional marketing strategies and partnerships. Marketing leaders must work with their teams, agencies, and . . .

For Marketing Leadership Professionals

How To Reach High-Income Consumers In France

by Mary Beth Kemp, August 5, 2009

High-income earners only account for a small portion of the French population. That makes it challenging for marketing leaders to reach this desirable group of consumers. To assess the most relevant media combination to engage with these French high-income . . .

For Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

For Interactive Marketing Professionals

Coordinated Multichannel Campaigns

Strategies For Capturing Users' Reactions To Brand Advertising

by Nate Elliott, May 15, 2009

Most marketers invest heavily across a wide variety of marketing channels but still struggle to fit the pieces together: Only 45% of online advertisers coordinate Web design and search with their advertising creative. To achieve better coordination, marketers . . .

For Interactive Marketing Professionals

Best Practices For Integrated Sponsorships

Defusing Technical And Logistical Landmines

by Nate Elliott, April 28, 2009

Twenty-eight percent of US interactive marketers have run a content sponsorship or advertorial in the past year. However, marketers consistently run into roadblocks that result in less than ideal creative execution and even missed launch dates. To plan . . .

For Technology Product Management & Marketing Professionals

B2B Marketers' 2009 Budget Trends

Dollars Shift To Digital Tactics As The Recession Provokes Deep Cuts

by Laura Ramos, April 24, 2009

What a difference a year makes. Compared with our year-end 2007 study, the outlook for business-to-business (B2B) marketing budgets is, not surprisingly, dire. Facing budget reductions of 23% on average, most marketers try to fend off deeper cuts while . . .

For Technology Product Management & Marketing Professionals

The Down Economy Pushes B2B Digital Tactics Ahead

Integrate Email, Digital, And Search Marketing To Make The Marketing Mix Pay Off

by Laura Ramos, April 24, 2009

As the current recession continues through 2009, a company's marketing mix must produce sales-ready results using less expensive channels. Digital marketing creates engaging, interesting experiences that rival personal selling without the cost of travel . . .

For Marketing Leadership Professionals

Campaign Management Needs A Reboot

The Next Generation Must Simplify Use And Support Multiple Channels

by Suresh Vittal, April 2, 2009

Marketers find that current campaign management tools — while good for defining communications in traditional channels like direct mail and email — struggle to keep up with numerous digital, inbound, and emerging channels. The economic slowdown forces . . .

For Interactive Marketing Professionals

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

by Emily Riley, March 3, 2009

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service . . .

For Marketing Leadership Professionals

A Framework For Multicampaign Attribution Measurement

A Framework For Measurement

by John Lovett, February 19, 2009

Multicampaign attribution has the capacity to demonstrate value from indirect revenue-generating initiatives and quantify their impact within the context of the overall marketing mix. According to 275 Web site decision-makers surveyed in 2008, a full . . .

For Marketing Leadership Professionals

How Direct Marketers Can Weather The Economic Storm

by Dave Frankland, February 11, 2009

In June, we surveyed 84 direct and database marketers about their spending plans for the next three years and probed about how an economic slowdown might affect their planned spending. What did we find? Although marketers expected DM budgets to grow, . . .

For Interactive Marketing Professionals

2009 European Interactive Marketing Predictions

Interactive Channels Will Produce Upsides In A Down Economy

by Rebecca Jennings, February 9, 2009

2009 will bring major challenges for European interactive marketers as economic conditions place greater emphasis than ever before on generating results and gaining efficiencies from online efforts. While Forrester believes that interactive budgets will . . .

For Marketing Leadership Professionals

Choosing The Right Media Mix: North America

From Creating Awareness To The Act Of Purchase

by Lisa Bradner, Kim Le Quoc, January 16, 2009

Media planning is ever more complex and dynamic. Americans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young, urban audience; some have . . .

For Technology Product Management & Marketing Professionals

Five Ways To Assess Integrated Marketing Acumen   (116 KB XLS)

by Laura Ramos, January 15, 2009

By weaving together digital and physical channels to tap into business buyers' emotions and motivations, deliver compelling brand experiences, and form ongoing relationships, integrated marketing helps B2B marketers take marketing communication beyond . . .

For Consumer Market Research Professionals

Past, Present, And Future Of Market Research

Current Trends Shape Future Market Research Environment In Europe

by Reineke Reitsma, January 7, 2009

Over the past 10 years, the Internet has changed the role of market research agencies, survey respondents, and consumer market researchers. Overall, the market research industry has seen steady revenue growth year-over-year, and offline research in Europe . . .

For Marketing Leadership Professionals

Choosing The Right Media Mix: Europe

From Creating Awareness To The Act Of Purchase

by Kim Le Quoc, Jaap Favier, December 18, 2008

Media planning is ever more complex and dynamic. Europeans use many different media — from TV to blogs — and their usage changes every year. Some media help drive brand awareness, and some drive loyalty. Some media have a young urban audience, some have . . .

For Interactive Marketing Professionals

Search and Attribution

Maximizing ROI in a Tight Economy

by Evan J. Andrews, November 24, 2008

Search marketing is maturing, and the economy is slowing. It has never been more critical for search marketers to understand where every dollar of their budgets is going.

For Marketing Leadership Professionals

How To Stimulate Consumers To Buy Online

Making The Most Of The Internet And Offline Retail Worlds

by Kim Le Quoc, Jaap Favier, November 17, 2008

In the next five years, eCommerce sales will increase at a higher compounded average growth rate (CAGR) than in-store sales — recession or no recession. However, the Internet affects more than just Web sales. One consumer out of two mixes online and offline . . .

For Marketing Leadership Professionals

The Customer Contact Strategy Self-Test

by Dave Frankland, November 4, 2008

Successful customer contact strategies involve five major components: culture, technology, analytics, business process, and measurement. To gauge how well firms are positioned to establish an enterprisewide customer contact strategy, we created a self-test . . .