For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged — giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such as Atlas . . .

For Marketing Leadership Professionals

Marketing Budgets Suffer Significant Cuts

But Marketing Leaders Project Optimism Even In A Downturn

by Lisa Bradner, July 2, 2009

Our Q1 2009 Global CMO Recession Online Survey reveals marketing leaders under pressure to deliver results while enduring budget cuts in excess of 20%. To keep their businesses moving forward, marketing leaders are cutting back on traditional tactics . . .

For Interactive Marketing Professionals

Go Big Or Go Home Advertising

How To Make A Big Impression And Cut Through The Clutter With Display Marketing

by Emily Riley, June 19, 2009

Online users see more than 1,800 online ads per day, which is an increase of more than 250% since 2004. How can online brand marketers make a big impact when they are competing with so many other advertising messages? The key is to develop a Go Big or . . .

For Interactive Marketing Professionals

Ad Networks For Brand Advertisers

by Emily Riley, Michael Greene, February 17, 2009

Cash-strapped brand advertisers are searching for value, and although ad networks have traditionally been most popular with direct response advertisers, access to higher-quality inventory, improved targeting, and greater transparency mean networks such . . .

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 Interactive Marketing Professionals

Know Your Online Video Audience

by Shar VanBoskirk, November 4, 2008

It's time to advertise in online video. Today's online video viewers are active broadband consumers who make valuable advertising targets. But not all online video viewers are created equal: Varied types of content have distinctly different audiences. . . .

For Interactive Marketing Professionals

Media Buying

Making Smart Decisions with Tight Budgets

by Michael Greene, November 3, 2008

With tightening budgets and consumers' weakened confidence, advertisers are looking for ways to make every marketing dollar work overtime.

For Interactive Marketing Professionals

Getting More Out Of Online Ads

What Beyond Ad Format Will Improve Display Media Performance

by Shar VanBoskirk, April 30, 2008

Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use four interrelated elements — creative, placement, targeting, . . .

For Interactive Marketing Professionals

Will Local Search Be Googled?

by Charlene Li, March 13, 2007

Google might dominate Internet search from both the consumer and advertising perspectives, but it's far from being leader in the highly fragmented local search market, in which different players are emerging as leaders for different types of local search . . .

For Interactive Marketing Professionals

Family.com — Disney's Bold Community Play

Marketers Should Make Deals With Disney's Community-Based Mommy Portal

by Charlene Li, March 13, 2007

Disney launched the beta version of its Family.com site, a new parenting destination full of innovative features designed for parents including community, blogs, focused search, and a planned wiki-like element for answering parenting problems. Based on . . .

B2B Marketing Needs A Makeover — Now

The New Look: Interactive Marketing And Measurement Technologies

by Laura Ramos, August 2, 2006

Business marketers cling to marketing tactics that they admit fail to work as well as they would like. It's time to leave these outmoded methods behind, embrace interactive media, address prospects directly, and measure the impact of marketing on revenue . . .

Interactive Marketing Channels To Watch In 2006

by Shar VanBoskirk, April 27, 2006

Email and search marketing are now the foundation of most interactive marketing programs. But marketers are also enthusiastic about emerging channels like social networks and RSS. What stops more marketers from testing these and other new channels like . . .

Print Media's Answer To Cannibalization

How Publishers Can Become A Profitable Information Source

by Rebecca Jennings, December 19, 2005

Consumers are moving toward consumer-created content online and relying less on print media and TV. Many traditional publishers are sticking their head in the sand, expecting this to blow over. Smart publishers will add readership with new distribution . . .

Media's Technology Priorities

by Charlene Li, Joshua Walker, Alanna Denton, Sadaf Roshan, Gregory N. Flemming, Ph.D., August 27, 2002

Fragmenting audiences and ROI pressures will compel media companies to prioritize spending on technologies that can increase knowledge about customers and accelerate new product development.

The Multicountry Media Challenge

by Diana Janssen, Dr. Therese Torris, Piritta Muurinen, July 2, 2001

Multicountry localizers believe that the Net reopens the pan-European media dream. But very few pure plays and multichannel media firms will successfully re-engineer to face content hypergrowth compounded by localization.

P&G And Viacom Redefine Media Buying

by Jim Nail, Charlene Li, June 1, 2001

The $300 million advertising agreement between Procter & Gamble and Viacom is a watershed event that will reinvent marketing strategies and restructure the relationship between advertisers and media companies.