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Protecting Your Brand Online
2008-11-21 — Marketers spend hundreds of millions of dollars developing their brands offline. How much of that spend is going to waste as brand names are hijacked online? The problem is enormous. More than 1 in 10 US Internet searches for leading brands is led away from the brand owner's website. Online businesses need to be aware of the extent of the problem and to understand the best ways to deal with threats. This report will quantify the extent of the risk to brands and provide specific recommendations to protect a brand online. Hitwise data and tools are used to illustrate brand analysis and specific examples are provided of how to use Hitwise to find and monitor companies trading on a brand.
Micromarketing to Microbusiness Owners -- Experian hits the target
2008-11-17 — Small businesses represent more than 50 percent of the nation's gross domestic product. Many marketers have begun targeting this lucrative segment. As this desired population is increasingly saturated with marketing solicitations, it is becoming necessary to deliver relevant and targeted direct-marketing offers that stand out from the crowd. How should B2B marketers differentiate themselves from the competition? An analysis of the small-business owner can provide the answer.
A guide to effective email acquisition
2008-09-02 — One of an organization’s best marketing assets is a healthy permission-based email list. While proper management and use of your email file will drive revenue immensely, it is often a challenge to acquire the file itself. With inbox clutter on the rise and customers becoming more sensitive towards any unwanted communication, marketers should develop their subscriber lists with relevance and care.
A new age of marketing is on the horizon: Could it be the "perfect storm"?
2008-09-02 — Look closely into any business enterprise and you will see thousands of networks, big and small, where divisions, departments and individuals collaborate and share information to pursue opportunities that create added value -- and competitive advantage. Enhanced synchronization led by a CEO provides the power to drive increased productivity, lower costs and increased value. During the past 35 years, technology has brought increased efficiencies, transparency and accountability to every business function, except marketing.
Addressable media: A new science to marketing
2008-09-02 — Addressable media is changing the way consumers view information.
Artificial Intelligence in Retail Site Selection
2008-09-02 — Building "Smart" Retail Performance Models to Increase Forecast Accuracy
Diversity and Innovation Buoys Toy Industry
2008-09-02 — The toy industry is fueled with optimism. Following a tough year of recalls and solid competition from other electronic gadgets like iPod and video games, this year's Toy Fair 2008 showing seems to be a positive indication of the resiliency of the industry. Opening-day buyer attendance topped 9,200 this year, a 30% increase compared to 7,100 for the same day last year.
Driving customer loyalty: moving from wishes to actions
2008-09-02 — Customer loyalty, while always important, is mission-critical in a flat/declining automotive market. Since there is no single definition of loyalty appropriate for all manufacturers, it is critical to define specific loyalty metrics that deliver actionable insight for your business.
Key consumer trends in the U.S. financial industry
2008-09-02 — Most market forecasts suggest a slower pace of economic growth in the first half of 2008. Federal Reserve Chairman, Ben Bernanke, notes that consumer spending "appears to have slowed significantly," while higher energy prices and a weakening job market could weigh further on consumption.
Marketing success in an economic slowdown
2008-09-02 — Twelve steps to move marketing from being seen as a cost center to being truly valued as a revenue generator
Measuring the strategic value of Customer Data Integration
2008-09-02 — There is little doubt that customer-centricity has become a strategic battlefront in business. This momentum continues to grow as the "timescales from 'innovation to imitation' reduce dramatically and other traditional differentials -- price, quality and service -- are losing their ability to differentiate companies" while the Internet is eroding many of the once-formidable advantages of distribution channels.
Meeting multichannel consumer demands
2008-09-02 — A road map for implementing a customer-centric model for retail marketing
Multichannel Marketing's Greatest Challenge
2008-09-02 — It's no secret that since 1995 the Internet has completely upended consumer-shopping patterns.
Paperless Coupon Usage On The Rise
2008-09-02 — Strong evidence suggests that consumer spending has slowed sharply. This in turn seems to have spurred coupon usage among consumers, who appear to be cutting back on luxuries and focusing on how to make their dollar go further.
The case for ReMarketing: Converting abandoned shopping baskets into purchases
2008-09-02 — Relevant emails triggered by web analytics data encourage order completion and drive online sales.
The Future and Early Potentials of Out-of-Home Advertising
2008-09-02 — Outdoor advertising is as old as advertising itself, but new life is being breathed into the old medium. In fact, as digital, video and wireless technologies redefine the sector over the next few years, it will rank second only to Internet advertising in ad spending growth.
The importance of visitor counting to retailer competitiveness: New research evidence
2008-09-02 — Half of all shop visitors don’t spend anything while they’re in the store – they walk out empty-handed. Raising the conversion rate (the proportion of visitors who do spend) is critical to improving store performance. But most retailers don’t even know how many visitors they have. Without that information, they are working in the dark.
The real truth about customer-centric marketing
2008-09-02 — Most companies aren’t doing enough to get there
The small-business owner -- an in-depth B2B marketing study of owners of multiple small businesses
2008-09-02 — Too often direct marketers assume that a one-size-fits-all approach to B2B marketing will always yield the desired results. After all, on the surface businesses can look very similar and appear to share identical needs.
U.S. closing mobile usage gap
2008-09-02 — Compared to 800 million cars, 850 million personal computers, 1.3 billion fixed landline phones, 1.4 billion credit cards, and 1.5 billion TV sets – there are now 2.7 billion mobile phones in use. Between January 2001 and December 2010, our global society will have transformed from one where 13% carried a mobile phone, to one where 70% carry one. The U.S. market is not expected to top 100% per capita penetration until the year 2013, though usage has risen rapidly.
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