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eMarketing Archives
For related information see MarketingToday.com's research section 

 

Selected Past Articles:


Study Indicates Emails Sent to House Files Produce Highest ROI for Soliciting Direct Orders

A recent study from the Direct Marketing Association (The DMA) found that e-mail offers, particularly those sent to in-house customer lists, produced the highest overall return-on-investment (ROI) for marketers focusing on soliciting direct orders, generating leads or building store traffic.

 

Website Personalization Does Not Always Equal Positive ROI
A recent executive survey finds that building and operating a personalized Web site can cost four or more times more than operating a comparable dynamic site. Yet most sites that have deployed personalization have realized inadequate returns on their investments.

 

Two Studies Find Email Marketers Not Complying with New US Federal CAN-SPAM Law
Two separate studies have found that a significant percentage of email marketers -- both permission email marketers and senders of unsolicited commercial email -- are not in full compliance with the new federal US CAN-SPAM law. A study conducted by MX Labs in January 2004 found that more than 99 percent of unsolicited commercial email in their sample failed to comply with CAN-SPAM. While a study by EmailLabs found that only 56 percent of major email marketers were in full compliance with the law....Read full article...

 

Top Companies Ignore Email's Potential to Enhance or Damage Brand Awareness
According to a recent report, Interbrand's 100 global brands are missing an important marketing opportunity by leaving their emails unbranded and not utilizing the medium's unique potential for interactivity. Full Story

 

IAB Issues First Ever Guidelines for Interactive Audience Measurement and Advertising Campaign Reporting and Audits
An IAB-lead industry consortium of organizations and companies has introduced voluntary guidelines that define five key metrics in the online measurement process - ad impressions, clicks, visits, "unique" measurements (browsers, visitors and users), and page impressions. Full Story

 

Research Findings Provide Data on The Effectiveness of Internet Advertising As A Branding Tool For Marketers On The Web
The Interactive Advertising Bureau (IAB), and member companies DoubleClick Inc.,MSN and a CNET study done with Millward Brown Intelliquest look into the effectiveness of Internet advertising. Full Story

 

New Study Finds Web Site Promotion and Experienced Management Critical to Online Success, Yet Three Out of Four Sites Lack Formal Promotional Plans
Its not surprising that a study by ActivMedia found that online companies with a formal Web site promotion plan, money to spend  and experienced management are more likely to succeed. Or is it?  Full Story

 

Online Shoppers Turn to Brands They Know Offline
New data indicates that in certain online markets, consumers buy from names they know and trust in the offline world, and that branding and brand equity play a major role.
Full Story

 

eBranding: Moving Your Customer Promise to the Web
The best way to launch an online operation if you’re a brick and mortar business is to develop a strategy that optimizes and re-enforces both. To do this, it’s important to understand what’s different about e-branding from traditional branding, and, just as importantly, what’s not. Full Story

 

Marketing Today is Spreading the Idea Virus
Marketing Today was one of the first Web sites to feature Seth Godin's landmark Internet marketing book, Permission Marketing. Seth's follow-up, Spreading the Idea Virus, is also certain to be the next book marketers are talking about. Even better, Seth is giving away the entire book for free. Click here to visit IdeaVirus.com and get your free book (requires Adobe Acrobat). 

 

AdKnowledge Study Reveals More Conversions Come After Ad Impressions Alone Than After Clicks
Adknowledge's Internet Advertising Report finds that users that click banners have a lower conversion rate than those who merely view an ad.
Full Story   

 

The Short Life of the Online Ad Banner
Ad banners not only have declining click-throughs, they also have short life spans. Full Story 

 

What Internet Marketers Can Learn from the Boy Scouts
The Recent Rise and Fall of Britannica.com Contains a Lesson for Every Internet Marketer. 

 

Permission Marketing
We have the first four chapters from Seth Godin's landmark book, Permission Marketing. Required reading for all marketers. 

 

AdKnowledge: 60% of all Conversions Occur in the First 60 Minutes After a Click
According to AdKnowledge, the time lag from a click on a web advertisement to a sale or registration on a web site and indicates that 60% of customers who convert on a site after clicking on an ad do so within the first half hour after clicking.

 

What Web Site Builders (and Marketers) Need to Know About Trademark Law

Internet Marketing Basics

Whether you are a marketing professional or small business owner, this primer on marketing on the Internet is a helpful guide and checklist.

Study Reveals More Conversions Come After Ad Impressions Alone Than After Clicks
Adknowledge's Internet Advertising Report finds that users that click banners have a lower conversion rate than those who merely view an ad. Full Story   

The Short Life of the Online Ad Banner
Ad banners not only have declining click-throughs, they also have short life spans. Full Story 

The Current State of B2B E-commerce 
Business-to-business e-commerce is already big and is expected to reach over $1 trillion by 2003. Amazon.who? Full Story 

New Study Finds Web Site Promotion and Experienced Management Critical to Online Success, Yet Three Out of Four Sites Lack Formal Promotional Plans
Its not surprising that a study by ActivMedia found that online companies with a formal Web site promotion plan, money to spend  and experienced management are more likely to succeed. Or is it?  Full Story

FREE MARKETING TOOLS!
E-mail ROI Calculator
Calculate the ROI of your upcoming direct mail and e-mail campaigns. 

What Internet Marketers Can Learn from the Boy Scouts
The Recent Rise and Fall of Britannica.com Contains a Lesson for Every Internet Marketer. 

Permission Marketing
We have the first four chapters from Seth Godin's landmark book, Permission Marketing. Required reading for all marketers. 

What Web Site Builders (and Marketers) Need to Know About Trademark Law

Internet Marketing Basics

Whether you are a marketing professional or small business owner, this primer on marketing on the Internet is a helpful guide and checklist.

FTC Guidelines for Internet Efforts 
FTC guidelines for Internet efforts. The FTC paper extends many off-line principles to the Internet. Covers both Web sites and e-mail. Click here to go directly to the FTC site.

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Marketing Today Blog
Frito-Lay and GM Get Integrated Marketing and Leverage the Power of Consumers in a Big Way
GM and Frito-Lay and their agencies have recently figured out a great way of getting consumers more engaged with their brands, leveraging the new found power of the consumer. It's a great lesson in integrated marketing communications and engagement for all marketers.Both brands are running contests for consumers to create homemade commercials (also referred to as consumer generated content) for
Marketing: The Art vs. Science Debate
I am amazed at how often we marketers debate over whether marketing is art or science. I was recently at a marketing association fund raising event where a speaker proclaimed that marketers are true artists, as if being artists validates our work. I thought, hmmm...Maybe that's part of the reason why CEOs and other departments think of marketers as lacking process and accountability, because we
Marketing Accountability on Another Level; Seth Godin's Profoundly Important Post
Seth Godin recently wrote a post on marketing ethics at his blog that has marketers talking. I applaud Seth's passion and his clever way of addressing marketing ethics in his book "All Marketers are Liars." It's a topic our profession needs to dialogue on and care about. I realize that business ethics books don't sell very well, so I'll keep this short and hope you'll look at Seth's post.
Can a Blog, Long Neglected, Be Resuscitated? My Re-Entry Into the Blogosphere
It's common blogosphere wisdom that to keep a blog alive, you need to keep to a rigorous publishing schedule. Well, if you've kept up with my blog, or even if you haven't and you notice the dates of previous posts, we're about to put that assumption to a test, as I make my re-entry into the blogosphere.But first, a little disclosure. For those cynics out there, you may see this (perhaps,
Speaking at BtoB's NetMarketing Breakfast Thursday in Chicago - Oct 6 - Here's $10 Off
Forgive the self-promotion, but I'll be speaking and participating in a roundtable at Crain's BtoB's NetMarketing Breakfast in Chicago this Thursday, October 6th. I've been strugling between two presentations, one regarding a significant study that breaks apart and measures each vehicle of marketing campaigns -- television, print, Internet, search engine marketing, radio spots, etc.; the other
Google Launches Google Blog Search
It was only a matter of time. Google has been promising blog search for a couple of years. Finally, this morning they rolled out a blog search engine capability. Not surprisingly, it’s labeled “beta.”According to a Google, “The goal of Blog Search is to include every blog that publishes a site feed (either RSS or Atom).” It looks for sites that update pinging services and crawls in real-time.
Disintegrated Marketing...
After more than a decade experience with the commercial web, you’d think major marketers would consider the web more than an afterthought. However, evidence reveals many consumer marketers still can’t distinguish between a website, an ad or a brochure. While retailers like Wal-Mart, Lowes, Nordstrom and Circuit City get it, there are others that still seem confused. When clothing retailer Gap
Burger King Goes Tasteless
Shock value is the refuge of the talentless when it comes to advertising and viral marketing. Burger King has decided to one-up Carl Jr.'s Paris Hilton raunch, by creating a series of over-the-top raunchy commercials and a website to promote a fictitious band called Coq Roq -- filled with bad double entendres. And while Carl Jr. is a small brand that can thrive by staying in the niches, Burger
Search Engine Marketing Secrets Revealed, Email Marketing Secrets, Direct Marketing Secrets...Apparently Marketers are Lousy at Keeping Secrets
A quick perusal through my email inbox reveals dozens of messages from companies touting for pay articles, books, seminars and papers on every topic known to marketing all claiming to possess "secrets."I checked a few out recently and was amazed to learn that things I've considered fairly common knowledge among those experienced with online marketing are actually secrets! Things like Google
"Those Who Ignore History are Destined to Repeat It" Applies to Marketing Too
One of the great lessons of the dot com era was that you can’t buy your way into a successful brand with mere dollars and awareness. After all, awareness doesn’t equal preference or sales. Those who attempted to “build their brand at breakneck speed” only ended up breaking their brand’s neck. Great brands are not built from ad dollars, although there are always marketing and advertising
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