Tuesday, July 27th, 2010
The fashion designer Calvin Klein is famous—or notorious—for advertising that pushes the limits of public taste with highly eroticized imagery. But, in terms of marketing effectiveness, the strategy has its limitations. Last year, the company raised eyebrows in the SoHo district of Manhattan with a five-story building poster depicting four young, ...Tuesday, March 9th, 2010
A recent survey by Target Marketing magazine indicates that B2B direct marketing budgets will grow only slowly in 2010. Over half (55%) of B2B marketers responding to the "Media Usage Forecast 2010" survey (conducted in January 2010) said they expect 2010 budgets to be the same as 2009, while 23% ...Friday, October 16th, 2009
Combing the Internet (with the help of Google News) for items that might work as “Virtual Press Clips,” we’ve been struck by the number of small print firms that still don’t have a presence on the web. What we didn’t understand is that small businesses without web sites are not ...Wednesday, August 26th, 2009
In its usual methodical fashion, Heidelberg has taken a vigorous stand for print’s place in the media mix with an impressive publication called “The Strengths of Print for Brand and Corporate Communication.” Released last year, the 64-page document was produced by a team of 15 researchers from Heidelberg’s Print Media Academy ...Monday, August 10th, 2009
One fact of life for most B2B companies is that their customers and potential customers are now firmly in control of the buying process. From a marketing perspective, "buyer control" means that prospective customers now have the ability to determine when and how they will access and obtain information about ...Sunday, August 2nd, 2009
The growth of digital marketing no longer constitutes "breaking news" for most of us, but research from several firms continues to track the fundamental changes that are occurring in the practice of marketing. A recent example is the "US Interactive Marketing Forecast, 2009 To 2014" published last month by Forrester ...Monday, July 6th, 2009
One significant marketing trend in recent years has been the growing use of "pull" marketing techniques and channels. Outsell, Inc., a media research firm, recently estimated that U.S. marketers will spend $65 billion in 2009 on their Websites (a pull marketing channel). MediaPost recently reported that U.S. spending on search engine marketing ...
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