|
 |
|
» FEATURE
MAKE THE C-SUITE BELIEVE
CHIEF MARKETER Feature Story: October/November 2009 (DMA 09 Issue)
 We're a good half-decade into the age of advertising accountability and most marketers are still struggling to quantify their spends.
The ever-evolving media landscape, from billboard and brand advertising to trade shows and web/podcast events, social media and even traditional media like direct mail, ads and mass media have made both media buys and accurate measurement about as easy as running a 4-minute mile.
Marketer's increased workload, combined with tighter budget constraints, a plethora of media options and generally shrinking marketing departments, makes "accountability" a seemingly impossible feat. Especially since marketing credibility has become an issue among many upper executives, the task of making your advertising/marketing more ROI-centric has become even more difficult.
The shift in marketing dollars to social media adds fuel to the firestorm, as social media outlets are very hard, sometimes nearly impossible, to quantify and measure. Yes, they are often inexpensive, but money spent without a ROMI payback model is money wasted.
Read Make the C-Suite BELIEVE.
| |
|
|
|
» 6 Email Pointers to Lift Results
 Right now is THE best time to step up your e-mail testing.
Why? Because many of your competitors are pulling back - both on their marketing budgets in aggregate and on testing specifically. You can gain the advantage and determine what's working and what is not post haste today because your competition has likely buried their test plans and are afraid to spend.
Yes, testing takes an investment in time and resources, often including additional funds. However, the outcome is often worth the risk, especially now.
GET THE POINTERS NOW.
» 7 Rules to Testing in a Down Economy
Sagging sales and weak response rates amid economic gloom means the time to deploy tests is now. Here are the new rules to live by.
During rough economic times, it's easy for those who control the budget to say that if response rates are down, they don't want to invest in testing-"You can't spend money if you're not making money." To certain executives, this actually makes sense. But others, the wise ones, know that the time to spend more marketing dollars is when sales are down.
FIND OUT WHAT TO TEST. | |
|
|
» COMING UP IN OUR NEXT ISSUE
Get an insiders point-of-view from the DMA 09 Conference & Exhibition October 17 - 22 in San Diego by show-goers Grant Johnson and Rob Trecek. They'll share with you their behind-the-scenes discoveries, observations and insights.
If you have comments about this issue, or what you'd like to see in an upcoming issue, please email us at info@johnsondirect.com. We'd love to hear from you!
Stay tuned ... |
|
|
|
