Seeking Higher ROI? Base Strategy on Customer Equity
Written by Webmaster
Thursday, 13 September 2007
There are many ways to invest marketing dollars to try to grow revenue, but how many of them really work -- and how can we tell which ones will be profitable? Smart companies increasingly are realizing that marketing-investment decisions need to be based on apples-to-apples comparisons, and customer equity is the strategic metric that makes that possible. By basing strategy on customer equity, a marketing executive can focus investments on ...
"With Silverlight, Microsoft has thrown down a high-def gauntlet to Adobe and its flash software. "Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Silverlight. What it is: You know how a site often says to view its content you must install the latest version of Flash? Soon more sites will be asking you to install Silverlight.
Fashion Marketers See Good-Looking Ad Options Online
Written by Webmaster
Wednesday, 12 September 2007
Fashion advertising has provided perhaps the warmest haven for print publishers so far in the digital age, but the proliferation and steady improvement of fashion websites is starting to test the category's traditional media mix. Print fashion power Condé Nast Publications keeps enhancing its popular Style.com and Men.Style.com as it tries to fend off players such as Glam and Fashionista that have entered the game more recently.
Marketing Mix Push by Parade Ups Stakes for Media Owners
Written by Webmaster
Monday, 10 September 2007
It turns out that Parade, the venerable, some might say frumpy, Sunday magazine inextricably linked to the struggling newspaper industry, is a return-on-investment powerhouse. At least that's what marketing-mix modeling the publication commissioned from Information Resources Inc. appears to show, in a move that increases the pressure on other media players to similarly prove their worth. IRI's study of four package-goods brands
There are many ways to invest marketing dollars to try to grow revenue, but how many of them really work -- and how can we tell which ones will be profitable? Smart companies increasingly are realizing that marketing-investment decisions need to be based on apples-to-apples comparisons, and customer equity is the strategic metric that makes that possible. By basing strategy on customer equity, a marketing executive can focus investments on ...
"With Silverlight, Microsoft has thrown down a high-def gauntlet to Adobe and its flash software. "Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: Silverlight. What it is: You know how a site often says to view its content you must install the latest version of Flash? Soon more sites will be asking you to install Silverlight.
Fashion advertising has provided perhaps the warmest haven for print publishers so far in the digital age, but the proliferation and steady improvement of fashion websites is starting to test the category's traditional media mix. Print fashion power Condé Nast Publications keeps enhancing its popular Style.com and Men.Style.com as it tries to fend off players such as Glam and Fashionista that have entered the game more recently.
It turns out that Parade, the venerable, some might say frumpy, Sunday magazine inextricably linked to the struggling newspaper industry, is a return-on-investment powerhouse. At least that's what marketing-mix modeling the publication commissioned from Information Resources Inc. appears to show, in a move that increases the pressure on other media players to similarly prove their worth. IRI's study of four package-goods brands
