Integrated campaigns

SUMMARY: A strong and well-trafficked website is a great marketing and sales tool, but sometimes closing the sale requires a visit to the brick-and-mortar location. The trick is turning website visitors into in-store visitors.

Read on to learn how one B2C marketer launched an incentive pilot program that turned qualified website traffic into in-store prospects and converted online traffic into customers. read the complete case study

SUMMARY: Many consumer marketers who engage with potential customers in a print format -- from newspaper ads to menus and brochures -- seek to drive that audience to the Web for deeper engagement.

One B2C publisher invested in revamping his website, and undertook an aggressive multi-pronged approach for driving traffic from the print publication to the new site. Find out what tactics he used to achieve this goal, and what efforts were most successful. read the complete article

SUMMARY: "95% of Super Bowl advertisers were visible on the first page of organic search results." "1 in 5 Super Bowl ads included a specific call to action directing interested people to their website." "A quarter of all Super Bowl advertisers linked their landing pages to social networks such as Twitter, Facebook, MySpace and YouTube." view the complete research record

SUMMARY: SelfCare.com, the online arm of respected SelfCare catalog targets women 35+ with an income of at least 40k. In 4th quarter 1999 SelfCare.com spent roughly 70% of its marketing budget offline on spot TV, spot radio and print ads in women’s magazines. However Andrea Alfano, VP Marketing, decided to discontinue the majority of her offline advertising for 2000 “because we can’t prove an efficient acquisition cost.”

Her new goal: to lower her cost-per-new-customer.

Alfano... read the complete interview

SUMMARY: Three online/offline business-to-business marketing experts share their best practical tips on how to figure out how much to budget for each type of media. read the complete article

By Anne Holland, President

Last week at our East Coast Summit four different attendees came up to me separately to say, "Hey, I really liked your marketing campaign for this event!"

Of course I was thrilled -- there's no greater compliment than one from a fellow marketer. Then I was surprised and bemused to discover each one of the four was referring to a completely different marketing tactic.

o One agency exec had been a faithful reader for... read the complete blog post