Media Buying

SUMMARY: When Jeff Kuzmich joined Element K as Internet Marketing Manager in October 2000, the company was barely spending any money on outbound Internet marketing. Kuzmich was given two primary goals:

1. Test a wide variety of outbound Internet marketing to promote the Element K brand.

2. Generate qualified sales leads of Fortune 1000 VPs of HR and Training for the sales team.

In just one year, Kuzmich tested banners, ezine sponsorships, broadcast email campaigns to rented lists, and email marketing to the Company's own house list.  Find out what worked and what he learned from it. (BTW: This Case Study contains some useful online media buying advice for folks buying banners in niche B-to-B sites.) read the complete case study

SUMMARY: Big news! Your company was just acquired by another, or you're merging as equals. How can you protect your staff, your programs, and your career? We asked Carl Tsukahara, an expert who's helped many high-tech marketing departments deal with the politics of mergers, for his advice on what you should do -- and what you should avoid at all costs. read the complete article

SUMMARY: "1 in 3 consumers that recall seeing a mobile ad responded in some way; this rises to 1 in 2 for iPhone users." "Calling a toll free phone number published in the ads is the most common means of response; iPhone users called twice as much as non-iPhone users." "1 in 7 mobile phone users visit a mobile Web site, the second most popular response; this rises to 1 in 5 for iPhone users." view the complete research record

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