Online. Offline. Bottom Line.™
(skip to the content)
Home | About | Jobs | Privacy Policy | Contact | Login or Register
Posts on the topic of ROI
Think gas prices are getting expensive? Online advertising prices could be rising too, thanks to increasing demand for online ad vehicles, which could surpass supply in the short term. This prediction comes from research conducted by McKinsey & Company and profiled in The McKinsey Quarterly (2006 Number 3) article, “A reality check for online advertising” (free registration). Find out more about what the researchers discovered.
Need to make a really big marketing decision? Fire up an Excel spreadsheet (and grab some antacid tablets). That’s what a majority of executives do, according to a study profiled in a June 20th ClickZ article, “Marketing Execs Excel – to a Fault.” Find out more about what marketing executives are up to.
Think SUVs are inefficient when it comes to gas efficiency? Now comes word that car makers are losing traction on the marketing ROI efficiency slope. As reported in a May 18th AdAge.com article, Automakers Lagging in Marketing Efficiency, spending is rising, but prospects are not, except for a few niche imports. Find out about the winners and losers.
Just how connected with customers are marketing departments today? According to a new Chief Marketing Officer (CMO) Council study, the answer is “disconnected.” As reported in an April 26 CMO press release, while marketers are clearly making customer development a priority, the “Select & Connect” study (Strategies for Targeted Acquisition and Retention, A CMO Council Report, April 2006), shows marketers have a “significant disconnect with the realities that drive effective targeting, acquisition and retention.” See what the study has to say in more detail.
MPM. No it’s not a new version of a popular candy. It’s Marketing Performance Measurement, words that can strike fear in the hearts of marketing executives, or words that can free up resources, budgets and shift the conversation of marketing as an expense to one of an investment. This was one of the key takeaways that Eric Kintz, VP – Global Marketing Strategy and Excellence at Hewlett-Packard, had after participating on a CMO panel at the IDC Marketing Performance Measurement Conference , in New York this week. Read more about Eric’s top-line thoughts post-conference.