Insider Roundup
Posted: January 10, 2012 | 14:04 ET

A weekly compendium of interesting items from the world of media, marketing and advertising.


Are Email Marketers Overconfident In Their Segmenting Abilities?
eMarketer, January 9, 2012
The ability to segment and target audiences is key to online marketing, and email is no exception. According to email delivery and automation provider Emailvision, 96.51% of online marketers worldwide placed some importance on the ability to send targeted and segmented email marketing communications to their audiences. However, marketers admit they do not use audience data to its fullest. Read the eMarketer article

Five Big Mobile Engagement Mistakes Made at Live Events [Slide Show
MPDailyFix, January 6, 2012
As mobile marketing moves out of the experimental phase and becomes a standard budget line item in a well-diversified marketing portfolio, it's imperative that marketers get mobile right. What are the big five mobile engagement mistakes marketers should consider and avoid at their next live events? Read the MPDailyFix article

Marketers and Agencies Split on 2012 Prospects
AdWeek, January 9, 2012
Marketing leaders—in contrast to their more buoyant agency brethren—generally seem more cautious than optimistic about growth in 2012. In the latest poll from RSW/US, findings indicate that a greater percentage of agency respondents predicted growth in the economy and marketer spending, compared to marketers. Read the AdWeek article

The Good, and Bad, of Customer Surveys
The Globe and Mail, January 10, 2012
Sometimes, finding the best way to market your product, and narrowing down your message and audience is simply by asking through a survey. However, when applied in inappropriate situations or put together poorly, surveys can be weak data collectors and potentially misleading. What are the three main problem areas where customer surveys may not be as effective in gathering business and marketing intelligence? Read the Globe and Mail article

Ten Steps For a Successful QR Code Campaign
The Globe and Mail, January 9, 2012
When it comes to QR codes, marketers are singing their praises but most consumers are not quite sure what they are for or why they should care. When used correctly, QR codes can help prospects in the bricks and mortar world to interact with the Internet and they allow the merchant to track that interaction and monetize it. Here are ten steps to take to launch a successful QR code campaign. Read the Globe and Mail article



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