Archive for January, 2009

A month of insights delivered right to your desk

Posted by Rob Fields in Digital Marketing on January 29th, 2009

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It's no news that travel budgets have been cut to the bone.  But you still need insights and access to marketing thought leaders, right?  PMA's got you covered with our February Webinar series.

As ever, our Webinars are FREE to PMA members.  Regardless, everyone who attends will get access to insights from pros on the front-lines of their respective disciplines.  And, you'll get a copy of the presentation, so that you can share the learning and perspectives with your colleagues.

So, mark your calendars for the following dates.  PMA Webinars start at 2:00PM EST and last for one (1) hour.

  • February 5 – SEO/SEM for Integrated Marketing
    Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are important aspects of any marketing campaign, but are often misunderstood. This Webinar will provide an overview of each tactic and provide insights on how best to get started with these tactics… (Read more)
  • February 10 – Mobile (wireless) Marketing
    In a tight economy, driving higher consumer engagement and changing behavior in favor of a brand is the name of the game. Few channels can do this as well as mobile. In this informative session, Augme Mobile's Anthony Iacovone will give you a new, more effective way to look at mobile…(Read more)
  • February 18 – Building a Green/CSR Agenda to Grow Sales, Share and Equity
    Gain insight into the fast-evolving world of corporate social responsibility, sustainability and green marketing with a discussion of how marketers across industries can enhance their company's performance with a smart CSR strategy. This webinar is a hands-on discussion of how to craft an effective CSR agenda for your company that ties sustainability goals with business objectives…(Read more)

Check out our Webinars page for the schedule for March and beyond.

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PMA Seminar: Metrics of Marketing Accountability–February 4

Posted by Rob Fields in Uncategorized on January 27th, 2009

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It goes without saying that you and your organization are probably interested in some or all of the following critical areas:

   1.  Evaluating advertising and promotion strategies including TV, radio, print, outdoor and digital marketing.
   2. Developing formulas for short-term and long-term equity.
   3. Understanding the ROI of shopper marketing and why it is always better than trade promotion.
   4. Measuring the long-term value of a customer, and understanding the metrics of loyalty marketing
   5. Measuring the ROI of event marketing and why it is frequently a part of award-winning campaigns.

If so, consider joining Rick Abens and Neal Heffernan for a full day, hands-on seminar on metrics and marketing accountability.  In addition to being our VP of Research, Rick is also the Director of Advanced Analytics at ConAgra Foods.  Neal, SVP and General Manager of PDI/Knowledge Networks, is an expert across many advanced research methodologies, including new product forecasting, in-market testing, price and promotion, marketing mix, and market structure.  Prior joining PDI, he was an SVP at Information Resources, Inc. (IRI).

Attendance is limited to 40 people.  Readers of this blog who are not yet PMA members can use code "MABLOG" and take $120 off the registration fee.

Additional link:

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Major Media In The Shopping Aisle

Posted by Rob Fields in Shopper Marketing/Retail on January 15th, 2009

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Upping marketing effectiveness in the store, "the last place where mass marketing exists."

There’s an extensive article on in-store media that was just released by Strategy+Business magazine.  The article points out that most of the in-store marketing vehicles—video ads, TV networks and smart carts, for example—are limited in the availability.  In order for them to gain mass reach, the whole marketing ecosystem—which includes brands, agencies, media and technology companies—has to address some important challenges:

  • Determine the best mix of content and technology that makes the experience valuable for consumers.
  • Better and more standardized metrics must be agreed upon.
  • Better integration on in-store advertising with other in-store promotions, display activities and national media efforts.

The article also looks at where the dollars for in-store media will be coming from.  Interestingly it notes:

The growth in in-store advertising does not represent a zero-sum game; it often signifies an expansion in the overall pie.

As it relates to promotions and analytics, the article points out the following:

Promotional spending in the U.S. by companies in consumer packaged goods, entertainment, sporting goods, consumer electronics, and home improvement totals roughly $300 billion annually. But the in-store media of choice are still circulars, coupon dispensers, customized displays, and product packaging. There is enormous opportunity to further enhance the effectiveness of these vehicles through in-store advertising formats.

Read the full article at Strategy + Business

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