Archive for August, 2009

Evaluating the ROI of Your Trade Relationships

August 31st, 2009 1 comment

Channel development is being increasingly scrutinized to evaluate its marketing ROI. As in other marketing departments, automation is being put into place and more emphasis is being placed on research and analytics.  According to Newsfactor, “Trade spending [in Consumer Packaged Goods] ranks second only to the cost of goods on the balance sheet.”

So what is channel development?  Read more…


Monitoring Chatter on the Web

August 28th, 2009 No comments

Chattering Teeth One way to measure marketing ROI is to monitor Web chatter about you, your company,  your brands, your competitors, your industry terms, etc., on the web.

I came across a company today, Techrigy, with a product called TechrigySM2 that offers this service.  Read more…


Email Marketing Provides BEST Marketing ROI?

August 27th, 2009 No comments

E-mailTwo separate articles today point to the same conclusion – that email marketing provides the best opportunity to evaluate marketing ROI.  Is this coincidence or is the Direct Marketing Association conspiring to convince marketers of this? Hmmm. Let’s take a closer look. Read more…


If You Don’t Twitter Does That Make You a Twit?

August 26th, 2009 No comments

Twitter birdSo much has been said already about Twitter.   Apparently, it’s the best thing since sliced bread…or is it?  The company I work with, C.A. Walker Research Solutions, has a Twitter account, I registered it just in case, but we’re not using it and quite honestly, I haven’t seen a need for our business.

Having read much about nothing, Twitter’s ROI is the best look I’ve seen about whether or not using Twitter makes sense for your business and has potential for positive marketing ROI. Read more…


Hey YOU! The Power of Marketing to Individuals

August 26th, 2009 1 comment

Marketing has undergone profound changes to keep pace with technological advances. The job of marketers used to be to know how to reach and create a message applicable to a particular group of people.  In the new marketing reality, they have to know how to create a long-term dialogue with individuals, manage the whole process, and measure a return. Read more…


Segmentation is to Behavioral Marketing as Peanut Butter is to a PB&J

August 25th, 2009 No comments

Peanut butter and jelly sandwich

Like a PB&J is not possible without peanut butter, behavioral marketing is not possible without an investment into understanding a company’s customers through segmentation. Read more…