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Download a PDF of the October 2007 Issue
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SPECIAL REPORT
The Return of CRM
It used to be that CRM was the favorite whipping boy of marketers. Back in the day, multimillion-dollar CRM systems were installed by corporations and then followed a high failure rate of many implementations, thus giving the process a black eye and creating a backlash among marketers.
BtoB Senior Reporter Carol Krol held a virtual roundtable with four top direct marketers to solicit their views on agency and industry trends.
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NEWS
B-to-b ad networks make slow advance
While broad-based ad networks have taken center stage as the darlings of the media industry, vertical b-to-b networks are slowly gaining traction with marketers that want to reach more targeted audiences.
Rich Karpinski
Google, which built a multibillion-dollar empire on Web ads spanning four lines of simple text, is aggressively branching out in new areas of online advertising including interactive units, mobile ads and video text-overlays.
Matthew Schwartz
The numbers are nearly parallel: About 53% of marketing executives responding to a recent survey said they have experienced a business crisis resulting in negative news coverage, declining sales or reduced profitability.
Kate Maddox
Hit with the slowing economy and pressure to cut costs, technology companies are decreasing their rate of marketing spending this year, according to IDC's annual tech marketing benchmark study.
Matthew Schwartz
Shari Cohen, co-president of national broadcast at media buyer MindShare North America, has been quick to consider Fox Business Network, which following months of buildup will debut on cable TV Oct. 15.
Matthew Schwartz
Colle+McVoy won the Grand CEBA at American Business Media's 12th Annual Creative Excellence in Business Advertising Awards ceremony last Wednesday in New York.
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OPINION
Shut up, listen and sell
Contrary to popular belief, to be a successful salesperson, it doesn't matter how much you know about your product or service. It also doesn't matter how much of an industry expert you are. It doesn't even matter how great your mother thinks you are.
Stefanie Lightman, VP-marketing, RedDot
Organizations of all sizes today are competing globally to win and maintain customers. Entering foreign markets offers many benefits but can also present a wide array of new challenges.
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‘Wall Street Journal’ to host first annual environmental capital conference
New York—The Wall Street Journal on Monday announced it will introduce ECO:nomics—Creating Environmental Capital, a CEO-level conference that will focus on the strategic relationship between the environment and the bottom line.
Carol Krol
It used to be that CRM was the favorite whipping boy of marketers. Back in the day, multimillion-dollar CRM systems were installed by corporations and then followed a high failure rate of many implementations, thus giving the process a black eye and creating a backlash among marketers.
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BUSINESS MEDIA
Media Notes
New CMP site focuses on future of the Internet
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EVENTS
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DIRECT & DATABASE
The Return of CRM
It used to be that CRM was the favorite whipping boy of marketers. Back in the day, multimillion-dollar CRM systems were installed by corporations and then followed a high failure rate of many implementations, thus giving the process a black eye and creating a backlash among marketers.
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NETMARKETING
Probelm Solved
Problem: I know I need a new Web site. What do I need to consider to make the process of a changeover smooth and timely?
Karen J. Bannan
Aligning your brand with another can be a risky proposition; if that brand fails in some way, your brand could, too. British Airways on Sept. 18 debuted a campaign that should safely help it piggyback on other companies' successes yet still get its own message out.
Question: What measurements should I use for my online marketing campaign?
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‘Wall Street Journal’ to host first annual environmental capital conference
New York—The Wall Street Journal on Monday announced it will introduce ECO:nomics—Creating Environmental Capital, a CEO-level conference that will focus on the strategic relationship between the environment and the bottom line.
Carol Krol
It used to be that CRM was the favorite whipping boy of marketers. Back in the day, multimillion-dollar CRM systems were installed by corporations and then followed a high failure rate of many implementations, thus giving the process a black eye and creating a backlash among marketers.
Adamson Advertising—Kim Boyer has been named president of Adamson Advertising, St. Louis. Boyer was previously principal and senior VP at the agency. She will oversee creative, media buying, PR, interactive and other agency disciplines.
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BTOB PRINT: BEYOND THE BIZ
Scent of the future
The 'Los Angeles Times' recently had a good whiff of one that way that newspapers can engage readers and build more interaction amid the digital lurch: an ad with scented ink. The Times' first-ever ad using scented ink touted the 20th Century Fox release of "Mr.
Rebekah Tsadik
Breakout your beer belly and face paint for a different kind of bowl. Revel in five seconds of fame if your question is selected and asked on stage at this year's Web 2.0 Summit Web Bowl. Co-produced by O'Reilly Media and CMP, the summit will be held Oct.
Kate Maddox
Be careful before you open up that next email from your boss. According to a new survey, 10% of U.S. employees report their company has used email to fire or lay off employees. Hey, it could be worse for those 10%—at least it wasn't voice mail. The online survey of 752 U.S.
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CHASERS: FEATURE
Sometimes 'new' is not enough
The phrase "new and improved" is among the most cliched in advertising, a business notorious for overusing certain words and phrases. Cliches essentially say nothing as they wash past the audience.
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