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MARKETING METRICS: CASE
Karen J. Bannan
Monster Worldwide has two distinct customer segments: job seekers and companies looking to fill open positions. On the corporate side, customers, typically HR managers or recruiting firms, have several options when looking for candidates.
Matthew Schwartz
In early 2009, several Mazda dealerships throughout the U.S. were eager to boost their presence online in order to grow sales of their accessories in the automotive aftermarket. But there was a hitch.
Matthew Schwartz
Online video has, in a relatively short period, become de rigueur for b-to-b companies that want to market their products and services online, as viewing online video content via the Web and other digital devices becomes second nature for b-to-b buyers.
Mitch Wagner
Citrix Systems, an enterprise software company, has multiple goals for its Web site. The site educates customers about products and services, serves as a branding vehicle, provides information for customers and partners, and generates leads for channel partners.
If corporate twittering is, essentially, a mix of marcom and PR, who should manage a b-to-b company's Twitter feed? Should top-level executives write it themselves? Should the marketing department? Or should the agency manage the workflow—or at least monitor what is being said about your...
Marti Konstant's years in technology marketing have made one thing abundantly clear to her: Engineers aren't like the rest of us. “If it's got marketing written on it, they don't want it,” said Konstant, VP-marketing at Open Kernel (OK) Labs (http://www.ok-labs.com) in Chicago.
The Wall Street Journal spin-off AllThingsD.com, building an iPhone application was probably a no-brainer.
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