ThinkVine, a marketing mix optimization software company, recently announced the addition of analytical services offerings. In addition to providing marketers with custom information they need to make informed, strategic decisions about consumer segments, product features, pricing and channels, the results of ThinkVine Analytical Services can be leveraged in every run of the ThinkVine Marketing Mix Optimization software, according to the company. "With increased demand for actionable consumer insights and faster response time to market needs, ThinkVine is committed to innovation that enables marketers to quickly address changing market and consumer dynamics and confidently make changes to their marketing mix," said Gregg Ambach, ThinkVine...
Balihoo, a provider of Local Marketing Automation (LMA) technology and services to national brands with local marketing needs, recently announced the findings of a study of 270 national brand companies to better understand the role of local marketing and ROI metrics in their overall marketing strategy. Sixty-six percent of national brands surveyed said they are investing some portion of their budget in local marketing, but levels of local marketing investment vary widely. The survey also revealed that many national brands lack insight into local marketing ROI. When asked what percentage of their overall marketing budget is...
Convertro (www.convertro.com), an online and offline marketing optimization company that provides marketers the power to measure campaign effectiveness using cross-attribution of offline and online channels, recently announced a platform to provide real-time comprehensive performance metrics for television advertising and optimization. This new offering will enable advertisers to efficiently increase leads, revenue, profit, and spend-levels across all marketing channels with minimal strain on internal resources. "In measuring the performance of any marketing campaign, our tools enable us to gain visibility and clarity across actual client data and parameters, providing insights not only about the success of the campaign, but...
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By David S. Chartock
In order to reach increasingly splintering markets, stakeholders and publics, PR firms and corporate clients must increasingly rely on integrated marketing. The days of implementing a single-track, traditional media relations campaign for all your key constituents are gone. The proliferation of traditional media outlets, to say nothing of social media, blogs, corporate video, online newsrooms and word-of-mouth marketing demand a more nuanced and complex approach. Bottom line: A brand and its message must now be driven across multiple channels and through multiple disciplines that range from PR to advertising to digital marketing.
Creating such a coherent integrated marketing program is challenging enough, but ...
Mark Weiner, Senior Vice President and Global Director, Ketchum Global Research Network
Since the dawn of public relations, PR people have sought to compute the link between PR and return-on-investment, primarily in the form of a PR-to-sales connection. Now, through new technologies and an advanced form of statistical analysis known as marketing mix modeling, companies in industries ranging from consumer packaged goods to financial services have quantified what we have always believed in our hearts to be true: PR works. Even better, PR consistently outperforms other forms of marketing and at a fraction of the cost.
Unfortunately, after all the effort, sales can be a very fickle marketing measure in a time of...
As blog usage continues to grows, consumer-generated content referencing companies and brands grows as well, creating the need to track this buzz and maintain optimal customer relations. Endai Worldwide, a full-service, interactive marketing services company has introduced BlogTraq Brand Reputation Management Technology and Services.
BlogTraq scours the web, scanning new blog posts and referencing them by company name, product name or any combination of terms. This robust technology also provides aggregate reporting on the nature and tonality of the content, providing a real-time "pulse" of a brand's reputation.
BlogTraq archives relevant "blogsphere" content to a database, performing keyword indexing, as well as human language analysis,...
