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MarketingToday.com



MarketingToday.com is an online magazine for business-to- business marketing professionals featuring articles from top marketers, the latest research and trends, insightful articles on marketing strategies and tactics and marketing tools. Recommended b



Published: Thu, 16 Dec 2004 01:08:13 -0600

Last Build Date: Thu, 16 Dec 2004 01:13:33 -0600

 



The Bottom Line on Marketing Accountability

Thu, 16 Dec 2004 01:08:13 -0600

Marketing accountability and marketing ROI continue to be hot topics, but studies reveal that there is little action to accompany the talk. It is time to look at real-world solutions. More...



Marketing Department Priorities Often Differ From CEO’s Agenda, ANA/Booz Allen Hamilton Study Finds

Thu, 16 Dec 2004 01:08:13 -0600

A study by the Association of National Advertisers (ANA) and Booz Allen Hamilton found the corporate marketing function is not aligned with the CEO’s agenda, instead focusing on tactical issues such as maintaining branding guidelines, sharing best practices, and counseling divisions. Further, the joint study revealed that the role of the CMO is poorly defined at an alarming number of companies, and that companies expect marketing to provide measurable outcomes such as return on investment (ROI), but current metrics are not up to the task. More...



The Brand Version 2.0: Business-to-Business Brands in the Internet Age

Thu, 16 Dec 2004 01:08:13 -0600

The hype-drenched "new economy" is dead, but not before giving eBusiness initiatives a black eye and proving to the world that truly great brands take more than money to build. As we find ourselves back in the real economy, brand strategy that doesn't significantly integrate and consider the impact of the Internet can be as bad a mistake as dot-bombs dumping millions into Superbowl ads. More...



U.S. Advertising Expenditures Increases 10.3% From 2004 Level: TNS Media Intelligence/CMR

Thu, 16 Dec 2004 01:08:13 -0600

Total advertising expenditure for the first nine months of 2004 increased 10.3 percent to $102.4 billion compared to the same time period in 2003. More...



Why a Speech is Not a Speech

Thu, 16 Dec 2004 01:08:13 -0600

By Jay Conrad Levinson and Michael W. McLaughlin, the authors of Guerrilla Marketing for Consultants The demands of speaking are substantial, but so are the potential rewards. Research shows that, in selling, a demonstration is 50% more effective than the most glowing testimonial. A speech demonstrates what you and your business can do. It also lets your audience see first hand how you think and work. More...



Search Engine Optimization & Marketing Firm, Oneupweb Reveals Research Showing BtoB Magazine’s Top 100 Advertisers Ignore SEO & Lose Potential Online Business

Thu, 16 Dec 2004 01:08:13 -0600

Oneupweb, a leading search engine optimization (SEO) and Marketing (SEM) firm, recently published a research study showing that 46 percent of BtoB Magazine’s Top 100 Advertisers showed only nominal search engine optimization or ignored it all together. More...



American Marketing Association and Aquent Release 2004 Marketing Salary Survey Results

Thu, 16 Dec 2004 01:08:13 -0600

Claiming to be the most comprehensive of its kind ever conducted, the survey offers an in-depth exploration of the dynamics at work in marketing today, as well as the little explored area of psychographics – charting the personality traits of an individual – in the marketing population. More...



Advertisers Will Spend $4 Billion Dollars in 2004 on Search Engine Marketing

Thu, 16 Dec 2004 01:08:13 -0600

A Search Engine Marketing Professional Organization (SEMPO) concludes that in the U.S. and Canadian market, advertisers will spend $4.087 billion dollars this year on search marketing programs. More...



Marketing Today Creates International Email Marketing Law Resource

Thu, 16 Dec 2004 01:08:13 -0600

Email marketing laws now exist in nearly every country, but most studies show that marketers do not comply with laws. In the US, the majority of email marketing is incompliant with the federal CAN-SPAM ACT of 2003. It appears that many marketers are unaware that the US law affects all email marketing, not just spam.



U.S. Companies Severely Mismanaging New Business Opportunities, CMO Council/BPM Forum Survey Finds

Thu, 16 Dec 2004 01:08:13 -0600

Marketing and C-Level executives are dissatisfied with the way they generate new business, yet more than half lack formal processes to correct the problem. More...



Book Recommendation: Marketing ROI by James Lenskold

Thu, 16 Dec 2004 01:08:13 -0600

James Lenskold’s excellent book, Marketing ROI, takes a serious look at properly determining and successfully implementing a marketing ROI process at your company and acknowledges that there is no “one size fits all” answer. More...