Summary
In preference-matching contexts—specifically, where people enter hoping to find some particular product or service they already know themselves to prefer—more choices should increase the likelihood that they will be successful in their search. Increasing the number of choices, however, actually increases the cognitive workload of consumers, and they may decide consciously or unconsciously simply to apply heuristics—such as clicking the delete button on complex e-mails. This study tested these two alternative theories in a large-field experiment focusing on advertising an experience brand (France as a vacation destination) to Americans under multiple treatment conditions. The findings supported the theory that fewer choices increase behavioral responses, but this effect reversed when an e-mail included a sweepstakes offer. Consequently, the authors found that “it depends on what is offered in conjunction with the direct-sales offers” may be the more accurate perspective than the “less-is-more” proposition.

Summary
This report from ad:tech New Delhi features a mix of insights from both Indian and multinational presenters. A session by Google India examines how digital marketing is evolving in India, outlining key online consumer trends. A presentation by Yahoo advocates the use of social media for activating a conversation, local dialects for communication, video for engagement and mobile for outreach, citing the example of the snack brand, Hippo. Yatra Online, the travel portal, argues the importance of brand building via a seamless online customer experience coupled with synchronized offline operations. Continuing this theme, case studies from Toyota and Coke illustrate the interaction and integration of traditional and online media. The report also includes a brief summary of a panel discussion on the issues around paid, earned and owned media, before concluding with a longer session on the emerging channels of mobile and gaming.

Summary
Agencies' engagement with boxing fans is the topic of this Warc report from the IAB Mobile Marketing conference. Mobile marketer Hipcricket organised a SMS campaign for Golden Boy Promotions to heighten interest in a pay-per-view fight in the U.S., achieving a click-through rate of 12.9%. Meanwhile, the Gary Group, an agency specialising in promotions based around the industry, leverages the traditionally strong connections between the Hispanic community and boxing. This demographic also exceeds the norm in terms of mobile use, making mobile-based boxing campaigns a natural fit.

Summary
This paper explains how research was influential at each stage of a successful case study on how to engage with youth using social networking culture. 'Mystery packages', as the campaign came to be known by its online audience, reached 11% of 15 to 20 year olds in the UK. The campaign turned the Royal National Lifeboat Institute from the least well-known charity amongst young people into one of the hottest online topics. The paper discusses how research techniques were adapted to fit with the new online environment, by focussing on how to engage with consumers in a genuinely participative way, so that they control output and messaging.

Summary
Following seven habits can help to deliver maximum return from an email marketing strategy. These are: be relevant - market to the right audience; manage email frequency carefully; test your content; use graphics wisely; embrace personalisation within the email template; develop a flexible response strategy; and pay attention to data management. Email marketing has the potential to deliver a larger ROI than any other marketing discipline, but the customer’s needs must come first. Maintain a high level of personalised content, track email delivery, don’t create email fatigue among subscribers, and don’t be afraid to explore new technologies.

Summary
This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising. The differences in attitudes among these four sub-types of interactive digital advertising are also compared. Data are collected from three universities in Taiwan. Data analysis extracts three attitudinal forms (common factors) towards interactive digital advertising, namely, ‘informative’, ‘entertaining’ and ‘irritating’. Consumer attitudinal forms towards e-advertising and MMS-type m-advertising are both similar and positive (i.e. informative and less irritating and entertaining). Their attitudinal forms towards email advertising and SMS-type m-advertising are less positive (more irritating and less informative and entertaining). furthermore, the three attitudinal forms towards the four sub-types of interactive digital advertising are compared. Consumer ‘informative’ and ‘entertaining’ attitudinal forms towards e-advertising and MMS-type m-advertising are similar, while their attitudinal forms towards email advertising and SMS-type m-advertising are equal and lower than towards the previous two sub-types of interactive digital advertising. As for the ‘irritating’ attitudinal form, consumers feel more ‘irritated’ towards email advertising and SMS-type m-advertising, while their attitudinal forms towards e-advertising and MMS-type m-advertising are equal and less irritated.

Summary
In today's era, when consumers not only choose but control their media consumption, email has emerged as the rising star of direct marketing. Andy Goldman discusses how email can grow from now with heatmapping techniques and encouraging the opt-in process.

Summary
This article looks into which media are most effective in driving sales online which unexpectedly, turns out not to be online advertising. Customer-addressed emails are very effective (52% above average) but unsolicited emails are less successful (31% below average). Marketers need to do more work, with specialists, to design effective prospect emails targeted to those who have said they are open to offers from third parties. Surprisingly, traditional non-intrusive media prove effective. TV and newspaper display advertising (32% above average) and direct mail is a good alternative (16% above average). Social networking site advertising is also unappealing (26% below average); however, the 18-22 age group is an exception in rating social network ads and mobile texts highly (22% above average).

Summary
Many marketers are seeking to make heightened use of email marketing as tool with which to reach and engage their current and potential customers. In evidence of this, the Direct Marketing Association, the U.S. industry body, has predicted that spending through this channel will exceed $1.1 billion by 2012. However, this increase in expenditure is likely to require a shift away from advertising, and a move towards customer relationship management. Cars.com, IBM and Novartis are among the companies that have demonstrated how to best use this approach, having all recognised the importance of starting a conversation, rather than using email as a one-off.

Summary
WARC Online's media editor Laura James analyses the main media trends across the 14 winning campaigns of the 2008 Euro Effie Awards. She discusses campaigns for brands such as Intel, Audi, Dove, McDonald's and Lenor and finds that traditional media - and particularly television - are playing a continuing role in their success.