Article •American Express, the financial-services provider, has used personalization to enhance its email marketing efforts.
Article •Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Article •Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Research Paper •Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.
Online versus offline promotional communication: Evaluating the effect of medium on customer response
Research Paper •The effectiveness of online versus offline promotional communication is an important marketing issue.
Article •This article describes results from research into business to business (B2B) digital marketing, offering understanding of how budgets are being used.