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As marketers continue to increase online spending, they are expanding past the common search marketing and experimenting more with several online tactics that have generated leads effectively, according to a panel discussion held Wednesday at BtoB’s NetMarketing Breakfast, reports BtoB.
With 80 percent of Avaya’s marketing efforts web-based, it has expanded its online budget 33 percent for 2006. Avaya’s marketing plan includes short message service (SMS) and podcasting tactics, and is experimenting with word-of-mouth research and planning.
Assistant director-national marketing at Ernst & Young, Michelle Lee Puleio, said the company has experimented with “branded entertainment.” It started with rich media to pull people in by asking them to respond to a question about a business challenge. That sparked a “full-blown videogame,” which the company recently launched, Puleio said.
Verizon now employs click-to-chat on its website, which brings in about 500 click-to-chats in a month on its business DSL product, producing a conversion rate close to 10 percent. The company combines its new technologies with offline media, as direct mail drives 40 percent of traffic to the Verizon’s microsite.
TargetSpot has acquired online streaming ad rep firm Ronning Lipset Radio in a move that will form the largest audio advertising network and streamline the buying of online radio spots, the companies say.
TargetSpot is an online system for creating,…
FT Group, publisher of the Financial Times, saw total revenue leap 11% for the first nine months of 2008. Circulation and ad revenue grew, as did revenue from interactive data.
Ad revenue was up 1% over the first nine months…
Location-based services that allow marketers to connect with consumers wherever they are have long been considered the ideal in advertising. eMarketer is predicting that the opportunity will grow significantly in coming years, with the number of consumers using such services…
Comedy Central is building on the success of its two wildly popular fake-news programs, The Colbert Report and The Daily Show, adding a show called Chocolate News.
The new show will star David Alan Grier as the pompous host of…
Prices of list rentals are declining across the board and – for the first time ever - show a downward trend in every B2C and B2B category tracked, according to Worldata’s Fall 2008 List Price Index (see table), writes MarketingCharts.
Permission-based email…
Custom publications are being increasingly produced by specialty editors and designers (73%) rather than by those in communications roles, according to a study conducted by the Custom Publishing Council (CPC) in cooperation with Publications Management, writes MarketingCharts.
The survey, “Staffing and Compensation:…
