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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.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Top American non-luxury auto brands received higher ratings and less negative comments from online consumers than competing Japanese brands, according to an analysis of consumer opinions collected from automotive review websites by Biz360, MarketingCharts reports.
The research, which aggregated a year’s…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
