“Half my advertising money is wasted. The problem is that I don’t know which half”, said William Lever, founder of Lever Soap Company back in 1886. Sadly, well over a century later, it’s estimated that 50 percent of advertising budgets are still wasted on programs that don’t produce a meaningful response. Yet, marketing executives are being held increasingly accountable to…
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The day after Thanksgiving is traditionally the start of the busy holiday shopping season. But many people got a jump on that by hitting the stores Thursday or going online. Ironically, retailers are now using the popularity of internet shopping to try and get customers back into the stores. Indeed, in many ways this year…
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There’s a growing trend this year of retailers using interactive marketing to attract holiday shoppers into their brick-n-mortar stores for holiday sales. With regular retail sales flat, retailers see interactive marketing as a cost-efficient way to get shoppers to come back into the stores…
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Today, more than ever, consumers are more sophisticated in the way they shop and research products and services. According to research firm BiaKelsey, the average consumer looks at 7.9 different sources for product information—including traditional and interactive—before making their final purchase decision. Therefore, cross-channel marketing campaigns that incorporate print, direct mail, Web sites, social media and e-mail generally outperform…
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Waterbury, Connecticut’s AM 1320 WATR interviewed CEO of AIS Media Thomas Harpointner regarding the recent Postal Service and why USPS must educate businesses about multi-channel marketing to avoid further losses.
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