A Brand-Boosting Bid
Jun 1, 2007 12:00 PM, By Beth Negus Viveiros
An ongoing DRTV initiative has helped auction site uBid drive new user registrations at a cost per visitor comparable to online media like paid search. ...

All for One
Jun 1, 2007 12:00 PM, By Jonathan Kranz
A business-to-business client recently wanted to run an integrated campaign with one clear goal: Get 500 qualified leads. Not 500 responses, mind you, ...

From the Source
May 1, 2007 12:00 PM, By Beth Negus Viveiros
Thanks to the numerous ways marketers are contacting customers and the many different ways customers are responding it's sometimes harder than ever to ...

Making Book on Borders
May 1, 2007 12:00 PM, Brian Quinton
Back in 2001, bookseller Borders Group opted to split its online presence. The company Web site let users check inventory and reserve books for pickup, ...

Cutting Channel Conflict
Apr 1, 2007 12:00 PM, M. H. “Mac” McIntosh
Channel conflict can be a huge stumbling block on the way to B-to-B integrated marketing success. Here are some tactics that might work for you. Give ...

Walking on Sunshine
Apr 1, 2007 12:00 PM, By Beth Negus Viveiros
Women's shoe seller Aerosoles is developing a cross-channel database that integrates customer information from catalog, Web and retail channels. We need ...

Easier Said Than Done
Apr 1, 2007 12:00 PM, By M. H. “Mac” McIntosh
It sounds deceptively simple. To increase business-to-business leads and sales, all you have to do is make four rights: right people, right offer, right ...

Rapp Collins Names Bass Global Integration Director
Mar 2, 2007 8:11 AM
Rapp Collins Worldwide has named Steve Bass director, global integration and development and Matthew Hafkin global chief financial officer. ...

Eastern Philosophy
Mar 1, 2007 12:00 PM, By Beth Negus Viveiros
Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you've multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee. ...

Scare Tactics
Mar 1, 2007 12:00 PM, By Beth Negus Viveiros
To the meek, managing content across multiple channels can be a daunting one might even say scary task. But Comcast wasn't afraid of marketing plans going ...