Latest Articles in Integrated Marketing

  • TV advertising may be expensive and offer leads that are hard to track, but it still has its place in your marketing mix, particularly if you’re a larger company. “Many of my window and door industry clients are switching from TV to more direct-response advertising like the Internet,” says Welton Hong, founder of RingRing Marketing, www.ringringmarketing.com. “They know... more »
  • Choices in video advertising were once limited to broadcast or cable TV channels. Now, in addition, dealers can use the Web to showcase their video ads, whether it’s on their own site, or in tandem with search engine marketing and online yellow page ads that now offer the option of adding video to the mix. Dealers can now “multi-purpose” original 30-second spots in a variety of... more »
  • It's no secret that small and large businesses are shifting marketing resources from print to online activities that can add value beyond lead generation. Local search marketing, including pay-per-click advertising on search engines, is the leading interactive medium for retailers and dealers. Growth in revenues at newspaper and local television station Web sites indicates many companies are... more »
  • With inflation rising and home equity threatened by declining property values and limited credit availability, homeowners are shopping harder before buying. And, according to a Roper study on global consumer buying traits, Americans continue to be among the most price-conscious shoppers in the world. The international consumer research firm claims that 73 percent of Americans are out to "... more »
  • You can hear the following from dealers and manufacturers all the time: “With all the electronic access to information today, why is the customer taking longer to buy?” or “We know they’re going to buy, we just don’t know when.” Today’s extended buying cycle is frustrating for sales and marketing people who don’t know how to adjust to it and deal... more »
  • With marketing dollars scarce in a slowing economy, it’s a very good time to take a fresh look at grass roots marketing referral techniques that won’t break the bank. Word-of- mouth or viral marketing has been growing and is even becoming more formalized with the formation three years ago of the Word of Mouth Marketing Association. Grounded on the proposition that people like to be... more »
  • Direct marketing expenditures continue to grow. The Direct Marketing Association estimates direct marketing spending increased 4.4 percent in 2007 to $173 billion, despite negative developments in the housing and automobile markets and rising energy costs. As direct marketing spending grows, it is also evolving. Traditional print efforts are seen giving way to multiple forms of interactive... more »