This week we feature Part 2 of our two-part series examining e-mail list fatigue based on a recent whitepaper from Lititz, Pa.-based e-mail marketing solutions provider Listrak, "Email Marketing Best Practices: Inactive Subscribers — Re-Engage or Remove."
Chief marketing officers at many large companies are shifting their advertising spend to interactive marketing, according to some new research figures.
"Ever notice how life lessons come when and where you least expect them? Sometimes, the best insights really do emerge, and the person becomes more engaged, when a negative (I could never do that!) transforms into a positive (I had no idea it would be that fun!).”
Digital media spending is at an all-time high, fueled by search, social media and mobile. Even banner advertising is back -- but not just on the Web. Banners are showing up in movies, games, instant message sessions and even video-enabled cell phones -- with contextual and behavioral targeting as primary drivers. How does a marketer know where an online ad will deliver its best value or what creative will deliver best in conversions?
"Lead generation is a numbers game and a momentum game. Generally speaking there is no one magic way to generate tons of leads. Granted, for some businesses there are more effective ways, but on the whole long-term effective lead generation comes down to a combination of advertising, public relations and a systematic approach to referrals -- the lead generation trio as I like to call them."
According to a recent Forrester Research report, interactive marketing is expected to reach $61 billion by 2012. This includes channels such as search engine marketing, online display advertising, e-mail marketing and other emerging media.
Seventy percent of respondents to an Accenture survey said they derive some revenue from new alternate forms of media -- such as downloading or watching TV programs on demand, digital advertising or user-generated content.