Jeff Rohrs

Heather Fletcher is senior content editor with Target Marketing.

As Black Friday's importance erodes, so will some of the weekend's profits. Named events, such as Cyber Monday, mean less and less to consumers, so marketers have to scramble in all channels to compile the profit. Marketers kept brick-and-mortar stores open on Thanksgiving even as e-commerce sites stayed available 24 hours a day. "For today's shopper, every day is 'Cyber Monday,' and consumers want and expect great deals, especially online, throughout the entire holiday season," says NRF President and CEO Matthew Shay in a National Retail Federation statement on Sunday.

If something doesn't make money, then it doesn't make sense. Email marketers are often underappreciated (and underpaid) because they don't effectively connect the dots for executives on the true ROI of their marketing efforts. Jeff Rohr's proposed solution is to change the conversation by adjusting the way marketers view what they contribute. In sum, stop telling people you build email lists and start telling them you're building proprietary assets that are exclusive to your company

Last year was certainly one most are glad to see in their rearview mirrors. The economy sagged, consumers tightened their purse strings and marketers’ lives were far from easy. But now that 2010 is in full swing and an uptick lies somewhere on the horizon, it’s time for marketers to take action for a healthier, more profitable year.

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