Steve Olenski

Heather Fletcher is senior content editor with Target Marketing.

On average, CMOs spend 12% of their organizations’ money on marketing each year, with the education vertical peeling off the most, at 18.5% of total revenue; and mining and construction at 2%, says Steve Olenski in a Forbes article. Here’s how he says CMOs should manage their marketing budgets.

Back in March of this year, I wrote a story entitled "Direct Mail: Alive And Kicking." It would appear that direct mail is not only alive and kicking, it’s going "high tech." Well, in a manner of speaking. If you’re a proponent of traditional advertising mediums like direct mail, email marketing, print or radio, it’s easy to feel like you are being left out of the technological loop. After all, it seems there is a leap forward every other day for sexy marketing venues like pay per click, search engine optimization and social media, and so on

"After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers." That line is from a recent report put out by Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency" and unfortunately continues a trend—a trend I myself have written about as far back as last December.

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