Campaign Trail

Verhoef, Peter C.; Koenders, Christiaan Ph.; Knaack, Marijn
March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p38
With the increasing difficulty of connecting to customers with mass marketing, interactive campaign management has become a crucial discipline in today's business. For successful interactive campaigns, testing, small target group sizes, and the use of multi-step campaigns are key. A lack of flexibility, systematic campaign knowledge and capabilities, and the clash between marketing and sales are hurdles for successful campaign management at the organization level.


Related Articles

  • Down to the Woods unveils file.  // Precision Marketing;7/8/2005, Vol. 17 Issue 36, p20 

    Unveils the file of children's online shop and gift catalogue Down to the Woods on the market through Independent Direct Marketing. Selection of toys and educational gifts for children offered by Down to the Woods; Individuals on the file; Use of the file for market segmentation.

  • ExactTarget.  // Advertising Age;2/14/2011, Vol. 82 Issue 7, pC8 

    The article, part of a special advertising section, examines the marketing services company ExactTarget. The company's focus on interactive marketing and marketing research on Internet use by consumers is discussed. The company's Interactive Marketing Hub, a product which delivers permission...

  • NY Web firms get political. Lipowicz, Alice // Crain's New York Business;12/14/98, Vol. 14 Issue 50, p45 

    Reports that New York's Internet marketing companies are organizing to et more political clout in Washington. Competition between Association for Interactive Media (AIM) and Direct Marketing Association (DMA); Budget of AIM and DMA.

  • A New Idea for Publishing. Battelle, John // Technology Review;Jan2005, Vol. 108 Issue 1, p36 

    This article deals with the alleged capability of smart Web advertisements to restore balance to media. Ideally, commercial media would consist of equal partnerships between three parties, namely publishers, the audience, and advertisers. In reality, advertisers, the group with the most money,...

  • IBA shortlists firms to create online currency. Harwood, Susie // New Media Age;6/10/2004, p1 

    This article reports that the shortlist of suppliers being considered by the Interactive Advertising Bureau (IAB) to create a single industry-wide Internet audience measurement standard has been whittled down to two, namely Comscore and Nielsen//NetRatings. Apparently, the IAB has not announced...

  • Mobile marketing finally becoming b-to-b priority. MADDOX, KATE // B to B;6/10/2013, Vol. 98 Issue 3, p1 

    The article presents information related to mobile marketing. According to a forecast by eMarketer in April 2013, U.S. mobile ad spending will reach 7.3 billion dollars this year, boosted by the proliferation of smartphones and tablet computers. It is mentioned that a total of 10.6 billion...

  • A BRAND NEW DIRECTION. Alarcon, Camille // B&T Weekly;2/11/2005, Vol. 54 Issue 2506, p11 

    Discusses branded entertainment as part of a marketing campaign in Australia. Way to attract consumers to interactive marketing; Factor to get through the target market online; Details of marketing discipline for advertisers.

  • Remarketing 101. Cassidy, Michael // MediaWeek;5/14/2007, Vol. 17 Issue 20, p12 

    This article discusses internet advertising. The article notes that a growing aspect of advertising has been behavioral advertising, which tracks a user's internet-surfing behavior and categorizes these users into specific groups. Advertisements are then targeted to users based on these...

  • Where in the World?  // Marketing News;9/30/2010, Vol. 44 Issue 12, p6 

    The article discusses the Internet marketing technique known as geomarketing, a form of intensely targeted location marketing. The use of mobile geotargeting, based on the ability to determine a consumer's location through information created by his mobile communication systems device, is...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics