Jag behöver rensa lite i draftdjungeln. Viktigaste citatet och en länk. Håll till godo.

Agency management must send the message from the top: Complete brand integration is a vital goal. The days of a separate interactive division are over. To truly manage and promote a client’s brand, an agency must be everywhere in the contact zone, where its client touches its customers. To do so, agencies need creative teams that value what goes on online as much as what’s produced for TV.

(The Creative Challenge)

(E-Mail Makes TV Ads Better)

Dynamic Logic also said new product advertising may be more likely to focus on brand and message, whereas existing products tend presume awareness and focus instead on “lower funnel” persuasion metrics such as purchase intent.

(Study: New Brand, Upper Hand)

(Brands versus Private Labels – Which is Winning?)

(Conceptual Age: It’s About Creators and Empathizers)

“If people trust a brand, they see this as an ongoing means of communication with that brand,” said Tonie Hansen, Maven’s director of marketing. “That’s powerful when you consider all of the other marketing solutions that aren’t working these days.”

(Survey Finds Consumer Interest in Branded Video)

you must balance acquisition costs with customers’ long-term contributions to your firm’s bottom line. This isn’t just a set of financial tradeoffs. Acquisition investment’s true value is customers’ profit margin over time, the customers they refer to you, and their positive word of mouth supporting your offering. In this consumer-centric marketplace, consider how to nurture and enhance this relationship over time. Consider all strategic assets, including your house file, to maximize return on investment.

(Online Ad Spend: Strategic Considerations

Despite the well-deserved optimism shared by e-marketing professionals across the country, there are a few “dirty little secrets” in the industry I thought I’d lob into the public sphere. It’s only after these issues are brought to the surface that we can begin to overcome our inertia and get closer to resolution.

(Dirty Little Secrets)

“Control” is the operative word. Technologies such as DVRs, the Web, and even downloadable music, give consumers more control over their entertainment options. It’s time advertisers and agencies realize the day of the passive consumer is drawing to a close.

(Advertising Is More Than Just TV Commercials)

Marketing presents a similar dilemma. We want customers to be profitable over the long-term span of their patronage. We also want high immediate sales numbers, which influence quarterly sales numbers and most likely our bonuses. We also want customers who won’t be a resource drain, who make us spend a lot on customer service. But long-term profitability requires a series of strategies that often don’t provide short-term gains. Customer handholding (like help desks and customer service centers) is expensive, even if it may eventually lead to increased loyalty.

(Not My Kind: Customers You Don’t Want)