Subject: Social Media: Fad or Marketing Tool?

From: Chief Marketer <[email-masked]>
Date: Tue, 12 Jun 2007 12:16:19 UT

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June 12, 2007 | A Penton Media Publication

TABLE OF CONTENTS

Social Media: Latest Fad or Strategic Marketing Tool?
How to Make DRTV Work for You
What Direct Merchants Can Learn From Direct Marketers
The Joys of a Good Financial Model
All About Search Engine Benchmarketing

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This Week's Stories

Social Media: Latest Fad or Strategic Marketing Tool?
Get over the idea that social networks and the other social media are only for kids. They attract a vast audience, and brand marketers are using them in many ways, some to advertise, others to publish blogs. Click here for tips from Bob Cramer on how to tap into this phenomenon.

How to Make DRTV Work for You
Direct response television is best known for offers that generate immediate sales. But that's not all it's good for. Marketers can also use it to drive store traffic and get people to visit Web sites. Click here for tips on how to do it.

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What Direct Merchants Can Learn From Direct Marketers
Direct marketers have long done statistical modeling to help with targeting. Retailers haven't. But times have changed. Merchants are investing in e-mail and e-commerce, but they may still need to learn a few things. Click here for for the ancient direct marketing secrets.

The Joys of a Good Financial Model
Just what is a loyalty program worth? There are two main benefits. First, it should help you retain customers. Second, it must increase the yield you get from each one. Click here for advice on how to do all of that from COLLOQUY Group's Rick Ferguson.

All About Search Engine Benchmarketing
It used to be that you could see what your competitors were spending on specific keywords. But that source of data is gone, thanks to changes in Yahoo's bidding model. So what do you do now? Click here to learn about search engine benchmarking.

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