Study: ROI May Be Measurable in Facebook, MySpace After All†

Package-Goods Brand Earns $1.28 Million in Sales From $1 Million Social-Media Campaign

Advertising Age, April 13, 2009 — Package-goods brands are still cautious about social media, figuring that the return on investment can't be accurately measured. After all, marketing on Facebook or MySpace might generate a conversation but not necessarily a sale. Now, however, a method is emerging to relate one to the other, potentially eliminating a major impediment.

What Are CMOs Thinking?

“How the heck can we…”

eMarketer, March 17, 2009 — There are a lot of tough jobs in the current downturn, but high on the list must be chief marketing officer (CMO). A CMO’s job is to keep products moving—even in an economy where practically nothing is moving.

To find out how top marketing officers around the country are dealing with adverse economic conditions, Duke University’s Fuqua School of Business and the American Marketing Association (AMA) conducted the “CMO Survey” in February, a poll of nearly 600 US marketing executives.

Why Emotional Messages Beat Rational Ones†

Settling the Debate: 'Soft Sell' Can Reduce Price Sensitivity, Create an Enduring Sense of Brand Differentiation

Advertising Age, March 2, 2009 — Ever since the DDB creative revolution in the 1960s, debate has raged about the best kind of messaging for building profitable brands. On the one hand, devotees of the "hard sell," or persuasion-based communications, argue that facts and rational arguments sell products and services best. On the other hand, devotees of the "soft sell" contend that brands that can inspire strong emotional responses in consumers and create true engagement can transform businesses, turning the tables even on bigger competitors. In recent times the tide has begun to turn in favor of emotional engagement, with some high-profile converts at Procter & Gamble, but the argument is far from over.

CMOs Stuck Around Even Longer in '08†

Embrace of Technology, Business Objectives Helps Increase Tenure Again

Advertising Age, January 26, 2009 — The Dow may be down, but things are looking up for CMOs.

Marketing chiefs are embracing new technology and doing a better job of synchronizing their departments' efforts with overall business goals, and as a consequence their tenure is increasing.