Death of Mass Marketing Marketers typically employ online ad targeting — especially through behavioral, contextual, geographic and search methods — for direct response goals more so than for branding ones. The focus is shifting, however, according to Advertising.com’s ongoing survey of U.S. web publishers. While only 19.2 percent of respondents cited branding as the main […]
July 7th, 2006 · No Comments
August 30th, 2005 · No Comments
Marketing leaders across various industries point to brand differentiation as their top challenge in 2005. Industry consolidation and buyer caution put a premium on brand leadership. Yet marketing budgets are barely growing and traditional brand building has fallen prey to the demands for quantifiable sales results.