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March 19, 2013
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  Top Story 
  • Epsilon: Consumers are responding to triggered e-mails
    So-called "triggered" e-mails enjoy a 70.5% higher open rate and more than double the click-thru rate, according to an Epsilon study. But welcome messages, order confirmations and other triggered messages comprise only 5% of total e-mail volume. Epsilon Vice President of Digital Analytics Judy Loschen suggests greater personalization will help to engage customers after the initial opt-in. MediaPost Communications/Online Media Daily (3/18) LinkedInFacebookTwitterEmail this Story
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  Eye on Marketing 
  • Opinion: Are you content marketing or fooling yourself?
    Even though 95% of marketers say they are performing content marketing, most are doing what they always have been doing and just calling it content marketing, writes Ryan Skinner. "If you think content marketing is a box to be ticked, you will fail," he writes. "I'm convinced that, if your executive team doesn't get the chance to ask the tough questions, and if they don't convince themselves (with a little help) that it makes sense to proceed with content marketing anyway, no worthwhile content marketing will ever come of that company," Skinner writes. (3/18) LinkedInFacebookTwitterEmail this Story
  • Agencies focus on Big Data
    Omnicom, Publicis and WPP are among the agencies implementing software across research, PR and creative functions to clean, analyze, store and use data. "The old ways of looking at data are now replaced by much more real-time ways of doing things at scale," said Rishad Tobaccowala, chief strategy and innovation officer at Publicis unit VivaKi. Advertising Age (tiered subscription model) (3/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  Tech Edge 
  • Twitter unveils new ad-targeting tools
    Twitter's self-serve advertisers will now be able to target consumers more effectively, thanks to new tools unveiled by the microblogging platform. All advertisers will now be able to target Twitter users by interest and by the devices they use. "Facebook had to shape its advertising offering up quite a bit before it went public, and it looks like Twitter is doing the same thing," writes Drew Olanoff. TechCrunch (3/18) LinkedInFacebookTwitterEmail this Story
  • Chartbeat's dashboard reveals high engagement below the fold
    A new dashboard by Chartbeat shows how much time readers spend in front of digital ad units on websites, providing a sales tool for publishers trying to convince brands of the value of their real estate, writes Jason Del Rey. A Chartbeat study demonstrates that higher engagement times on Web pages lead to higher ad recall and that below-the-fold "engaged time" was higher than suspected. Advertising Age (tiered subscription model) (3/18) LinkedInFacebookTwitterEmail this Story
  • Other News
  • Why being prepared is bad for innovation
    It's good to be prepared -- but not too prepared, Howard Jacobson writes. Planning carefully for every eventuality can rob you of creativity and the ability to generate ideas on the fly, Jacobson explains. "When our preparation crosses a line and starts to hinder that expression, it renders us dull, distant, and dead," he warns. Fast Company online (3/18) LinkedInFacebookTwitterEmail this Story
  • What you need to realize about failure
    People learn "by accelerating the failure cycle, not by avoiding it," writes Jeff DeGraff, a professor at the University of Michigan. This means you need to continually seek experiences that feel unfamiliar and that cause you to make mistakes. "We make it up as we go along. Otherwise it's just another lap around the planning circuit," he writes. CNNMoney/Fortune (3/18) LinkedInFacebookTwitterEmail this Story
  Association News 
  • BMA Northern California Chapter -- Event -- Dirty Secrets of B2B Digital Marketing: Maximizing ROI
    This event will be held March 27., from 5:30 to 9 p.m., at the Network Meeting Center at TechMart, 5201 Great America Parkway, in Santa Clara, Calif. Dick Reed, CEO of JustMedia, an agency that works with clients such as EMC, Intel,, Juniper, Motorola and Fujitsu, lifts the lid on the latest techniques used to target B2B audiences and discusses the strengths, weaknesses and inside scoop on each. Learn how to integrate these new techniques with your current marketing mix to optimize dollars and increase ROI. This session will discuss retargeting, search, social and other real-time, data-driven targeting techniques to get you closer to your audience. Experience shows that marketers are finding it nearly impossible to keep up with and test all the exciting new techniques and technologies in digital media. The goal of this session is to review the various options available, talk about the good and bad aspects of each using actual client data, and finally how they can be integrated into a coherent plan alongside more traditional strategies like search, lead gen and regular media to create powerful and highly effective marketing programs. Read more. LinkedInFacebookTwitterEmail this Story
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You may have to fight a battle more than once to win it."
--Margaret Thatcher,
British prime minister

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