WWW.CHIEFMARKETER.COM SPRING 2013
Get Your Marketing
Message in Tune
In marketing environment, no one media stands alone.
Every part of the mail both direct and electronic, to
retail and live events, to search, social, mobile and
speak to the consumer in one, cohesive voice. Is your choir singing
Creating an integrated marketing message that speaks clearly
to your customers and prospects in every channel is the focus of
Chief first quarterly strategy guide.
In our cover profile, by senior editor Patricia Odell, learn how
feminine products marketer by Kotex created a thriving online community around the unlikeliest of topics. The campaign engaged young
women, boosted the profile and bridged the gap between
the web and store aisles.
Of course, the best campaign means nothing if you know
the ROI. Our special report on social metrics offers best practices
from industry experts on how to think about quantifying all those
friends, fans, followers and likes, and what that engagement really
means for your bottom line.
Technology is one of the biggest and most confounding budget
items for most marketers. With new innovations constantly on the
horizon, where should the dollars go? In our Marketing Tech Round-
Up, we break down some of the key pieces of the puzzle. Jason Hahn,
senior editor, offers an in-depth look at the best approaches to web
optimization. Also in the spotlight are live chat, data integration,
creating a roadmap for your next tech update and what type of CMS
is right for your needs.
For many businesses, email is still one of the most effective media
for driving lead generation and sales. Winning creative is essential
if you want to make that happen, so we went right to the pros to
get the scoop on crafting subject lines that drive opens, and what
type of copy gets readers to click through. (Hint: in a mobile world,
short is sweet.)
Not surprisingly, email ranked as one of the top tools for finding new customers in our annual prospecting survey. Learn where
marketers are focusing their lead generation energy and dollars in
2013. (For the complete results, visit ChiefMarketer.com.)
Thanks for joining us and adding your voice to the multichannel conversation.
Beth Negus Viveiros, managing editor
TALKING TO THE NEXT GENERATION
by Kotex goes multichannel to build
brand with young women
ON THE PROWL
THE ART OF SOCIAL MEASUREMENT
Quantifying your social ROI and the
influence of social media throughout
your omnichannel strategies
MARKETING TECH ROUND-UP
How to make all the pieces fit
primer on the latest trends
in web optimization, data integration,
video chat and tech budget requirements
How to multichannel market to
different ethnic segments
WHAT DO YOU NEED IN A CMS?
A primer on what different systems offer,
and what is best for your company
MANAGING THE JOURNEY
Connecting with consumers
via multiple touchpoints
SPECIAL REPORT: EMAIL CREATIVE
Best practices for email subject lines,
copy, mobile design and more
Chief Marketer are
your favorite websites, TV ads, email
campaigns and social feeds?