A mention in a news article or television broadcast can have a big payoff for a little-known business. But small companies often struggle to get such media coverage.

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Successful marketing in today’s ever-changing business world is a difficult challenge for any company. Like other industries, the graphics world is constantly faced with changing markets, new customers, tough competitors, emerging technologies, and evolving products. So how do you market your company in the midst of so much change?

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Recent advancements in analytical and modeling capabilities are making customer data more valuable to the marketing department than ever before. As a tool to understand customer value and behavior today and in the future, analytics help companies exceed their target revenues through strategic customer acquisition, retention and growth efforts. But how does a company manage its analytics effort?

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The phrase “online integration” has been bandied about for years, but it appears that few companies really understand and implement it successfully. In fact, many don’t have a clear definition of what integration actually entails.

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Most marketers have tweaked their way to very slight increases online because they are trying to maximize only one pipeline. But you can only do so much with one pipeline. How many times can you tweak the banner, change fonts, change the header image or redesign a site to minimal success?

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A cable industry group’s decision yesterday to withdraw from further trials of eBay Inc.’s online TV-ad buying system could seriously set back plans to create an alternative advertising marketplace. The Cable television Advertising Bureau, a trade group that represents most major cable networks, said it wouldn’t participate in further testing of the Online Media Exchange system…

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Some direct marketers spend thousands of dollars creating and placing space advertisements only to find their money ill spent. Can space ads be a successful part of your marketing mix? Possibly, but only if you avoid the pratfalls of failed efforts. This medium is worth testing, but how can you learn their secrets and execute successful space campaigns year after year? By breaking down the anatomy of the space ad and building a smart campaign inside and out.

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WITH A REDUCED advertising budget and a desperate need to increase sales, Chrysler is relying more heavily on new technologies to predict how ad purchases will translate into sales. A team of statisticians, economists, software engineers and media planners at Chrysler’s digital marketing agency, Organic, has designed a “media modeling” system that helps the company calculate the best ways to allocate its marketing dollars.

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No matter who you’re marketing to, you’re more than likely to reach a pet owner, After all, 63 percent of u.s. households – more than 71 million homes-have one or more pets, according to the 2007-2008 National Pet Owners Survey, conducted by the American Pet Products Manufacturers Association. But while the pet owner market might encompass more than half the country, not all pet owners are created equal.

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A Magazine Publishers of America study reconfirms prior studies that show including URLs in magazine ads drives readers to advertiser Websites. The biggest lifts came in the women’s services, home and travel categories, where ads featuring Web addresses were 98 percent, 103 percent and 186 percent, respectively, more likely to boost Website visits.

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