20 most popular stories of 2009

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'BtoB' Top Agencies Report: Not all gloom and doom
B-to-b ad agencies faced a challenging 2008, as the economy started to slow in the early part of the year and plummeted in the fourth quarter. By the time the wreckage was tallied, total ad spending was down 2.6% from 2007, according to Nielsen Monitor-Plus.

Who's Who in B-to-B 2009
This year's Who's Who in B-to-B Special Report features key thought leaders and movers and shakers across a broad spectrum of the marketing industry. In compiling this year's report, we focused on nine categories: marketers, agencies, direct, e-mail, search marketing, business media, services, events and associations. Nominations were submitted by readers, marketing organizations, industry experts and our editorial staff.

Combining e-mail with social media
Social marketing via e-mail, in one form or another, has been around for a while. Beginning about seven years ago, it was called viral marketing, and recipients were asked to forward e-mails to their friends and colleagues. However, it has faced challenges in the b-to-b world.

Top 100 b-to-b advertisers cut spending 10.2%
Forced to slash marketing budgets as the economy collapsed, the top 100 b-to-b advertisers spent an estimated $5.03 billion on media last year, down 10.2% from $5.60 billion in 2007, according to a BtoB analysis of ad spending data from TNS Media Intelligence.

Top Agencies - Overview
BtoB's annual top agencies spans the gamut of agencies large, medium, small and interactive. Our editors pick the agencies which orchestrated the most challenging, inventive and effective campaigns, recognizing achievement of three agencies in each category.

American Marketing Association releases new definition of marketing
The American Marketing Association has unveiled a new definition of marketing to reflect the discipline's broader role in society.

Best and worst brand names
Minneapolis naming expert Pollywog on Dec. 4 released its annual list of “The Best and Worst Brand Names of 2008.” Some of the company's top honorees included Macbook Air, Google's Chrome browser, Blu-ray by Sony and instant messenger Yammer.

What are the top 10 e-mail marketing mistakes?
E-mail marketing has almost become too easy to execute, given the proliferation of bulk-e-mail providers. It's critical for organizations to be strategic in this tactic and avoid these common mistakes.

Looking back: The top 5 mistakes of 2009
As a philosopher once said, those who cannot learn from history are doomed to repeat it. Looking back at 2009, marketers made many mistakes. Some made more than others, of course, but there are five mistakes that were common enough that they need to be discussed, said Al DiGuido, CEO of interactive marketing agency Zeta Interactive. Here's what you need to know to avoid ending 2010 the same way many marketers will end this year.

5 ways to improve your e-mail lists
Desperate times may call for desperate measures. At least that's what marketers may be thinking right about now. There's a measure of truth to that statement, said Julie Katz, an analyst with Forrester Research, especially for e-mail marketers.

Can Google Analytics help my e-mail marketing?
Marketing professionals know that careful, accurate and constant campaign tracking and analysis are just as important as delivery itself. Integrating Google Analytics into your e-mail marketing is an easy—and free—way to make this possible.

4 missteps that can ruin your e-mail content
Marketers are quickly learning—if they don't already know—that the more targeted their e-mail content is, the higher the likelihood that their messages will be opened and read. Many looking to increase their e-mail relevance quotient may turn to dynamic content as a panacea.

OtterBox replaces PR releases with e-mail newsletter
Press relations are part of most companies' marketing programs. At OtterBox, a Fort Collins, Colo.-based manufacturer of laptop, PDA and smartphone cases, press efforts are actually more important than its more traditional advertising efforts, said Kristin Golliher, the company's public relations executive.

R.H. Donnelley files for bankruptcy protection
Directory publisher R.H. Donnelley, battered by dwindling Yellow Page advertising sales and crushing debt, has filed for Chapter 11 bankruptcy protection.

Social media use soars among b-to-b marketers
Social media and viral video have seen dramatic growth among b-to-b marketers, and virtually all forms of newer media are now valued by these marketers as demand generation channels, according to an exclusive survey of b-to-b and b-to-c marketing professionals by BtoB and the Association of National Advertisers.

Social media spending to outpace other interactive channels, Forrester says
Social media spending in the U.S. will increase from $716 million this year to more than $3.1 billion in 2014, a 34% compound annual growth rate, according to a forecast from Forrester Research released this week at the Forrester Research Marketing Forum.

Failing to deliver?
Postal service cutbacks have marketers, publishers worried The U.S. Postal Service's attempts to stay financially viable in the face of dramatically declining mail volume and revenue have magazine publishers and direct marketers worried about their own future. Of particular concern was last month's request by Postmaster General John Potter that Congress allow the USPS to cut mail service from six days a week, if necessary, to five to reduce costs.

Looking ahead: 2010 e-mail marketing trends
If the recent StrongMail “2010 Marketing Trends” survey is correct, online marketing spending will be up in the coming year. According to the report, 89% of respondents said they will either maintain or increase the amount of their marketing spending in 2010, with 50% of businesses saying they would allocate additional dollars to their marketing efforts. The survey, conducted online Nov. 17–25, surveyed 1,057 business executives.

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