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Digital Marketing
Looking for a Pulse Online in 2009
With the exception of the rising social media landscape, digital media is best described as pre-recorded, pre-packaged, and downloaded. Internet servers are teeming with on-demand information, but have lacked the immediacy you receive by listening to your radio, watching on-location broadcast news, or even listening to the buzz all around.
However, digital media and all of this closed-circuitry is about to break free from these restrictions. In 2009, the whole of the web will become more live and alive. Not only will the web become more social, but it will also become instantly reactive.
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Getting the Most Out of Cookie Based Metrics: A Crash Course in Cookies
Cookies are the foundation of modern web analytics tools. However, few understand the intricacies of cookies: exactly what they are, how they work and how to leverage them. Further still, some worry that cookie deletion is negatively impacting the credibility of web analytics by creating inaccuracies. The purpose of this paper is to address these concerns.
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Social Influence Marketing™
The Third Dimension of Marketing: Embrace it Before it's too Late
As the recession hits us, the pundits are busy prophesying what the economic downturn means for marketing and digital in particular. Just as the downturn has turned innovation into a necessity from being the luxury it once was, so too must the innovative thinking be applied to how marketing departments are organized.
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Mind Your Micro-Blogging Manners
If you have any doubt about the impact of Twitter as a powerful forum for communication, talk to the folks at Motrin. In mid-November, Motrin pulled an ad aimed at mothers – or Motrin Moms – from the homepage of its Web site after scores of angry moms protested on Twitter that the ad slighted them for using baby slings. As a result, Motrin had to restructure their site after taking it down for part of the day.
The episode is another milestone in Twitter’s growth and proof of the value it affords. Instead of smarting at the impact of the medium, companies would do well to embrace it as a powerful and economic means of Social Influence Marketing™.
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Emerging Media
A New Model in Online Video Advertising Holds Promise
Video is perhaps one of the most powerful arrows in a marketer’s quiver. In the hands of the right talent, it can weave an effective story that connections emotionally with consumers like few other media. But online video had grown boring until recently. The industry continues to trudge through the pre-roll debate, and innovation seemed to have stagnated. Suddenly, however, online video is interesting again, driven by startups creating some new categories of video business (or at least finally getting traction with categories launched in the last few years). One such category is prosumer-generated advertising, our term for a new way of crowdsourcing video assets. Here’s a quick overview of players in the space and insights for how to capitalize.
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Email Solutions
Four Concepts for Highlighting the Value of Your Email Program
In these tough economic times, with consumer spending dropping and marketers’ budgets being cut, it’s more important than ever to properly position the importance and effectiveness of the email channel within your organization’s overall marketing efforts. Unfortunately, many marketers are still guilty of basing overall email marketing success on simplistic notions related to campaign response rates and the low cost of the channel.
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