Attention is being retargeted to…retargeting. Last week, Facebook announced Facebook Exchange, a new real-time bidding platform that will replace the marketplace ads on the site with inventory that will be both more profitable for Facebook and presumably more targeted to the interests of its users. Facebook will be able to target ads to users based […]
Retargeting the Issue of…Retargeting Read More »
What’s the ROI of a ‘like’ on Facebook? For too many marketers, getting fans or ‘likes’ on Facebook is a goal unto itself. It’s about as legitimate a goal as measuring how many ‘hits’ a website got circa 1998. Just as those ‘hits weren’t translating into revenue in the early days of the commercial internet,
Facebook Advertisers ‘Like’ Their ROI Read More »
It almost had to happen. Ad stacks are proliferating across the digital media landscape, and corporate behemoths such as IBM and Adobe are refining and growing their suites of digital marketing and advertising software offerings. All the while, Google’s been very quiet on the display advertising front. No longer. Today at DoubleClick Insights, Google announced
How Will DoubleClick Stack Up? Read More »
Perhaps GM’s ad unit needs more of a social life. It’s hard to believe there wasn’t some sort of agenda in telling the Wall Street Journal, three days in advance of what’s slated to be the biggest IPO in U.S. history, that advertising on Facebook isn’t working for GM, but that’s what the automaker did.
Facebook Advertising Can’t Succeed (without Marketing) Read More »
Susan Etlinger & Charlene Li are not only co-authors, they contributed more to this post than I did. The run-up to Facebook’s IPO reminds me a bit of a wedding: everyone’s attention is on the big day (expected to be Friday May 18), without much regard for the weeks, months and years afterward. Charlene, Susan
Beyond the IPO: 9 Implications of a Public Facebook Read More »
How many devices do you have within reach right this second? How many screens? How many apps and tabs are open on each screen? Is one of them TV? An ebook? A smartphone or a tablet? Which one(s) are you paying the most attention to? How long does that attention last, and what causes you
The Dynamic Customer Journey Read More »
Sometimes, timing can be really fortuitous. Almost immediately upon returning from Adobe’s annual marketing summit, where I spent a week immersed in the world of advertising technology stacks, Advertising Age called and asked me to contribute a column on precisely that topic. Here’s the piece they published today on the advantages, and disadvantages, of all-in-one
Digital Advertising: One-Stop Shopping or á la Carte Services? Read More »
So content is the new black (and some 270,000 exact-match results for that phrase on Google suggest it’s at least a deep, deep indigo). Inevitably, that’s meant an escalated level of chatter, talk, and pontificating about content’s role in the digital mix. As more and more marketers consider how content can work for them in
Content Marketing. Content Strategy. What’s the Difference? Read More »
There’s been a rash of news stories recently with headlines so misleading it’s hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: “P&G to cut 1600 staff after CEO discovers digital media is free“. Any serious marketer
Rebalancing for Content – The New Marketing Equation Read More »
Many of us grew up with Marcia, Marcia, Marcia. For the past few years the refrain has been Google, Google, Google. But this past week, it’s been all Facebook, all the time. As we wait for the biggest IPO in tech history to shake out, the question I’m being asked most by clients and especially
What’s Facebook Going to Do with All That Money? Read More »
