Predictions can be fascinating, but let’s face it. No one I know is in possession of a working crystal ball, and digital marketing and technology move way too quickly and too erratically to do much more than keep us guessing (not that that isn’t half the fun). I’m an analyst, not a psychic. So rather […]
Digital Marketing & Media: What to Watch in 2013 Read More »
Breaking: everything you see and read on the internet isn’t true. Hope you were sitting down for that surprising revelation. I know, I know, it’s not that big a surprise, but that’s why it’s constantly surprising that people are…surprised by it. A reporter from one of this country’s leading metropolitan dailies contacted me recently about
Yes, There’s Fraud Online. Deal With It. Read More »
If you work in digital marketing in some capacity (if you’re reading this, it’s likely you do), you probably devote little to no time thinking about co-op advertising. You may only have the vaguest idea of what coop advertising actually is, or how it works. While you’re ignoring coop advertising, the manufacturers who run coop
Co-Op Advertising: Digital’s Multi-Billon Dollar Opportunity Read More »
Measuring digital advertising is relatively easy and Owned and earned media? That’s a whole other story. The metrics and the methods for measuring digital marketing are less exact, the platforms are newer, while the old rules and models don’t apply. It’s been easier to groan about “lack of analytics expertise and/or resources,” “poor tools,” “unreliable
How to Measure Social Media ROI Read More »
“I’ll check with my supervisor and get back to you.” Why doesn’t that remark cut it anymore? More often than not, it’s symptomatic of an organization that isn’t adaptive. One that hasn’t taken advantage of new technologies, or empowered (or trained, or created policies around) the tools and technologies available to their employees. Tools their
Why Organizations Must Be Faster Than Real Time Read More »
20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the
The Converged Media Imperative Read More »
Those brands that are still ‘just’ advertising have it relatively easy. They partner with advertising agencies that are tasked with coming up with the creative idea for advertising campaigns. In fact, they have a dedicated staff of “creatives” tasked with doing just that. Not to denigrate agencies, or creatives, or the vast amount of strategy,
Where Does the Creative Idea Originate? 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 »
How do you influence the digital influencers? What is influence, anyway? And if you can rally influencers to your side, cause, brand or point of view, what’s the best way to approach the task? What can realistically be achieved? And how do you measure results. There’s no dearth of talk about online influence, but until
How to Influence the Influencers 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 »
