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Why $350,000 for O.co? Overstock President Jonathan Johnson Explains

Why did Overstock.com spend $350,000 for the domain name O.co from .CO Internet S.A.S, the official .co domain registry? Why $350,000 - why not $400, 000 or $300,000? Also, what does the company intend to do with the designation? A brief talk with Overstock president Jonathan Johnson provides the answers. Why we went ahead with a .co domain: We looked at what O means to our brand - it's important. We decided it was worth it to have the domain. In terms of real estate, it fe  [...]
Posted: Thursday, July 22nd 2010

8 Tips for Hiring a Social Media Expert

Because it is meant to look fun, putting together a social media campaign - or integrating one into a larger online initiative - can be surprisingly difficult. There are many challenges to capturing and engaging user interests online - starting with finding the right person to lead that effort, says Andrew Ballenthin, president of Sol Solutions. That point was driven home last December when Ballenthin  [...]
Posted: Tuesday, January 19th 2010

MySpace CMO Reveals Ad Intentions at ad:tech Miami

In an interview with CNN's Alberto Padilla, CMO Shawn Gold discussed MySpace's near-term strategies for advertising. The ad:tech blog divulges that at some point the social networking site will conduct psychographic research on its users in the near future. In the fall, advertisers will also have the ability to implement micro-advertising. Targeting by zip  [...]
Posted: Thursday, June 28th 2007

Schmidt: YouTube Filtering System within Reach

Google's Eric Schmidt says a system to identify copyrighted material on YouTube is "very close" to being a reality, reports CNET. Schmidt made his comments while being interviewed at the National Association of Broadcasters conference. He says the system, currently called "Claim Your Content," would identify copyrighted video and prevent it from being uploaded. For that material already on the site, the system will identi  [...]
Posted: Wednesday, April 18th 2007

JibJab Founder: Email List Root of First Viral Success

Gregg Spiridellis answered MarketingVOX questions recently, addressing the fickle nature of "viralness," and the ability of marketers to capture the qualities that make some content desirable and even the sort of thing people which to pass along to friends. MV: Brand marketers are captivated today by the idea of doing something funny or lurid or otherwise making ads  [...]
Posted: Monday, May 23rd 2005

Visa Online Ad Chief Keeps Plugging at Budget

AdAge wrote a glowing hagiography of Visa's newly-appointed VP of online advertising and emerging media platforms, Jon Raj. A fervent pusher of useful online marketing options, Raj said that Visa's spending on interactive media has increased in all four of the past years, although he wouldn't admit to specific proportions. During t  [...]
Posted: Thursday, April 28th 2005

Nissan Interactive Exec Interviewed

iMedia interviewed Nissan's interactive marketing manager, Doug Simpson, ferreting out the major online elements Nissan continues to use with its ongoing roll-outs of new and updated car models. Lots of interactive stuff tends to come early, especially in pre-release mode, bowing to traditional media once a new mod  [...]
Posted: Tuesday, February 22nd 2005

Superbowl Dot-Coms Explain Reasons

ClickZ's Zachary Rogers scored interviews with both internet firms known to be running Superbowl spots in this next month's festival of targeting wastage. He gets right to the nut of it, garnering the rationales as to why CareerBuilder.com and GoDaddy.com decided to blow the budget by running the TV ads. In essence, they don't know better, seeing the event as possibly efficient campaign kickoffs for broader awareness and branding   [...]
Posted: Tuesday, December 21st 2004

Interview: Coke to Bow Social Networking Effort

iMedia: Coca-Cola's Mark Dooley iMedia interviewed Mark Dooley, Coke's main online brand manager. He revealed that the soft drink purveyor plans a big social networking-oriented marketing effort online soon. His team is growing, and he reports more brands are shifting more dollars online.   [...]
Posted: Friday, September 3rd 2004

GM's Hummon: Stop Carping over Media Share

iMedia: GM Mediaworks’ Maureen Hummon iMedia interviewed Maureen Hummon, a manager at GM Mediaworks, the in-house media buying coordination group for General motors. She didn't win the award for most enthused about online media.iMediaConnection: Can your company point to evidence that suggests online advertising and marketing are contributing positively to branding metrics? Hummon: Our sophisticated back-end solutions m  [...]
Posted: Monday, May 10th 2004

MSN's Bradford: Demand, Supply Imbalanced

ClickZ: Questions for MSN's Joanne Bradford ClickZ's Zachary Rogers interviewed Microsoft's chief portal revenue executive, Joanne Bradford. She told him that the three biggest issues for Microsoft and other big publishers fall into three categories: - Making the buying process simple for advertisers, as it'  [...]
Posted: Thursday, April 15th 2004

Selling the Brand of You

This American Life: The Salesman (advance in Real Audio file to minute 34:17) NPR's This American Life rebroadcast a story which I thought was germane to the MarketingWonk audience. Marketing consultant Will Powers (his real name), of Seattle-based Brand Solutions, tells the host of the show how his boss urged him and his colleagues to employ their traditional brand definition techniques to market themselves to s  [...]
Posted: Saturday, October 18th 2003

Nextel's Taddeo: Mobile Ads Too Intrusive

iMedia: Nextel's Peter Taddeo iMedia interviews Nextel's vice president of new channels, Peter Taddeo, who indicates the firm uses online media primarily because of its targeting abilities. Interestingly, Taddeo says that Nextel deems mobile phone advertising far too intrusive to produce positive brand results.   [...]
Posted: Wednesday, September 17th 2003

McDonald's Exec Tells of Online Role in Product Launch

iMedia: McDonald's Neil Perry McDonald's Neil Perry shows how online media was used in the launch of the fast food giant's new Premium Salads. The campaign needed to stand out to let people know that an everyday brand had something new to say. Perry believes  [...]
Posted: Monday, August 4th 2003

Real-time Campaign Optimisation

avant marketer: Real-time Branding Optimization: The Future of Internet Branding An interesting interview with Rich Person, CEO, Poindexter Systems (get your website sorted out) providing insight into the process of real-time optimisation for online campaign. What I don't get though is why this is being put forward as new. Please correct me if I'm wrong, but I thought that companies su  [...]
Posted: Tuesday, June 10th 2003

Interview with United Virtualities' Dr. Mookie Tenembaum

eMarketer: Let Them Eat Crumbs! Some great insight here, including a great opening rant on why money is not being attracted to this medium. The money today is in the hands of a guy who's 50 years old, running a big advertising agency or who's the big CMO in a large company, he's spending a billion dollars building the brand, and you're coming to him saying, "Bring that to me, and in most of t  [...]
Posted: Monday, June 9th 2003

Interview with Organicís Media Director Heidi Browning

iMedia Connection: Organicís Heidi Browning iMedia Connection: What knowledge can you share to bridge the gap on how to better serve marketersí needs in the online world? Browning: Give online a chance, but be realistic about what it can accomplish. The Internet is an important touchpoint in consumersí lives and our journey is to seek the optimum path to achieve desired response. Deliver ac  [...]
Posted: Monday, May 19th 2003

Interview: DraftDigital's Jeff Cannon

iMediaConnection: DraftDigital's Jeff Cannon In this interview, Jeff Cannon offers up some smart advice on approaching the emerging areas of online planning and metrics: dayparting and reach and frequency. In other words, don't be too quick to adopt anything or we'll end up in another inescapable world of "banner-like" metrics. iMedia Connection: Are   [...]
Posted: Monday, May 5th 2003

Interview: Volvo's Phil Bienert

eMarketer: Peeking in Volvo's Digital Garage eMarketer interviews Volvo's CRM and E-Business Manager Phil Bienert. Volvo is a long time online advertiser and Phil discusses how Volvo has put the medium to use particularly with content sponsorships and brand building initiatives.   [...]
Posted: Friday, May 2nd 2003

Anti-Spam MailBlocks Launches Brand Campaign

Press Release: Mailblocks Launches Ad Campaign IAR: comScore Launches Search Service We reported the launch of MailBlocks a month ago, a new web-based email service that seeks to defeat spam through a patented "challenge/res  [...]
Posted: Monday, April 28th 2003