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Better Online Planning

MediaPost: Planning 101 - Beyond Price and Placement MediaPost's Corr Treffiletti discusses some of the things you should consider beyond price and placement when creating a media plan. Share of Voice Clutter Creative Rotation   [...]
Posted: Wednesday, April 30th 2003

7th Annual WebAwards Call for Entry

Press Release: Web Marketing Association Kicks Off 2003 WebAward CompetitionThe Web Marketing Association announces the call for entries for its 7th annual WebAward Competition, the Internet's premier award competition that judges website development against an ever increasing Internet standard of excellence and against peer sites within an industry. Th  [...]
Posted: Wednesday, April 30th 2003

IAB Finalizes Universal Ad Package

Press Release: IAB Announces Final Interactive Ad Package The IAB, today, has made official its Universal Ad Package. First proposed in December 2002, the package consists of four ad sizes that are intended to make the management of an online campaign more streamlined. To be UAP complient, a web site must offer 51% of  [...]
Posted: Tuesday, April 29th 2003

Volokh on Building Blog Traffic

Volokh: Promoting One's Blog Biggie blogger Eugene Volokh offers some advice to a newbie as to how to call attention to your blog. Since we're promoters of business blogging, we thought this might be useful advice. Also is relevant to PR folks interested in pitching blogs.   [...]
Posted: Tuesday, April 29th 2003

Affiliate Marketing Seminar, Free, NYC, May 1

Ecommercesig.com: Affiliate Marketing: Best Practices for Advertisers Join E-Commerce Special Interest Group for a free panel discussion May 1. Experts will discuss: What percent of your advertising is through your affiliate program? Have you gotten any of the top 50 sites to work on a performance basis? What is the yearly budget for your affiliate program (not including staff)? Does your affiliate s  [...]
Posted: Monday, April 28th 2003

How Schwab Reduces Costs and Increased Profit With Email

eCRMGuide: Targeted E-mail: A Case in Point MarketingFix reader Cezanne Huq wrote to complain that too much of our email coverage is about spam and not enough about best practices. So here you are, a great case study of how Charles Schwab has used email to reduce call center costs and increase customer profitability by over 30%. The piece extensively quotes Jim Nail, senior analyst for Forrester Research, and   [...]
Posted: Saturday, April 26th 2003

Major Brands Shift Ad Budgets Online

Biz 2.0: McDigital Marketing Thomas Mucha examines McDonald's recent decision to shift more marketing budget away from TV in favor of online. Full of bolstering for online advertising effectiveness, including this:...[T]he best reason for McDonald's to go digital is that the medium works. Carmake  [...]
Posted: Saturday, April 26th 2003

How to Advertise on Google

Clickz: Google AdWords: Best Practices A great introduction to Google Adwords by Kevin Lee, aka Sergey Brinn lunch date :-)   [...]
Posted: Friday, April 25th 2003

@d:tech, San Francisco, June 16-18

Ad-tech.com: Palace Hotel, San Francisco, June 16-18 There is no question, @d:tech is the only real must-attend show in the overall e-marketing space anymore. Or, in any event, it's the best of them. I attended most recently last November in NYC, and it was an excellent event, just like old times: tons of familiar faces of industry vets, dozens of exhibitors, multiple open-bar parties, tchotchke, the works. Oh yeah, and lots of presentations, too (but the rea  [...]
Posted: Wednesday, April 23rd 2003

Viral Marketing Is Dead

iMedia Connection: Consider Viral Marketing I don't agree with the overiding message of this article. In fact it has forced me to become extreme. In doing so I now pronounce that - Viral marketing is dead. Why? Well because it is a misleading term that I'm bored with :-) Too often people consider "viral" as a separate part of marketing. It is not, instead it should be thought of as a strand within the overall strat  [...]
Posted: Wednesday, April 23rd 2003

Soliciting MarketingFix Reader Feedback

Hello MarketingFix readers. We hope you enjoy our site. Robert, John, Olivier, Steve and myself are quite pleased with this little site we've created, we don't mind telling you. Our first public post was on October 5, 2002, which means we've been at this for more than six months. Since then, traffic has continued to grow and we've developed a modest reader community, with many of you adding comments to our postings (tho we'd love to see more of that) and many more of you contact us directly via   [...]
Posted: Tuesday, April 22nd 2003

CPA Buys Don't Have to be so Frustrating

ClickZ: The Role of CPA in the Media Buy Mark Redetzke, vice president of online media for Zentropy Partners, ackowledges that CPA deals can be a pain in the ass especially when the client doesn't really understand what they are looking to achieve. Here, Mark writes about some ways to put CPA to use by illustrating a few real-world case studies.   [...]
Posted: Tuesday, April 22nd 2003

MediaPost Answers Top Objections to Online Ads

MediaPost: The Online Industry Answers its Accusers A must-read piece. Really more like a short research paper, MediaPost interviewed more than 20 executives at leading e-media and e-marketing firms, including Avenue A, CBS.MarketWatch, Collins, Haynes & Lully Advertising, Conde Net, DoubleClick, Dynamic Logic, EyeBlaster, GartnerG2, IAB, iDeutsch , InteractiveRevenue.com, i-traffic, Modem Media's , Nielsen//NetRatings, NY  [...]
Posted: Friday, April 18th 2003

The Role of Emotion in Online Advertising

iMediaConnection: Emotional Connectivity In this week's iMediaConnection/MSN Best Practices piece, Joe Jaffe discusses the role of emotion in advertising. Creating an emotional response to advertising offline has been a staple of the business since time began. Creating this emotional response online has been a challenge. Limiting factors have to do with both the medium it  [...]
Posted: Tuesday, April 15th 2003

Google Pushes Billion

NYT: In Searching the Web, Google Finds Riches Yet more fawning praise for everyone's favorite Internet company. A "googol," from whence the search engine derives its name, is a really big number -- specifically a 1 followed by 100 zeros. Well, Google isn't worth quite that much yet, but it's getting there:Google, a private company, does not disclose revenue or profit. But it says it has been profitab  [...]
Posted: Monday, April 14th 2003

Web Sites Get Better At Taking Feedback

MediaPost: How Well Do Websites Listen to Their Visitors? It is encouraging that web sites are listening to users more effectively but there is still some work to do. According to the report, for the first time, all 50 of the audited websites enabled users to submit some form of feedback. And an increasing percentage of these 50 websites empowered their users to provide their   [...]
Posted: Thursday, April 10th 2003

Tips on Communicating With the Always-Connected Consumer

iMedia Connection: Five Principles for the "Always-on Age" Online guru G.M. O'Connell, founder of Modem Media, espouses five driving principles to follow when creating succesful marketing in the increasingly connected world in which we live. Create a sustainable mutual value exchange Deliver experiences rather than messages   [...]
Posted: Wednesday, April 9th 2003

Webby Nominees Announced; Best Biz Sites Sought

WebbyAwards: And the Nominees Are... The Webbies have announced nominiees for 2003. For the first time, the awards are accepting nominations for the best business sites, in recognition of objectives such as "Branding & Design," "Customer Relationship Management / Customer Loyalty & Retention" and "Integration of Online / Offline Experience."   [...]
Posted: Wednesday, April 9th 2003

Advertising Is Intrusive; Is That Good or Bad?

iMedia Connection: Leveraging Intrusiveness We all seem to agree that advertising is intrusive in some way. And prevailing wisdom says that's a good thing. But, have you checked the definition of Intrusiveness in the dictionary lately? Well it means "aggressiveness as evidenced by intruding-by advancing oneself or one's ideas without invitation" Is that what we do all day? Sounds pre  [...]
Posted: Tuesday, April 8th 2003

Ford, GM Make Inroads With Online Hispanics

comScore: Ford Closes Gap Among Online Hispanic Auto Shoppers The comScore Media Metrix analysis, based on a panel of more than 50,000 U.S. Hispanic Internet users, revealed that in February 2003, the Ford Motor Company (including espanol.fordvehicles.com) earned the top ranking among major automotive manufacturers based on U.S. Hispanic visitors. ... In February 2003, more tha  [...]
Posted: Monday, April 7th 2003

Link Strategy Explained

Wilsons Web: Linking Strategies that Improve Traffic to Your Site An indepth interview with link strategy guru Eric ward. Well worth a read.   [...]
Posted: Wednesday, April 2nd 2003

ESPN.com Will Save 61TB in Bandwidth per Month with New Design

Netscape Devedge: An Interview With Mike Davidson of ESPN ESPN.com, the online sister of the ESPN cable networks, serves up more than half a billion page views every month, so when the page of the site dropped all layout tables in favor of structural markup and CSS-driven layout, the Web design community took notice. By cutting 50KB out of its page, ESPN will save 2,000 gigabytes per day  [...]
Posted: Thursday, March 27th 2003

Tips for Wireless Marketing

MarketingProfs: Mobile Marketing ñ R U up 4 it? A good article packed with decent advice, although the author implies that the US wireless marketing industry is far more backward that it actually is. The Wireless Advertising Association first opened in the US back in May 2000, 6 month before its European counterpart. For those of you really interested in this area, click MORE to read what is probably the most influencial article   [...]
Posted: Tuesday, March 25th 2003

War and Advertising

WSJ (via Yahoo): In Time Of War, Companies Rethink Marketing Push MediaPost: Advertisers Watch, Wait As War Clock Winds Down Guardian: War threat hits ad confidence Guardian: Local ads immune to war - Johnsto  [...]
Posted: Thursday, March 20th 2003

What to Do to Relaunch Web Site

ClickZ: Relaunching a Web Site: The 12-Point Checklist No-nonsense checklist that should both lead to a better web site, and the abilitity to manage and evolve the new site more effectively: 1. Define Objectives 2. Clarify Metrics 3. Evaluate E-Metrics Solutions 4. Know Your Visitors/Customers 5. Consider the Buying Process 6. Speak to Your Visitors Directly 7. Uncover the Facts 8. Define a Platform 9. Simplify C  [...]
Posted: Tuesday, March 18th 2003