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Jacob's Creek Winery Screen Saver Case Study

eMarketingToHer: How Jacob's Creek Winery Used Screen Savers to Boost Brand Awareness and Retention -- 11 Tips A MarketingSherpa site quoting Nick Blair, Marketing Director at Australia's biggest wine brand, Jacob's Creek, with a case study with advice points on using a screen saver for marketing most successfully, including: Consider screen saver longevity Ensure brand compatibility Be su  [...]
Posted: Thursday, May 1st 2003

Visa Soft Pitches People in Their 20's

DMNews: Visa Has an Idea to Attract Twentysomethings Visa USA has hit on a new online marketing concept to understand the attitudes of adults ages 18 to 29, an audience that is hard to pin down for most marketers. A contest on IdeasHappen.com has attracted 1 million unique visitors since the start of April. Of them, 8,500 people have submitted ideas toward a $25,00  [...]
Posted: Thursday, May 1st 2003

The Potential of IM Marketing

iMedia Connection: How to Leverage Instant Messaging A good discussion of the issues surrounding this subject, highlighting areas where marketer may be able to take advantage of this medium. My favourite example of a company using IM to market products was - ELLEgirlBuddy. You can read a case study about it   [...]
Posted: Wednesday, April 30th 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

Unicast Introduces Full-Screen Superstitial

Press Release: Unicast Brings Full Screen Advertising to Online Ad Community The trend towards intrusive ad formats continues to grow. Unicast, a leader in rich media ad formats, announced this morning the launch of Full Screen Insterstitials, 15-second ads that take over a visitor's screen entirely. Expect to start seeing these on sites includind About.com, ESPN, NYTimes.com, CBS Marketwatch, Forbes, CNN, MSN and elsewher  [...]
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

@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

Fat Online Ad Trend Widens

CNET: New Online Ads Squeeze News PagesSeveral top online publishers have adopted newly sized advertisements that give marketers half of the page to tout their wares, in the industry's latest maneuver to make Web ads more pleasing to brand promoters. Last week, New York Times Digital introduced half-page advertisements on its pages and those of its Boston affiliate, Boston.com. Days later, Forbes.com and CBSMarketwatch.com s  [...]
Posted: Tuesday, April 22nd 2003

Web Not on Radar's Radar?

The NYT reports on the buzz in the publishing industry about the launch next week of the new magazine Radar, edited and published by Maer Roshan, formerly the editorial director of Tina Brown's ill-fated Talk magazine. My first instinct, naturally, was to visit   [...]
Posted: Thursday, April 17th 2003

Does Yahoo! Have a Branding Problem?

MediaPost: Yahoo! Has a Branding! Problem! According to Tig Tillinghast, yes. Yahoo! has so many house ads running in all areas of its site that it is diluting its brand, he claims.   [...]
Posted: Wednesday, April 16th 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

What Sucks About the Online Ad Industry

MediaPost: What Annoys You? Masha Geller reports today on a study done by Paul DeBraccio of Interevco. He asked 600 of us in this industry, this question, "What do you think has been the Red Herring in the Online Ad Industry?" (Read the article for the answer) This study also found the things we talk about every day (branding versus direct, banner/pop up debates,  [...]
Posted: Monday, April 14th 2003

Domain Boogers

ExecutiveSummary.com: Domain Boogers Ever notice sites that are not configured properly to let you neglect to type the www. of a domain? E.g., the site for the bank HSBC comes up fine when you type www.hsbc.com, but it comes up 404 when you type merely hsbc.com. Such sites are administered by morons. I dub this phenomenon "Domain Boogers." More  [...]
Posted: Sunday, April 13th 2003

Boston.com Rents Out its Logo

Boston.com has let Longs advertise within its logo, so when you click on the logo a pop-up appears with information on their upcoming event Diamond Happening. This isn't the first time a site has done this; the first instance that I remember was About renting out its "O" to Lifesaver. Incidently if you would   [...]
Posted: Thursday, April 10th 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

Contextual Relevancy Defined

iMedia Connection: A Return to Contextual Relevancy Joe Jaffe takes a close look at Contextual Relavancy and it's place in the online advertising world. It's not just matching message with content.   [...]
Posted: Monday, April 7th 2003

Why Aren't Traditional Advertisers Fully Embracing the Web

iMedia Connection: Publicis & Hal Riney’s Jerry Back Jerry Back The VP, Associate Director of Research & New Media at Publicis shares his thoughts on what is holding this medium back. iMedia Connection: You don’t believe the Internet has yet panned out as a viable advertising medium for traditional marketers. Why? Back: All other media have two types of ad revenue streams b  [...]
Posted: Monday, April 7th 2003

Emisare Brand Strategists Launch BrandAdvocate

BrandAdvocate A brand strategy agency Emisare launched this new site BrandAdvocate as a place to profile strategy articles and links of interest that have for the past year or so been an extranet featue for clients. The site also features a monthly newsletter. Right now, the site is in a "soft launch" (which I guess means beta), and most of the alleged original content still is labeled "coming soon," so stay tuned. P  [...]
Posted: Friday, April 4th 2003

Arab Wide Web Begins E-Marketing Services

MenaReport: Arab Wide Web Launches E-Marketing DivisionArab Wide Web, a e-business service provider in the Arab world, has launched an e-Marketing division to offer leading edge services and enable companies in the region leverage the power of the web for business growth, e-commerce and market consolidation. Key services to be offered by  [...]
Posted: Wednesday, April 2nd 2003

A Primer on Internet Advertising

avant marketer: What Works in Internet Advertising avant marketer has just released an overview of three studies regarding online advertising. The three studies cover Branding, Ad Formats, and ROI. All of these studies have been released before but avant marketer has rolled them together and commented on them. I post this here because I think it is a good and sim  [...]
Posted: Friday, March 28th 2003

Internet Advertising Increases Impact of Offline Campaigns

BBC: Adverts on the net 'pay off' The European Interactive Advertising Association (EIAA) looked at 15 major ad campaigns over the period of a month to find out what impact online advertising had on consumers. A panel of 2,000 people took part in the study which assessed the impact of adverts when watched only on TV, those seen just online and a combination of both. [...] The   [...]
Posted: Tuesday, March 11th 2003

Online Sponsorship Effective as a Branding Tool

IAR: Study: Sponsorship Pays Off In the fourth quarter of 2002, Dynamic Logic looked at 750 campaigns using its MarketNorms database, defining sponsorship as programs that seek to connect a brand with an event, person, place, content area or promotion. The approach has been common in traditional media for some time, particularly for advertisers sponsoring sports events. The study found that online sponsorship ca  [...]
Posted: Friday, March 7th 2003

A Good Product Yields a Strong Brand

Forbes: The Making Of A $2 Billion Brand Even more remarkable is the fact that Google has become a valuable household name without spending a dime on advertising to reach consumers. The search site has never placed a TV spot, a print ad or an online banner in search of users, according to Google VP of corporate marketing Cindy McCaffrey.  [...]
Posted: Monday, February 24th 2003

Coca-Cola Joins Branded Content Bandwagon

SMH: Coke says advertising is missing the bus AdAge: Steve Heyer's Manifesto for a new Age of Marketing The method that Coke will use is that latest buzzword in marketing - "brand-driven content". The soft-drink giant will produce media content and entertainment that it believes will connect with its customers in more meaningful ways. Coca-Cola is ju  [...]
Posted: Wednesday, February 12th 2003