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Is Your Web Brand Grand or Bland?

ClickZ: Three-Step Brand Checkup Martin Lindstrom, co-author of the book BRANDchild, has a decent three-point review for whether or not your web site is achieving its brand objectives:Can you smash your site to pieces and still recognize it from the fragments? Do your communication materials have synergy? Does your site talk to your marketing department or your customers?I especially like  [...]
Posted: Tuesday, July 1st 2003

Business Blogs Lend Truth to Marketing

Star Tribune: Businesses use blogs to help get their name out there In this article, Dave Weinberger, long time Internet guru, speaks to the benefits of business blogging. "If companies allow their employees to blog, [they] have the opportunity of engaging their customer in the sort of genuine conversations that build real customer loyalty,' Weinberger said. 'There is  [...]
Posted: Tuesday, July 1st 2003

Design Very Important to E-Commerce

eMarketer: Importance of Site Design to E-Commerce If you are in any way involved in the design end of this business here's a data point for you. According to a new study from Genex, 36.2% of Internet users say site design is very important, 28.7% say it is extremely important, and 13.5% say it is somewhat important. These people also say they will leave a poorly designed site for a   [...]
Posted: Tuesday, June 24th 2003

Search Marketing - Future Predictions

Search Engine Watch: The Future of Search Engine Marketing More feedback from the Boston Search Engine Strategies conference. Lots of great insight including: Marckini emphasized that the focus of search engine marketing should not only be on keywords, but on conversions. "When you increase your web site's conversion rate, you improve the results obtained from all marketing sources including search, ba  [...]
Posted: Tuesday, June 10th 2003

Tacoda's Dave Morgan on Audience and Advertising

Media Life: Mining the Real Value of Web User Data Online advertising industry veteran Dave Morgan, founder of 24/7 Media and, more recently, Tacoda Systems, describes in a Q&A why an appreciation of audience has been a missing component in many online advertising programs to date. It's the data, stupid. In the interest of full disclosure, I was a close consultant to Tacoda two years ago, and I c  [...]
Posted: Friday, June 6th 2003

Managing Internet Rumors

New York Times: Counteracting the Internet Rumor Many companies have been the butt of Internet rumors, bad PR, and spoof campaigns. Whether a company comes out of a rumor situation depends on how the company reacts to the rumor. Puma had some difficulty with some spoof ads and did the wrong thing   [...]
Posted: Monday, June 2nd 2003

Tip on Redesigning Websites

WordBiz: What you can learn about organizing content when Web techies do a site makeover A look at the thinking behind Site Point's redesign. Given that they are a design based community, expectations were naturally high, and a great deal of thought went into the gig. In summary:Content Tip #1: Keep your basic navigation simple and intuitive. Content Tip #2:   [...]
Posted: Thursday, May 29th 2003

Online Advertising as an Application Rather Than an Ad

ClickZ: Applications, Not Ads Sean Carlton writes today in his ClickZ article about a much discussed topic: the fact that the Internet IS different from all media yet many marketers are still trying to cram old marketing efforts into this new medium. Sean asks us to think of the Internet as a place for applications, not ads. By applications, he means well crafted brand experiences rather then the pop and click experience we   [...]
Posted: Monday, May 19th 2003

Blogging Helps Search Results

Wired: Search Results Clogged by Blogs If you run a commercial website, and you don't have a blog, then you are a clown. To illustrate - on both Overture and Google PPC the term "Marketing Strategy" costs $1+ per click. Currently I have the top spot on Google for that term, and have done for around 8 months even though my site has be  [...]
Posted: Friday, May 16th 2003

Cinema Advertising More Acceptable Than Internet Advertising

Press Release: American Cinema Audiences Are Younger, More Affluent and Surprisingly Receptive to Pre-Movie Advertising Among the many other findings in this study, one finding stood out: movie theater advertising is more acceptable than Internet advertising. This is suprising to me since there has been so much coverage on the negative aspects of pre-movie advertising. Full  [...]
Posted: Wednesday, May 14th 2003

Why Weblogs Will Become a Serious Form of Corporate Communications

Allan Karl: It's Time For Marketing To Embrace Weblog Concepts & Technologies Allan Karl, former co-founder of Wirestone, has this to say about the power of weblogs as a form of corporate communications. "Point is, Weblogs may have succeeded where corporate marketing websites have failed. That is to communicate a voice that is fo  [...]
Posted: Tuesday, May 13th 2003

Rich Media Continues to Expand

ClickZ: Why Rich Media Is Suddenly Everywhere According to this article, the expansion of rich media being tied to the expansion of broadband is incorrect. The real reasons rich media have expanded are as follows: Flash Player Penetration Rich Media Proven to Increase Branding and Direct Response Falling (and irrelavance of) Click Through Rates   [...]
Posted: Monday, May 12th 2003

Interview: Regis McKenna

eMarketer: It's the Technology, Stupid Regis McKenna will speak at AD:TECH in SanFrancisco in June and he has warned that what he has to say might be a bit controversial. eMarketer grabbed an interview with the luminary to ask him about the future of marketing. He says there are big changes ahead for the marketing discipline and everyone better get ready to embrace them.  [...]
Posted: Friday, May 9th 2003

Big Offline Ad Guy Tells Online Industry What to Do

Ad Age: What Online Media Sellers Aren't Doing Well More comments from big offline marketers at this weeks iMedia Summit. This time, from former General Foods CEO, Erv Shames. In his comments, he said the industry needs to stop overpromising, definitively get rid of spam, offer deeper consumer insights, employ marketing modeling techniques, and stop focusing on cost reduction. Relat  [...]
Posted: Wednesday, May 7th 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

Achieving a High Google Ranking

Search Engine Watch: Ten Tips to the Top of Google My tip for the day is - build a decent site, and keep it active. It ain't rocket science, Google tries very hard to direct its users to high quality relevant pages.   [...]
Posted: Friday, May 2nd 2003

Full Screen Virtues and What the Internet is Not

iMediaConnection: An Industry Call-to-Arms Joe Jaffe praises the full screen superstital approach to online advertising while clearly defining what the Internet is not: This is not a medium of banners and buttons. This is not a medium of pop-ups. This is not a medium in which click-through presides. This is not a medium in which Websites are enoug  [...]
Posted: Thursday, May 1st 2003

Mary Meeker's Job Performance Review

SFGate: Inside View of Analyst Amusing skewer of one-time superstar Morgan Stanley analyst ice queen Mary Meeker, based on internal performance reviews of her work recently released as part of the $1.4 billion SEC investment banking industry settlement announced this week. I saw Meeker speak once at an IAB/@d:tech event in '97 or so. I remember being underwhelmed, but I, like so many  [...]
Posted: Wednesday, April 30th 2003

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

Bill Gates Gives Newspaper Publishers Advice

BrandRepublic: Digital Newspapers Help Bring in New Readers Says Gates From the mouth of the man who thought no one would need more than 640K memory and that the Internet wouldn't amount to much, came this advice for newspaper publishers at the Newspaper Association of America meeting: Don't view your website as a sideline to your business. If you do, you will   [...]
Posted: Wednesday, April 30th 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

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

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

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