DigitalNext

Let's Stand Up to the Attack on Marketing-Mix Models

For Years, These Calculations Have Enhanced Marketing and Media Spend

Critics say traditional techniques for explaining the ups and downs of brand sales undervalue media spending. The facts show otherwise.

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Great Marketing is Not Made in Six Days; Give It a Week, at Least

In the Rush to Put Something Out There, We've Lost Our Attention to Craft

Brands are getting drunk on opportunities like rapid-response tweeting instead of getting drunk on the ideas themselves.

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The Biggest Myths in Digital Marketing (and How to Combat Them)

The Biggest Myths in Digital Marketing (and How to Combat Them)

Five myths, and five tips, from attorney Brian Heidelberger.

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From Japan, The Biggest Social Network You Never Heard Of

'Line' Has Gone Viral With Consumers, Fueled by Ads and Stiff Fees for Business

Japan's 'Line' is the world’s fastest-growing social network, having reached 50 million followers in just 399 days.

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Mobile Marketing Isn't About Screens or Devices, It's About Behavior

Too Many Brands Treat Mobile as a Giant Monolith, Yet There's Huge Variety

Too many brands are treating the mobile marketplace as a unified whole, instead of adapting creative to each device.

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Four Essential Questions to Ask About Your Branded Content

Is the Story Linked With the Brand? Does It Inspire Viewers to Act?

What's content without story?

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The Four Top Myths About Online Ad Viewability

Why Viewability Can't Always Be the Currency

Talk about ads' visibility on the screen tends to make everyone nervous -- with reason. Four myths need to be demolished first.

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We Need Quality Time From Viewers, Not Just a Quick 'Share'

As Brands Get Into Publishing, They'll Profit From Getting People Seriously Engaged

Half of you might share this without reading it all the way through. That's the reality of the internet.

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When Will Digital Ads Finally Generate a 'Water-Cooler Moment'?

It Will Take More Stress on Great Storytelling, Less on Tech

A focus on tech over storytelling is keeping brands from generating water-cooler moments with digital advertising.

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To Win at Mobile, Get Inside the Consumer's Mind

We Can Learn a Lot Just by Observing How a 5-Year-Old Uses an iPad

Here are three things mobile marketers can learn from watching 5-year olds.

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Mobile Ads Don't Just Annoy, They Betray

We Love Our Smartphones Intimately, and Uninvited Pitches Feel Like a Violation

If mobile ads want to be on my smartphone, they'd better honestly care about me and make my life easier, 

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Foursquare Is Generating Too Much Useless Noise

Users Need to Get More in Return, so Brands Can Reward Best Customers

Foursquare is too much useless noise. It must flip its value exchange so users get immediate value, and brands will hop on board.

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The Third-Party Cookie Divide Is Debilitating the Industry

We Need to Stop Bickering and Protect Our Common Ground

All-or-nothing proclamations and actions on third-party cookies are creating conflict and putting the digital-ad industry at risk.

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RTB Is the Most Overhyped Technology Ever

It's Useful for Extending the Reach of Mediocre Content, but Not for Subtle, Thoughtful Buys

RTB has uses but most sites would be out of their minds to replace their sales forces with programmatic sales. Here's an example.

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Native Advertising Is Making Media Brands Count for More, Not Less

The Media World Is Going 'Native' and That's Good News for All of Us

​Publishers are challenging long-held, idealistic lines between ads and edit, but that's a good thing, according to Antony Young.

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As Pinterest Meets With Marketers, Evolving Business Model Gets Clearer

Pinterest Isn't About Social, It's About the Visual Web and Search

There was a clear vision threaded through Pinterest's first "partner event" with marketers and agencies on Wednesday. 

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Hiring in Digital? Look for an Expert in, Yes, Traditional Media

Those Who've Learned from Experience Offer a Great Grasp of Demographics, Markets and Consumers

The digital ad industry needs to hire experts from traditional media who offer an in-depth grasp of demographics, markets, and consumers.

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How to Avoid Patent Trolls

Preparing for Growing Problem of Patent Challenges

What growing patent litigation means to the marketing world, according to Brian Heidelberger, partner at Winston & Strawn.

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Smart TV Is Just Around the Living Room Corner

Inevitably, Smart TVs will hold a key place in many households, presenting a great opportunity for innovations in advertising.

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What Tumblr and Two More Potential Huge Deals Reveal About Tech Future

Facebook and Microsoft May Make Big Moves of Their Own

Possible acquisitions by Facebook and Microsoft further show giants of tech looking well beyond the personal computer.

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