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Author

David Berkowitz

How Brands Should Evaluate Startups

Surprise: Cost is the Last Thing You Should Be Thinking About

Marketers are overwhelmed, but focusing on these criteria will help you see the forest for the trees when evaluating startups and new technologies.

Full Article 0 Comments
Author

B.L. Ochman

Doing It Wrong: 11 Boring Things GM Posted on Facebook

Why Is GM Failing On Facebook? It's Obvious From the Content

GM's Facebook page is a sterling example of a company that wants to broadcast instead of listen, ignore instead of engage.

Full Article 59 Comments
Author

Dave Williams

GM Doesn't Have a Facebook Problem, It Has a Brand Loyalty Problem

Facebook's Value Isn't Clicks, It's Using Online Behavior to Influence Offline Actions

Rather than focus on selling cars on Facebook, the brand should have looked at how to connect with its best advocates to influence purchase behavior across the social graph.

Full Article 20 Comments
Author

Clara Shih

How Walmart Is Localizing Its Stores With Facebook

A Local-Social Strategy to Make Big-Box Stores More Relevant to Their Communities

A social-local strategy lets retailers capitalize on consumer use of new media, at the store level.

Full Article 3 Comments
Author

Michael Scissons

Why Facebook Isn't Screwed When It Comes to Auto Marketing

A Guide For Those Who Sell Cars or Buy Facebook Stock

The real questions we should be asking ourselves, before we blame Facebook for GM's marketing effectiveness, are were they doing it right and were they measuring it right?

Full Article 11 Comments
Author

Jamie Beckland

Social Sharing Data Vampires: They Vant to Suck Your Data

Publishers Embrace Free Social Sharing Tools to Drive Page Views, but There's a Steep Price

With social sharing tools, publishers are bleeding themselves dry, giving up the very customer data that hold the promise of their continued relevance

Full Article 3 Comments
Author

Adam Lehman

Will Facebook be an Internet Behemoth in 10 Years?

A Look Backward Can Tell You About the Challenges Ahead for Facebook

Facebook will need to fight a constant battle if it wants to maintain its dominant position amid ever-shifting consumer preferences and changing technologies.

Full Article 2 Comments
Author

Jag Duggal

Six Things You Need to Know About Real-Time Bidding

Many Assumptions About RTB Are Incorrect. Go for an Integrated Approach.

Real-time bidding campaigns perform well when executed correctly. But many assumptions about RTB 1.0 are incorrect. An integrated approach is essential.

Full Article 1 Comments
Author

Mark Trefgarne

Hey Publishers, Time to Increase Your Video Ad Load

Artificially Constraining Supply Is Stifling Innovation

Traditional TV found a model that works, but online publishers refuse to fully replicate the TV ad load model in their long-form content.

Full Article 0 Comments
Author

Lindsay Van Kirk

Advertising Fits Best in Natural Pauses -- on TV and Online

It's Best to Catch the Viewer When He's Ready for a Break in the Action

The new media have natural breaks in the online experience that marketers can take advantage of to engage with their audience in a place where it makes sense.

Full Article 4 Comments

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