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Author

David Murdico

Five Ways To Get More Out of Your Digital Agency

The Relationship Is Symbiotic, Even If Agency and Marketing Execs Don't Seem Like Clownfish and Sea Anemones

Stay focused on the campaign goals, short and long-term objectives and your digital or social media agency's roll in the campaign.

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Author

Adam Lehman

Overwhelmed By Data? Here's How to Tame It

Start With What Your Sites Collect, Add More , Find Trends and Act on Them

The amount of data we can collect from digital interactions is staggering, and making sense of it all can seem daunting. Here are some pointers for simplifying.

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Author

Will Margiloff

How Not to Get Scammed By Agency Trading Desks

Agencies Need To Put Clients First - Above Their Own Proprietary Technologies

Proposed: an easy way to maintain neutrality and make sure everyone wins

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Author

Jay Habegger

Amazon's Approach to Advertising Might Work, But It's Not for Every Retailer

The Retail Giant Is Leveraging Brand Equity and Hiring a Big Sales Force, While Others Will Choose to Outsource

Online retailers like Amazon are waking up to the profit potential of monetizing their online data via ad sales, but it's not so easy to pull off.

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Author

Glenn Engler

Retreat from Social Media Backfires on Carnival After Italy Ship Disaster

Rather Than Protecting a Brand, a Disengaged Company Sees Negativity Flourish at Its Online Sites

Carnival Cruise executives went silent too early after their ship ran aground in Italy last month, allowing social-media comments to cast a negative pall over the brand that will prove tough to lift unless they get more engaged.

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Author

Jon Steinberg

Ads Must Reach for Content that Aspires to Bigger Ideas

As Consumers Get More Control With Social Media, We Must Up Our Game to Get Their Attention

Advertising that isn't engaging is simply ignored, much less shared. We all need to up our game to stay relevant. Aspirational messages that will be widely shared are the most effective way to explain what a brand stands for and hopes to achieve.

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Author

John Squire

What Eli Manning, The Super Bowl and Twitter Mean for Your Brand

Brady Has the Rings, But Manning the Edge In Sentiment

While players may not monitor their brand sentiment, it is critical that businesses do because you never know when an upset may be in the making.

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Author

Alan Pearlstein

Kill the CPM: Why It's Better to Buy Time Than Ad Impressions

Time Spent Is A Better Metric Than Simple Impression

The CPM model that dominates display motivates publishers to chase impressions that create web page clutter and a poor user experience.

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Author

Penry Price

Time for Brands to Play Moneyball, Too

How to Look Beyond Batting Averages to Find Prospects That Get On Base

The old ways of finding 'prospects,' such as targeting with demographics, are growing as outmoded as thinking that a team shouldn't draft a player because his girlfriend is ugly.

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Author

Adam Lehman

Why the 2012 Presidential Race Will Be Defined By Data

Republicans Are 14% More Likely to Be Interested in Hybrid Cars. Really.

Forget the Twitter election; in 2012 the presidential campaigns will break new ground in use of data to target advertising.

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