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B-to-b firmly in social media

By: Paul Gillin on April 12, 2010

Two years ago, most b-to-b marketers were pondering their first tentative steps into the blogosphere and wondering what all the fuss was about a 140-character text message called a “tweet.” Today, with Twitter and Facebook emblems sprouting up on business Web sites like dandelions in a summer field, the question has become how to maximize the value of multiple social marketing channels.

Trivializing influence

By: Paul Gillin on April 09, 2012

The topic of online influence has suddenly become red hot as marketers have awakened to the reality that third-party validation by peers and experts is at least as important as marketing messages in customers' decision-making.

Holding media's feet to the fire

By: Paul Gillin on October 12, 2009

B-to-b media company Questex Media Group Holdings and Canada's largest media company, CanWest Global Communications, both declared bankruptcy last week, just one day after Condé Nast closed four publications—including the 70-year-old Gourmet— and laid off 180 people.