Marketers definitely need a mobile-optimized or mobile-specific website. But do you really need to build a mobile app?
In the Relationship Era, sales tactics may drive consumers away.
Chances are you won't win the Mega Millions lottery or catch a 42-pound rainbow trout. So why plan on striking viral gold when there are better online investments to be made?
The future won't hinge on content; an unlimited supply is a given. It will hinge on the discovery of content.
The phone-hacking scandal is getting awfully convoluted, so I've taken the trouble of putting together a timeline of events so far. And also in the future.
Maybe brands shouldn't be tasking anyone to create branded videos contrived to catch fire online.
Every so often the universe presents the perfect package: an enterprise so monumentally loathsome that you can safely despise everyone involved.
Perhaps many Apple aficionados are prepared to strike a Faustian bargain -- vague tugs of guilt in exchange for the coolest stuff ever -- but some will not. The backlash is no doubt under way.
Why memorialize a First Amendment exception if technology will soon render the exception moot?
The problem of adapting business models is like that of changing engines in midair. How do you retrofit your institution without putting ongoing operations -- and quarterly growth -- into a stall?
Get ready for "The Human Element" -- an essay that will appear in this very publication in a few days that reimagines the practice of marketing for 2012 and beyond.
Again and again we are told how bad we have it. And so, convinced that we are in extremis, we bellyache and bellyache, and tune out the rest of the world.
This is about a startup brand that has it all: Good content. Value added. Simple technology. A big social component. Low price. Essentially no apples-to-apples competition. Virtually zero overhead. So what's the problem?
Aimless pitches from haphazard young Courtneys have always been a PR Worst Practice, but in the Brave New World they are deal-killers.
I had just finished lecturing marketers about divining in their businesses their core purpose and cleaving to that purpose in all they do, with all their constituencies, all the time. What if a certain corporation distilled its core values down to "investing in the communities where we do business?"
With each successful effort, he pried the thumb of some Big Brother-like monopolist off our slavish selves. He wasn't merely a canny psychologist with an eye for design. He was Moses in a turtleneck.
Seldom has a presidential address so hinged on a call to action. How many times did President Barack Obama admonish Congress to pass his proposed jobs bill? I counted 22.
I can talk the talk as well as anyone. But, when push comes to shove, do I really walk the walk?
Apologies in advance, but what follows amounts to an ad -- an ad for a business that should not exist.
Petty exaction in advertising went online this week when a media executive sent an email to publishers soliciting freebies -- specifically, tickets to the U.S. Open -- for its Canon client.