General Tips
Copyrights, Trademarks and Patents, Oh My! Understanding Intellectual Property
By Kelly SimsYou are a business owner with a web presence. During a routine Google search for your page ranking, you discover something disturbing. There is another company out there with a name very similar to yours and almost identical content on their website. What do you do? Is your company name and website content [...]
Read Full Post | Make a Comment ( None so far )How to Embrace Multichannel Behavior
Written by Jack AaronsonWe’ve looked previously at ways to understand multichannel user behavior and about Web-to-store and store-to-Web analysis. Today, we’ll step back and look more generally at the methodology needed to really understand multichannel behavior. I call it “embrace it, then trace it.” To understand the philosophy, I’ll use a folklore tale of an [...]
Read Full Post | Make a Comment ( None so far )Information Is a Competitive Advantage
Written by Kevin LeeInformation about the present or future can provide search marketers with a competitive advantage. This is true not just for immediate competitive intelligence and the incremental power that a real-time campaign or bidding system can provide by analyzing data as it happens, but also for the understanding of trends that indicate where [...]
Read Full Post | Make a Comment ( None so far )‘Tis the Season to Be Social: Five Ways to Tap Into Social Shopping
Written by Heidi Cohen‘Tis the season for online shopping. Thanksgiving Day, Black Friday, and Cyber Monday all had record traffic compared to similar days in prior years, according to Hitwise. As is usual for this time of year, marketers are scrambling to find new ways to make this their best holiday season ever. Along with [...]
Read Full Post | Make a Comment ( None so far )The Craft of Writing for Internet
Writing for the Internet, whether you call it e-copy, web copy, web text, website content or whatever.is essentially a craft. It is ordinary writing with a job to do.If it means business you better write to grab their attention quickly, engagingly keep it and successfully lead them into taking some form of action. Most websites [...]
Read Full Post | Make a Comment ( None so far )Planning Your Publicity
Now that we’re at the end of the year, it’s a great time to plan your publicity for 2008. With all the talk about the immediacy of a story, and the unbelievable speed that news pieces make it onto TV and radio, we often forget that for most media, lead times are crucial. Lead times [...]
Read Full Post | Make a Comment ( None so far )The Keys to the Mobile Kingdom
Written by Chad StollerWhile the mobile advertising marketplace is certainly alive, is it really helping and enhancing consumers’ day-to-day life? Last week, I offered some thoughts on the current state of the North American mobile advertising marketplace at the NextMedia: Monetizing Digital Media conference in Toronto. According to a recent M:Metrics study, 11.2 percent of [...]
Read Full Post | Make a Comment ( None so far )The New Digital Altruism
Written by Gary SteinAdvertising is a fairly simple science. Essentially, it’s driven by a single economic principle: people are motivated to maximize value for themselves. Pick any ad in traditional media and you can see this at work. Messages are crafted to either show you that a product is of high value and low price [...]
Read Full Post | Make a Comment ( None so far )It’s 10 p.m. Do You Know Where Your Brand Is?
Written by Kevin LeeWhen they purchase media, brand marketers operate under a double standard that many aren’t even aware of. They eschew graphical ad networks in favor of text-based contextual, behavioral, profile-driven, and search-based ad networks, because they fear unsavory environments. But this fear is unfounded. While campaign decisions aren’t likely to change soon, as [...]
Read Full Post | Make a Comment ( None so far )Mutually Assured Success
Written by Shane AtchisonMy colleague Jason Burby and I have given hundreds of presentations, written dozens of articles, and authored a book promoting the concept of linking individual goals to a company’s goals as the strongest strategy for driving overall success. We recommend this at every roll-up level and in alignment with the metrics and [...]
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