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How To Determine Brand Potential
One thing I've struggled with - not least through trial and error - is how to determine a brand and build it. Lessons I have learned include:
Date: 2007-12-26
PubCon - Enterprise SEO
The Enterprise Level SEO and SEM Issues panel included a great roundup of search marketing expertise with Andrew Gerhart, Scott Polk, Tanya Vaughan and moderation duties handled by none other than Bruce Clay.
Date: 2007-12-06
Use Decision Management To Move Marketing To The Next Level
I always enjoy reading David Raab's work and his recent post on marketing software was no exception. In The Next Big Leap for Marketing Software he makes a number of great points and I particularly like the steps he lays out for getting people on board.
Date: 2007-11-26
Marketing Vs. Advertising Vs. New Media
I could not have said it better myself - David Meerman Scott ( he of The New Rules of PR) took Forrester to task for confusing advertising with marketing in a new research report.
Date: 2007-11-02
Social Media Marketing Essentials
Customers interacting with brands — that’s marketing in the 21st century. And SMM is key to fostering brand/customer conversations. This session will orient you to the world of social media.
Date: 2007-10-17
Marketing With The Suggestion Box
Gord Hotchkiss weighs in with another of his well-thought-out columns, this one on Yahoo!'s new search suggestion capability. Gord makes excellent points on how this function might affect searcher behavior, and I think he is right on.
Date: 2007-10-05
On Alignment Between Marketing & Finance
Many marketers are quickly approaching their favorite time of year. Okay, not really. I'm of course talking about budget time. When I see the challenge that marketers face when it comes to getting their budgets approved, I wonder why it has to be so hard?
Date: 2007-09-14
The Ad Everyone Wants To Read
Compelling ads don't have to be a hidden Grail, accessible only to scruffy types in fedoras. At SES San Jose, panelists for the Creating Compelling Ads session emphasized testing and relevance as keys to success.
Date: 2007-08-22
Search, Mickey D's, Or Coke, Branding Is Powerful
Here's a challenge for you: raise a child unexposed to branding. Good luck with it. This article isn't about parenting, though, it's about the power of the brand.
Date: 2007-08-10
Improving Marketing Operations Using Enterprise Decision Management
I have been thinking about Marketing Operations (nicely described by Gary Katz here) and I saw a post on Why is marketing operations so important? on Unica's blog.
Date: 2007-07-19
Marketing To Generation Y & Its Relation To Media Usage
One of the most important things Internet marketers can do for themselves, their companies and their marketing efforts is to look into future trends as much as possible.
Date: 2007-06-29
Free Is Big Business
'Free' is a word that makes marketing executives anxious because for a long time it either meant cheap and nasty or hippies in fields of mud. Neither of which look good in a boardroom powerpoint.
Date: 2007-06-08
Sponsorships Work Better Than AdSense
One blogger found that a trio of potential revenue streams simply did not work for him; he did credit paid sponsor ads for their help. Plenty of 'make money blogging' ideas abound on the Internet.
Date: 2007-05-25
CMO Or VP Of Marketing?
What's the fundamental difference between a Chief Marketing Officer and a VP of Marketing? It's not a question of experience or organizational size, and it doesn't matter what your business card says (mine says VP Marketing).
Date: 2007-05-11
Organic Search Marketing - Too Much Work?
I read Tom Foremski's post, "Is search broken?" over a month ago, and I responded at the time by comparing the work you do for search with other ways of getting attention.
Date: 2007-04-27
Meet the Search Ad Networks
Just got out of the search ad session, and here’s my liveblog (on tape delay, I guess; no wifi). The panel listed at the beginning is the expected panel, but things didn’t quite turn out that way (and I’m not sure if I heard everyone’s name right).
Date: 2007-04-12
Starbucks And Conversational Marketing
This seems like an almost trivial thing to write about, but lately it's been discussed in one of the major search marketing blogs: SEO Book. If you've been to Starbucks lately you may have noticed that printed on each coffee cup are quotes from various people throughout history.
Date: 2007-03-30
The Marketing Tactic That Gets 5 Stars
Quick: Which online marketing technique, according to Foresee Results, is used by 72 percent of the top Internet retailers and is the most influential factor in purchase for 39% of all buyers? The answer is customer ratings and reviews.
Date: 2007-03-16
Google Set To Bust TV Ad Market
If there were any doubt before (and there wasn't really), Google has every intention of busting in on the television ad market. A couple of job postings on Google's website confirm that intent while shedding some light on why networks are so jittery about this media revolution.
Date: 2007-03-02
Are You Targeting Your Best Customers?
So much otherwise good marketing is misdirected at the wrong customers. "Free shipping" is a great offer for someone almost ready to buy who needs just one more reason to do it now, but it won't move someone who isn't ready yet.
Date: 2007-02-16
Brands And Community
Brands love community. But do they know what it is? The growth of social networks has forced marketeers to view their consumers differently. Instead of seeing them as ABC1 caricatures, personalised datasets, psychographic segments or simply 'the target', social networks make them look very, well, human. And that's a problem.
Date: 2007-01-26
Simple Question: Who Else Can Win?
I've been writing about companies who are committed to making a difference. I think the issue boils down to a very simple question: "Who else can win?" The primary focus has always been on how companies make money... ie. how the company wins.
Date: 2007-01-12
New Guide - Focus on Results: the Essential Guide to Web Analytics
In order to run marketing by the numbers, you need a guide... one that can help you leverage best practices from industry experts to prove and improve your return on every online investment.
Date: 2007-01-11
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