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How do you measure the effectiveness of your web marketing efforts? By conversion rates, of course. But it turns out that conversion may only be a part of the story. High conversion rates may mask channel cannibalization. And low conversion rates are sometimes the result of that same cannibalization...
Back in November, while in a car driving through Chinatown on the way to the airport, I saw four men on the sidewalk. They were busy trying to pull something (my guess is something very heavy) out of the basement of a brownstone building and onto the sidewalk...
Way back in 1999, Christopher Locke, Rick Levine, Doc Searls, and David Weinberger put together cluetrain.com (the contents of which were published as The Cluetrain Manifesto in 2001). Their list of 95 theses begins "1. Markets are conversations". The authors built a convincing argument that the...
I like to consider myself a free-wheeling first adopter, but the consultant in me prohibits me from accepting the fate of the first lemming off the cliff. It has thus taken me a wee bit longer to acclimate myself with the online shopping experience — a possible advantage...
It all began with a healthy debate on IM regarding one of the online ad industry's most consistent quandaries. Only this time around, the dialogue was punctuated with the statement, "CPA will dominate metrics in 2010, brand advertising will die out." Was this a new twist to the tale,...
Barely six weeks ago, Ted Murphy, CEO of interactive consulting firm / agency MindComet, launched a paid blog post advertising network called PayPerPost. The service entails advertisers commissioning bloggers to write about their products and services in exchange for cash. Many bloggers were quick to blast the idea, saying it...
In two years podcasting has grown from a fringe craze, to the next big thing and is now a household word. Podcasters themselves have grown from hobbyists to professionals with a business side to compliment their creative side. A quick review of the iTunes Music Store's podcast showcase reveals...
Just how sinister click fraud really is has been a topic of conversation that, up until now, has been a dialog between advertisers, search engines marketing firms, auditing firms, and of course, the courts. Who we have not heard from in any real detail have been the search engines...
At the core of every winning project, is a creative team that has poured its blood, sweat and tears into bringing an idea to life. Unified by concepts, whiteboard scribbles and a common passion for problem solving, creative teams often arrive at many viable solutions. Some of which you...
Call them alterna-yuppies or yupsters, but lurking just beyond the miasma of New York City hipsterdom is a relatively new adult target audience that should undoubtedly be raising marketers' eyebrows. Barely removed from the coveted 18-34 set, yet treading ever so lightly towards middle age, this peculiar demographic of successful...