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Everything is in place. You or your client offers a quality product and service online; the company site is visually appealing, informative and easy to navigate; the e-commerce process is secure; the product delivery vendor is reliable. Everything was done correctly. Yet the site is not attracting the traffic...
Recently, The New York Times, in bold headlines, reported the blindingly obvious: New York's Times Square is a remarkable place. Of course, marketers have known this for years, which is why they invest millions in blinking billboards and lunatic street stunts. Consumers know it too, which is why so...
With 2007 upon us, I thought I'd use my first column to talk a little about where I see us heading in the new year. First of all the online marketing prognosis for next year is excellent. More and more brand marketers are looking beyond the traditional...
For some time, video has been a popular tool for internal corporate communications. However, the use of online video for integrated marketing campaigns is still a relatively new trend. Global 2000 marketing executives are beginning to realize the ROI benefits of using webcasting for creative purposes to deliver consistent...
All decisions are not created equal. Specifically, strategic decisions serve as the foundation for all subsequent decisions related to a particular initiative. You wouldn't build a house foundation on an unknown composition of ground materials. Similarly, you should not build a new web site strategy without...
At the recent ad:tech event in New York, one of the most common words or phrases making the rounds on the exhibit floor (other than 'Datran Media Party') was 'CPA' or 'Cost Per Acquisition'. The CPA auction model is a natural response to advertiser's fear of click fraud in addition...
Before you present a consumer with your viral marketing program, you have to consider your impact on their social capital and craft your strategy accordingly. You need to understand what's going to motivate people to spread the word, and use the right tactics for your situation. Failing to do...
For a $2500 admission fee, you'd think that attendees at the recent Economist Media Convergence Conference would arrive prepared with something more innovative than ogling Google, fondling MySpace, and bragging about how much they're spending online and how. It should come as no surprise to anyone familiar with...
A recent study by Ocean Consulting revealed that between 2000 and 2004, the number of people who rated ad-avoidance as a "hot topic" more than doubled. Today's consumer is more empowered than ever to edit out their marketing messages, be it through the use of DVRs (digital video recorders),...
The busiest shopping season of the year is here. It's a boon for major brands online, since nearly half of all Americans have indicated they plan to buy at least one gift online. But as the number of online shoppers grows, so too does the number of cyber criminals...