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There's been a lot of recent talk about ethics in word-of-mouth marketing. As stealth marketers and shills get more negative press, the calls for transparency and honesty are coming from an unlikely source: marketers themselves. Few advocates give concrete reasons to practice ethical marketing beyond the fact that "it's the...
In the constantly changing world of lead generation on the Web, business people accustomed to prospecting offline ask me, "Allan, how do I figure out what approach will get my kind of business the results I need and do so cost-effectively? And, oh, can I build my brand...
Have you noticed how, in any new sector, marketplace or trend, pioneering rapidly creates followers, innovation normalizes and conventions form relatively quickly? That's why marketing textbooks advising brands how to stand out from the competition regularly champion the war-cry, 'Break all the rules!' Because, somehow, there...
With the rise of the digital era and the growth of interactive usage and advertising, it's become increasingly important to understand audiences. Making up 13% of the population is the multicultural audience, which subsequently, has not received attention commensurate to the "astronomical growth" it's experienced. Upon speaking with consultant...
Sports fans are always looking for outlets to engage their heroes. There is no better medium than mail, whether in traditional hard copy mode or of the electronic variety. A response to a fan correspondence can create a lifetime of cherished memories and a strong level of...
Mobile: Ready, Set, Go The mobile ad opportunity has everyone standing up and paying attention. According to some projections, worldwide revenue from the consumer consumption of mobile content will be worth approximately $92 billion by 2009 (Informa Telecoms & Media Sept 2006). Data services, in particular, are also becoming more...
If you're a brand advertiser, how do you know that huge advertising budget you just sank into online ads will generate revenue? How do you determine an accurate ROI on winning price wars for online search terms? Analysis of this year's advertising trends claim it's a sellers'...
Search Engine Optimization (SEO) is the black sheep in the online marketing herd. Its basic principles, its practice and its economics are all significantly different than pretty much any other marketing channel. One might almost compare it to Public Relations — since with SEO you are essentially competing for...
As we all know, TIME Magazine awarded its coveted Person of the Year recognition not to one powerful or famous person, but to the collective "You", meaning Joe Six Pack, Jane Doe, John Q. Public and the rest of us average folks. The editors see the dawning of...
My mom is 64. On those rare occasions when I send her an email, with, say, my flight information, I have to call her first to let her know to "check the computer". Her PC sits in the far part of the house, under a plastic cover, and...