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Authenticity is a peculiar thing: marketers believe that it has something to do with one regular Joe telling another regular Joe to take some sort of action, where the action will benefit the company the regular Joes are talking about. But, in a recent analysis of an 11-week...
Everyone needs a nom de guerre. While we enjoy the ability to interact more directly with others, an increasingly connected world makes it harder to maintain a sphere of personal, protected space. We have become vulnerable to exposure in surprising ways illustrated by some recent events: • ...
It's long been known that effective landing pages hold the key for generating revenue through pay-per-click search marketing efforts. But with recent changes to the AdWords Quality Score algorithm, if search engine marketers want to improve their conversions and keep their costs-per-click down, it's more important now than ever...
Over the last two years, RSS feeds have been adopted by content publishers of all shapes and sizes — from individual bloggers to established media giants. RSS is being used by the online properties for media publishers in every segment — all of the top ten daily...
As everyone in advertising knows, September 25th through 29th marks the weeklong celebration of the industry, cleverly known as Advertising Week, here in New York City. The days are filled will events, seminars, and conferences that feature an array of topics and a number of activities. But while the day's...
Last week, thousands of businesspeople gathered at the CTIA convention in Los Angeles, the semi-annual show where companies unveil the latest and greatest mobile products and services. I was among those wandering the show floor in a state of over-stimulation that is the hallmark effect of a good tradeshow....
Audio Branding typically refers to an immediate recognition of a piece of music and identifying it with a specific company. Think of NBC's bell-like tones or the sadly unforgettable McDonald's 'I'm lovin' it' ditty. Now it's time to open your mind to include podcasting in the Audio...
I've been in the marketing and public relations business close to 15 years now and if I had a dollar for every client who ever wanted to 'build buzz' I'd have a lot more money to show for those years. Buzz is the elusive goal of any marketing program. More...
At the July's Search Insider Summit in Colorado, there was a lot of talk about click fraud and how marketers are searching for ways to get more value from their search advertising dollars. A number of companies have responded to advertisers' needs by offering different methods of retargeting. Early results...
For many people involved in the Internet industry during the first heyday, Geoffrey Moore's 1991 best-selling technology marketing book, Crossing the Chasm, was the go-to resource for marketing high-tech products and services. Most marketers already recognized five distinct customer segments in technology marketing — innovators, early adopters, the early...