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In my last article, I profiled 10 companies in non-media sectors that are incorporating RSS feeds into their marketing communication mix to engage target audiences. We looked at a diverse group of marketers, from Expedia's feeds of travel offers, to Ford's "Bold Moves" campaign, to Zales and their feed...
"If only the client would let us take a risk..." used to be the common refrain/complaint/cop-out heard from creatives. Blaming the conservative client was always the last line of defense for justifying mediocre work. To be fair, with many clients, the complaint was probably valid. With the high-cost of...
Recently, a leading multi-channel retailer engaged in a landing page test that sacrificed thousands of dollars and compromised plenty of ROI. The retailer's fatal flaw? Relying solely on the almighty conversion rate. The retailer tested two landing pages for its #1 keyword, "red jackets." The first was a product...
What's the sound of your brand? Interesting, isn't it? Most marketers will find it pretty easy to articulate what the look of their brand is; its feel; its tone; its personality; its values. But I suspect not many people would have an immediate and very definite...
It's a sad but familiar tale: The marketing team at a global company works for months on the launch of a new product, only to find out after the fact that phishers and fraudsters are pulling their customers away, their profits down, and their reputation into the gutter. It happens...
I'm pretty sure that with this title I'm going to skyrocket to the number one position on Google — for "epiphenomena." Laugh while you can, because epiphenoma are actually vitally important for understanding web analytics — especially if you are an ad-based web site or, indeed, any website that...
In a scene from the movie Capote, Truman Capote sits backstage with William Shawn, his friend and editor at the New York Times. It is immediately after the first public reading from his yet-to-be released book, In Cold Blood. The two are engaged in a conversation about...
Conspicuous consumption is over, and "ethical consumerism" is shaping up as a major force in the marketing industry. People of all types are choosing products and brands that support their values. This means social responsibility is more important to a company's success than ever — and that goes double...
A FEW STATEMENTS OF FOUNDATION: 1. 38% of online, Gen Y Americans visit social networking sites at least once a week (and the number is increasing) 2. Smart marketers are trying to interact with those consumers — where they are, and on their terms. 3. ...
With nearly 43 million* Hispanics currently residing in the U.S., this demographic continues to be the largest growing minority in the country. Yet targeting this community has sometimes posed a challenge for marketers because of language barriers and cultural differences. While traditional methods such as television, radio or newspaper...