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Can standards cross online channels?

June 23, 2008

The online industry is rife with associations and best practice groups. Our experts look at where the digital age is at in terms of collaboration across the industry, and with the government, when it comes to standards.

Even failed ventures provide value for online marketing

Eleanor Trickett June 16, 2008

I may be at risk of upsetting the ROI lobby with this statement, but I have to tip my hat to the marketers who took the plunge into the social media world, and failed. The Wall Street Journal last week analyzed the year since Facebook opened its development doors, reporting that more than 250,000 developers have taken the bait.

What works on social networking sites?

June 16, 2008

As an increasing number of widgets and ad banners appear on online social networks, understanding how the channel will work best for marketers in the future is still up for debate.

When free content isn't really free

Pat Weilmeier, director of marketing and communications, Vitrium Systems June 02, 2008

B-to-b marketing organizations that use whitepapers, case studies, data sheets and other PDF documents in their lead generation campaigns want to capture as much information as possible from their readers. Unfortunately, many marketers seem determined to take more than they give — few realizing that how much they take may not be as important as how they take it.

Do widgets mean e-mail's demise?

Andy Lloyd, CEO, Fluid Inc. May 26, 2008

I'm often asked how gadgets and widgets compare to advertising banners. It's a good question, but may be more an indication that we all have much to learn about how this type of interactive marketing fits our existing paradigms.

UGC as the CFO's favored channel

Sam Decker, CMO, Bazaarvoice May 19, 2008

The CFO usually has a louder voice during tough times, so when marketers talk in terms of OPEX scaling, the finance department perks up. With scaling, costs either decrease over time as revenue stays flat or increases, or costs don't increase as quickly as revenue.

Measuring word of mouth online

Larry Freed, President & CEO, ForeSee Results May 19, 2008

Word of mouth (WOM) is one of the most credible ways to get a recommendation about a company, product or service, and the practice is growing exponentially with the advent of social networking and Web 2.0.

Is behavioral targeting a privacy threat?

May 12, 2008

Regulators and industry groups have been looking carefully at the regulation behind the practice of tracking consumer behavior online to better ensure consumers' privacy.

Picturing new online campaigns

Adam Brotman, SVP, Corbis.com and SnapVillage.com May 05, 2008

While the Internet is emerging as a predominant communication channel for marketing and advertising campaigns, creativity is still struggling to understand its role. We want online to be the next great creative frontier, but haven't yet found the formulas for great online creativity.

Pro-Obama 'Yes We Can' video is a good example of organic and viral DM

Tim Newton, creative director, Schipul April 14, 2008

Presidential campaigns seldom break new ground in direct marketing strategies, but this year, a celebrity supporter of one of the candidates has done just that. The "Yes We Can" video, which emerged organically without the involvement of Barack Obama's campaign, illustrates the role viral videos can play in direct marketing efforts.

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