Emerging Media

Get ready to test the mobile search waters

Gregg Stewart, SVP of interactive, TMP Directional Marketing October 26, 2009

Soon, most of the expected 191 million Americans carrying a mobile device will be searching for everything local on their phone — an opportunity for marketers to dip their toe into the mobile search waters.
 

How to make Twitter measurable

Evan Gerber, Principal Experience Design Consultant, Molecular October 13, 2009

More than ever, hard numbers are necessary to demonstrate success. They are incontrovertible, easy to communicate, and can point out what is or is not working. For new media darling Twitter, marketers are finding more tools to help them understand how their efforts are performing.
 

Networks use online video to give consumers a taste of new programming

Cara Wood September 28, 2009

For NBC Universal, the explosion of online video has opened up creative opportunities to promote its on-air lineup.
 

JCPenney takes coupons mobile

Dianna Dilworth September 25, 2009

Mobile coupons come to retail after successful tests in fast food, grocery.
 

Inside Emerging Media: Netbooks net opportunity for marketers

Chantal Todé July 13, 2009

With little marketing push behind them to date, netbooks have become a darling of the consumer electronics arena by giving a lift to laptop sales. Thanks to new subsidized plans for netbooks from telecommunications providers, the segment could shape up to be one of the highlights of the upcoming back-to-school and holiday season.
 

Online Videos Capturing More Viewing Time

Lynne Miller June 16, 2009

People are spending more time watching videos online. According to the Nielsen Online VideoCensus, the time per viewer spent looking at videos online jumped 49% in May 2009 compared to May 2008.
 

The Daily Tube drives traffic with e-mail

Dianna Dilworth June 15, 2009

For The Daily Tube, an online video aggregation site, e-mail subscribers are the most loyal audience and have helped drive traffic on the site.
 

Engagement metrics evolve beyond CTR along with Web display ad technologies

Nathan Golia June 15, 2009

The New York Times ran an article on May 31 titled "Put ad on Web. Count clicks. Revise."
 

Land Rover by Wunderman

June 15, 2009

Land Rover tapped Wunderman to promote the launch of its 2010 model at the NY International Auto Show. Wunderman harnessed the real-time power of Twitter to extend the reach of the show to interested members of the Land Rover community not in attendance.
 

How should I make the most of Twitter?

June 15, 2009

You've devoted time and resources to Twitter, working to reach consumers in a relevant way
in a place they are all the time. How do you know if it works? Our experts debate.
 

BooneOakley's YouTube "Homepage"

June 10, 2009

It wasn't long after BooneOakley decided it was in need of a Web site redesign that the copywriter/art director team of Jim Robbins and Ryan Holland suggested a site that lives entirely on YouTube. They presented a sample video to the agency partners and it was well-received.
 

Apple unveils faster iPhone

Dianna Dilworth June 08, 2009

At Apple's Worldwide Developer's Conference today, the computer maker announced its latest update to the iPhone OS and a new handset model, the 3GS, which will make rich media easier to interact with and expanding the reach of consumer base. The price of the current 8 GB iPhone 3G, which will remain on the market, drops to $99, effective today with the announcement.
 

Amid bankruptcies, auto industry seeks digital reinvention

Lauren Bell, Dianna Dilworth, Chantal Tode June 05, 2009

Even with budgets getting sliced, marketing remains a necessary part of any automaker's business strategy. The question now is not whether automakers will spend to promote their brands, but whether they will stick to their old, traditional-media-heavy strategies or move their marketing dollars to more nimble online media.
 

People News from Gyro:HSR, Yahoo, David & Goliath, Fanscape, Silverpop

June 05, 2009

Chris Becker joining Gyro:HSR as chief creative officer...Eric Brown leaves NetApp for Yahoo...Napper Tandy comes to David & Goliath...Clea Shearer leaves MySpace for Fanscape...Silverpop adds two VPs
 

Dairy Queen taps mobile tech for loyalty

Lauren Bell June 02, 2009

Dairy Queen has signed on to use a new RFID-based mobile loyalty platform from mobile marketing company Tetherball. The new Tetherball platform, released June 2, helps clients like Dairy Queen deliver permission-based mobile coupons, rewards, sweepstakes and notifications to consumers through an RFID chip, called a Tetherball Tag, which attaches to their mobile phones.
 

Does your digital strategy need an app?

Cara Wood June 01, 2009

On May 26, Nokia launched its Ovi Store, an online software and content repository, to an estimated 50 million Nokia device owners worldwide.
 

Echo awards judging features firsts in green marketing, award organization

Cara Wood June 01, 2009

The first round of judging for the 2009 International Echo Awards, a body of awards from the Direct Marketing Association that celebrate creative, strategy and results across direct marketing media, began May 19. This is the first year Echos has had a vice chair from the client side. Another first this year is the Green Marketer Award.
 

Local marketing shifts to digital

Lauren Bell, Dianna Dilworth June 01, 2009

According to The Kelsey Group's Annual Forecast, local advertising is shrinking. In 2008, the market size of the US local media and advertising market was estimated at $155.3 billion.
 

Borrell study predicts 39% drop in direct mail spend by 2013

Lynne Miller May 28, 2009

Advertising revenue from direct mail is expected to plunge 39%, from $49.7 billion in annual spending in 2008 to $29.8 billion, by the end of 2013, according to a new forecast from Borrell Associates. If the forecast turns out to be right, direct mail would fall from the No. 1 position for ad revenue to No. 4, behind the Internet, broadcast TV and newspapers, the report added.
 

Web analytics tools should measure social media

Albert Gouyet, VP of Marketing, Quantivo May 27, 2009

If you are responsible for a Web site, it is easy to believe that you are well prepared to capitalize on a surprise influx of visitors driven by social media and viral behavior. However, most Web analytics tools today were designed for Web 1.0 -- a world where visitor behavior did not change in a flash. Luckily, new types of technologies designed for these kinds of behavioral analysis are emerging. Known under various names such as associative, temporal or affinity databases, these solutions are reaching the level of maturity, scalability and performance necessary to handle Web data.
 

How to use social media to grow your e-mail list

Morgan Stewart, director of research and strategy, ExactTarget May 26, 2009

As marketers scurry to come up with a social media strategy, many are looking to the integration of social media and email as a critical component. According to a recent collaborative study by ExactTarget, the Email Marketer's Club and the Center for Media Design at Ball State University, only 13% of marketers integrated social media and email last year. 46% plan to do so in 2009.
 

In circ: Farewell, friends

Lauren Bell May 21, 2009

It's been a little more than a year since DMNews launched its first-ever circulation marketing newsletter. My, how times have changed. Headlines from our premier issue included NYT presses into Philadelphia, O at Home redesigns for rate base increase and Chicago Tribune expands local footprint. In the following months, we began printing fewer stories about expansion, and more about closings, cutbacks and alternatives to print.
 

The digital magazine future

Greg Wolfe, president, Circulation Specialists Inc. May 21, 2009

I'm not sure what the digital magazines of the future will look like, but they may look something like the digital flip-book magazines of today. A really good digital magazine reader could provide a very enjoyable experience, with all the qualities of a conventional printed magazine, plus searchability, links to additional content and advertiser's Web sites and embedded video clips. It could be like a magazine on steroids, and you won't be chained to a computer to read it. Once the readers get good enough, things will start to move fast in the direction of magazine content delivered digitally.
 

In Circ: How to proceed with your digital strategy

Cara Wood May 18, 2009

Magazines and newspapers have had a bumpy ride along the road to digital expansion. Many are continuing to test new operational models - among them, the Financial Times, the Wall Street Journal and The New York Times. The latter had its own Tweeting reporters leak plans from an internal company meeting about the Times' ideas to pursue a paid membership model last week. However, true success stories with monetizing digital content in a sustainable way are few and far between.
 

Epsilon

May 18, 2009

Epsilon offers creative work, e-mail, database and loyalty, predictive modeling and analytics, consulting, SEO, direct mail and other services through its three business divisions: the Purple@Epsilon agency, Marketing Technology and Data Services. The agency's drive for data is deep — its parent company is Alliance Data Systems, and, Taleen Ghazarian, SVP, strategy and planning, notes, "The essence of Epsilon is really data-driven multichannel marketing that can create measurable results for our clients." Click headline above to view Epsilon's full profile, complete with capabilities and company history.
 

G2 Direct & Digital

May 18, 2009

G2 Direct & Digital is one of the largest direct and digital communications agencies in the world, and is part of the G2 global network of companies. Founded by George Wiedemann in 1979, the agency has been in business for 30 years and has a breadth of services for brands looking to leverage direct channels. Formerly known as Grey Direct, in 2006 the agency became G2 Direct & Digital to better reflect its growing presence in interactive marketing and to provide a more synchronized offering to its clients. Click headline above to view G2's full profile, complete with capabilities and company history.
 

iCrossing

May 18, 2009

Founded more than a decade ago, iCrossing has its roots in natural search but has since expanded to be a robust digital agency incorporating everything from paid search and social media to mobile and analytics. The agency has a search-centric focus and believes search is the common thread that binds all marketing media together. Click headline above to view iCrossing's full profile, complete with capabilities and company history.
 

Razorfish

May 18, 2009

Interactive ad agency Razorfish was formed in 1995 in New York as a small online marketing firm, which soon received backing from Omnicom. After being acquired by SBI Group and then aQuantive (which had previously combined with agency Avenue A), the result was Avenue A/Razorfish — but when the agency was acquired by Microsoft in 2008, it decided to drop its Avenue A branding. Known for its full integration of marketing and technology, Razorfish is a soup-to-nuts agency that encompasses both the art and the science of DM. Click headline above to view Razorfish's full profile, complete with capabilities and company history.
 

Sapient Interactive

May 18, 2009

Sapient Interactive, formed in 2006, is a division of Boston-based Sapient, which operates two primary groups, Sapient Interactive and Sapient Consulting. Sapient Interactive Sapient Interactive integrates strategy, creative, advertising, media services, analytics and technology services under one roof and prides itself on working in emerging channels such as social media, mobile devices such as the iPhone, digital in-store displays, self-service kiosks, as well as traditional media. Click headline above to view Sapient's full profile, complete with capabilities and company history.
 

Wunderman

May 18, 2009

As the agency that bears the name of the legendary Lester Wunderman, who is credited with coining the phrase "direct marketing," it's no surprise that the science of direct is soul of what this agency does - though much of its work today revolves around digital, mobile, data analytics, e-mail as well as direct mail. The agency traces its roots to 1958 when it was founded as Wunderman, Ricotta, & Kline by three veteran ad men. In 1973, it was acquired by Young & Rubicam. Click headline above to view Wunderman's full profile, complete with capabilities and company history.
 

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