Robert Springer


Articles by Robert Springer


Social media management and compliance tools are promising approaches that allow companies to stay within the law but still communicate with customers. Experts say tools alone are not enough to prevent a social media faux pas-a solid social media management strategy is paramount. The evidence suggests that businesses are in the early stages of social media risk management. Social media for business may not be the Wild West any longer, but it takes prudence to stay on the right side of the law.
Editorial/Feature - Posted Jun 30, 2014
Content personalization on the web is quickly becoming the standard. Amazon and Netflix have mastered it, presenting product or content suggestions so enticing it's as if the companies can perform black magic by reading consumers' minds. Research shows that personalized content done well can make websites more sticky and dramatically increase sales. But experts say that good content personalization is much harder than it looks. And yet, most customers seem to crave personalized content, and retailers see gold in the tactic, which means that its usage will only increase.
News/News Feature - May 2014 Issue, Posted May 26, 2014
Big Data is all about a relatively simple idea--an idea with profound impacts for publishers: "Big Data is the ability to customize and personalize a user experience based on what you know about that user," says Gordon McLeod, president of Krux, producers of a data management platform that can help businesses collect, analyze, and make Big Data actionable. "So there are many other ways to use it beyond the core advertising technology. It's all the same data. It's what you know about your users and about people like them and taking action against it in real time."
Editorial/Feature - April 2014 Issue, Posted Mar 31, 2014
After years of explosive growth, ebook sales have leveled off according to a recent report by the Book Industry Study Group, a book trade association. Ebook industry observers are split on the meaning of the leveling off of sales and what it means for the future of ebooks, with some saying that a new Netflix-like rental model is needed while others claim that the decline in sales growth is a blip in the technology's adoption due to tablet usage trends and favorable demographics.
News/News Feature - Posted Nov 15, 2013
Creating a business video has never been easier. Vine and Instagram let business owners become mini-James Camerons by shooting 6-second and 15-second videos with a smartphone. And longer form videos (30 seconds to 60 seconds) need not break the bank, as video creation services such as Animoto.com enable content creators to make unlimited videos for less than the price of an iPad mini, a small fraction of the $5,000 that a professionally produced video would cost. Yet challenges remain for small and medium business owners who want reasonably priced, quality video on their websites. Small and medium businesses (SMBs) are wary of video, afraid that it will cost too much and not turn out the way they expected it to.
News/News Feature - October 2013 Issue, Posted Oct 28, 2013
You can never be too rich or too thin, or so the saying goes. But you can have too much data, according to the results of a survey of marketers. Digital marketers need to take control of their marketing data or the unrelenting flow of Big Data will overwhelm them, the survey says. Despite the grim prognosis, there is hope, said a marketing analyst familiar with the report.
News/News Feature - September 2013 Issue, Posted Sep 09, 2013
Apple has sold about 140 million iPads worldwide since the tablet's launch about 3 years ago. The wildly successful device has disrupted many industries, creating headaches for some (think personal computers and Microsoft) and opportunities for others, including content owners who can take advantage of the device's capabilities.
News/News Feature - July/August 2013 Issue, Posted Aug 26, 2013
While the newspaper industry has been embracing the need to charge readers for online content, bloggers have been more hesitant to take the paywall plunge-for good reason. More often than not, bloggers just don't have the audience or name recognition needed to convince readers that their content is worth paying for. But on Jan. 2, 2013, pioneering blogger Andrew Sullivan announced that his popular blog The Dish was leaving The Daily Beast to move to its own subscription-supported model. The media pounced on the news, debating the merits of Sullivan's move. While the discussion continues, it's likely that it will be a while before we know if his bold move will pay off.
News/News Feature - March 2013 Issue, Posted Mar 11, 2013
More art than science, content marketing involves a softer, gentler sales approach that aims to inform and entertain prospects with the unstated goal of turning them into customers. Clever videos, e-books, whitepapers and sponsored e-forums are becoming increasingly popular as businesses see that they drive engagement and ultimately sales.
News/News Feature - Posted Mar 06, 2013
The digital age has given way to an open access renaissance - allowing for the free flow of information traditionally bound up in scholarly journals and academic publications. But when an influential analyst said that a European push toward open access could significantly hurt academic publisher Reed Elsevier's bottom line, many STM publishers took a second look at this model.
News/News Feature - Posted Oct 12, 2012
Two of the world's three most visited websites? Check. A stock price north of $600? Yep. A great tool for enterprise users to track their social media efforts on its flagship social media program? Not yet.Late to the social media game, Google is still playing catch up in terms of providing enterprise users with a quality reporting tool for Google+, according to a new whitepaper from Covario, an SEM and SEO company. The gist of the whitepaper: Google+ Ripples is not enterprise ready.
News/News Feature - Posted Aug 15, 2012