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If there is one thing we are used to from Facebook -- or, at least, are used to complaining about -- it is change. The company has a history of introducing new features at will and then abandoning them. Going forward, though, Facebook's willy-nilly changes may be frowned upon as investors from Friday's IPO start putting in their two cents. When the closing bell rang on Friday, Facebook raised about $16 billion, was valued at short of $105 billion. But investors are not the only ones taking on risk; marketers that think Facebook is the Holy Grail also gamble with company money.

Posted May 22, 2012

Online ad technology company Vizu announced the availability of a series of case studies developed to evaluate the effectiveness of different approaches to social media advertising. A survey Vizu conducted says 63% of brands it polled said they planned to increase advertising on social media sites, the company believes these studies will help companies looking to widen a brands' reach.

Posted May 21, 2012

The Martha Stewart Show needed to prepare for an upcoming fall season and wished to reengage viewers lost during the summer season reruns. So, The Martha Stewart Show turned to Facebook to reach out to its existing fans. In addition to reinvigorating and expanding the fan base, it sought to expand its mailing lists to promote the show as well as cross-promote its other diverse offerings. However, the company felt it needed more social marketing expertise and started looking outside of its offices for help.

Posted May 09, 2012

In the past month, online brand marketing has become the subject of a lively debate in the marketing trades, specifically AdExchanger and Advertising Age. Impatient with the slow growth of brand advertising online as well as the persistent absence of a validated method for measuring return on social media marketing investments, marketing services experts are openly questioning the viability of online media as a brand marketing channel.

Posted Apr 26, 2012

In its first acquisition, Marketo, Inc. has bought Crowd Factory, Inc., producer of a social campaign management platform. Terms of the deal were not disclosed. Marketo will be putting out a new unified product family.

Posted Apr 18, 2012

Through a new agreement with Google's DART for Publishers (DFP) software, Localstars Ltd. has streamlined the online ad trafficking and delivery process for its publisher clients. DFP serves and manages digital ad campaigns on publishers' sites.

Posted Apr 12, 2012

Kwanzoo, Inc., a provider of multichannel marketing solutions, announced the availability of Smart Banners. This self-service platform includes real-time split A/B testing capabilities designed for display campaigns, to which users can add interactive components.

Posted Mar 22, 2012

Mobile ad networks YOOSE Pte. Ltd. and Mobsta Networks, LLP formed a sales partnership to launch MobGeo, a new hyper-local service that intends to bring location-based mobile consumer targeting to U.K. brands and agencies.

Posted Mar 22, 2012

Do you ever really stop to think about what it means to drive a successful marketing program? Actually, it is pretty simple. If you can change behavior and produce quantifiable results, you have nailed it. But what does this actually mean?

Posted Mar 22, 2012

The Audit Bureau of Circulations (ABC) board of directors has endorsed a new report format that expands how consumer magazines will report metrics for digital publications. The board endorsed a new Consolidated Media Report format for U.S. and Canadian publications.

Posted Mar 20, 2012

Word-of-mouth has long been the best way to advertise a product, but how long does that buzz last -- especially in the digital age? A new study says that customers-turned-volunteer "brand advocates" are still much more likely to buy and recommend products than they were before they got involved in the marketing campaign a year before.

Posted Mar 19, 2012

Search engine allegiance is a funny thing. Perhaps you're a Bing die-hard, or you use Google because its your browser's default engine. Maybe you use one for general searches, and one for, say, finding the best travel deals. But one company recently put the two search engines in a head-to-head match up to see how each performed in the context of breaking news. Optify, a provider of in-bound marketing software, announced key findings of a report that helps B2B marketers develop new strategies to drive more organic traffic to websites during breaking news events. The report compares and contrasts how search engines treat breaking news search queries differently than other searches.

Posted Mar 14, 2012

The total U.S. ad market grew only 0.8% for all of 2011, according to a new report released by research firm Kantar Media. Kantar, owned by global ad-agency conglomerate WPP, PLC, reported that 4Q 2011 was the worst 3-month period for U.S.

Posted Mar 13, 2012

SteelHouse, Inc., a behavioral commerce company and marketing solutions provider, has partnered with IBM's Coremetrics. The joint solution combines the advertiser's online shopping data with SteelHouse's Retargeting and Real Time Offers.

Posted Mar 12, 2012

Mobile media company Zumobi, Inc. launched what it's calling an advertising advancement: The Zumobi Brand Integration (ZBi) platform melds advertising with content in mobile apps in a way that the company ensures is both interactive and relevant.

Posted Mar 07, 2012

Founded by editorial, PR, and marketing professionals, Original9 Media is a new content company that, with its content creation, distribution, and consulting services, aims to help businesses grow and engage their target audiences.

Posted Mar 06, 2012

EPiServer AB acquired Mediachase Ltd. for an undisclosed amount. The move merges EPiServer's existing digital marketing capabilities and Mediachase's ecommerce framework. New and existing customers have access to EPiServer's Commerce solution.

Posted Mar 02, 2012

Miles 33 Ltd. and Localstars Ltd. inked a partnership that will allow Miles 33 to integrate Localstars' digital ad production tools to Mile 33's FutureProof platform. The deal will allow Miles 33 to offer digital ad solutions without external production processes.

Posted Feb 17, 2012

With Spectrum for Mobile, TwelvefoldMedia, formerly BuzzLogic, aims to help brands target, connect with, and persuade potential customers. Spectrum for Mobile extends a company's online targeting capabilities to mobile platforms and claims much higher engagements.

Posted Feb 15, 2012

Digital old-timers may recall the three C's of successful online business models circa 2001. Content, Community, and Commerce appeared on just about any business plan that circulated in VC Land at the time. Understanding that the web was at least three channels at once (publishing, merchandising, and person-to-person communication) was considered essential to establishing unique business models. The problem at the time for most media sites was that all three C's were a bit broken. It has taken a decade, but the rise of online search along with Facebook and Twitter have helped content companies attack two of the three C's. And in the last year, we have seen a full program to get the Commerce piece up-to-speed as challenged media models look to ecommerce revenue streams. Skittishness about maintaining separation of editorial and commercial church and state is dissolving about as fast as company margins are.

Posted Feb 14, 2012

Facebook is set to begin inserting "featured stories" into users' mobile feeds as soon as early March. These stories will be marketing-led posts, not paid ads, the company claims, and could mark Facebook's first step in profiting from its 425 million active mobile users.

Posted Feb 06, 2012

Zynga, Inc. has introduced a "reward advertising" program to its metropolis-construction game, CityVille, where players can earn energy by interacting with a sponsor. The program rolled out in December and includes sponsors like The Coca-Cola Co. and MasterCard.

Posted Feb 03, 2012

Twitter has announced another set of advertising partners who will feature branded profile pages, including NPR; NBC News; The Huffington Post; Al Jazeera; aNobii; and others.

Posted Feb 03, 2012

Facebook added Open Graph to its Platform to bring action-specific ad targeting to advertisers. The goal of Open Graph is to deliver ads that, based on user activity on Facebook apps, are more relevant to users and thus more likely to generate sales.

Posted Feb 01, 2012

With the emergence of digital natives, companies are questioning how best to gain brand awareness with this sizable new group. As Celia Goodnow of the Seattle PI noted in her article "Millennials Thrive on Choice, Instant Results," Millennials are the second-largest generation in U.S. history after the Baby Boomers. They are coming into their own and companies want to determine how best to market to them and generate sales from them.

Posted Jan 30, 2012

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