Digital Marketing

Directory
Learn more in the Directory!

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

eMarketer, Inc. released a report that estimates U.S. mobile advertisers spent $1.45 billion in 2011, up 89% from $769.6 billion in 2010. This year, U.S. mobile ad spending will grow another 80%, reaching $2.61 billion, the company predicts, in an upward trend that will not slow down.

Posted Jan 26, 2012

Google has approved Webopedia.com, produced by QuinStreet, Inc., to participate in Google's DoubleClick Ad Exchange as a publisher. Webopedia is an online computer dictionary and internet search engine for internet terms and technical support. The publisher site's content is focused on technology topics.

Posted Jan 23, 2012

Financial Times (FT) Ltd. has launched a global initiative in an effort to "ensure advertisers are getting the maximum return on their marketing investments." FT is also starting a corresponding marketing campaign that will appear in print, online, and in Campaign Asia-Pacific.

Posted Jan 18, 2012

A number of companies have taken the "we know our market" approach by using a simple demographic definition of the market, as opposed to defining the market based on an understanding of the drivers of demand. Knowing these drivers offers far more insight when establishing a market strategy.

Posted Jan 16, 2012

We all know Twitter is a powerful tool, but many publishers aren't sure how to build goodwill while still promoting their own content. Here are a few quick tips for publishers looking to implement a simple social media strategy that doesn't give community short shrift while building traffic and brand awareness.

Posted Jan 11, 2012

The problem with our increasingly connected society is that there are more channels and opportunities than ever to share our story, but the pitfalls have also become more dangerous. Jumping into the modern social scene with your company's message can feel like swimming with sharks while wearing a SPAM scuba suit. So let's look at a real world example and see what we can learn about where and how to best share our content.

Posted Jan 10, 2012

It is helpful to keep in mind a simple adage coined by Ray Krok, the founder of McDonald's: "Look after the customer and the business will take care of itself." This is true for any generation (or population for that matter). Understand your customers, what motivates their demand, and meet those needs. The fact that Millennials now use multiple means to obtain and share information creates both a challenge and an opportunity. For a long time, marketers took a broad approach, as the channels available to them were geared toward a mass market strategy. The message could be targeted, but the medium reached the masses. Contrary to some current beliefs, those avenues are still available.

Posted Jan 09, 2012

The days when companies could buy a magazine ad or a 30-second primetime spot and have a well-rounded marketing strategy are long gone. These days, having a web strategy is not only important but increasingly complicated. Just in the last 10 years, companies have gone from thinking about advertising on websites and with search displays, to having to incorporate blogs, social networks, and mobile platforms. While all these new ways to interact and be informed may be good for the general public, for a company's marketing team they can present a daunting task: How do you get a customer to focus on your product when their attention is being pulled in a host of different directions?

Posted Jan 04, 2012

There seems to be a great deal of uncertainty about how to tap into the digital native (the Millennial generation) market. Take a breath -- the task is not as difficult or as different as some would have you think. Digital natives may be a new crop of potential customers, but many of their core drivers of demand are similar to what motivated previous generations. It's important to remember that when establishing a marketing strategy, the first step remains the same: Start by understanding what it is that the market is looking for.

Posted Jan 02, 2012

If you're a loyal reader of EContent and my column (and I hope you are), you should already know that we have been living through a communications revolution. No, it isn't being televised; it's being tweeted, blogged, and filmed. In December 2011, using social media to drum up interest in businesses is mainstream-commonplace even. It's hard to imagine a time before social media now that it's become ubiquitous, but when I first started writing this column in 2003, I had to explain what a blog was. YouTube, Twitter, and Facebook didn't exist. The only thing your mobile phone could do was make and receive phone calls--maybe text, if you were lucky.

Posted Dec 29, 2011

A few days before the wedding, I found myself sitting with my laptop searching YouTube for makeup tips. In a matter of seconds, I'd found exactly what I was looking for. I discovered a channel called The MakeUpChair With Sineady Cady (she has a really lovely accent, and the videos are worth watching just to hear her). Sineady is a young makeup artist living in Ireland, who uses a blog and her YouTube channel to promote her brand and find new clients. Her email address is posted right there on the channel, so if you're looking for someone to do your makeup for a special day, you can shoot her a message.

Posted Dec 27, 2011

Money is the root of all evil. It is also the foundation upon which economies are built. Certainly, it's high on the list of objectives for most organizations. Hey, even not-for-profits have to cover costs. So how do we reconcile this yearning for earning with such laudable corporate mottos as "do no evil"? Companies with good reputations generally earn them by delivering genuine value to customers. These, and others, often offset craven capitalistic endeavors by doing good works. Value and giving back are certainly admirable tactics, and I would not discourage any company from following this righteous path.

Posted Dec 12, 2011

NetShelter Technology Media, a company founded by brothers Peyman and Pirouz Nilforoush in 1999, launched a solution to this marketing problem called inPowered. Leveraging NetShelter's network of tech influencers, which comprises more than 4,500 familiar, trusted independent blogs including 9To5Mac, CrackBerry.com, Chip Chick, and SlashGear, the inPowered platform gives brands advertising options by enabling them to see which blogs are influencing target customers, use blog content to generate product awareness, and turn blog readers into customers.

Posted Dec 08, 2011

Mobile Streams, a mobile content retailer that sells apps, games, ebooks, and music through its mobile carrier partners as well as its app store, Appitalism.com, announced the launch of PublicAd. As a wholly-owned subsidiary of Mobile Streams, PublicAd will conduct mobile advertising and marketing activities for the company.

Posted Dec 07, 2011

Lijit Networks, Inc. announced that it added new Advertiser Insights data to its audience analytics dashboard. With the new data, publishers can see a list of the top brands that align to their site's audience, supporting direct sales and encouraging them to develop content more attractive to advertisers.

Posted Dec 07, 2011

I recently jumped on the Mad Men bandwagon. That Jon Hamm sure is handsome, and boy oh boy, did they smoke a lot. There's plenty to gawk at-and cringe at-on that show. The sexism. The debauchery. All those pregnant ladies hitting the bottle and smoking up a storm. As I watch--floating somewhere between awe and disgust--the goings-on of Sterling Cooper Draper Pryce have got me pondering the modern business of advertising.

Posted Nov 29, 2011

CoreMedia AG and Sevenval GmbH enhanced their integrated mobile web apps solution to assist companies in executing their mobile marketing initiatives. With the solution's mobile preview function, users can single-handedly design, review, edit, and deliver content to over 9,000 mobile devices.

Posted Nov 22, 2011

Amplify Social launched the Virtual Fan Network (VFN), a media content network that allows brands to work directly with athletes to remotely engage with their fan-base in short-term, CPM-based media campaigns. VFN enables brands to integrate their messages into an athlete's social media presence.

Posted Nov 21, 2011

Despite always having a strong consumer following, in 2009, Kirkland's found that the traditional marketing techniques it had always relied on to engage customers were no longer producing the same positive results they once were. Instead of sinking more money into mail flyers and promotional postcards, Kirkland's decided on a new approach, jumping into the social media and e-marketing sphere with hopes of attracting new shoppers, boosting sales, and further strengthening their relationship with their existing customer base.

Posted Nov 18, 2011

Pages
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44