Marketing Inward Versus Outward
Posted by Max Kalehoff on Nov 6, 10:21 AM
One of my strengths as a marketer is my outward focus. I love to evangelize and sell the dream. But that's only half the game. The other half is focusing inward. It's critical to pay equal attention to the gears that make the machine run, and ensure they're properly oiled.
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Smart Tech Will Boost TV Ad Effectiveness And Yield, Not Undermine It
Posted by Dave Morgan on Nov 5, 4:53 PM
many television operators and networks are wondering aloud whether they might lose some of their power in this new tech-transformed world. Will "smart" technologies undermine TV's "magic"? Will data-driven marketing undermine TV ad pricing? Will media owners lose as media buyers become smarter? I believe that the answer to those questions is no. Here are my reasons why,
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Who Said The Banner Is Dead?
Posted by Cory Treffiletti on Nov 4, 3:46 PM
One of the most frustrating aspects of being a digital media strategist is that recurring dialogue (or debate, depending on the mood) about the impact of advertising in television vs. the impact of advertising online. TV-centric marketers speak of the sight, sound and motion of TV vs. the limited screen size of the Internet. Internet pundits claim the state of engagement (lean-forward vs. lean-back) and the interactive component of online as the rationale for increased spending. Both sides have a point, but I find it funny that TV advertising is starting to incorporate more and more of the online units into the fray, thereby undermining their very own argument.
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Proving The Value Of Impressions
Posted by Joe Marchese on Nov 3, 2:19 PM
When a Web site is served up onto a consumer's computer, with an advertising unit on the page, an advertising impression is created. Advertisers would like to buy those impressions. Even if the consumer doesn't "click" on anything, there is value to advertisers in being able to reach people with a message. Problem is, there are an infinite number of impressions, which range in value from worthless to valuable. But I believe there is a way to prove the value of impressions, a task that should be number one on the "to-do" list of anyone in online publishing or advertising
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Marketers' Yawn: 'The Recession is Over'
Posted by Kendall Allen on Nov 2, 2:08 PM
It seemed to be another one of those weeks when "the-recession-is-over"speak spiked. In the media, on the train and in passing, the idea came up a lot -- and proponents spoke with such certainty. But emphatic proclamation does not make it so. Still, as with the best presumptive messaging, enough can make it possible to visualize a better place and emulate where you want to go. We will our own reality. But seriously, if we as marketers talk, look and act like the recession is over, what changes?
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Handwritten Letters Work BECAUSE Digital Communications Don't
Posted by Max Kalehoff on Oct 30, 1:35 PM
People obsess over the latest flavors and innovations in digital communication and interactivity. I'm talking about everything from new email technologies to social networking tools, even new hybrid interaction platforms like Wave. However, the growing volume of communications in digital form also drives attention deficit, dehumanization and diminishing returns. It's a tragedy of the commons when digital innovations, celebrated for their improvement on our interpersonal communications, have the opposite effect. That's why recently I've been highly conscious of handwritten letters.
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NFL Watchers Respond To Program Promos
Posted by Dave Morgan on Oct 29, 6:03 PM
Halloween is almost upon us, and the TV airwaves are full of sports. While fans are happy, loving the chance to watch their teams on TV, a lot of TV executives are pretty nervous at the moment. CBS, ABC, FOX, NBC and ESPN each spend billions of dollars televising fall sporting events. These investments are made with the full recognition that advertising support on that programming -- even in a good economy -- won't necessarily cover their costs. Their bet is that the sports telecasts will be valuable platforms to promote their new fall shows -- dramas, comedies and reality shows. Their hope is that sports viewers, once promoted to, will actually watch those shows.
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Getting The Most Out Of Your Agency (Of The Future)
Posted by Cory Treffiletti on Oct 28, 4:24 PM
Ever heard the one about the agency that pitches a piece of business with the "A-Team" and once they win the account, the "B-team" gets put on the business? It's a common gripe against the agency model and one that I wholeheartedly agree is a problem, but before we complain about the problem we should first understand the reason. If we understand the reason, we can find a solution.
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Never Buy On CPM Alone
Posted by Joe Marchese on Oct 27, 12:14 PM
About a month ago, Shelby Bonnie, the CEO of Whiskey Media, articulated a fantastic argument for "killing the CPM" on TechCrunch. I couldn't agree more with Bonnie' s ideas about discontinuing the use of CPM as the primary metric for online advertising. The next logical step in the conversation is: If not CPM, then what?
» 12 Comments
You Are SO Outrageous
Posted by Kendall Allen on Oct 26, 11:56 AM
Recently, I have been struck by the prevalence of certain ideas -- and they are provocative ones. They play like the feistiest of pet ideas. But, in their glibness are they just a little too precious? Outrageous in their simplicity? Or is their frequency a clue to our actual course?
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