- When Media Buying Fails Marketers
Online Spin, Joe Marchese - Tuesday, January 25, 2011
The search continues for universal metrics that will define new-media success. Meanwhile, there has been a noticeable trend in digital media buying towards something that doesn't work; I like ...
- What Can Quora Answer?
Online Spin, Joe Marchese - Tuesday, January 18, 2011
Quora is all the buzz with the digital early-adopter crowd. At first glance, Quora doesn't appear all that different from other question and answer services the Internet has spawned, a ...
- 2011: A Marketing Integration Odyssey
Online Spin, Joe Marchese - Tuesday, January 11, 2011
Most people in media or advertising would agree that good marketing strategy is developed by starting from a position of being channel-agnostic. That is, you should decide what the be ...
- What Digital And Mobile Marketers Should Look For In 2011
Online Spin, Joe Marchese - Tuesday, December 21, 2010
It has been an enlightening year. While media spending has bounced back, especially in the digital space -- making the Internet the second largest advertising medium by spend (after televisio ...
- Putting Lipstick On The Banner
Online Spin, Joe Marchese - Tuesday, December 14, 2010
It was easily the quote of the day -- or maybe the month. SVnetwork's Chris Rooke must have been reading one of countless articles on the latest and greatest n ...
- The Evil In The Internet
Online Spin, Joe Marchese - Tuesday, November 30, 2010
The Internet is without a doubt the most transformative medium of our time. It has given voices to millions who can now easily share their own stories and ideas wi ...
- Twitter Is For Tweeting
Online Spin, Joe Marchese - Tuesday, November 16, 2010
Will Facebook replace email? I don't know. It has as good a shot as any company has ever had at dominating how people communicate, but there are a number ...
- Since Digital CPMs Are Meaningless, News Corp. Paywall A Sign Of Things To Come
Online Spin, Joe Marchese - Tuesday, November 9, 2010
When News Corp. put The Times of London and Sunday Times behind paywalls, everyone was fully expecting a massive hit to both publication's traffic. Now we know how bad t ...
- As Television Commercials Get Shorter, Value Of Digital Grows
Online Spin, Joe Marchese - Tuesday, November 2, 2010
The television commercial is shrinking. Don't worry, this is not a television-bashing session. After all, it was only a couple columns ago I wrote "Why Television Is Still King." A ...
- Is Facebook A Media Company? Is Apple?
Online Spin, Joe Marchese - Tuesday, October 26, 2010
It seems like only yesterday Google was constantly reminding everyone who would listen that Google was NOT a media company. My guess is that Google wouldn't be so adamant no ...
- How To Save Cable
Online Spin, Joe Marchese - Tuesday, October 19, 2010
I have spent the last two days in the world of cable television at the CTAM Summit in New Orleans. And even though I was asked to lead two discussion ...
- Why Television is Still King
Online Spin, Joe Marchese - Tuesday, October 12, 2010
The Economist has a great overview of the ad industry landscape titled
"The return of advertising: The box rocks." The story paints a very hopeful picture, not on ...
- For Content Owners, Digital Changes Everything
Online Spin, Joe Marchese - Tuesday, October 5, 2010
It is daunting and exciting to consider the number of ways that social media is affecting every aspect of how content creators and distributors operate. When you think about t ...
- Why Advertising Is Really NOT Content
Online Spin, Joe Marchese - Tuesday, September 28, 2010
Dave, Dave, Dave, you got me all wrong with your rebuttal column "Advertising Is Content." I give a lot of terrible advice to the industry to be sure :), b ...
- Advertising Is NOT Content
Online Spin, Joe Marchese - Tuesday, September 21, 2010
With apologies to soap operas, advertising is not content. How can I be so sure of this? Because given the choice, a vast majority of consumers would prefer to consu ...
- Advertising Is Becoming A Consumer Choice
Online Spin, Joe Marchese - Tuesday, September 14, 2010
All attention that consumers give to advertising comes at a cost. The easiest measure is how much time a consumer spends with advertising vs. the consumer's actual goal of conte ...
- Marketers Need to Understand Social Game Mechanics
Online Spin, Joe Marchese - Tuesday, August 31, 2010
If it seems that in what is an increasingly fragmented digital landscape, social games have broken some secret code to building and engaging massive audiences, it's because they have. Lo ...
- Quality Time With Consumers
Online Spin, Joe Marchese - Tuesday, August 24, 2010
I would argue that more marketers need to measure media success not as the total number of consumers "reached" because a pixel loads on a page, but rather the tot ...
- Engaging Consumers Is Like An Ogre
Online Spin, Joe Marchese - Tuesday, August 17, 2010
There is a natural flow to how marketers should engage consumers both in digital and traditional marketing. How many commercials start with "call now!" What am I calling for? ...
- Social Media Marathon Dream Team? Not Exactly -- But It's For The Kids
Online Spin, Joe Marchese - Tuesday, August 10, 2010
Anyone who knows me well, knows that I almost never run for exercise. So running 26.2 miles certainly wasn't on my to-do list this month. But then I got ...
- Mobile Marketing: Apps or Ads?
Online Spin, Joe Marchese - Tuesday, August 3, 2010
There are two major tactics marketers can take to reach consumers in mobile: build applications with enough utility to attract consumers, or pay to place ads (or some other bra ...
- Defining Social Media Marketing
Online Spin, Joe Marchese - Tuesday, July 27, 2010
What does it mean to do "social media marketing"? In talking with various brands and agencies, there are extremely wide-ranging thoughts on what tactics, goals and, most important, resources shou ...
- Five Things The Old Spice Man Means For Advertising
Online Spin, Joe Marchese - Tuesday, July 20, 2010
If you are reading this, you are likely in the advertising industry, and if you are in the advertising industry you have undoubtedly heard all about the phenomenon that ...
- More On Buying Banners = Burning Money: The Guarantee
Online Spin, Joe Marchese - Tuesday, July 13, 2010
My column two weeks ago, "Buying Banners = Burning Money," has generated a lot of conversations, both public and private. Most people would concede that "reach" without impact is n ...
- The Day The News Dies
Online Spin, Joe Marchese - Tuesday, July 6, 2010
The future of news is getting bleaker and bleaker. If something doesn't change soon, we may soon see a day when real news journalism dies. I am not talking abo ...
- Buying Banners = Burning Money
Online Spin, Joe Marchese - Tuesday, June 29, 2010
MSNBC has it 100% right by banning banner ads on its site. Enough is enough. The truth is that most marketers who buy banners to achieve "reach" might as we ...
- JetBlue Gets Twitter
Online Spin, Joe Marchese - Tuesday, June 22, 2010
Recent discussions have suggested that perhaps brands' quick responsiveness to complaints in social media settings, especially Twitter, might be training consumers to voice complaints even more. I admit, when ...
- Shift Happens: How Big Media Companies Will Survive In The Digital Age
Online Spin, Joe Marchese - Tuesday, June 8, 2010
Shifts in how people consume music, entertainment and news are undermining traditional media business models that currently support the cost of making great content. The irony is that by embraci ...
- Why Digital Advertising Doesn't Scale
Online Spin, Joe Marchese - Tuesday, June 1, 2010
There is a lot of discussion on why advertising spend within digital media has not grown in proportion to the amount of time people spend in digital media. But ha ...
- TiVO Doesn't Impact Advertising Effectiveness?
Online Spin, Joe Marchese - Tuesday, May 18, 2010
I have a DVR. I record every program I view regularly, so I can watch uninterrupted by commercials. If I want to see a show the same night it ...