• 2010 Survival Guide: Exit Strategy
    Call it a quagmire, if you must, but our recent economic malaise and the fast pace of technological development has left all interested parties -- agencies, CMOs, publishers, regulators, consumers and investors alike - searching for true north.
  • Tipping the Iceberg
    Sometimes a number can be both frightening and liberating. Like this one from Don Schultz, a professor of integrated marketing communications at Northwestern: Only 4 to 5 percent of customers account for the preponderance of a consumer product's sales. Does that make the other 95 percent of a marketer's customers chopped liver? Maybe a little bit. Because not only does that 4 to 5 percent comprise most of your sales and your profits, the rest of your customers often cost you money to acquire.
  • Full Court Press
    You can't rest on your laurels when it comes to sports video game marketing," says 72andsunny creative director Glenn Cole, whose agency, in collaboration with the sports branding firm Zambezi, launched an ambitious full-court marketing press this past September to promote the October release of NBA 2K10.
  • Who Is This Person, Anyway?
    Coming out of anthropology, I have always been interested in social and cultural interaction, identity and how we display ourselves in a public venue. Because brands are focusing more and more on social media as a significant point of marketing, it becomes increasingly important to understand the nuances of who is actually speaking and being spoken to in a virtual environment. How do self-presentation strategies impact who we choose to be in a social media space?
  • The Meat and Potatoes
    I'll be up front: I'm not here to make a case for search expansion into new markets. I'm going to assume that your company, or your brand, has a grasp on that already. However, what I am going to do is highlight certain aspects that I've learned from managing campaigns in multiple countries.
  • Finding Religion
    When The Passion of the Christ was first pitched, many Hollywood executives thought it was crazy. So crazy in fact that big budget studios, in the end, didn't foot the entire bill. And how it cost them. When the final tally was told, the box office receipts cleared $600 million, making independent investors extremely wealthy.
  • Searching for Second Chances
    In a tight market, sem pros need more of an edge than ever to differentiate their brands and deliver results. Therefore, they bid high on keywords to grab as much demand as possible. But assuming this generates traffic, will visitors find cookie-cutter pages, a hit-and-miss scenario in terms of relevance? Or will they find personalized pages, providing measurable conversion lift?
  • Everyone Else Is Doing It
    Most of us can remember when as children we would ask our parents' permission to do something. And most of us - at least once or twice - probably threw in the old argument, "Well, my friend's mom is letting him do it." Today's social media marketing efforts may sound very familiar.
  • Creative Roundtable: Inside the Box
    UPS' cardboard world wows visually, but is it the right package? You are always urged to think outside the box in business. But Doner was thinking inside the box -- more specifically, inside the cardboard box -- when the agency launched a microsite nestled within a cardboard box as part of The UPS Store's integrated Cardboard World campaign. "Our challenge in the brief was to bring Cardboard World to life online in an interactive way and tell the story of how TheUPS Store is more than just shipping," explains Justin Smith, Doner executive vice president/executive creative director for interactive.
  • Welcome to the BuyerSphere
    In 2000, we were all rushing to proclaim the arrival of the efficient marketplace. Analysts lined up to write paeans to the logical beauty of e-procurement. Billions and trillions of dollars would grease the wheels of ecommerce, flowing from business to business in clean, straight and rational lines. It all made so much sense: the stripping away of all the messy decision making, ruthlessly commoditizing the Business-to-Business (B2B) market, driving buying through simple value equations.
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