• ONLINE SPIN
    The Involvement of Online Ads
    There's been a lot of talk about the Ad:Tech 2003 event last week. As I'm sure you've heard the attendance level reached a staggering 2,000+ people. It's Murphy's Law, I guess, unfortunately I was stuck on the East Coast (more on that next week) unable to attend. Nonetheless, that's an unbelievable turnout for an event when times still feel pretty tough out there.
  • ONLINE SPIN
    Media Impressionism
    At the iMedia Summit in Scottsdale last month, Andrew Heyward, President, CBS News spoke about a number of interesting and enlightening topics. One thing stuck with me greater than all of the others. He said that teens and kids (and probably others) have a new way of taking information in. They don't get all of their information from a single, linear stream such as reading a complete analysis or watching CBS News every night.
  • ONLINE SPIN
    The Most Important Answer About Your Advertising
    I just want to take a few moments to run a thought by you all that I'm going to guess might come in handy. When you are talking to your clients, pitching a piece of business, or discussing amongst yourselves the myriad virtues of online advertising, chances are you most often refer to the medium's unprecedented accountability as it compares with other media. Like no other vessel for carrying advertising messages to the public, web-based advertising lends itself to a 'connect-the-dots' approach to its effectiveness that more accurately reflects a causal relationship between and advertising event and its impact.
  • ONLINE SPIN
    The Four P's, Plus One
    One of the fundamental concepts taught in any marketing class deals with the Four P's of marketing. The Four P's stand for Product, Price, Placement and Promotion. These are essential to the development of a marketing campaign, but I would like to highlight a concept that John Durham (of bowtie fame) recently brought up. The concept of a fifth "P" which applies to any campaign in today's marketplace exceptionally well, especially due to the growth and integration of the Internet community. The element of Passion.
  • ONLINE SPIN
    Behavioral Targeting - Moving in the Right Direction
    We've always known that what consumers do and what they say they do are often two completely different things. That's why direct observation of a consumer's consumption habits tends to be more accurate than using recall-based surveys. That's why it's tough for me to fathom why observed behavior of online consumers doesn't play a larger role in the targeting of online advertising.
  • ONLINE SPIN
    Instant Message: Instant Disaster
    If you are reading this, you most likely work in some area of advertising, marketing or marketing communications and are involved in online activities. Well you may also be a parent, guardian, or around kids. Sit down for this one.
  • ONLINE SPIN
    Media Impressionism
    At the iMedia Summit in Scottsdale last month, Andrew Heyward, President, CBS News spoke about a number of interesting and enlightening topics. One thing stuck with me greater than all of the others. He said that teens and kids (and probably others) have a new way of taking information in. They don't get all of their information from a single, linear stream such as reading a complete analysis or watching CBS News every night.
  • ONLINE SPIN
    Opinions at the Speed of Light
    Last week I wrote about the implications of the FCC vote to overturn decades-old limitations of media outlet ownership. I wondered whether it would lead to homogeneous cultural output and if the Internet could play a role as an alternative voice to the media monoliths that will undoubtedly consolidate as a result of the FCC rule changes.
  • ONLINE SPIN
    Is Email Marketing Dying?
    Spam is on the rise and ISPs are offering more Spam-blockers than ever before. Email effectiveness is decreasing with open rates and click rates plummeting. With CPMs for stand-alone email dropping as a result of these two factors, is it possible that email marketing, once one of the Internet's killer apps, is dying?
  • ONLINE SPIN
    The Sport of Geocaching
    We parked in the corner of my high school's lot and prepared for the treasure hunt that awaited us. It was raining a bit, but we knew that we would be under the protective canopy of the trees in the Pine Barrens.
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