• ONLINE SPIN
    Bomb-Proof Branding
    More than ever, we need to establish brand trust. How do you do that? Well the first step is to develop brand loyalty. Daryl Travis defines brand loyalty in his book Emotional Branding as, "You learn creating customer loyalty is neither strategic nor tactic; rather, it is the ultimate objective and meaning of brand equity. Brand loyalty is brand equity."
  • ONLINE SPIN
    Consider the Source
    This weird uncle I write about once in a while walked into Ad:Tech--and during the show, I heard a bunch about one of his drinking buddies. The uncle I'm referring to is cookie misinformation, of course, and his weird pal is the suddenly nasty stream of accusations surrounding who among us is a spammer.
  • ONLINE SPIN
    The One-Channel Universe
    Last week we lived in a 1,000-channel universe.That was then. This week we began the transition to a one-channel universe, and we're going to like it much better. The one channel you are going to watch is "your channel," and the other channels will soon cease to matter.
  • ONLINE SPIN
    Search 3.0
    Advertisers used to think we needed to give consumers more information upfront in order to influence their decision-making, but in reality consumers need to be armed with the correct tools to navigate the wealth of information and make a decision. That means search is going to be even more important--and Google will probably keep growing.
  • ONLINE SPIN
    Internet Bubble II: The Interactive Work Force Strikes Back
    Talk to any interactive media department heads about what their biggest problem is right now. Most of them will point to staffing. There are a lot of agency positions open right now, particularly in emerging media, and not a lot of qualified folks left to fill them.
  • ONLINE SPIN
    What's A Week On The Web Without Controversy?
    I'm sure you've heard about Google Print, which has Web sites, newsletters and the like buzzing with controversy. Google Print makes public domain books accessible to the world.
  • ONLINE SPIN
    The Trickle Down Of Interactive Business Growth
    Steve Smith did a great job in his three-part series that ran this week in OnlineMediaDaily, explaining why media executives have been shying away from behavioral targeting. BT is tough to explain to people, no question. When was the last time you tried explaining the differences among BT, performance marketing, single-site versus network buys, or any of the other arcane-to-everyone-else-but-second-nature-to-us idioms of our business to someone on the outside?
  • ONLINE SPIN
    The WiMax Price Club
    They're popping up all over America--in backyards everywhere--it's the latest do-it-yourself craze, the WiMax Price Club. Want free Internet access for life? No problem. Just go to http://www.WiMaxPriceClub.com and order your tower kit online.
  • ONLINE SPIN
    EVDO, WiMAX ASAP--Please
    The hot topic of late is centered on consumer-centric, on-demand delivery of content, and rightfully so. What's getting slightly overlooked is what implications the recent developments in wireless access may have for the delivery of on-demand content to the consumer.
  • ONLINE SPIN
    Relevance Can Take Back Seat To Service
    Relevance is one characteristic of an online advertising program that drives success, and will likely continue to do so. But perhaps it's time to amend that assertion. Relevance is nice, but it's apparently only a part of the equation.
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