What does the worldwide, technologically enabled drive for conversations mean for marketers? It means you're no longer marketing products or services - you're marketing conversations. It means marketing-communication planning should be driven by a conversation strategy. The right conversation strategy answers two big questions: What meaningful content will attract sufficient conversations with the right people? And, how will you jump-start conversations and keep them alive?
More
Click Fix: How Digital Advertising Can Get Its Game Back
from Paid Content
Get clicks or build brand? That question, long a hot topic within the online-media community, has taken on new urgency recently with the rise of horizontal ad networks. Most of the current online campaigns are completely focused on direct-response metrics with little to no chance of actually boosting the brand. In fact, recent research actually suggests that the current favored planning methodology for online campaigns might actually decrease a brand's value. More
All A-Twitter
from Chief Marketer
It's safe to say that marketers fall into three categories when it comes to micro-blogging platform Twitter: love, loathing and utter confusion. And right now confusion's got the big numbers. That will have to change, because Twitter is set to grow even bigger in the near future. More
How to Empower Your E-mail Subscribers
from ClickZ
A preference center is a great way for marketers to improve response rates by sending the kinds of messages subscribers actually want. Preference center data is also very helpful to convince management and internal brand owners about the optimal content and frequency for key segments of subscribers. Despite those benefits, selling a preference center internally often fails because, fundamentally, most companies don't want to give up control. More
Advertising Is the Price You Pay for Not Being Creative
from Marketing Profs
The effect of a reduced marketing budget doesn't have to be less marketing. As you experience what may be unprecedented cuts, keep in mind that this is an opportunity to look within and reevaluate strategies, implement new ideas, and seek greater marketing efficiencies. At the onset, it's important to take inventory of the marketing channels you use and any existing resources that you may have overlooked. Here are some efficiency tips to get you started. More
Popular PPC Pitfalls, and How to Prevent Them
from Search Engine Watch
As features and functionality of the major PPC engines grow and develop, so does the complexity of managing a campaign. A growing number of advertisers have expressed concern about underperforming PPC accounts. A closer look reveals some glaring, yet not always easy to find, errors and omissions. Here's a checklist of three of the most common PPC pitfalls, and how to fix them (or prevent them). More
Net Neutrality Faces Political, Legal Hurdles
from CNN
Net neutrality supporters may be celebrating the Federal Communications Commission's unanimous vote Thursday to begin developing open Internet regulation, but the battle is far from over as the yet-to-be-written regulation is already facing Congressional opposition and will also likely be challenged in court. More
Internet Advertising Appears to Begin Its Comeback
from The Associated Press
After bogging down in the recession, Internet advertising is regaining the momentum that has made it the decade's most disruptive marketing machine. The signs of an online revival are emerging even while advertising in print and broadcasts remain in a slump that has triggered mass layoffs, pay cuts and other upheaval. More
What does the worldwide, technologically enabled drive for conversations mean for marketers? It means you're no longer marketing products or services - you're marketing conversations. It means marketing-communication planning should be driven by a conversation strategy. The right conversation strategy answers two big questions: What meaningful content will attract sufficient conversations with the right people? And, how will you jump-start conversations and keep them alive?
More
