Blog: digital marketing

Showing blogs: 1–9 of 9

QR Codes: Why Marketers Shouldn't Slow Down

Jan 11 2012

Earlier this month, AdAge published an article suggesting QR codes have not taken off with consumers, claiming that only 5% of Americans have actually used them. And why the latter statistic may be true, the assumption that the technology is a waste of time would certainly be a misstep. Not only should marketers not throw in the towel on using QR codes, they have many reasons to be optimistic, proactive, and innovative as they think about using them as part of their marketing strategies in 2012.

Addressable TV advertising starting to go mainstream

Mar 31 2011

Earlier this month, The Wall Street Journal featured an article on addressable TV advertising. This development has been eagerly awaited by advertisers for many years but it has been frustrated by the tremendous fragmentation in the infrastructure of TV delivery with its myriad varieties of delivery (satellite, broadcast, cable) and multiple generations of set top boxes with widely varying technologies that have to be reconciled.

Increasing Marketing Complexity Demands Smart Outsourcing

Mar 23 2011

In an article in the Harvard Business Review a few years ago, Gail McGovern and John Quelch argued that outsourcing marketing can lead to better quality and lower costs. They were arguing this primarily in the context of analytics and direct marketing, since most companies did not have in-depth expertise within their organizations to scale and manage these functions effectively and efficiently.

Marketers should get ahead of Do-Not-Track

Jan 30 2011

DM News reported recently that marketers opposed a Federal Trade Commission (FTC) proposal to implement an online "Do-Not-Track" option that would allow consumers to opt out of all third-party tracking and behaviorally-targeted advertising. This would enable consumers to universally opt-out of being tracked online or through any digital channels (presumably).

The marketers quoted in the article voiced opinions ranging from the thoughtful ("this will set back the online digital customer experience by five years") to the selfish ("..it would hurt our ability to get a complete picture"). THE FTC Chairman in proposing the move, predicted that it would be necessary if the industry did not do a better job of self-regulations. The DMA, predictably, denied that self-regulation was not working without actually providing any proof that it was. The DMA currently encourages its members to include opt out icons within their sites - much like unsubscribes on email, so that individual sites would stop tracking consumers.

IBM’s acquisition of Unica will have long-term benefits for clients

Aug 16 2010

IBM purchased Unica Corporation late last week at a very significant premium - more than double Unica's closing price the previous day. IBM has been a partner and client of Unica and this purchase has long been rumored, so it was not entirely a surprise. The premium was eye catching in this market, particularly in light of Unica's financial performance this past year, but it was a small deal for IBM and, if they can leverage this asset through their bigger reach, it will have been well worth it.

It's All in the Delivery

Jan 7 2010

It's Friday night. If your household is like mine, this occurrence is synonymous with pizza and a movie, typically enjoyed in the comfort of our own home. Combining our infatuation with this magical combination of dough, tomato sauce, cheese and you-name-it in conjunction with the visual stimulation of a good flick somehow makes everything right.

Not too long ago, our pursuit of this objective involved a well-defined, perfectly timed-out process: order the pizza by phone, drive to the video rental store, select a movie, pickup the pizza, and return home with the spoils. But we live in a time of great change, when we constantly have to adapt, altering our routines to maintain, or even improve, the overall experience and perceived benefit.

Why does Web Analytics give Marketers fits?

Nov 11 2009

I recently read a published survey on marketers' frustrations with Web analytics solutions. In this tough economic environment, marketers are being held accountable to show increased performance with a reduced budget. This has led many to shift their budgets from more traditional media to digital. I have addressed this phenomenon in my previous blogs - why we are seeing increased spend in digital media - and this trend is likely to continue.

By all accounts, marketers are realizing that moving to digital media has tremendous upside. With the right strategy and execution in place, digital media has proven to be lot more cost effective, and scales and caters to a larger volume with faster go-to market capabilities. However, the biggest challenge for marketers has been their limited ability to measure and accurately quantify the impact and use that information to make relevant business decisions. That's where Web analytics comes in; they provide a means to measure the performance of digital media marketing.

Digital vs Direct Marketing

Jul 20 2009

In my previous blog, I had written about how digital marketing spend will increase in 2009 and beyond. So how does this affect marketing organizations? This blog is part one of a two-part series on the divide between Digital and direct marketing and what are tactics to bridge the gap.

Digital Marketing Growth in 2009

Jun 8 2009

Digital Marketing or Interactive marketing spending will hit $25.6 billion this year -- up 11% from $23.1 billion in 2008, despite being flat, as marketers shift money from traditional media to digital channels based on latest Forrester study. See Forrester Anayst Shar VanBosKirk's blog.

So what does interactive or digital marketing encompass?

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