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The top 10 challenges facing the interactive marketing community are very much the same as those facing the entire marketing community... in that almost every marketing professional must address the interactive/online marketing medium. When they are asked about top challenges, many marketers say things like "social media" or "search engine optimization" or "integrating online and offline." But I think the challenges are much more fundamental to the individual and the organization. Here's my list of the top challenges, and my recommendations for dealing with them.

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Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in the hands of scientists and engineers, or lawyers and legislators. But the real power of green lies in the hands of marketers.

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The number of brands on a growing list of social media marketing . Just under two weeks ago, I posted a list of about 120 examples of brands either using social media for marketing or being impacted by users exerting influence in the channel. Since then, the list has almost doubled based on the contributions of

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A new Association of National (ANA) study this summer shows that of ANA member respondents believe their overall marketing budgets will be reduced up to with almost a third saying it will be in the range. What else is new? Isn't marketing seen as a luxury in some organizations? Are you battling the Big Cheese to

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With global sourcing strategies in place, companies often assemble finished goods from raw materials from hundreds of suppliers. However, not all suppliers act ethically, and some take short-cuts in quality control. In order to properly manage our brands and take ownership of the "customer experience"–marketers need visibility into the supply chain. Do you know what's in

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Nothing happens unless leadership leads, which is very different from a leadership team that manages. Managing is yesterday's news. Great companies and those that want to be great will hire executives, directors, and middle managers who know the difference between leading and managing, and who themselves are Leaders show, they don't tell. They lead by example.

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Have you ever heard of an advertising agency whose principals don't think their future is in advertising? Then, you haven't heard of Gary Koepke and Lance Jensen, Boston-based 's In a recent USA article, "Ad agency Modernista relies on out-of-the-box thinking", some rather interesting revelations were divulged. Profound, in fact. There's value here and I thought

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It's hurricane season here in Houston, and the weather weenie in me recently made a fascinating Web discovery. Then the marketing wonk in me started wondering... what could this cool find teach me (and maybe you) about creating a blog that "the locals" buzz about loud enough to draw readers from a surprisingly widespread Our major

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Should the TV networks replace ad agencies? That's the question raised by Media " author Brian (no relation) at a recent New York Media Information Exchange session and reported by Advertising Brian says the TV and cable networks know what their audience wants, while at the other end are the marketers who know their product best.

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If you have every questioned the power of , consider United Airlines lost of its value the other day due to the supposed re-posting (or careless reading) of a six-year-old Chicago article about the firm's 2002 bankruptcy According to the New York , a reporter for Income Securities Advisors in Miami found the article on The

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They may not be the ones you think I mean. No not the internal customers or your bosses boss like the CEO, CFO or COO. I mean real customers of marketing. Let me explain If you are like me working to drive thought leadership out of our organization and into the hands of would-be prospects, then

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Who says that social networking is just for kids? Or for tech-savvy marketing professionals, for that matter? The rise of niche communities has given everyone from knitters to animal lovers and doctors to truckers a place to communicate. But now even secret agents have a place to make * * * * With the major players

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The age of Google, which celebrated its birthday Google is a decade old. This may be longer than you remember; for many people, the company's watershed event was its IPO a little over four years ago at the seemingly expensive price of in a dutch The company now unquestionably dominates its original business of search, with

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PJA On launching an internal innovation blog, and what we've learned In January, we launched PJA (as in money, or improvisation, or scratch pad), an internal blog for our advertising agency. The launch was quiet, and our expectations modest. Simply put, we wanted a better way than email for collecting and sharing ideas within the After

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Within the grand taxonomy of consumer touchpoints, e-newsletters hold a sorry position. They're the longwinded busybodies who never get invited to the cool parties. Porcelain-skinned print campaigns turn up their perky, sans-serif noses at e-newsletters' frumpy templates and canned copy. Super Bowl spots kick sand in e-newsletters' bespectacled faces. Yet, these boxy embodiments of mediocrity move product and build loyalty. Marketing people are aware of this—they've proven it with charts and everything. You need an e-newsletter and you know it. So to that end, please review the following six bromides from a recent how-to article phoned in by a reigning email-marketing magnate... and then read why you should ignore them.

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Everyone wants brand equity. But building it, when you are more likely to qualify for the Inc. 500 rather than the Fortune 500, can be a puzzle. Particularly when the role models for brand equity are global icons like Coca Cola, Volvo, or Sony—hardly your peer set. The good news is that the path to building brand equity is clear. Here are six simple steps you can take to get started.

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Last week Google released Chrome, its new standards-compliant Web browser. But what does that mean to you? Though Google offers a great comic that explains the big changes, it is a bit jargon-heavy and, frankly, long at 32 (comic) pages. Here's an introduction of Chrome for the layman.

CONTENT TYPE: Article | TOPIC: Writing

Clearly, Abraham Lincoln knew the difference between the almost-right word—and, the right word. A distinction famously defined by Mark Twain some 25 years later as "the difference between the lightning bug and the lightning." With that thought in mind, here are a few choice words on word choice to help you get more of the right words into your communications. And, make your writing more effective.

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Here's another great case study for corporations successfully using [The Home Do a [Twitter search for In recent days, you see a flurry of tweets with tips, suggestions, and pointers to Web content about preparing for hurricanes. Rather than approach the community as something to be 'engaged', the company is using social media to connect directly

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Last Saturday on Twitter, Whole ' "Tweet of the Day" caught my eye. The post, which "retweeted" a user's comment involving the term "Oh my f'ing prompted me to question whether the company's judgment in the of that term was This led to a blog post with more than 20 comments full of thought-provoking . This