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• Redefining the Role of the CMOPaul Dunay
  Here are the highlights of a Panel at the Media Convergence * Jeff Hayzlett .... Chief Business Development Officer, Eastman * Russ Klein .... President Global Marketing Strategy, Burger * ...
  Advertising, Branding, Content
• TV Is Dead (but That's Good News for the Marketer!Paul Dunay
  This is from John Strattion, EVP and CMO of Verizon Communications, in his keynote speech at the Media Convergence Audience fragmentation has made media planning a much more complex process ...
  Advertising, Content, TV
• Top Lessons Learned in Consumer-Generated AdvertisingNeil Perry
  Marketers have recognized the immense creative talent that resides outside of Madison Avenue. They've recognized that, with Consumer-Generated Advertising, properly executed, they can generate quality, consumer-relevant content at a fraction ...
  Advertising, Branding, Marketing Tips, Videos
• Web 2.0 Expo: Cool Stuff Seen on the Floor of the ShowPaul Dunay
  Here are a few companies in alphabetical order I thought had shown some real promise at the Web 2.0 Ascentium .... A model for the agency of the I spoke ...
  Advertising, Content
• Case Study: How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp ElectronicsKimberly Smith
  Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned ...
• Social Branded Applications: Build It Once and Leverage on Several Social NetworksPaul Dunay
  This is a recap of a presentation by Michael Lazerow of Buddy from the Web 2.0 Social Networks are clearly here to stay with almost of the population is using ...
  Advertising, Content
• Yodle: Managing the Long Tail for the Long Tail!Paul Dunay
  Two years ago less than half of all consumers used search to find a local business. But today that number is upward of However, most small businesses today still don't ...
  Advertising, Branding, Content
• Case Study: How a Telecommunications Company Used Video to Streamline Its Sales ProcessKimberly Smith
  Digium created a Web-based video that covered all the essential points of in-person presentations, but in a format more easily accessible to all of its sales outlets. The results: a ...
• Command & Control Branding: Not Dead Yet?Paul Dunay
  For years, classic brand strategy has always been about the creation of a single message that can be used with all of your constituents; investors, employees, senior management and customers ...
  Advertising, Branding, Content
• Case Study: How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own ProductKimberly Smith
  When CBS Sports announced that it would once again live-stream the NCAA March Madness tournament during regular business hours, eTelemetry jumped at the chance to use the event as a ...
• Why Are Some Webinars So Bad?Elaine Fogel
  Why is it that so many Webinars are bad? The technology makes it easy, but that doesn't mean that the presenter is good, the content valuable, or the topic of ...
  Advertising, Content
• Go for the Gold
  New Media Monetization Series, Part I: Web Advertising Online advertising spend continues to increase, but the process remains fraught with doubt. This year, NBC paid $894M for the programming rights ...
  Advertising, Interactive Marketing, New Media, Social Media
• Suck on This
  "So I'm flipping through Entertainment Weekly and I come to an ad for some kind of beverage that waylays me with the headline 'SUCK ON THIS,'" writes Julia Rubiner in ...
  Advertising, Marketing Inspiration
• Case Study: How a Young Company's History-Making Soccer-Jersey Sponsorship Increased Sales, Brand Recognition and MoreKimberly Smith
  CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a new beverage product score big in both sales and brand recognition. What's more, here are three lessons ...
• Case Study: How a Small Internet Publisher Doubled Its Email Database & Reduced Marketing Spend With Cost-per-LeadKimberly Smith
  Earlier this year, when online travel publisher Tripmela was in startup mode, CEO Jared Blank determined that he needed to achieve a $1.50 cost per acquisition if he was going ...
• Case Study: How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersNettie Hartsock
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the ...
• Why Are Americans Uptight When it Comes to Sexual Innuendos in Advertising?Elaine Fogel
  Moving to the U.S. has certainly required adjustments on my part. One major thing I've noticed is the difference in sexual attitudes in the American advertising world. What is "no ...
  Advertising, Content
• Case Study: How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdNettie Hartsock
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, ...
• The Engagement GameMartin Lindstrom
  Your media plan likely contains all the usual, well-known media options: TV and radio ads, print ads and outdoor advertising. We've all been going with these options for years, decades ...
  Advertising, Branding, Customer Engagement
• Identity PR: Reaching the Minds (and Wallets) of Today's Diverse ConsumersGail Martin
  Today's diverse consumers are looking for more than just talk. They want companies to be an authentic part of their niche community. They are savvy and skeptical. They are watching ...
  Advertising, Public Relations, Targeting