Author Archives: Josh Gordon

Approach to Data Differentiates ESPs

May 26, 2010 – 11:25 am

Email is sometimes a forgotten direct digital marketing channel. While it is core to any customer experience a brand tries to create, basic email capabilities are a commodity. Email is essentially bucketed in two primary categories - blast campaigns and dynamic/relevant campaigns. A mix of both is good, and good ESPs do both expertly. Dynamic [...]

Posted in Best Practices Insight, email marketing, The Online Marketing Space | Comments (2)

Auntie Anne’s Cross Channel Marketing Forgets User

May 19, 2010 – 12:11 pm

In the rapidly evolving world of direct digital marketing it often pays for marketers to sit back and ask themselves some important questions when considering what type of direct digital marketing campaign makes sense for their business. Given the three primary direct digital channels of Web, mobile, and email it is especially important to ask [...]

Posted in Direct Digital Marketing, marketing, Mobile Marketing, Online Marketing Tactics | Comments (2)

Self-Regulation Winning Ongoing BT Battle

May 10, 2010 – 11:53 am

As reported by ClickZ, and a number of other industry publications, the much anticipated legislation designed to govern data privacy within online advertising has arrived in the House of Representatives in the form of the "Boucher Bill." Those who back robust rules about data use will likely not be pleased. The displeasure will likely be [...]

Posted in behavioral targeting, Direct Digital Marketing | Leave a Comment

A Mobile Marketing Starting Place

May 5, 2010 – 11:50 am

Bryce Marshall, Knotice's resident mobile marketing expert and author of the award winning white paper Making Sense of Mobile Marketing, recently presented to the Sacramento AMA about the value of mobile marketing, especially as it relates to an overall direct digital marketing strategy. Mobile is obviously not a unique channel strategy unto itself, but is [...]

Posted in Direct Digital Marketing, Knotice, Mobile Marketing | Comments (1)

Tips For Choosing an SMS Mobile Vendor

April 28, 2010 – 12:11 pm

You are choosing a mobile marketing vendor (kindly referred to as an Application Service Provider - ASP - in Forrester Research’s recent Market Overview of SMS Mobile Campaign Vendors). It is a confusing process because there are a bunch of different companies with a bunch of different - and sometimes overlapping - capabilities. Try not [...]

Posted in Direct Digital Marketing, Knotice, Mobile Marketing | Comments (5)

2010 Forrester Marketing Forum, Brand Adapted

April 26, 2010 – 12:09 pm

For my money, the most impressive presentation at the 2010 Forrester Marketing Forum, without a doubt, was the presentation from Nickelodeon CMO Pamela Kaufman. Her obvious zeal for both the brand, and the brand adaption project showed through, and her enthusiasm inspired the group in attendance. Adapting a marketing organization at the corporate level is [...]

Posted in Best Practices Insight, Direct Digital Marketing, marketing | Comments (1)

2010 Forrester Marketing Forum, Adapt with Data

April 23, 2010 – 12:17 pm

As I mentioned in my post Wednesday, the theme of the 2010 Forrester Marketing Forum is how marketing organizations can – and should – adapt. The first keynote for the forum, from senior Forrester analyst David Cooperstein, provided the context for what adaptive marketing means. Unsurprisingly, the primary theme of his keynote revolved around social [...]

Posted in Best Practices Insight, Direct Digital Marketing, Knotice, Universal Profile Management | Leave a Comment

2010 Forrester Marketing Forum, Adapt and Connect

April 21, 2010 – 11:58 am

I am excited to say that the 2010 version of the Forrester Marketing Forum is once again upon us. The theme stringing this year's content together is "adaptive marketing" - that is, the idea that a marketing organization must be lithe, constantly adapting its practices to the ever-changing preferences and location of the consumer. As [...]

Posted in Direct Digital Marketing, marketing, Online Marketing Tactics | Leave a Comment

Agency Shifts Underscore Mobile Competition

April 12, 2010 – 10:50 am

For another sign in a seemingly endless number of signs that mobile marketing is extremely important to the future of marketing and advertising read about what is happening in the ongoing advertising battle between the two largest wireless carriers in the U.S., AT&T and Verizon. AT&T spent $1.87 billion on media that used actor Luke [...]

Posted in Cable and Broadband MSOs, Mobile Marketing, Multi-Channel Marketing | Comments (1)

Why Mobile Domain Expertise is Important

April 7, 2010 – 11:18 am

Bill Siwicki of Internet Retailer just published a story about retailer Musician's Friend and their mCommerce strategy. Musician's Friend is unique because they buck the burgeoning trend of outsourcing development of mobile channel strategy and execution to a trusted partner. That's right, Musician’s Friend built all of its mobile capabilities in-house. Siwicki interviews Forrester Research's [...]

Posted in Direct Digital Marketing, Mobile Marketing, Online Retail Marketing Tips | Leave a Comment
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