Category Archives: marketing

Content is King? Not Anymore

October 5, 2011 – 12:49 pm

There’s an obesity epidemic online… the “king” is getting too fat. “Content” as King is facing regime change. Today his leaner, stronger brother, “Context,” is about to steal the throne when it comes to online marketing effectiveness. The amount of information online is growing at a mind-blowing rate. And every 48 hours, it expands exponentially [...]

By Patti Renner | Leave a Comment

Creating Segments with Your Data

September 23, 2011 – 12:08 pm

The drive for brands to better engage across channels is in high gear – getting the right message (content, offers, options, etc.) to the right person at the right moment with seamless consistency across channels. With so many different messages targeting so many different audiences through so many different routes – having the right solution [...]

By Patti Renner | Also posted in The Online Marketing Space | Comments (1)

Dodgem Cars, Giant Slides and Digital Marketing

May 25, 2011 – 10:55 am

Strategists often use the abstract concept of a funnel to explain the process of consumer engagement. Marketing funnels, purchasing funnels, branding funnels, sales funnels –all help create a rational framework around something as irrational as consumer behavior. In the recent eMarketer webinar “Integrating Search and Display” sponsored by Knotice, analyst David Hallerman began the discussion [...]

By Patti Renner | Also posted in Best Practices Insight | Leave a Comment

Analysis of Print Ads with Mobile: Part 1

May 23, 2011 – 11:08 am

The May issue of Wired magazine (the printed version) was of special interest to me. Within the few pages at the front of the magazine, there were 4 full-page ads (one was a two-page spread) for major consumer brands, each featuring different mobile response methods to entice readers to engage further on their smartphones. I [...]

By Bryce Marshall | Also posted in Mobile Marketing | Comments (4)

5 Ideas to Better Connect With Consumers

April 8, 2011 – 11:01 am

Leadership requires vision. You’ve heard that before, but it comes to mind again as the savvy presenters here at Forrester’s Marketing Forum 2011 prognosticate on what will come and explain what is now. Vision seems to be an underlying concept for planning strategy around what’s to come – especially as it applies to direct digital [...]

By Patti Renner | Also posted in Direct Digital Marketing | Leave a Comment

Actionable Strategies from Forrester’s Forum 2011

April 6, 2011 – 11:23 am

One of the main concepts framing many of the sessions here at Forrester’s Marketing Forum in San Francisco is that of Action. While marketers grasp thin excuses for not digging deeper into digital marketing initiatives (no budget, no staffing, no upper-management buy-in, etc.), the real issue is their fear is investing in something that isn’t [...]

By Patti Renner | Also posted in Direct Digital Marketing | Comments (1)

PURLS Gone Wild

February 18, 2011 – 12:07 pm

One slick way to bring together online and offline marketing channels is with the use of PURLs (or “personalized URLs”). These individualized web experiences are a way for marketers to extend the personalization, segmentation and measurement inherent in direct digital marketing, addressable from, say, an email or a direct mail piece. (Read more about PURLs [...]

By Brian Deagan | Also posted in Best Practices Insight | Comments (1)

Super Bowl Ads: A Mobile Analysis

February 7, 2011 – 1:32 pm

Recently, I posted some commentary stemming from some analysis of last year’s über-expensive ad spots and their majority lack of mobile options to extend consumer-brand engagement. I also pointed out that not having an on-brand, relevant destination for them would seem to me to be ROI suicide – that 23 of 27 brands with ads [...]

By Dave Lawson | Also posted in Mobile Marketing | Comments (2)

The Tale of Two Purchases

January 26, 2011 – 12:56 pm

We’ve talked before about the importance of connection at the point of decision. Consumers always have their mobile devices within reach and several brands have begun using 2D codes to connect the online and physical worlds at the exact time the consumer is ready to make a decision. I recently had an excellent ‘connection at [...]

By Christopher Holmok | Also posted in Multi-Channel Marketing, Retail | Leave a Comment

Harnessing the Power of the Mobile Web

January 19, 2011 – 12:52 pm

According to Melissa Parrish, analyst of interactive marketing at Forrester Research, “More than one-third—34 percent—of interactive marketers are currently implementing or are planning to implement a mobile program…. Mobile is poised for major investment in 2011 because case studies expose a healthy marketing channel, innovations have gained traction and consumer mobile usage is skyrocketing.” MobileCommerceDaily, [...]

By Patti Renner | Also posted in Best Practices Insight, Knotice, Mobile Marketing | Leave a Comment
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