Josh Jones-Dilworth wrote a couple of great columns about data and marketing on Mashable.com, Marketing in 2010: It’s All About the Data and How Data Will Impact the Way We Do Business. In the first article, he makes the case for data as a marketing vehicle: In the near term, learn to think of data as an asset, and be creative. Data shapes conversations and markets. But data doesn’t come to you — organizationally, the …
With social media marketing, everyone is a writer. Whether you’re writing tweets, blog posts, or landing pages, you’re telling a story. So good storytelling skills are well worth cultivating. Even for those of us in marketing technology, who work behind the scenes, we need to understand that the solutions we build are often vehicles for good storytelling — ideally masterful storytelling. And, more often than not, you need to tell a great story to sell …
It’s a new year — a new decade — ahead. The 10’s will be a spectacular era for those of us at the intersection of marketing and technology. And before the next decade is out, there’s going to be a lot more of us in that nexus. But here on the immediate horizon, there’s the business of New Year’s resolutions. Of course, there are the obvious ones: better search engine optimization (SEO), better conversion rate …
3 New Year’s resolutions for marketing technologists in 2010 Continue Reading »
There’s an exciting story that’s come out of this week’s Search Engine Strategies (SES) conference in Chicago that should inspire everyone in online marketing and the semantic web — and most all, those of us interested in the intersection of the two. Jay Myers, lead web development engineer at Best Buy, presented a case study of what happened when they implemented the GoodRelations data vocabulary with RDFa microformat tags embedded in their pages, and the …
I think 2010 is going to be a good year for the semantic web — now better known as the linked data movement — especially as marketers become increasingly aware of its potential in their mission for online branding and relationship building. It certainly seems that January will be off to a good start. Media Bistro is holding their next Web 3.0 Conference in Santa Clara on January 26-27, and a good number of the …
Web 3.0 conference focuses on advertising and marketing Continue Reading »
These past few weeks, I’ve repeatedly remarked that social media marketing — while a glorious and wonderful phenomenon in its own right — is unlikely to be the death of online advertising. This has not been a popular position. In fact, I was feeling a little lonely out on that limb. But today, I had some company join me. And not just any company. Google, the great masters of the Internet universe, happily crawled out …
Google bets HUGE on advertising everywhere Continue Reading »
When it comes to innovation and new market opportunity — why some companies harness those forces to catapult to riches and glory, while otherwise good and strong leaders stumble and fall — the smartest guy I’ve ever met is Clay Christensen. The chart above is from an article Clay wrote a year or so ago, Innovation Killers: How Financial Tools Destroy Your Capacity to Do New Things. You might be saying, “I’m in marketing, not …
A few weeks ago, I launched an informal survey to ask people what they thought of PPC search advertising, hoping to peel back a bit more of the curtain of their sentiments and beliefs. As promised, I’m happy to share the results with you. Well, maybe “happy” isn’t the right word. As you’ll see, the feedback about search advertising is not particularly positive — although on the bright side, it does leave considerable room for …
Study reveals issues with search ads — trust and usefulness Continue Reading »
There’s an argument that’s been circulating in social media marketing circles about how “dangerous” it can be for marketers to rely on pay-per-click (PPC) advertising, as compared to more organic ways of building traffic. You know, social media doesn’t have to be positioned as the destructor of advertising to justify its existence. The gist of the argument: a deep-pocketed competitor can come along anytime, say flush with VC cash, and outspend you. One day you …
Here’s a brain teaser for you: 1. Most people claim to dislike advertising on the web. I know, display advertising is probably despised more than less flamboyant search ads. But in my recent survey, 71.4% of the respondents who don’t work in marketing claim that they never or rarely look at the sponsored search ads on Google or Bing. (Interestingly enough, even 31.6% of the people who do work in marketing made the same claim.) …
