I have two favors to ask of you. (Is that a bad way to start a blog post?) I’m doing a small research project on what people think of search advertising — both marketers and non-marketers — as part of a graduate seminar at Harvard on intelligent interactive systems. There are some intriguing hypotheses I […]
Survey: what do you think of search advertising? Read More »
As part of my adventure in academia at Harvard to explore new ideas in marketing technology, I’ve been taking a class on the intersection of economics and computer science. It’s an incredibly vibrant research area these days, particularly because online advertising auctions such as Google AdWords have provided a fruitful real-world application for software-driven market
23 strategic factors in search marketing bids Read More »
Yesterday, I had lunch with Dharmesh Shah, co-founder and CTO of Hubspot and a friend of mine from MIT. Since we both run software-as-a-service (SaaS) start-ups in the marketing space, I always enjoy catching up with him because, even though we’re pursuing different product visions, there’s a lot of overlap in the challenges and opportunities
The greenfield of marketing software Read More »
Is branding really at odds with the new era of social media, or should the true meaning of branding be recognized as a broader mission that transcends logos and color palettes? If you’re a brand marketer and an ABBA fan (what are the odds?), then your song of the day might as well be Under
Branding is dead! Long live branding! Read More »
This is one of those rare, cross-over posts related to my work at ion, but the concept at play is something that I think you’ll find relevant in many contexts. The recent popularity of two posts of mine — 8 dimensions of excellent landing pages on Search Engine Land and the 7 levels of landing
Landing pages as atomic marketing Read More »
In the future of online marketing, the biggest internal tug-of-war might not be between the marketing department and IT — I maintain the belief that marketing will subsume technology under its own management umbrella — so much as it will be between the marketing department and legal. As we enter the next era of the
Data web marketing and the law Read More »
As a shorter and more light-hearted post for the holiday weekend, here are five truisms about technology in the marketing world that I’ve found as good rules of thumb — somewhat tongue-in-cheek, but not entirely: 1. The Great Paradox Software developers are usually bad at creative marketing. Creative marketers are usually bad at software development.
5 marketing technology truisms Read More »
A couple of major trends in software development — in particular, open source collaboration and the design of social network/user-generated content platforms — may provide useful insight for the future of marketing management. After all, the increasing number of marketing channels and the increasing granularity of initiatives in them combine to form ultra-large-scale marketing environments
Ultra-large-scale marketing operations Read More »
Two powerful and parallel trends are underway in marketing. First, marketing is becoming more human. This is the social media revolution. Blogs, Facebook, Twitter, LinkedIn groups, etc., are thriving with real dialogues, between real people in organizations and real constituents in the market. This pushes marketing as a whole to be more real — customers
Marketing more human, more computerized Read More »
Flying home from the Semantic Technology Conference 2009 (#semtech2009 on Twitter), I have to confess that I’m drunk on the Kool-Aid. My presentation on marketing in the semantic web attracted a packed room, and feedback — from both technical and business attendees — was incredibly positive. But it was the sum of the rest of
Marketers: the web of data is inevitable Read More »
