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“Blockbusters”: Why The Long Tail Is Dead And Go-Big Strategies Pay Off

anita-elberse Anita Elberse turned the long tail on its head during her keynote at the FutureM conference hosted by MITX in Boston last week. The popular professor of business administration at Harvard Business School discussed her new book, Blockbusters, which looks at what drives huge success in the entertainment industry, and how these lessons can translate to other sectors. It was a fascinating talk. To introduce her premise, Elberse compared the strategies and results of two business leaders in the entertainment world: Jeff Zucker, as head of NBC and Alan Horn as president of Warner Bros. Elberse ex [...]

Now What? When New Competition Suddenly Makes PPC Unprofitable

When PPC Is No Longer Profitable There have always been companies for which paid search didn't pan out or was cost prohibitive. But, what happens when companies that have been running successful paid search campaigns suddenly find themselves getting crushed by new competition? After looking into cases of advertisers getting squeezed out of paid search by large parent companies, I wanted to hear what advice marketers would give to these advertisers. What channels should they turn to to make up for the lost sales or lead volume from paid search? I first spoke with Jeremy Hull, associate director of paid search at iProspec [...]

How To Conquer The Age-Old Marketing Buy-In Challenge

boat We've all been there. We have the big idea. We are sure that if we just created it and launched it, this marketing campaign could make a huge difference for the company. We've done the research, we've built the spec, and we've got the rest of the marketing team stoked to give it a try. No easy feat, for sure. But then the rest of the company hears about it. Eyebrows rise. Arms cross. People get worried and -- BAM -- bye, bye big idea. It happens all too often, particularly for those marketers trying to shake things up. The bigger the wave you hope to make, the more critical it is that yo [...]

A Simple Commitment To “Experience” May Just Ease Marketer Distress

Internet Marketing This week, I spent some time with Adobe's recent report, Digital Distress: What Keeps Marketers Up at Night? [PDF]. It was an online study of 1,000 marketers, including both digital marketers and marketing generalists, ranging from marketing staff to high-level decision-makers. As one might anticipate, this report chronicles and quantifies marketers' anxieties about their profession. The Uncertainty In Marketing Reviewing the Adobe findings, you'll see that marketer self-doubt (and doubt of one's team or department) extends to whether one has a grasp on their audience, the right tool set, t [...]

Understanding Digital Enmeshment

qrcode The digital industry is at a crossroads as social, mobile, display and search advertising become increasingly essential to marketing budgets. As a result, the intersection of these channels has forced marketers to view digital as less of a customer acquisition channel, and more of a platform for branding, increasing customer retention and building lasting relationships. This will forever change the way in which marketers plan their media buys and determine their creative strategies. Even traditional media is impacted by the rise of digital -- it isn't uncommon to see TV ads that have a s [...]

5 Ways To Be More Transparent In Your Marketing

strategy We all understand the importance of transparency -- this past year alone, we've seen the titans of tech have transparency wars, and Google itself has committed to transparency as a core value. At this point, companies know they need to be honest to build trust with consumers and, hopefully, that translates into brand loyalty. But why, if it's so important, do so many marketers fail to invest in transparency? There are a lot of excuses for keeping your cards close to your chest. Some include fear of losing control of the story, not having the time or resources to invest, or simply not feelin [...]

Study: Media Consumption & Evolving Role Of CMO Changing The Way Brands Are Measured

Branding Forrester released their Brand Health Measurement Is Ripe for Digital Disruption report this week, examining the new landscape of brand health measurement and the changing role of brand health measurement vendors. After interviewing 14 different brand measurement firms, the research company discovered that the methods for tracking the strength of a brand are transforming. According to the report, the two major "disruptions" in brand health measurement revolve around the exponential growth of consumer media consumption and the developing role of the CMO from a "communications expert" into a [...]

How to Embrace True Persistent Marketing

For years, it was commonplace for traditional marketing campaigns to require 90-day planning cycles -- at a minimum. More recently, digital marketing has brought about an evolution in both speed and agility that has quickly made these lengthy cycles inadequate and unacceptable. Customers are increasingly available on their phones, websites and social media platforms, and marketers are finding greater access to real-time data. As a result, a strong opportunity exists to create a pervasive digital buzz that intensifies brand presence while extending campaign reach in unprecedented ways. So [...]

Digital Marketing: The Past, Present & Future

Marketing Strategies In recent years, marketing has changed dramatically. Back in the old days, one annual planning meeting to create a go-to-market strategy, marketing plan and budget used to be sufficient. Today, marketers adjust course frequently and modify plans according to real-time customer insights, new media, emerging channels and technology. Unfortunately, even the most nimble marketers today are unable to keep pace with this ever changing marketing environment, citing lack of resources, skills and outdated technology as the main factors. Although marketing technology may not be the only solution, why [...]

Branding With Parallax Design: 5 Questions With The Minnesota Timberwolves

minn-timberwolves-featured A powerful -- and meaningful -- site design is more important than ever; it takes less than two-tenths of a second for an online visitor to form an opinion about a brand. Expectations to be entertained and involved by online media are only rising, and one way to captivate an audience is to use parallax design. What Is Parallax Design? Parallax scrolling in Web design provides a multimedia experience that layers images that move in different speeds, creating an illusion that you are interacting as you scroll.  The technique is used by media organizations and brands alike that want to tell an [...]

How To Organize Resources To Unlock The True Power Of Distributed Data

data mining Over the past couple years, it's become clear that ad marketing and media folks  are more readily identifying themselves as data-driven marketers. We are ready to embrace that data is utterly integral to what we do -- and we must conduct our work accordingly. [caption id="attachment_51543" align="alignright" width="352"] Image via Shutterstock[/caption] But this professed focus on data has real implications for a company's systems, talent, and organization -- as well as its choice of partners, vendors and suppliers. You see, it's not enough to commit spiritually to a data focus or to [...]

Social Login Shares Saw Little Change In Q2, Janrain Says

janrain logo After a couple quarters of gains, Google's share of social logins across the Web flattened in the second quarter of 2013. Similarly, Facebook's share of social logins also flattened during Q2. But that's a better sign for Facebook, because it had seen its share of social logins drop for two quarters in a row. According to Janrain's latest quarterly report, Facebook still holds 46 percent share of social logins and Google is still second at 34 percent. And the folks at Janrain must've had an easy time putting that chart together, because it's pretty much exactly the same as the cha [...]

Enterprise PPC Campaign Management Tools 2013: A Marketer’s Guide

dmdlogo Anyone managing a large-scale paid search campaign recognizes the value of tools, whether it's just using Excel or licensing a more sophisticated PPC campaign management tool. It's just impossible to manage thousands of ads, especially as paid-search options get more dynamic and competition intensifies. According to a new report from Digital Marketing Depot, marketers are increasingly opting for more sophisticated tools: As you can see, in just over a year, use of tools provided by search engines or the use of Excel has dropped by more than 10%, as marketers have developed proprieta [...]

5 Steps to Major League Optimization

Managing an optimization program has parallels to running a professional baseball team. To be successful, it requires a coordinated effort by many, all with a common goal, as well as acknowledgement that to reach the pinnacle of success, your team must navigate what amounts to a marathon and not a sprint. In this case, having one “star player” who’s an expert in optimization simply isn’t enough. You need the right internal support within your organization, including executive backing, proper funding, strong analytics data and test coordination to be properly structured for success. [...]

Digital Advertising Agencies 2013: A Buyer’s Guide

Many marketers opt to work with an agency to manage some or all of their digital marketing initiatives. But unless they have established relationships, it's sometimes difficult to know which agencies are reliable and are a good fit with other key stakeholders in the overall process. Our sister site, Digital Marketing Depot can help if you're evaluating an agency, offering a completely updated version of Digital Advertising Agencies 2013: A Buyer’s Guide. The report draws from primary and secondary research sources, including industry associations and publications, top-level executives at [...]

Forget About Mobile Cannibalization: Its Rise Bodes Well For All

Images via The media business has grown to a certain level of maturity. The ecosystem affords brands, marketers and agencies a vast tableau of options, along with tools to plan, operate and optimize across channels, platforms and screens. Yet, as an integrated digital marketer, I'm always surprised how much we tend to sweat the mix, scrutinize the allocation and fret the demise of one channel, platform, screen or another. It often takes no more than an infographic or chart to sound the alarm -- take the recent eMarketer chart below illustrating the rise of mobile that's circulating among buyers, publi [...]

B2B Marketing Automation Tools 2013: An Updated Guide

Back in February, Marketing Land’s sister site, Digital Marketing Depot, published an in-depth report called B2B Marketing Automation Tools 2013: A Buyer's Guide. Interest in the report was strong, and as with many aspects of online marketing, many things have changed in just a few months. So, the team at DMD has released an updated and fresh version of the report, designed specifically to help business-to-business marketers keep up with current trends, tools and vendors. Overseen by consulting editors Scott Brinker, CTO, Ion Interactive and Publisher, Chief Marketing Technologist and Th [...]

5 Keys To Improve The Marketing & Finance Relationship

[caption id="attachment_46777" align="alignright" width="240"] Kris is to Kim as Marketing is to FinanceImage via Shutterstock[/caption] Kim Kardashian and Kris Humphries were a disaster from the start – a failed marriage that never had a chance. He, a naive, budding basketball player who followed his heart more than his mind and fell in love with Kim. She, a for-no-good-reason celeb trying to make a quick buck and keep herself in the spotlight with no emotional investment in Kris. They went together like oil and water, like fire and ice, like a head of digital marketing and a CFO. [...]

The Shortcomings We Tolerate

Internet Marketing In our business -- media, marketing, publishing, ad tech or whichever combination with which you self-identify -- on our most effusive days, we marvel at our own progress. It's a point of pride to have participated in the evolution, regardless of when you dipped in your toe and joined it: 80s, 90s, later or even last year. Yet, as a collective industry, there is a list of things we continue to allow to hinder us. Limiting mindsets; lack of understanding, commitment or investment; complacency; or even the exaggeration of our limitations themselves. You may have heard the famous Richard Bach [...]

Women Tech Leaders Talk Success At Google I/O

No women in tech? Women are invisible in tech? As part of the pushback against such problems and sometimes mistaken assumptions, Google I/O featured an end-of-day session with seven women who've been extremely successful in tech. And, the advice they shared was hardly for women only. Speaking as part of the "7 Techmakers & A Microphone" session were: Kathy Kleiman, founder of the ENIAC Programmers Project Google's ad chief Susan Wojcicki Anna Patterson, Vice President of Engineering in Artificial Intelligence for Google Johanna Wright, VP of Search & Assist for Google [...]

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