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The Eight Major Hurdles to Marketing Measurement

Whether you are trying to determine customer lifetime value or put in place a media mix model, marketing measurement can often be a complex and daunting task.  There are, however, some steps marketers can take to improve the efficiency and effectiveness of their marketing metrics...
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The Future of Marketing is Now

“Change is the process by which the future invades our lives.” It is 5:45 p.m. on a Thursday and Todd Martin heads out the door after a long day at work. His wife is recovering from a cold and he is eager to get home to care for her. As he enters his car, his mobile phone beeps....
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How Marketers Can Do More with Less

n today’s faltering economy, marketers are under pressure to do more with less and make every dollar count. As profits evaporate and corporate budgets are slashed, marketing programs built solely on beautiful creative or humor are unlikely to make it pass the drawing board. CEOs...
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Five Amazing Viral Ads Videos

The chances of a viral ad becoming an effective brand vehicle are similar to those of a high-school basketball student making it into the NBA. By the way, viral ads are those that propagate through email and/or social networks rather than paid media channels. Here are five viral...
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So, What Exactly Makes You A Social Media Expert?

I know I am going to take a lot of heat for this post. Where exactly are all these so-called social media experts coming from? It seems that nowadays anyone with a Facebook or Twitter account can claim to be a social media strategist. I am afraid it takes much more than that....
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Best Practice: Integrating Online Ads and Social Media

Everyone speaks about the importance of integrating your digital channels. However, I find that integration rarely goes beyond the creation of landing pages. I recently came across a very clever rich-media banner ad that does an excellent job at integrating with social media. I...
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