Archive for Pete Blackshaw
Showing 95 items
One More Time: We Marketers Still Have Control!
Do we marketers have the guts and inner will to reassert our role and influence in the marketer-consumer relationship? Jun 24, 2008
Ten Big Questions Every CMO Must Ask
The advent of digital and social media has introduced important new questions to ask, evaluate, and ask again. Here are 10 to consider. Jun 10, 2008
Why Brand Advocacy Matters
Brands must a take a long look in the mirror and ask themselves: what are the root drivers of advocacy? May 27, 2008
Twitter by Machiavelli
A look at 16 curious personality types and behaviors emerging from Twitter-land. May 13, 2008
100 Columns, and 10 for the "Re-Read" List
Meaningful relationships with social networks, word-of-mouth marketing 101, and more. Apr 29, 2008
Customer Service Meets "Lord of the Twitters"
How to win a chit - rather than get slit - by a twit. Apr 15, 2008
Word-of-Mouth Marketing 101, à la Zappos.com
Zapped by the customer service company that happens to sell shoes. Apr 1, 2008
Ten Reasons Marketers Should Pay Attention to Wikipedia
The online encyclopedia, produced collaboratively by volunteers, is rewriting the marketing script. Mar 18, 2008
10 Interactive Marketing Tips from Barack and Hillary
A look at the equivalent of a Super Bowl of interactive advertising. Mar 4, 2008
Marketing With, Not to, Kids 101
What 2-year-old twins can teach you about the ins and outs of persuasion and marketing. Feb 19, 2008
Adapting to Consumer-Controlled Surveillance
Six rules for companies to promote, protect, and manage brands under the new culture. Feb 5, 2008
Search and Reputation: Your Brand Standing Is Your Shelf Landing
What's the relationship between search and brand reputation? Jan 22, 2008
Super Bowl Advertising: Go Holistic or Go Home
A look behind Nationwide's successful "Life Comes at You Fast" campaign. Jan 8, 2008
The Official 2008 Web 2.0 Buzzword Forecast
"Search moptimization," "wombagging," "friendiligence," "World War 2.0," and other candidates for the 2008 lexicon. Dec 11, 2007
Attention? I Don't Want Your Freakin' Attention!
Hello? This is your customer calling. Nov 27, 2007
Death, Social Media, and Remembrance
Meaningful insights about social media come from a painful loss. Nov 13, 2007
Consumer 3.0: New Trends in CGM
Taking full advantage of CGM's marketing potential is hardly a "flip the switch" opportunity. Oct 30, 2007
Back to the Advertising Future
Reach back to these three timeless fundamentals to provide traction for future moves. Oct 16, 2007
Sustaining the Conversation
Are marketers over-buzzing the term "conversation"? And will the buzz kill the concept? Oct 2, 2007
Passionate Faces in the Conversational Crowd
Mapping the word-of-mouth landscape. Sep 18, 2007
Emotionomics, Anyone?
Do emotional connections with customers matter? Sep 4, 2007
Keeping Consumer Trust During a Crisis
At what point does sight, sound, and motion make a difference when connecting with consumers in a crisis? Aug 21, 2007
The Two Faces of Facebook
Meet Robert Scoble and Jessica Moss, Facebook users. Aug 7, 2007
The 'Three Moments of Truth' Web Site Checklist
How do you know if your brand Web site is measuring up to its full capacity and potential? Jul 24, 2007
Meaningful Relationships With Social Networks
With social networks, marketers must understand the fine line between a meaningful relationship and cheap one. Jul 10, 2007
Ten Great Marketing Insights From My Summer Intern
Online cred -- for credit. Jun 26, 2007
Who Owns the Influencer?
Is there a single department, group, or entity charged with influencer management? Should there be? Jun 12, 2007
Marketers, Please Don't Tick Off My Dad
How do we protect our parents from marketers? And why would a passionate marketer ask such a question? May 29, 2007
Marketers, Please Don't Tick Off My Dad
How do we protect our parents from marketers? And why would a passionate marketer ask such a question? May 15, 2007
Guess Who's Knocking on Marketing's Door
Say hello to consumer affairs. May 1, 2007
The Third Moment of Truth
Maybe letting go and opening up go hand in hand. Apr 24, 2007
Ten Reasons Why I Should Stop Blogging
So, should I stop blogging? Apr 17, 2007
Repeat After Me: We're Still in Control!
We have more control than we realize. Way more. Apr 3, 2007
Servicing Search: A Better Ad Model?
You are what they search. Mar 20, 2007
The Official CGM Glossary
Let's finally nail down all those buzzwords and terms surrounding consumer-generated media. Mar 6, 2007
Ten Columns Every CMO Should Read
Some marketing issues refuse to go away. Here are 10 past columns that are still relevant. Feb 20, 2007
Attention Gone Amuck? Time for a Wakeup Call!
How far will marketers go to get attention? Feb 6, 2007
The Pocket Guide to Super Bowl ROI
REV up your Super Bowl ads online. Jan 23, 2007
Designing Interactive Woman
An expert pontificates on creating great online experiences for women (and everyone else, too). Jan 9, 2007
2007 Predictions, Diction, and Friction
If you're reading this column right now, you are -- I assure you -- a big part of the problem. Dec 26, 2006
Clarifying Word of Mouth
What is word of mouth, exactly? Dec 12, 2006
YouTube or ConfuseTube?
What's constitutes advertising? And do we care? Nov 28, 2006
Thanks to a Great Friend of the Industry
How a giant in the interactive marketing space made history -- and encourages us all to be better than we are. Nov 14, 2006
Real Beauty, Real Breakthrough in Consumer-Fortified Media
Ten takeaways from Dove's Real Beauty campaign. Oct 31, 2006
The Third Moment of Truth
Maybe letting go and opening up go hand in hand. Oct 17, 2006
Time for a New Model: Listening-Centered Marketing
Brands must figure out how to dance in the zone of tension between marketer and consumer interest. Oct 3, 2006
Will Video Save the Agency Star?
Why traditional ad agencies will bounce back. Sep 19, 2006
How Many Ways Can You Skin a Snake's Buzz?
There are lots of lessons to be learned from Sep 5, 2006
The Pocket Guide to Chatterbacking
Advertisers are piggybacking on consumers' content. What you need to know about "chatterbacking." Aug 22, 2006
Corporate Blogging: Great Liberator or Oxymoron?
Corporate blogging gets a road map. Aug 8, 2006
Time to Lead. Right Now. No Excuses.
Everyone's entitled to reap the dividends of small (or bold) acts of leadership. Here's the low-hanging fruit. Jul 25, 2006
Back to the Future: Bold, Timeless Truths From Web 1.0
Looking for a solid, long-term strategy? Try great marketing. Jul 11, 2006
Parenting Your Brand
Who's more at risk: little Johnny on MySpace, or that child known as your brand? Jun 27, 2006
Kicking the World Cup Blog Ball?
A new attempt to connect and bond with consumers and to reinvent how sponsored content amplifies the experience. Jun 13, 2006
Skype Nation
The juggernaut we call Skype has this CMO's head spinning with ideas and applications. May 30, 2006
Word of Mouth Begins With Consumer Affairs
No more boiler-room call centers! Treat consumer affairs as a central part the marketing process. May 16, 2006
Do You Know How to Find the Marketing "Ex-Spot"?
Where's that critical moment of experience that makes feedback and word of mouth coalesce? May 2, 2006
Mirror, Mirror: Am I Consumer 1.0 or Consumer 2.0?
Know thyself. Think locally. You are the forecast! Apr 18, 2006
Movimiento Marketing: On the Radio Dial
Listening is brand-building currency. Apr 4, 2006
Can Marketers Control CGM? Should They?
We don't want consumers to conclude we're listening to them as we push them out of the way. Mar 21, 2006
Defensive Branding 101: The Role of Search
Is a good defense the best offense? Mar 7, 2006
The Gold Medal of Questions: Is the Web TV?
The Turin games are rewriting the rules of broadcasting... and online marketing. Feb 21, 2006
Super Bowl Advertising and Marketing Fusion: Razor's Edge?
To work in an age of elusive consumer attention, TV advertising needs reinforcement, assistance, and a little engagement. Feb 7, 2006
Are You Asking the Ultimate Marketing Question?
Brands dedicated to sustainable, long-term growth and profitability must understand whether their own consumers are marketing for or against them. Jan 24, 2006
The Consumer-Controlled Surveillance Culture
There's no question consumers aggressively monitor marketers and brands. How should your brand manage this? Jan 10, 2006
Damn the Focus Groups (Except This One)
Just this once -- a focus group of one to shed some light on where we're going in 2006. Dec 27, 2005
The Pocket Guide to the 2005 Blogosphere
2005 was the Year of the Blog. If you missed it, here's a rundown. Dec 13, 2005
'Tis the Season of Brand Emotion. Are You Listening?
How well do you understand consumer emotions? Nov 29, 2005
TV Is Dead. Long Live TV!
TV is changing channels. Are you ready for the small screen? Nov 15, 2005
How to Act on Consumer-Generated Media
A dozen actionable tactics to unleash CGM's power. Nov 1, 2005
Spamalot: Broadway Hit or Blog Epidemic?
"Splogs" are on the rise. What are they, and what can we do about them? Oct 18, 2005
Is Word of Mouth a Long-Term Strategy?
Does word-of-mouth marketing work only in the short term? Oct 4, 2005
CGM: The Parenting Megaphone
First-time parents create a disproportionate amount of CGM. How can marketers take advantage of that? Sep 20, 2005
Ten Simple Rules for Dating a Blogger
Courting bloggers with an eye toward wedded bliss. Sep 6, 2005
Attention? I Don't Want Your Freakin' Attention!
Hello? This is your customer calling. Aug 23, 2005
Protect the Marketing Commons
We're on the cusp of a tragedy in the marketing commons. Trust is the rapidly depleting resource. Aug 9, 2005
Get Ready to Engage With the Engagement Metric
A significant movement is afoot to overhaul ad measurements. Are you ready to engage? Jul 26, 2005
Consumer-Generated Media: The Age of Engagement
We're in the middle of a CGM revolution. Can tragedy serve as a marketing wake-up call? Jul 12, 2005
The Pocket Guide to Consumer-Generated Media
CGM basics and fundamentals. This is really important. Jun 28, 2005
Beyond Cinco de Mayo
It's time to get serious about marketing to Hispanics online. Jun 14, 2005
Who's Behind The Wheel Now?
From Lawrence Welk to consumer-generated media. An adman dad and his word-of-mouth marketing son look backwards, and forward, at selling cars. May 31, 2005
The Five Ps of Activist Marketing
Why are activists such great marketers -- and what we can learn from them? May 17, 2005
Irrational Blogguberance?
Sure, blogs are a great marketing tool. But curb your enthusiasm! May 3, 2005
Are GRPs Enough in the Age of Consumer Control?
Imagine how the game would change if standard media buys were offset with discounts based on the tone and velocity of a quantifiable online conversation. Apr 19, 2005
WOMMA Summit: More Questions Than Answers
Best practices for word-of-mouth marketing? You can't harvest insight until you ask the right questions. Apr 5, 2005
Word-of-Mouth Marketing: Temper Your Enthusiasm?
The path to sustainable business success lies somewhere between hype and humility. Mar 22, 2005
Attention, Shoppers! "Retailer-Generated Media" in Every Aisle
Wal-Mart TV: will consumers tune in, or out? Mar 8, 2005
Consumer Affairs: The New Advertising Department
Consumer Affairs is the new center of marketing, and the consumers it touches are much more valuable than average ones. Feb 22, 2005
Creative Marketing Destruction: Add Water and Blog
Stop thinking about blogs as mere digital diaries. What's before us is a radical new publishing platform. Feb 15, 2005
Marketing Throughthe Tsunami Lens
The dynamic, always-on nature of the blogosphere quickly gravitates to unmet needs. That's the heart of effective marketing. Feb 8, 2005
Super Bowl: Buzz or Blues?
With a $2.4 million price tag, your Super Bowl ad better earn its keep. How to prime the buzz before the big game. Jan 25, 2005
E-Mail by Machiavelli
E-mail isn't a lost cause. But smart marketers must stay close to how it's used, abused, and even manipulated. Jan 11, 2005
Listening: A Bitter Pill?
Is listening to the consumer a liability or an opportunity? Dec 28, 2004
Buzz-Informed Predictions for 2005
Next year's marketing hits -- and misfires. (If I'm right, don't shoot the messenger!) Dec 14, 2004
Practice What You Search
If search is the Web's killer app, why don't marketers apply search fundamentals in their own backyards? Nov 30, 2004
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