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

Back to Pete Blackshaw