Marketing News & Expert Advice
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Packaged Online Branding Solutions
Apr 3, 2002 - Savvy publishers know advertisers want branding solutions, not just impressions. They are creating products that deliver solutions to brand advertisers. Comments
Why Online Advertising Has to Get Better
Oct 17, 2001 - The bottom-feeder advertising becoming increasingly visible on the Web poses a risk to everyone in the industry. Comments
Putting Products in Place Online
Oct 3, 2001 - When it comes to slipping marketing into unexpected places, the Web can't yet compete with TV or films. But with the help of some innovative thinking, it's beginning to catch up. Comments
Tragedy and Triumph
Sep 19, 2001 - In the days immediately following the attack, many in the online advertising community rallied to do whatever they could to support the effort of putting the city, and the country, back together. Comments
Cross-Media Salvation
Sep 5, 2001 - For at least the last nine months, the industry consensus has been that the future growth of online advertising will come from established (non-dot-com) advertisers. Very simply, they are the only companies with any money left. Comments
Avoiding Online Ad Failure
Aug 22, 2001 - Online advertising is an art, not a science. But online advertisers should keep in mind some guidelines, several based on published research, when planning and executing a campaign. Comments
Balancing Branding With Intrusiveness
Aug 8, 2001 - For years, advertisers have been complaining that plain- vanilla banner ads are too easy to ignore. But as new, more intrusive ad units become more and more common, the question arises, How much is too much? Comments
The Lessons of the X10
Jul 11, 2001 - There's something disturbing about seeing the X10 camera on top-tier sites with valuable content, registered audiences, and good demographics. It's like seeing Susanne Sommers pitching the Thighmaster during "Meet the Press." Comments
Can We Ensure a Future for Wireless Advertising?
Jun 20, 2001 - The growth of the wireless advertising industry depends on a number of factors. One of the most important is whether people will accept, or reject, advertising on their wireless devices. Another is whether we have learned from our mistakes. Comments
Online Advertising: Bouncing Back
Jun 6, 2001 - It has been a tough year so far. It wasn't long ago when everyone knew a millionaire; now you know at least three people who have been laid off. For many, exuberance has given way to insecurity. But the industry is responding in the right way -- with... Comments
Online Advertising's Rich Future
May 9, 2001 - Yahoo! Flying fowl, thundering trucks, wobbling windows... Wondrous wonder of wonders, what's with the Web? Comments
Brand Marketers Speak: iMedia Conference Report
Mar 20, 2002 - Blue chip brands take the Web seriously. No longer an experiment, the Web's an expected component of the mix. If only we could get standards and metrics straight. Comments
Making Video Ads Work
Mar 6, 2002 - When repurposing television or theater ads for the Internet, take some simple steps to adapt the creative to the environment. Comments
Being Specific About Online Branding
Feb 20, 2002 - Many e-marketers say their online advertising objective is branding. But different kinds of branding objectives dictate very different strategic and tactical approaches. Jeffrey tells you how to get the most from your advertising strategy. Comments
Internet Lessons for Small Businesses
Feb 6, 2002 - Big companies aren't the only ones that need to manage their brands online. Comments
Priority No. 1: Cross-Media Measurement
Jan 23, 2002 - If anything will boost Internet advertising into a great leap forward, it's developing a way to measure its impact on cross-media campaigns. Comments
Back to the Future: What 2001 Means for 2002
Jan 9, 2002 - Believe it or not, 2001 wasn't all bad. Some positive industry trends emerged that will help propel 2002 beyond the carnage. Comments
Are Ads Less Effective on Cluttered Sites?
Dec 26, 2001 - Cutting through the clutter - should publishers be cleaning up their sites? Comments
Making Advertisers and UsersHappier: A Case Study
Dec 21, 2001 - An oxymoron? With all the hubbub about ad intrusiveness, you'd think a publisher's attempt to please its advertisers and users would be an exercise in futility. Has Lycos achieved the impossible? Comments
Is Online/Offline Integration Important?
Nov 14, 2001 - A certain school of thought holds that Internet advertising, to be successful in wooing traditional marketers, must adopt the language and metrics to which media buyers are accustomed. But is that the best path? Comments
Online Advertising's Troubled Soul
Oct 31, 2001 - A recent conference on online advertising revealed the anguish of an immature industry in upheaval and transition. Though the all-day discussions didn't solve any problems, the agenda very clearly defined the five issues that must be resolved before... Comments
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