James Hering

James Hering

As SVP and director of interactive marketing at t:m interactive, JamesHering's teamdevelops a full range of interactive solutions for a variety of clients.Since 1994, he's been involved in development and evolution of AmericanAirlines' AA.com. With over 10 million registered users, it's one of theworld's most successful e-commerce sites. James' experience includes contentpublishing and development; online CRM; sponsorship/partnerships; searchengine marketing; and execution and implementation of AA's award-winninginteractive campaigns. Other client experience includes Adams Golf, BellHelicopter, eiStream, Nationwide Insurance, Nortel Networks, Match.com,SABRE Travel Information Network, Subaru of America, Reno Air, Nestle Foods,Texas Instruments, Texas Tourism and Pizza Hut. His group's honors includethe Internet Marketing Association's Excellence in Interactive Marketing,WebAwards for Site Design, Communication Arts, NY Festival, iNOVA awards,CASIE Interactive awards and @d:Tech awards.

RECENT ARTICLES BY JAMES HERING

Will Branded Keywords Kill Search?

Dec 21, 2004 - Free use of branded search terms will allow the market to determine who survives. But what about respect for intellectual property? Comments

Merging Offline and Online Tracking

Dec 7, 2004 - Online accountability is driving new demand for offline metrics. Comments

Upping the Ante in Localized Targeting

Nov 23, 2004 - SuperPages.com's new functionality will once again change the landscape for localized targeting. How will you adapt? Comments

Local Targeting: The Old-Fashioned, Easy Way

Nov 9, 2004 - If Internet Yellow Pages aren't part of your media plan, it's time for another look. Comments

Managing the Frequency Curve

Oct 26, 2004 - How many times should users be exposed to an ad? Comments

Online Creative Innovation: Repurposing TV Spots?

Oct 12, 2004 - Repurposing TV spots for online is tempting -- but is it a creative cop-out? Comments

Why I Love Online Badvertising

Sep 28, 2004 - How to create really bad online ads in only five easy steps. Comments

Fourth-Quarter Tune-Up: Five Keys to End the Year Strong

Sep 14, 2004 - Don't let the rest of this year's campaigns slip through the cracks as you look to 2005. Five ways to meet -- or exceed -- expectations. Comments

Campaign URLs: Readers Respond

Aug 31, 2004 - Master of which domain? Is it better to use a dedicated campaign URL or the client's brand URL? Comments

Campaign URLs: What's the Right Address?

Aug 17, 2004 - Master of which domain? Is it better to use a dedicated campaign URL or the client's brand URL? Comments

Increase Your Results With Creative Pretesting

Aug 3, 2004 - We test TV concepts before running a single GRP. We copy-test print before building the first mechanical. Why not apply the same due diligence to online... Comments

How Good Are Your Leads?

Jul 20, 2004 - Tried-and-true steps for validating the quality of your leads. Comments

Search: A Brand Campaign Tool?

Jul 6, 2004 - Search should be an ongoing effort to support a site or marketing strategy. Should it be a branding tactic, too? Comments

Time to Take the "TV" Out of "TV Spot"

Jun 22, 2004 - TV ads on the Web: Is the idea spot on, or should TV spots stay offline? Comments

Digital Tear Sheets Revisited

Jun 8, 2004 - Whyis it still so hard to show clients real work, in real time? Comments

Time for a Behavioral Network?

May 25, 2004 - Enhanced targeting is great, but it's not scaleable across all sites in a media plan. We need a behavioral network. Comments

Big Results From PDA-Based Advertising

May 11, 2004 - An overlooked but very effective way to generate leads: PDA advertising. Comments

Sizing Up Site-Centric Behavior Targeting

Apr 27, 2004 - How to get the most from behavioral targeting. Comments

The End of Linear Media

Apr 13, 2004 - All of advertising is heading into a brave new technology world. Comments

Making Decisions: Facts or Feeling?

Mar 30, 2004 - Do we paralyze our clients with too much information? Comments

To Stream or Not to Stream?

Mar 16, 2004 - Forging the stream: Should buyers opt for Unicast or Klipmart? Comments

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