Marketing News & Expert Advice
Todd Copilevitz is Director of Interactive Strategy for The Richards Group, a 25-year-old Dallas-based agency that offers fully integrated interactive services to its clients.
May 4, 2001 -
Agencies -- traditional or interactive -- build brands. Brands that succeed have marketing strategies that weave together online and offline efforts...
Apr 4, 2000 -
Napster is being sued by the RIAA, which wants $100,000 for every song swapped. Who knows if they'll win, but they've already lost the battle. The music...
Mar 7, 2000 -
Companies spend a lot of time, energy and money trying to get inside their customers' heads. It starts with a simple question, evolves into a complex...
Feb 8, 2000 -
Todd spent 15 years crafting information for a daily newspaper before going digital. He knows what large media companies should be doing, like riding...
Dec 14, 1999 -
It's the holiday season, so here's a freebie Internet strategy: Become a gamer. That's right, a stay-up-all-night-playing, while-away-your-days-waiting...
Nov 16, 1999 -
The online world lives and dies by mergers and acquisitions. Every time someone finds a niche, others race to expand the market. That leads to fragmentation...
Oct 22, 1999 -
There's no shortage of people who can tell you how to create a one-to-one relationship with customers out there. But once you've got the customer's...
Sep 24, 1999 -
For the next few minutes forget about opt-in policies, response rates or one-to-one marketing. Let Todd tell you about one of the best ideas he's ever...
Aug 16, 1999 -
Some people shouldn't be allowed to use email. Maybe they can fire off messages to family and friends. But we need to take away distribution lists and...
Jun 8, 1999 -
Pardon Todd while he whines a bit, but he's getting really tired of the TV commercial touting the power that the Internet has now. You know, the one...
Apr 1, 1999 -
Last fall, the drive was to create portal sites, the first page people see when they log on. Now the drive is to be the site that no one ever leaves...
Dec 17, 1998 -
NetscapeCommunications Corp. of Mountain View, Calif., is launching its firstnational advertising campaign, estimated at more than $30 million, designed...
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