Strategies

To reach the customers you need to reach, you need more than a good product and fire in your gut. You need strategy. Creating an effective strategy requires research, planning, analysis, experience, and a thorough knowledge of the online industry - an expert perspective. That's what this column shares.

twitter-hashtag-cloud

Twitter Brand Relevance and the Evolution of the Hashtag

Feb 13, 2014 - As hashtags become more mainstream, there lies before marketers an opportunity to amplify their use of hashtags to make brand interactions more appealing. Comments

The Losing Game of Comparison

comparison-shutterstock-132136220 Feb 13, 2014 - Many of us assume that our careers will follow a set linear path, but often that is not the case. Instead of dwelling on what you expected the trajectory to look like, focus on your strengths and the value you bring to a group. Comments

Instagram Showcases Best Brand Content to Inspire Businesses

instagramhandbook Feb 12, 2014 - The photo-sharing site's latest blog highlights promotion possibilities featuring the best brand moments on the platform. Comments

Making Valuable Connections: Opportunities for Brand-Building Through Wi-Fi Sponsorship

wifi1 Feb 12, 2014 - As lower-middle class incomes decline, more people rely on Wi-Fi service outside the home, providing an opportunity for brands to invest more heavily in sponsored Wi-Fi. Comments

Google Inks Deal With comScore for Real-Time Ad Measurement

google-logo-square Feb 11, 2014 - Google has added comScore's validated Campaign Essentials (vCE) metrics into its DoubleClick ad server in order to measure digital ad campaigns in real time. Comments

Manchester United's Twitter Game: Win or Lose?

296px-manchester-united-fc-crest Feb 10, 2014 - It may be the worst season for Manchester United, but the club saw its largest weekly Twitter fan growth with the $62 million signing of Spanish midfielder Juan Mata. Comments

VIDEO: Isobar U.S. Co-CEOs Discuss Biggest Marketing Trend of Next Decade

isobar-coceos Feb 10, 2014 - Isobar U.S. co-CEOs, Geoff Cubitt and Jeff Maling, attempt to predict the biggest trend in marketing for the next 10 years. Comments

#SMIRNOFFSorbet: Pin Your Guilty Pleasures Without the Guilt

fruit-smirnoff-sorbet-light-coco-crush Feb 7, 2014 - Smirnoff launched the Guiltless Pleasures Pinterest Contest in an effort to promote its new vodka flavor, Sorbet Light Pineapple Coconut. Comments

Notes on CEOS, Super Bowls, and Fashion Vloggers

notes-shutterstock-142417732 Feb 7, 2014 - A grab bag of thoughts about Microsoft's new chief executive, the Super Bowl ads, and the push in fashion and beauty advertising and publications to get real. Comments

Digital Marketing People on the Move: Susan Wojcicki to Lead YouTube

05bits-susan-articlelarge-v2 Feb 6, 2014 - February starts with a series of promotions and hires in the digital marketing industry, including a new Microsoft chief executive and the next YouTube head. Comments

Why Small Data and the Internet of People Matter

customerdata Feb 5, 2014 - A look at why personal engagement with brands matters, and my wish list for where digital marketers should focus more attention on in 2014. Comments

IBM Launches Interactive User Experience Unit Fed by Data Insights

IBM logo in black with white text Feb 5, 2014 - IBM is increasingly using data insights from its legendary research labs to inform its customers' design, customer interaction, and business strategies. Brands such as Jaguar and David Jones are on board. Comments

How Social Media Is Changing Language Usage and What Marketers Need to Know About It

Social Media Feb 5, 2014 - Some people say social media is killing our language, but others argue it's simply changing the ways in which we use language to express ourselves. How does this affect marketers? Comments

Satya Nadella Named New Microsoft CEO

Satya Nadella is expected to be the next CEO of Microsoft Feb 4, 2014 - Microsoft has named Nadella as the company's third chief executive in its history. Additionally, Bill Gates will step down as chairman and move into a new position as technology advisor. Comments

Digital Marketing People on the Move: January 2014 Roundup

z1510-kyla-jacobs-0828-2580-x-1843-rgb-hr Jan 31, 2014 - A roundup of many of the new hires, promotions, and other moves in the digital marketing industry at the beginning of 2014. Comments

Nissan-Amazon Big Box Campaign Boosted by Social Media Leak

amazon-nissan Jan 30, 2014 - Nissan’s media agency TBWA had a clever idea for a marketing stunt: Why not let users order a car via Amazon.com? But it was the attention of a Reddit user that actually made the campaign go viral. Comments

Candy Company Necco Offers Custom #Tweethearts for Valentine’s Day

tweethearts Jan 30, 2014 - The company behind Sweethearts, the candy formerly known as Conversation Hearts, wants consumers to tweet messages to @Tweethearts that they can later print on candy. Comments

Cultural Commentary Creates Winning Twitter Campaigns

luvs-lullabylift Jan 30, 2014 - Building Twitter campaigns based on timely and relevant topics, cultural cues, and traditional events can mean the difference between adding value to the conversation and getting in the way. Comments

"People Analytics": Big Data Hits Hiring

big-data-screen Jan 29, 2014 - Big Data and "People Analytics" are making their way into the human resources department, and changing the way companies hire new employees. Comments

Departing From a Search Bar Near You

googleflightsearch Jan 28, 2014 - A look at how Google Flight Search would impact the travel sector. Comments

Oscar Mayer Offers Free Wienermobile ‘Lease’ in #Tweet2Lease Promo

oscar-mayer-wienermobile-tweet2lease Jan 28, 2014 - The Twitter campaign capitalizes upon the popularity of Wienermobiles, as well as Super Bowl advertising, and is meant to drum up intrigue among consumers excited about big game ads, without actually advertising in the Super Bowl. Comments

 

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