3 Trends Will Change Marketing IT Needs
June 16, 2014

If you're in the digital marketing business or conduct any business online, a word of caution: We're heading into the marketing equivalent of the perfect storm. Three converging forces—the explosion in mobile, the expanding "Internet of Things" and the drive for greater personalization—are changing the market at every level.

McDonald’s Launches Silicon Valley Tech Hub to Fuel Digital Drive
June 6, 2014

The fast-food chain will man the hub with up to 20 tech specialists from companies including Yahoo, Microsoft Xbox, Paypal and AOL in the coming months. Jobs will range from digital marketing and media executives to designers and mobile experts. Projects will initially focus on mobile with the business hoping to repeat the success of its partnership with wireless technology firm Qualcomm, which led to its World Cup augmented reality campaign. McDonald's also hopes the unit will help attract digital talent to the wider business.

Publicis Strikes Massive Facebook Ad Partnership
May 21, 2014

Publicis Groupe, the world's No. 3 advertising holding company, has struck a sprawling partnership with Facebook, the companies said Monday morning. Terms were not disclosed, but an executive familiar with the matter said that the value of the deal including spending would be around $500 million. "Publicis and Facebook are announcing a multi-year partnership focused on co-creation of product around data, video and images, including core Facebook and Instagram." ... The deal, easily the largest yet between an agency holding company and a tech company, would pool global spending from Publicis media networks

DMA’s Post-Woolley Future
April 29, 2014

“In the fast-paced environment of direct marketing in 2014 and beyond, the best role for a trade association is to protect our self-regulation status—which is a privilege, not a right,” says Thomas J. Benton, interim CEO/COO of DMA. “That means guiding the industry in protecting consumers and the responsible use of data, helping consumers get the right offers and services in the right channels to power their digital lifestyles

As Gmail Turns 10, A Look Back on Growth and Changes
April 1, 2014

On April 1, America's favorite email service will be a decade old. The game-changing service is so much a part of our daily lives that it's hard to believe that Gmail is older than the iPhone and just months younger than Facebook.

AOL Taking on Google, Adobe in Ad Tech
March 28, 2014

Tim Armstrong has turned AOL from a company known for dial-up Internet access into a media outlet. His next big plan? To turn the company into an advertising technology leader. The AOL chief executive sees the company playing a central role in the ad industry’s adoption of programmatic buying and selling, i.e. the use of Wall Street-like automated trading systems to place ads both online and in traditional media. Speaking at the Ad Tech conference in San Francisco, Armstrong will announce that AOL is introducing One by AOL, a new technology platform that will combine several acquisitions

The Most Commonly Used Email Marketing Tactics
March 4, 2014

The top three email tactics used by marketers are content relevancy, email personalization and list segmentation, according to a recent report by Ascend2. Perhaps not surprisingly, most marketers (80 percent) say they focus on "creating relevant and compelling content" in their emails. The next most popular tactics are personalization (72 percent) and segmentation (61 percent). Other popular tactics are integrating email with other channels (55 percent), engaging email subscribers via social media (42 percent), and testing email messaging (42 percent)

Free Is Bad
March 4, 2014

Yahoo has 196.6 million unique visitors each month. Yet Yahoo generated zero new revenue in 2013. My opinion: Yahoo CEO No. 6 (in as many years), Marissa Mayer, is hanging on by her fingernails. Any person with 196.6 million names unable to generate new revenue should seek some other line of work. What triggered this column was a Feb. 17, 2014 Time magazine story, "THE MAYER EVENT:It's crunch time for Yahoo's turnaround strategy."

Amazon Launches its Video Ad Business With Geico
February 21, 2014

Watch out, YouTube. is coming after your ad dollars. The e-commerce giant has begun slotting pre-roll ads within the latest crop of Amazon Studios-produced original series pilots to stream through its Netflix-rival Amazon Prime Instant Video service. The move combines two of advertisers’ biggest wishes — premium content and a measurable audience — on a service that venture capitalist Mark Suster once called "the biggest threat to YouTube." Yes, Amazon has an ad-supported video business, which puts it on a collision course with YouTube, Hulu, Yahoo, AOL and, to some extent, TV.