Forbes

How Much Retargeting Is Too Much?
April 30, 2013

Once upon a time, online advertising exposed users to new products and services. But now many users find themselves chased around the Internet by just a handful of brands at a time. Welcome to the Retargeting Era. On the surface, retargeting makes perfect sense. ... Someone who has shopped at an e-commerce site like Zappos—that’s a much better signal than the fact she is reading an article about fashion. The problem is that, before long, the Web could find itself dominated by retargeted ads and little else

The Problem With Big Data: I Can Tell You Everything, But You Will Learn Nothing
April 16, 2013

Thanks to a media blitz in everything from The Financial Times and The Wall Street Journal to Wired and Forbes, pretty much everybody has heard about big data by now and developed an opinion on the subject. Ever since the expression’s meteoric rise about two years ago, the business world has been clamoring for more data. It doesn’t matter if you’re the marketing manager or CEO; it’s all-aboard the big data ship in order to become more “data driven.” However, as mentioned in an interesting article by TechCrunch, big data is not the new

How Will Google Glass Change Internet Marketing?
April 16, 2013

For all the hype about Google Glass, not much has been said about how it's going to change Internet marketing. Could it be that for all our gadget drool, we're overlooking what could be the biggest Internet marketing explosion of the decade? Or will Google Glass even make a ripple in online marketing? Let's look at some possible outcomes, lay out the facts, and propose some ways you can be ready for the rollout of Google Glass, and the impact it will have on the Internet marketing world

Content Marketing: Google’s War Against Fake News
April 12, 2013

An outfit called NewsCred sent me an email this morning with this subject line: “How Google’s stance on branded content could impact marketers.” It provided a link to an unbylined piece titled “Why Google Should Rethink Its Approach to Sponsored Content.” Haha, I thought. This should be fun. On March 27, Richard Gingras, Google’s senior director for news and social products (and formerly, Salon’s CEO), warned in a blog post that Google News strongly disapproved of news outlets that were passing off sponsored content as the real thing. If a site mixes news content with affiliate, promotional, advertorial or marketing

The Washington Post Jumps on the ‘Brand Journalism’ Train
March 7, 2013

Paid content—it’s not just for blogs anymore! The Washington Post, currently known as the sad husk of one of our nation’s most influential and respected newspapers, just launched “Brand Connect,“ which its editorial team describes as “a platform that connects marketers with the Washington Post audience in a trusted environment.” In other words, paid content. Sponsored posts. Native advertising. Brand journalism. And it’s not in a special advertorial section—it’s on the paper’s home page. We could all see this coming, of course: Print ad revenue at the Post has reached record lows. Sure, we still encounter the occasional impressive "Game

5 Ways to Make Your Content Marketing Pay
February 1, 2013

Content marketing rocks, and it's official. Oglivy is calling 2013 the year of content marketing, Forbes say its "the next digital marketing revolution," and Econsultancy's latest research reports that 90 percent of in-house marketers think that content marketing will become more important this year. Our own research shows it's popular with buyers too. The Valuable Content Online Habits of UK Business People survey showed 92 percent of people had bought products as a result of online research, compared to just 1 percent who'd made a purchase through a telemarketing call.

The Engagement Marketing Disconnect Between Consumers and Brands Rages On
December 4, 2012

"After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers." That line is from a recent report put out by Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency" and unfortunately continues a trend—a trend I myself have written about as far back as last December.

What Election Uncertainty? Retailers Expect Best Holiday Season in Five Years
November 7, 2012

No matter who won the presidential election, retailers were as confident for the upcoming holiday season as they’ve been since before the financial crisis five years ago. BDO USA’s latest survey of 100 chief marketing officers from a range of high-revenue brick-and-mortar and online retailers projects a 3.7 percent increase in comparable store sales for 2012—still well below the 5 percent of 2007, but stronger than any year since. That is good news for retailers hammered by Hurricane Sandy and comes as Wall Street waits anxiously for resolution to the U.S. presidential election. 

Sexy and You Know It
October 1, 2012

Have you been trying to seduce Google into giving your Web pages a number one spot—but Google keeps spurning your advances? There could be a good reason for that. You could be trying to "dress up" your content too much, and it's falling flat with the Big G. Part of that difficulty comes from the need to seduce Google. Instead of authentically writing great content—content that grabs their readers and doesn't let go—they focus instead on giving Google what they "think" it wants.

With Diversity Still Lacking, Ad Industry Focuses on Retention
September 4, 2012

For many in the advertising business, the results of the 2010 census were a tipping point in terms of highlighting the growing importance of minority consumers. It showed that there were more than 50 million Latinos in the United States, nearly 40 million African-Americas and almost 15 million Asians. Nine million people identified themselves as belonging to more than one race. But many advertising agencies and media companies still lack diversity within their own ranks, especially at the higher rungs of the corporate ladder.