Participatory Marketing - Pull Marketing's New Push
October 1, 2009

For more than 50 years, push marketing ruled the industry. But as the internet, new technology and communication channels emerged, so did a new paradigm that included asking and gaining permission in the hopes of growing truly one-to-one dialogues and improving marketing efficiency. Now, with the emergence of the social internet — where consumers are more efficient self-organizers, hyperconnectors, and expert recommenders of products and services -— more emphasis is being placed on peer interactions. I call this new era of marketing participatory marketing.

Q&A With Bob Pearson, New President of The Blog Council
April 23, 2009

Editor’s Note: Bob Pearson, the former vice president of communities and conversations at Dell, recently left his post to become president of The Blog Council, an organization that represents the heads of social media at 45 major corporations including Cisco, Dell, Microsoft, Wells Fargo, The Home Depot, Procter & Gamble and Wal-Mart. Pearson is widely…

It's Not Easy Being Green … or Is It?
July 15, 2008

As you can see, we've devoted this month's cover story to Conservation International, a nonprofit organization that has turned to viral, digital and community marketing to spread its message about the importance of conservation worldwide.

Saving the Planet 2.0
July 15, 2008

What do leatherback turtles, burning forests and Harrison Ford all have in common? They're the key components of some very successful marketing campaigns launched by Conservation International, a nonprofit organization missioned to protect the richest regions of plant and animal diversity in 34 international biodiversity hot spots, wilderness areas and marine ecosystems.

Ad Networks
March 1, 2008

Ad networks long have been a core component of any media plan. While in the early days of online advertising ad networks struggled to justify their existence, they now are welcomed in every major advertising budget thanks to their reach and scalability. Traditional ad networks can provide immediate results — and working with an ad network facilitates understanding of the marketing challenges, the ever-changing dynamics and the science behind driving greater value from online advertising.

What's in a Name? A Copywriter's Guide to Product Naming
July 1, 2006

By Ivan Levison The early car makers didn't waste a lot of time creating fancy names for their cars. They named them after themselves. Ford. Buick. Chevrolet. Chrysler. Dodge. Ferrari. Porsche. Rolls-Royce. Soon, however, things changed. Future generations of automobile marketers decided that they could sell more cars if they came up with exciting, evocative names -- names that men, then the principal buyers of cars in America, would find irresistible. For example, when they were marketing to the upwardly mobile family man who aspired to wealth and class, they offered the Town & Country, the Park Avenue or the Crown Victoria.