The Wall Street Journal

Starbucks’ Sad-Sack Marketers
May 26, 2015

The advertiser? Starbucks. The product? An old-fashioned direct mail continuity program. The offer? The world's finest coffee shipped to you monthly. Both full-page ads in the Times and the Journal used the same response link: starbucks.com/subscription

Snap Pictures of Women on the Street, Sell Beer
May 22, 2015

A camera flash goes off in a woman's face. She smiles, laughs and watches a beer ad on the bus stop billboard she had been passing. Men and underage girls are told to keep walking by the man in the digital billboard on the bus stop in Germany. It's Astra Bierre's ad targeting women via facial recognition in order to acquire new drinkers.

Denny’s Zinger: When an Ad Is an Obvious Oxymoron
May 15, 2015

I came across this ad in The Wall Street Journal. The headline stopped me, because I am on the hunt for a casual jacket for traveling that-in a pinch-could be worn with a shirt and tie. Quite simply, "the world's best travel jacket" could not possibly sell for $149 with free shipping.

The Great Content Divide
May 7, 2015

Marketers are increasing their investments in content. It's during this time that marketers get to have fun semantic arguments, too. Is it content marketing or native advertising? What's the difference, marketers may ask? In a rant aimed at The Wall Street Journal, but housed on the Content Marketing Institute site, Joe Pulizzi says content marketing is what brands create and may host on their sites, like his post. Marketers work with sites like the WSJ to create native advertising that's hosted on sites like WSJ's.

Pre-Research: A Case History
April 28, 2015

No matter what your profession, if you have an extensive file of retrievable, cutting-edge information that directly relates to your business and industry, you can lace your memos, emails, letters, reports, advertising copy, speeches, PowerPoint presentations and whitepapers with tidbits, factoids and statistics. This shows readers you know a lot, are on top of your job and are a force in your industry.

Email, the Wonder Cookie
April 21, 2015

As mobile use grows, marketers have fewer opportunities to employ cookies to track consumers and target them with online ads. This may be a distressing trend for some marketers, as Fluent CMO Jordan Cohen says his company's research reveals "60 percent of all ads are now displayed on mobile devices." It's one of the reasons many vendors use email addresses to track consumers online, including Facebook's Custom Audience Targeting and now, perhaps, Google's similar product. In both cases, however, marketers need to supply the vendors with their customers' email addresses in order to get started. This post will provide a few ideas for gathering more opt-ins from consumers before handing the information over to vendors like Google.

Social Networks: What’s In It for Marketers?
April 2, 2015

Microvideo and social networks may be "cool," but marketers always need to ask themselves what diving in will mean for their audiences and what they will want to see from them in these channels. Testing can yield answers, but Forrester Research Analyst Erna Alfred Liousas provides information about what the latest developments in social media mean for marketers.