Demystifying Social Computing
February 1, 2008

Social computing technologies are an increasingly vital part of consumers’ lives. Industry analyst Forrester Research reports that use of social networking sites grew a whopping 90 percent from 2006 to 2007; in the same time period, blog consumption grew by 83 percent and the number of consumers relying on RSS feeds to distill content jumped fully 300 percent. Consumers are talking to each other.

The American Express Mess
January 29, 2008

What triggered this column was a letter to this publication from Anthony Greene in London on my musings last week about how to gussy up important e-mails in order to give them gravitas. In our exchange, he wrote: Thank you, Denny. A nice and utterly relevant piece. Your story about the Ticketmaster e-mail, and how much you appreciated their thoughtfulness, has reminded me of what I regard as one of the greatest missed opportunities in the history of marketing. Every time I use my American Express Centurion Card I cannot help but notice the following words printed on the front, “MEMBER SINCE 82”. So,

For the Want of a Nail…
January 22, 2008

I’ve earned my living as a writer much of my life, just as my father and uncle had before me. I wrote some novels and business books, but it was junk mail that paid the bills. As a non-union writer, I follow the Writers Guild of America’s strike against the motion picture and television industries with fascination. Imagine! An unheralded collection of faceless individuals—whose behind-the-scenes creativity is the engine responsible for generating billions of dollars in revenues—has brought the entire industry to its knees. This column is about the Writers Guild Strike and the Mexican standoff that has become so expensive that no

Social Search: Changing the Game on Search Engine Rankings
January 10, 2008

A recent report from comScore's qSearch 2.0 service indicated that more than 750 million people conducted online searches during the month of August 2007, and that amounts to 95 percent of the world's Internet audience.

Competitive on a Budget
January 1, 2008

Small marketing budgets don’t necessarily mean small ideas when it comes to search marketing. In fact, it’s the innovative and creative efforts that most often empower companies with the ability to learn and adapt. Over the past few years the practice of using search engines to market Web sites has progressed from a focus on optimizing text content and acquiring links to the optimization of a variety of searchable digital assets, including: images, audio and video, as well as content delivery formats like RSS and mobile search. As search engines evolve with features such as personalized, social and unified search, so must marketers—especially those

January 1, 2008

Editor’s note: What are the latest viral marketing trends? What are some best practices, tips and tricks to do your viral marketing campaigns just right? To find out, eM+C hosted an eChat with three leading viral marketers. Below, you’ll find highlights from the discussion. If you have an idea for an eChat or would like…

A New Paradigm
January 1, 2008

Moving images, whether on film or video, can create magic. The supremacy of the television commercial is based on its much overstated ability to evoke a complex emotional/rational response that results in brand awareness, sales and loyalty.

Affiliate Marketing Is Dead
January 1, 2008

Affiliate marketing is dead. Long live affiliate marketing. But before you accuse me of being some Chicken Little type or just another clown infatuated with hyperbole, let me explain. The way affiliate marketing was done back in the 1990s — and still today by some folks — is done. I’m talking about banners. It’s all about Affiliate 2.0, and you might already be late to the game.

Six Tips for Gutsy Viral Marketing
December 20, 2007

We've all heard stories about the man who traded a paper clip for a house, watched as Prince generated an untold amount of publicity for his work by threatening to sue a dancing baby on YouTube for copyright infringement, and laughed when the "Leave Britney Alone!" video grabbed mainstream media attention and caused even more interest in Britney Spears' antics -- just in time for her new album release.

Trivializing the Presidency
November 6, 2007

Many years ago I was quoted in (I think) American Spectator as saying that 25% to 40% of national mail order charities are dishonest. It was a “pull quote”—one of the quotes in an article that is blown up and put in the middle of the page in order to titillate the reader. Shortly after the story broke, I received a call from a producer of the CBS Evening News with Dan Rather and Connie Chung asking me if I would say that on camera. If so, they would send CBS reporter Richard Threlkeld and a film crew down to the Target Marketing magazine