Digital Marketing

Businesses Should Bow to Creator Culture

Providing the resources and platforms for consumers to create has become an embedded part of how people consume. Organizations, no matter the industry, cannot ignore the importance of collaboration and co-creation. We are no longer the experts who can dictate what people want. We are now the apprentices to a very large population of mentors.

Three Examples of Contextual Advertising Done Right

The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
Getty Images

Yahoo's Billion Dollar Bet on Tumblr

If Yahoo can acquire sites like Tumblr and Hulu while pushing beyond their history of being a Web portal, spending a billion dollars on a platform like Tumblr and/or Hulu could well be the cheapest way for a company of that size and magnitude to not only save itself, but rebuild its brand reputation as a leader in the digital world.
Getty Images

Modern Ad Dollars go to Digital Pioneers

A recent study by Nielsen shows that advertisers, big and small, are turning to the Internet to push their brands. Though many respondents said they still plan to use online advertising for direct response, more and more are spending money on digital brand advertising to promote their company, product or service.

The Problem With Allowing Consumers to Opt Out

As a marketing professional, there is nothing I hate more than receiving any form of communication (email, Web experience, social media, mobile, whatever) and not see an obvious place where I can either opt out of the communication or protect how much information is being captured. As a consumer, I probably hate it more.
Alamy

Google Takes Retargeting Mainstream

My interest was piqued this week when a couple of colleagues who run sites of their own got a very interesting mass promotional email from Google Analytics last week -- one touting how they could "re-engage your site visitors using Remarketing with Google Analytics."
Alamy

Brands Can Do Better Than Super Bowl Ads

It's the time of the year when brands are glued to their social media analytics to try and decipher if the millions of dollars spent for a 30-second spot was extended, enhanced and otherwise optimized by the traction that it may (or may not) have received in the social media space. But, here's the thing: what were the best two ads you remember from last year's Super Bowl? Any idea? Did it roll off the tip of your tongue? Are you currently a valuable customer of theirs?
Starbucks

Have We Traded Our Iconic Brands for One Hit Wonders?

The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?

You Like Digital Ads More Than You Think

Such dismal click-through rates would seem to indicate that display ads don't work, but, in fact, a display ad can be very effective even when no one clicks on it. Frequently, a consumer will see an online display ad and then visit the advertiser's site hours or days later, often unconscious of having seen the ad.