The Road to Relevance

The words: disorganized, fragmented and silo’d all come to mind when I think about some of the corporate marketing strategies I have seen for some of the world’s largest corporations. For quite some time now organizations have been riding the gravy train, complete with biscuit wheels. Status quo was good enough because there was no end to consumer spending in sight. The Dow Jones was breaking records monthly, real estate was booming and credit was easier to obtain than a NYC Parking Ticket.

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Note to online agency staff: Diversify or Die

Last week, MediaPost had an interesting piece on how the “It’s not my job” mentality of many agency search specialists is causing wide-ranging client dissatisfaction. They backed up their assertion with some fairly meaty survey data, which helped drive home the point with empirical evidence from the client pool.

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Posted in Analytics, Email Marketing, Online Marketing, SEM, SEO, Social Media | No Comments »

Zeta Films Presents: “Google opens up the paid search flood gates”

Make no mistake about it. Google is a for-profit corporation. And as such, they can and will make decisions that improve their bottom line even if those same decisions potentially mean a decrease in the end-user’s experience (not to mention outrage on the part of big brands).

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Posted in Online Advertising/ePR, Online Marketing, SEM | 1 Comment »

The socialization of email marketing

When the Forrester Wave report on email marketing rolls out later this summer, don’t be surprised when you see it bursting at the seams with social media insights and benchmarks. From tools to facilitate social sharing, to built-in social media monitoring, to social network preference database entries, to strategic consulting on how to leverage email and social media campaigns in concert, the formerly broadcast-heavy world of email marketing is quickly going to shift into a the truly 1-to-1 medium that some folks have envisioned for well over a decade.

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Posted in Email Marketing | 2 Comments »

News Flash: All media is social media

As I read through Forrester’s recent Wave Report on listening platforms and think through some of the innovative conversations we’ve been having with clients and colleagues, a simple thought has begun to manifest itself.

All media is social media.

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Posted in Analytics, Brand Strategy/Creative, Email Marketing, Online Advertising/ePR, Online Marketing, SEM, Social Media | 2 Comments »

The key to successful agency deliverables? Putting the shoe on the other foot

Working for an agency isn’t easy. You’ve got to balance multiple clients, multiple deliverables, and in some cases, multiple lines of service. In addition, sales and administrative duties also get in the way of actual work. This tends to be the case regardless of the particular marketing channel in scope (media buying, paid search, email, SEO, social media, dev, creative, etc).

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Posted in Online Advertising/ePR, Online Marketing | No Comments »

Zeta Films Presents “Offline Media Skid Row”

Oh how the mighty have fallen (and will continue to fall) as online marketing becomes the only kind of marketing…

Posted in Online Advertising/ePR, Online Marketing | No Comments »

The online marketing revolution won’t be televised

The transition from legacy, offline marketing to a more metrics and ROI-focused online marketing approach is well underway. There are examples of this shift all over the place, but one of the true trail blazers is Century21 Real Estate.

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Posted in Brand Strategy/Creative, Online Advertising/ePR, Online Marketing, Rich Media/Video, Technology | 4 Comments »

Television’s shift from offline to online will revolutionize marketing

Adobe recently announced that they are working on ways to bring Flash-enabled video and animation to TV sets around the world, and they’ve already partnered with television media titans like Comcast and Netflix. This is just one of many mainstream efforts to bring interactivity to the world’s largest mainstream media channel, and sooner or later, one of these efforts is going to pan out.

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Posted in Online Advertising/ePR, Online Marketing, Technology | 5 Comments »

Voice recognition coming fast; will lead to golden age of search

Thought search was already a big player in the overall marketing mix? Just wait until voice recognition goes mainstream.

As I read through some rumors regarding Apple’s upcoming iPhone 3.0 software release, it occured to me that as the iPhone (and other devices) begin leveraging voice recognition in a major way, both the volume and length of individual search queries is bound to increase exponentially.

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Posted in Online Marketing, SEO | No Comments »