Insight
Topics include ad spending, digital media, economy, marketing budgets, online advertising, advertising budgets, media buying
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The Future BuzzIn just focusing on what’s new, now, and real time, many marketers have forgotten (or in some cases never understood at all) the value of archival, authoritative, and useful content -- a.k.a. “pillar content.”
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Search Engine LandAcquisition, Budgeting, Conversion, Search, Online Media, Targeting, Tools, Lifecycle Marketing, Strategic PlanningBrands should get smarter about their retargeting programs as a priority and stop pouring good money after bad. To do so, they need to learn what retargeting really is, how best to use it, and why it can be a valuable tool for both optimization and new customer acquisition.
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MashableWho makes up the Super Bowl audience, and what do advertisers spend to reach them? Among the profiles, you'll find sci-fans, golfers, and SUV owners, as well as people looking to buy an Amazon Kindle.
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AdAge.comBudgeting, Brand Marketing, Social Media Marketing, Strategy, Web Sites, Online Media, Branding and Communications, Strategic PlanningHalf of the Four Seasons Hotel & Resorts' marketing budget is devoted to digital channels, and it's launching a revamped website this month with user reviews and virtual wine tastings. "We've taken a leading position in creating different kinds of engagement opportunities," says the chain's VP of marketing Susan Helstab.
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All FacebookMoving beyond the Like is critical to building brands. The good news is,with a little creative thinking and good ideas, it doesn’t cost much.
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ClickZThe marketing outlook for this year is very different than last. To get your 2012 marketing plans on the right track, here are the top seven online marketing trends.
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Information ManagementThis isn't an outrageous prognostication when you consider that marketing is the new de facto growth mechanism for many companies. Some well-known product companies don't manufacture their own products or sell directly at all. Their domain is making sure their brand meets its market.
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AdAge.comBudgeting, Print, Emerging Media, TV/Cable, Web Sites, Online Media, Traditional Media, Strategic PlanningAd dollars are moving from traditional media to digital, which makes sense. But people of all ages and income brackets still watch, read, and listen to a variety of media, so a shift to all-digital could actually decrease brand awareness.
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iMedia ConnectionFeeling the squeeze? You'll probably never have access to your ideal budget again, but following are five clear ways leading businesses are getting the most out of what they have.
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McKinsey QuarterlyAnalysis and Measurement, Budgeting, Mobile Marketing, Reporting, Trends, Emerging Media, Strategy, Market Research, Strategic PlanningLooking ahead, executives expect IT to create new platforms to support innovation and growth, help guide strategy with advanced analytics, and stay on top of new roles for mobile devices.
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