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In-Your-Face Advertising That Consumers Might Love September 21, 2011 
3D marketing is powerful -- and even more so, when it's delivered to the palm of your hand. Mobile 3D is becoming an increasingly common way of grabbing, holding, and entertaining consumers. From using current mobile technologies to create a sense of 3D, to creating actual images that seem to pop off the screen and into the air, mobile marketers are using the power of interactivity.
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The Coming Irrelevance of SEO September 20, 2011 
Before planning the next set of revisions to your e-commerce website, you might consider that consumer behavior is changing -- and search engine optimization (SEO) is becoming less important. Thanks to improvements in trust and safety, as well as predictability enhancements that brands like Amazon and eBay have brought to the space, consumers simply aren't turning to Google to purchase products.
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The ICANN gTLD: Fantasy vs. Reality September 19, 2011 
Gary Elliot, chairman of the Association of National Advertisers and vice president
of global marketing at Hewlett-Packard, wrote a column in Advertising Age titled "ICANN's Promises Aren't Simply Speculation, They're Outright Fantasy." His arguments opposing ICANN gTLDs echo those of other advertising association leaders around the world.
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Location-Based Marketing: X Marks the Sweet Spot September 14, 2011 
You might not care about your friend's innumerable Foursquare updates detailing his stops at a bank, a bookstore, and finally a local Italian restaurant, where he's having spaghetti and meatballs for dinner. You can bet, however, that marketers do. After all, the more businesses know about where their potential customers are, the more they can send them highly personalized marketing messages.
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The Magic of QR Codes September 07, 2011 
You might have seen them without knowing what they are: little black and white boxes with squiggles and lines in the corner of a magazine advertisement, on a band's poster in a coffeeshop, or even on a T-shirt. Those things, called "QR codes," or "quick response codes," are part of a whole new way of connecting with consumers via their smartphones.
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.XXX Sunrise B: Brand Owners, Protect Your Assets! September 02, 2011 
Now that summer is ending, brand owners need to think about which brand names they will opt out of registering for the .XXX top level domain name Sunrise B launch. As most people are aware, the .XXX registry will be the first TLD targeted at the adult entertainment industry. Trademark owners outside of this industry that want to safeguard their marks from being used with a .XXX Web address can do so during Sunrise B.
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What's NOT in a Domain Name August 31, 2011
Esther Dyson, the Great Dame of Silicon Valley, at times matriarch to Bill Gates and many other lads on the innovation circuit, wrote a harsh column Aug. 26 about ICANN's gTLD system, titled "What's in a Domain Name?" I like and respect Esther, especially for her technical background -- we have shared the podium. However, I feel it's my responsibility to clarify a few points.
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The gTLD Metamorphosis August 26, 2011 
The cocooned gTLD has started to spread its wings, and soon it will show its colors and become a butterfly. Its well-guarded fuzzy and slow progress has finally propelled it to a much-anticipated metamorphosis, but the world still waits for some flying maneuvers. Mother ICANN has worked very hard to coax it along to this stage.
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The E-Shopping Fun Factor August 17, 2011 
Consumers are savvier than ever. They're also much less likely to be swayed by traditional, in-your-face advertising and commercials. They want, instead, to be entertained and engaged by marketers. In short, consumers just want to have fun. Marketers and e-commerce retailers are, therefore, looking at ways to provide enjoyment and at the same time sell products.
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Keeping It Real With Multimedia Live Engagement August 04, 2011 
By this point in the evolution of e-commerce, most e-tailers know the benefits of live engagement. Website visitors are three times more likely to make a purchase when they have the support of a sales representative. Just as in brick-and-mortar stores, interacting with a knowledgeable person in real-time creates a connection to the customer that increases profits.
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Coaxing Long-Term Leads to the Finish Line August 03, 2011 
"Half of the marketing money you spend is wasted -- trouble is you don't know which half," said William Lever of Lever Bros. in 1885. With due respect to Mr. Lever, we know a significant portion of the wasted half is made up of opportunities qualified in an initial lead qualification initiative -- but not followed up over the long term. The good news is that we can reap the value of these long-term leads.
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CMOs, Analytics and the Great Revenue Chase August 01, 2011 
As companies head out into the brave new post-recession world, the top two goals for marketers are organic revenue growth and margin growth. To help achieve these objectives, marketing budgets grew by an average of 4 percent for 2011. The crucial question, then, is this: How do CMOs invest that marketing budget wisely to maximize gains?
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Who Will Give Birth to the gTLD's First Billion-Dollar Domain Baby? July 29, 2011 
On June 20, 2011, ICANN made an announcement to a packed meeting in Singapore that created a global shockwave. With a thousand delegates bearing witness, ICANN released its long-awaited gTLD program, creating new types of domain names with unlimited potential. The application fee per name starts at $185,000, and each new name can cost up to $500,000 to integrate.
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Saving Your Company From a Brand Wave Wipeout July 28, 2011 
We always think the next generation is better. Often that is true -- but too often, it's worse. On the heels of success, too many companies take their eye off the ball. Every year, new and improved versions are introduced to keep us brand-loyal. That works until something goes wrong. Then years of valuable brand building simply collapse. This up-and-down movement is the Brand Wave.
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Shopping Online, Up Close and Personal July 27, 2011 
Shopping has traditionally involved an element of seeing, touching and feeling a product before buying. Shopping online, however, hasn't ever quite replicated that experience. That is, until now. With the advent of 3D technologies, online shopping is on the verge of a radical transformation.
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Great Expectations: New Revenue Metrics for Today's CMO July 23, 2011 
Because of power tools like marketing automation, marketers are able to contribute to revenue in a very measurable way. Expectations are high because of this capability -- like salespeople, marketers are now accountable for making a direct revenue contribution to the top line. They are being asked to show exactly how that contribution has occurred and will occur In the future.
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Opt-In Text Marketing - What's Not to Love? July 20, 2011 
Let's face it, texting is ubiquitous. A constant stream of information comes and goes through our phones. Harnessing the power of this medium to reach customers is the goal of a whole new breed of mobile marketers. "If you want to reach everyone, text messaging is the only way to do that," said Josh Malin, marketing director with Ez Texting.
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7 Reasons to Embrace MAM for 'Glocal' Marketing July 18, 2011 
Imagine that you can track where website visitors originate, track their clicks through your site, and assemble in real-time a set of content that responds to their needs well enough to satisfy their information requirements. That's the value of Marketing Asset Management in a world of multichannel marketing.
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Peering Into the Future of Online Video July 15, 2011 
2010 saw many large retailers experiment with online video. According to eMarketer, nearly three quarters of all U.S. retailers featured video on their sites in Q4 of 2010, which is up 55 percent from a year earlier. They created homepage videos, how-to videos and select product videos on their websites and other channels such as YouTube.
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Aprimo's Marketing App Gets Mobile Chops July 15, 2011 
Aprimo has added integrated text messaging functionality to its Aprimo Marketing Studio On Demand application via a new mobile module. The new features allow users to launch SMS campaigns using segmentation, dialog and management functions similar to those found in applications designed to manage marketing campaigns for other channels, such as email.
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