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ThoughtShape of the Week: Joe Pulizzi


by Jeff Molander
jeff-at-thoughtshapers.com


“Forget about ROI. Social media (when you get there) will be a cost of doing business...”

Joe Pulizzi
Z Squared Media LLC
Author, Get Content Get Customers

November 06, 2008

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Gord Hotchkiss


by Jeff Molander
jeff-at-thoughtshapers.com

“Search doesn’t build brand, search connects people to brands at just the right time…

We don’t spend a lot of time interacting with search messages. This is spot scanning at best, not a thorough assessment. We don’t read listings, we glance at words. When enough hits register to establish relevancy matches with the goal of our search, based on the words we used in the query and those that remain locked up in our prefrontal cortex, we click.”

Gord Hotchkiss
(Via MediaPost)

November 02, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: John Ardis


by Jeff Molander
jeff-at-thoughtshapers.com

In response to MediaPost’s Steve Baldwin’s piece ”Is Search An ‘Ugly Cousin’ With a Rusty Collecting Pan?...

“I don’t disagree with Mr. Baldwin’s judo analogy and the reality of how search works… but I disagree with the grain of salt approach to conversion attribution.

We are not trying to say to cut search spending necessarily. We are saying that it’s vital to understand the interrelationship—and interdependence—of the various parts of your marketing mix in order to understand what drives positive behaviors.

The problem in today’s world is that since search is often getting credit for single-handedly driving conversions, the first place marketers look when cutting back is display and other programs; however, if they cut those programs without knowledge of how it might affect search, they could well end up showing up for the harvest with nothing to reap… because they hadn’t done enough/any planting and weeding. No one is saying abandon or dramatically scale back search—just that search is one component of an overall (hopefully) integrated plan.”

John Ardis
VP, Corporate Strategy
ValueClick, Inc.

October 13, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: Scott Cleland


by Jeff Molander
jeff-at-thoughtshapers.com

“Google arguably enjoys more multi-dimensional dominating efficiencies and network effects of network effects of any company ever—obviously greater than Standard Oil, IBM, AT&T, or Microsoft ever were ever able to achieve in their day.

The five main anti-competitive strategies in Google’s predatory playbook to foreclose competition are…

1. Cartelize most search competitors into financially-dependent ‘partnerships;’
2. Pay website traffic leaders predatory supra competitive fees to lock up traffic share;
3. Buy/co-opt any potential first-mover product/service that could obsolete category’s boundaries;
4. Commoditize search complements to neutralize potential competiton; and
5. Leverage information asymmetry to create entry barriers for competitive platforms.”

Scott Cleland
Googleopoly.net
(source)

October 06, 2008

Resources

Emerging Technologies

Interactive Business



ThoughtShape of the Week: Joe Stanhope


by Jeff Molander
jeff-at-thoughtshapers.com

"It is time to find a new balance in marketing, to bring the pendulum back toward the center.

Marketers can start this process by embracing the fact that analytically led marketing is here to stay. It isn’t a trend and it isn’t an option… But analytics must be married with content, the traditional bastion of marketers. And content has never been more important… Analytics and content are therefore intrinsically linked and cannot function properly without one another… Yet they are often siloed by organizational and technical obstacles. It is no longer sufficient to be good at content and analytics separately. It is time to move marketing to the next level, to bring content and analytics together. It is time for smart content.”

Joe Stanhope
Director of global product marketing
Alterian
(via Chief Marketer Mag)

October 01, 2008

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Young-Bean Song


by Jeff Molander
jeff-at-thoughtshapers.com

“The issue we have with navigational search is that… it completely obliterates the value we’re creating from other digital marketing we’re doing… The idea that search is this magical fountain of customer acquisition—In many cases it’s not.”

Young-Bean Song
Microsoft
(via ClickZ)

September 23, 2008

Resources

Emerging Technologies

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



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