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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: 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



ThoughtShape of the Week: David Dalka


by Jeff Molander
jeff-at-thoughtshapers.com


“With increasingly rapid cycle times in technology, competitive benchmarking is becoming less useful. If none of your competitors has made a tough decision to reorganize a department, shift financial resources to new ways of doing things in marketing or customer service, how can you improve via benchmarking? Stated a different way, if your process is broken and all of your competitor’s processes are broken, you can’t possibly create market leadership by benchmarking. You have to hire the best and most brilliant people who hold little if any limiting beliefs and give them the authority to innovate based on what customers want.

Serving those needs in the Peter Drucker fashion is the only way to create true market leadership. This does not mean that competitive analysis is dead. It does mean that the benchmarks you need to pay attention to are the breakthroughs regardless of industry.”

David Dalka
Marketing Strategy Consultant

August 18, 2008

Resources

Multi Channel Retailing

Interactive Business



ThoughtShape of the Week: Jill Whalen


by Jeff Molander
jeff-at-thoughtshapers.com

“... Social media is just a fancy name for online communities, and they have been around since the Internet’s infancy… So for anyone who thinks that social media or the use of it for business purposes is new, please think again! The thing about social media that seems to escape many people is that it works best as a lead generator or a way to get links only when it’s used first and foremost for true social purposes. If you are using it because you think you have to, or as a duty, you’ll never discover its full impact.”

Jill Whalen
(via Nick Wilsdon)

August 05, 2008

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Joel Ordesky


by Jeff Molander
jeff-at-thoughtshapers.com


“In the past, we interacted with the Internet, which is to say a bunch of static information.  Now the aim is interact with each other through the Internet.  Not to use it as a way to avoid each other but as a way to engage and deepen ones connection.”

Joel Ordesky
Executive Networking & Technology Group
(ExecTec of LA)

July 22, 2008

Resources

Multi Channel Retailing

Interactive Business



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