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ThoughtShape of the Week: Giovanni Gallucci


by Jeff Molander
jeff-at-thoughtshapers.com


“When you look at places like Myspace and Facebook… the teenagers aren’t scared of pedophiles.  They aren’t running away from people that can exploit them that way—they’re running away from marketers and advertisers.  That’s one thing that we have to be respectful of and aware of… as business people, marketers or people that want to get word out about organizations or causes… so that when we approach these different networks we do it in such a way that it’s not offensive. In some cases it can be offensive by us just being there…

Innately the people who participate in these networks—right off the bat—do not want this to be a place where businesses go in to try and sell them something and conduct business.  This is a place where they go for refuge… to socialize… to meet people and to share ideas and build relationships with people personally.”

Giovanni Gallucci
Social Media & Online Community Expert
Gallucci.net
(via Phil Windley’s IT Conversations interview)

February 04, 2008

Resources

Emerging Technologies

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Aaron Wall


by Jeff Molander
jeff-at-thoughtshapers.com


“Virgin real-time data + arbitrage identification algorithms + understanding investor flaws + algorithms to target mental flaws + direct and indirect market influence = $

As I see it, competitive forces between traditional publishers, market saturation from the bottom, and market influence from the likes of data hoarding companies like Google are going to quickly commoditize anything that is sold as information. To survive you need emotional touch-points that consumers share.

A friend of mine was a leading affiliate for an information product, selling over $300,000 worth of someone else’s service. How did they reward him? They cloned his sales channel and killed his business model. Everything that is not a memory, brand, or experience is becoming a commodity. What prevents you or I from becoming a commodity?”

Aaron Wall
SeoBook.com

January 16, 2008

Resources

Emerging Technologies

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Marshall Kirkpatrick


by Jeff Molander
jeff-at-thoughtshapers.com

“Most ad networks will start producing their own content to advertise against; and some content companies today will get acquired by ad networks (in 2008).”

Marshall Kirkpatrick
ReadWriteWeb.com

December 31, 2007

Resources

Emerging Technologies

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Deborah Schultz


by Jeff Molander
jeff-at-thoughtshapers.com

“I have been getting a lot of people asking me: Have you seen any interesting Social Media Campaigns these days?

Wrong Question

There is no such thing as a Social Media Campaign.  Social Media is not a campaign—you cannot view it through an outdated advertising lens.

If you are an individual it is about creativity and expression and connection.  If you are a company it is an attitude, behavioral and cultural shift.  It should be about persistence and dialogue and being in it for the long-haul. It is strategic.”

Doborah Schultz
MMI International

December 08, 2007

Emerging Technologies

Lead Generation Strategy

Interactive Business



ThoughtShape of the Week: Dave Morgan


by Jeff Molander
jeff-at-thoughtshapers.com

“Why don’t we find more relevant ads online more often, in more places? It is certainly not a matter of technology. We now have ad delivery technologies that can do with ads just about anything that you could imagine.

In my opinion, it isn’t the lack of ability to deliver a relevant ad that is holding us back; rather, it is the lack of relevant ads to deliver. We just don’t have creative enough arrows in the quiver. We don’t have enough different ads with enough unique and differentiating elements that can communicate specific relevant messages to consumers.”

Dave Morgan
Executive Vice President, Global Advertising Strategy
AOL
via Mediapost

December 03, 2007

Resources

Lead Generation Strategy

Interactive Business



ThoughtShapers of the Week: Stephan Spencer, Justin Talerico


by Jeff Molander
jeff-at-thoughtshapers.com

“The acquisition of clicks will become less interesting to marketers, and as such, strategies and tactics will change. The harder-to-measure ‘action’ will become central. This could spill over into the SEO industry, where CPC-based organic search solutions like GravityStream and perhaps even ongoing retainer-based SEO consulting packages may over time be priced and/or judged in terms related to CPA.”

Stephan Spencer
Founder and president
Netconcepts

“Some marketers think that the best way to get the most out of online marketing is to pay per-conversion.  And if all conversions were equal, that would make sense.  But they’re not all equal.  And it doesn’t make sense.  Because, if you are paying per conversion, your agency or solution is motivated by getting you the most conversions.  Regardless of what they say, that’s what they’re after—sheer numbers.  But sheer numbers aren’t necessarily going to efficiently get you good customers.”

Justin Talerico
CEO
Ion Interactive

September 17, 2007

Resources

Multi Channel Retailing

Lead Generation Strategy

Interactive Business



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