Archive for June, 2012

Choose Your Best Social Media Channel

Posted by Lee Schneider on June 28th, 2012 at 4:57 pm

"It's overwhelming." "I can't take it anymore." "Please, make it stop." No, these are not comments I've collected from people studying for their driver's license, cramming for the bar exam, or facing off against Rafael Nadal in a tennis match. These are comments I've heard from people who are trying to decide what social media channels to use. It can be an emotional choice, because our competitive human nature dictates that we must be good at everything, all at once. We like to multi-task, and we want to shine, but this all-or-nothing approach can spell disaster, or at least frustration, on the social media scene.
Let's walk through a process that will allow you to optimize your online experience, extend your reach, and still leave you some time to get some fresh air. To make this work, we have to go 'wide angle' for a moment.
Write down the answers to these three questions:

What kind of business do you want to create?
What would your ideal version of that look like?
How do you want to spend most of your time to realize that?

I want you to think beyond next week on these questions, envisioning where you will be six months... Read more

Do-Not-Track Comes to Mobile – Thanks to Mozilla!

Posted by James Lamberti on June 28th, 2012 at 2:53 pm

As government entities, privacy advocates, self-regulatory bodies and the online advertising community continue efforts to come to a compromise on the standardization of the Do-Not-Track (DNT) technical specifications and policies, one company continues to lead the way on this important innovation in consumer privacy: Mozilla.
Earlier this week, Mozilla – the creators of popular web browser FireFox, introduced their newest version of FireFox for Android mobile browser to the world. In addition to introducing  faster browsing and synchronization functionalities the Mozilla team has launched a full suite of safety features to help protect users privacy and security while surfing on the mobile web. The most exciting of these privacy features is Do-Not-Track (DNT) – a mobile version of the friendliest controls for consumer privacy in existence today and a feature that was introduced to the online community by Mozilla in 2009 and has been a feature of their desktop browser for a few years now.
Mozilla’s continued focus and innovative development around the consumer experience, not only in terms of features and functionality, but also for consumer privacy, has propelled the DNT concept to gain recognition and support from the FTC and the EU Commission as well as from all major desktop browsers (IE,... Read more

Nobody’s Perfect: The Silver Lining of Facebook’s IPO

Posted by Heather DelCarpini on June 28th, 2012 at 9:54 am

Facebook may be king of the world right now, but as the vulnerabilities displayed during its IPO process show, it won’t be forever. With that in mind, be careful how much you rely on any social network or media property to build your brand or reach customers.

Marketing Dollars For Non-Profits: Is It Smart To Give To Get Back?

Posted by Dawn Mills on June 28th, 2012 at 9:33 am

As many companies and shareholders have squeezed philanthropic budgets, a number of organizations have placed charitable dollars into marketing department budgets. Investing marketing dollars can be a viable option that is favorable to non-profits as well, but marketers need to think long-term about sponsorship opportunities for real success and value.
With “corporate American being influenced by shareholder pressure not to give, but show returns to the bottom line” more and more businesses ask the question “is it better to give than to receive… or both give AND receive?”
Over the past few years, we have increasingly found ourselves attending meetings (on either side) between non-profit groups and companies that are their potential sponsors. Wait…Huh? Since when does fundraising and securing corporate giving fall under “marketing communications?” Well…since the economy took a downturn and businesses – a much greater number of potential sponsors/donors – started recognizing the benefits of channeling charitable dollars through marketing budgets.
Whichever bucket the dollars come from, the business will still see tax deductions – one being a charitable donation, the other a business expense. So, more frequently, savvy execs are asking, which option will deliver the biggest bang for the buck?
Many find investing marketing dollars a viable option to add... Read more

Confessions of a Confessor

Posted by Doug Weaver on June 27th, 2012 at 9:03 am

Along with so many in our industry, I've been riveted by Digiday's ongoing series of "Confessions" articles. For the uninitiated, someone in a particular role in the business goes incognito and spills the beans about how life really is in their particular field of endeavor. We've heard the "Confessions of…" the agency media planner, the display ad seller, the DSP salesperson, the midsize agency CEO, the affiliate marketing specialist and so on.  Digiday editor Brian Morrissey has become the Julian Assange of online media.
The "Confessions" read more like accusations. Corrupt, indifferent buyers; predatory, unprepared sellers; airhead bosses; zombie companies. This week's confessional focused on outing all the "douchebags" in our business, ranging from know it all pundits (HEY NOW!!) to nerds to "hot girls" in the sales and agency ranks. Kind of amazing that we all get up every morning and wander into this swamp of a business, huh? And exactly when did we stop being the future of marketing and start becoming a spinoff of Jersey Shore?
My job is kind of unique in that I get to talk to a lot of people – buyers, sellers, sales leaders, agency management, money people – who I don't actually sell anything to. Sometimes I'm... Read more