Archive for Jonathan Gardner

Marketing on the Edge: 5 Big Ideas for Smart Marketers

Posted by Jonathan Gardner on March 23rd, 2012 at 10:45 am

If you want to succeed as a marketer in our always-evolving world, you’d better be ready to be increasingly mobile, engaging, relevant, and aware of the contexts in which we all now operate. Here are five big ideas smart marketers can embrace now to stay ahead of the curve.

We’re Going Mobile: Can You Hear Me Now?

Posted by Jonathan Gardner on February 21st, 2012 at 8:26 am

There’s no question that our transformation to a mobile society is already underway. Broader adoption and better integration of mobile technologies will permanently alter the ways we interact with our customers and with each other.

Why Relevance Rules Digital Marketing

Posted by Jonathan Gardner on January 24th, 2012 at 12:02 pm

When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more

The 2012 Survival Guide for Publishers

Posted by Jonathan Gardner on December 19th, 2011 at 9:00 am

It has been a bumpy few years for online publishers, and the roller-coaster ride will continue. But there's real money to be made, thanks to the potential of new ad formats and new ad technologies.

5 Ways to Prevent a Holiday Marketing Hangover

Posted by Jonathan Gardner on November 16th, 2011 at 10:06 am

Holiday madness has made many an excellent marketer lose their head. Listen to some expert advice and best practices to get you through to the new year with maximum brand lift and conversions!