Tagged 'quality'

Tell Me the Story of a Log Splitter

Posted by Benjamin Taylor on December 21st, 2015 at 4:09 pm

Businesses are too often controlled by accountants. Fiscal responsibility is important, but businesses fail when short term profit motive is allowed to gouge the beating heart out of a business. Long term goals, core values, and human engagement, all of which may be responsible for the company's appeal and identity, do not become dispensable just because they are not directly bringing in money. The reason I bring this up is because we have a similar tendency in marketing when it comes to measuring return on investment (ROI).
My job is content. If I want my work to be valued, then I need to bow to the almighty Greenback and show my boss the money. My work needs to have a demonstrable short term ROI. I've worked for a handful of companies, and I've looked at the work of hundreds of competitors, and it looks very much like this is the prevailing strategy in web content today. We need to turn away from this. It's incredibly shallow marketing for shallow business owners, and if you want your business to succeed in the long term, then you need to think much bigger.
I have published several posts on this blog about our need to step... Read more

Keeping Your Brand Safe Online

Posted by Elizabeth Blair on December 23rd, 2009 at 12:00 am

I am excited to co-present a Master Class Workshop, "Keeping Your Brand Safe Online," along with Chris Actis of MediaVest at the upcoming Brand Summit 2010 in Las Vegas.  My industry background has made me acutely aware of the fact that quality is a critical issue for brands, and it is one that Brand.net has focused on since day one. Quality is not just about buying from a carefully screened and curated set of top comScore sites.  That's just the start. It is also not just about reporting on the pages where your ad was placed adjacent to brand-damaging objectionable content.  Your Brand should not ever appear next to brand-damaging objectionable content.  Keeping your brand safe online is about active, page-level quality management with each and every media buy. We'll examine that, and other issues that can impact quality, as well as new strategies for success.