B to B / You Need to Get This: Drake Morton

Targeting B-to-B Behavior

by Phil Leggiere , Wednesday, November 26, 2008

FOR CONSUMER-DIRECTED MARKETERS, THE CHALLENGE of leveraging behavioral data is to discern, amidst the myriad of data “touch points,” the relevant signals from irrelevant noise. For B-to-B marketers, with far fewer touch points to work with, the core challenge, is how to learn to better aggregate and model truly leverageable behaviors — as Craig Stouffer, manager of email marketing at Pinpointe, explains below.
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Very much on point: Drake Morton

Depression-Era Digital

by Josh Chasin , Wednesday, November 26, 2008

THE ECONOMIC NEWS, YOU DON’T need me to tell you, is not good. The Dow has lost 26% of its value in the last three months (and that’s after this week’s rally.) Retail sales are dropping, home values are falling, jobs disappearing.
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On-Line Video: Drake Morton

The Golden Fifteen Seconds

by Lewis Rothkopf , Monday, November 24, 2008

BROADBAND ISN’T TV — it’s better. And we’re wasting our chance to reach engaged users by recycling the same, long creative.

Let’s rewind. It’s 1999, and the “Bud - Weis - Er” frog commercials are still fresh in everyone’s minds. As a young, idealistic media seller, I’d often pound my fist on an agency buyer’s desk and declare “you can do this for your client, too — except since it’s online, it’ll be better! We can sequence creative, so we don’t just keep showing users the same static image. We can tell an unfolding story over time.”

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This is the Future of Cost Effective Advertising: Drake Morton

Video Ads: White Knight For Local Advertisers?

by Gavin O’Malley, Friday, Nov 21, 2008 7:15 AM ET

Can the video boom save local online advertisers from the tough economic times ahead? In fact, that is just what several local ad networks and technology providers are betting.  (more…)

 For October 2008

 

Analytics You Need To Know: Drake Morton

Web Analytics — From The Top

 THE SINGLE MOST FREQUENTLY asked question I get about Web analytics is, “Where do I get started?”  It’s a fair question and one I am always happy to hear. It means more people are becoming interested in improving their online results and giving their customers a better online experience. (more…)

Understanding the Target: Drake Morton

Behavioral Targeting In Context

by Phil Leggiere , Wednesday, November 19, 2008

ONE OF THE MAJOR ACHIEVEMENTS of behavioral marketing has been to allow advertisers to expand from an excessively singular focus on WHERE ads run to an emphasis on the more important question of HOW to get the right message to the right people, regardless of where they are online. Just because behavioral marketers can reach a prospect literally anywhere, David Cooperstein, of Burst Media explains below, doesn’t mean that choice of context for placement has become unimportant or irrelevant.

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Interesting: Drake Morton

Online Broadcast Media Drilldown

A deeper look at top advertisers in the Online TV and Radio segments of Broadcast, including impressions, ad sizes and delivery.

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What the Medical Industry is Up-To Regarding Technology

Digital Doctors Connect to Patients, Info Online

The number of physicians who use the internet and other digital technologies to access pharmaceutical, biotech, and medical-device information has jumped 20% since 2004 and accounts for 84% of the total US physician population, according to the ePharma Physician v8.0 study from Manhattan Research.

The research also finds that 36% of physicians now communicate with patients online (up from 19% in 2003), and that physicians are more active than the average consumer when it comes to new media. (more…)

Keeping It Safe? Drake Morton

Marketing Execs Want More Creative Risk

According to a study from The Creative Group, 65% of marketing executives and 45% of ad execs think their firms don’t take enough creative risks when developing marketing and advertising projects.
Among marketing executives, only 33% said they take the “right” amount of risks, and a mere 1% said they take too many risks. Nearly two-thirds believe their firm either doesn’t take enough risks or plays it much too safe when developing creative work for clients. (more…)