Online Marketing for Marketers

Earlier this fall I talked about Twitter on my blog, and I noted that, according to one reporting site, “only a quarter million of (Twitter’s 3 million registered users) post on any given day.” As of today, Tweetrush notes that between 250,000 and 270,000 Twitterers are active in any given weekday. By that measure, Twitter is still very much a niche phenomenon given that (according to Nielsen) the active Internet audience is 372 million. Read more

In the past, I’ve explored how the state of today’s Social Media tools may be turning off some Social Networkers. I suggested that the future of Social Media cannot be assessed based on today’s immature tools but must be viewed in the context of the concepts and tools that will revolutionize personal communication in the years to come.

So what might the future look like? It certainly won’t be the jumble of independent, overlapping, and unreliable tools that we have today. Let’s imagine a Social Media future and then consider how we might take actions now that will better prepare us for this future. Read more

I was asked recently, “What Are the Common Attributes of a Good Campaign?” It’s not an unreasonable question, but as a digital and experiential marketer, my first inclination is to ask, “Why a campaign?”

Campaigns are, by definition, short-term in nature, but brands are not. Neither are the relationships brands wish to foster with consumers. The best brands foster the best relationships–ones based on lasting emotional and practical bonds that yield long-term value for both consumers and brands. Read more