For Marketing Leadership Professionals

Favorite Online Brands Succeed On Traditional Brand Values

How Marketers Can Position Their Brands With Online-Friendly Attributes

by David Card, November 16, 2009

Google remains consumers' favorite online brand, with Yahoo! and Amazon not far behind. In the minds of their fans, the top online brands exhibit very traditional attributes such as trustworthiness, helpfulness, and relevance, all at the expense of more-predictable . . .

For Marketing Leadership Professionals

Coolhunting With Teen Social Networkers

by David Card, October 9, 2009

Two-thirds of online teens surveyed said they tell friends about products — that's almost twice as many as adults — and more than 70% of teens use social networks regularly. So it's critical for marketers to understand how to best use social networks . . .

For Marketing Leadership Professionals

The Media Meltdown Makes Integrated Marketing An Imperative

by David Card, August 24, 2009

Created by digitization and accelerated by the recession, the Media Meltdown of fragmented audiences and broken business models is disrupting traditional marketing strategies and partnerships. Marketing leaders must work with their teams, agencies, and . . .

For Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

For Marketing Leadership Professionals

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card, May 28, 2009

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters . . .

For Marketing Leadership Professionals

On-The-Go Broadband, 2008 To 2013

Small Screen Will Deliver Critical Mass Interactive Audience In 2010

by David Card, January 20, 2009

Road warriors with laptops can already tap into Wi-Fi hotspots and other broadband networks for rich Internet-delivered experiences. Meanwhile, US mobile phone users are only just beginning to do anything other than calling or texting. But that's starting . . .

For Interactive Marketing Professionals

Ad Sales Strategy

Addressing Advertisers' Hot Buttons During Economic Turmoil

by David Card, December 4, 2008

In a perilous economic environment, it is all the more critical for online publishers to understand the needs of their advertising customers.

For eBusiness & Channel Strategy Professionals

Online Green Car Buyers

Capturing an Untapped Audience

by David Card, May 9, 2008

Automotive manufacturers are increasingly focused on the development of environmentally friendly vehicles. Now it is time to market them.

For eBusiness & Channel Strategy Professionals

US Online Automotive Advertising Forecast, 2007 to 2012

by David Card, March 19, 2008

The percentage of online automotive researchers who clicked through to a site as a result of seeing an automotive ad increased by nearly one-third between 2006 and 2007.

For eBusiness & Channel Strategy Professionals

US Online Automotive Forecast, 2007 to 2012

by David Card, February 19, 2008

The Internet continues to influence online automotive researchers' purchase decisions. Prospective buyers have begun to rely on online research sources—including manufacturer and third-party Web sites—as much as they rely on dealerships to provide information . . .

For Consumer Product Strategy Professionals

On-Demand Music Services

Jump-starting a Sluggish Market with Ad-Based Models

by David Card, February 14, 2008

On-demand subscription music services have been around for six years—they're older than Apple's iTunes Music Store—yet the business is sluggish. Now, a handful of ad-supported free services are emerging.

For Consumer Product Strategy Professionals

Media Trends

Understanding Change Catalysts

by David Card, Michael Greene, February 8, 2008

While media becomes increasingly fragmented, the evolution of online advertising and the rise of social media are set to shake up the industry.

For Consumer Product Strategy Professionals

US Paid Content Forecast, 2007 to 2012

by David Card, January 29, 2008

With online advertising booming, many online media and content companies are de-emphasizing paid content strategies.

For Customer Experience Professionals

Site and Network Navigation

Trends Force New Paradigm

by David Card, December 28, 2007

Even in the user-driven, on-demand, search-facilitated environment of Internet media, content programmers can steer their audiences. But, in the Web 2.0 world, that task is more like herding cats than sheep.

For Consumer Product Strategy Professionals

US Music Forecast, 2007 to 2012

by David Card, November 15, 2007

In 2006, US digital music sales grew over 30 percent, surpassing $1 billion for the first time. That's still a pretty small market compared with the declining $9.6 billion CD business, but digital music is where the growth is.

For Consumer Market Research Professionals

Teen Music High Spenders

Super-Serving the Best Customers

by David Card, August 9, 2007

Early indications are that 2007 is going to be a bad year for US music sales, and digital music isn't making up the difference.

For Interactive Marketing Professionals

Google and Yahoo Are Favorite Brands Online

by David Card, August 2, 2007

Coca-Cola topped both the Harris and BusinessWeek/Interbrand best brand surveys. JupiterResearch surveyed online users regarding their online brand preferences.

For Consumer Market Research Professionals

Green Teens

Reaching a Trendy, Engaged Audience Online

by David Card, July 13, 2007

Green is in this year, and US teenagers are participating in the trend.

For Consumer Market Research Professionals

Hit Making

Promoting TV and Movies Online

by David Card, June 20, 2007

Even as the Internet becomes a viable channel for video, off-line promotions for TV shows and movies predominate.

For Interactive Marketing Professionals

Ad Sales Strategies, 2007

Addressing Advertisers' Hot Buttons

by David Card, June 14, 2007

US spending on online display advertising will increase 21 percent in 2007 to $7.7 billion.

For Consumer Product Strategy Professionals

Media Consumption Patterns

Online Vies with TV as Primary Medium

by David Card, May 22, 2007

Advertisers must pay attention to consumption of media in the fragmented, long-tailed, three-screen, and multimedia modern world.

For Consumer Market Research Professionals

Next-Generation Search and Navigation

Differentiating from the Big Three

by David Card, May 15, 2007

Keyword-based search is the main navigation technique for the Web. As traditional media fragment and stretch out into long-tail markets, search will reach even deeper into consumers' media experiences.

For Consumer Product Strategy Professionals

US Ring Tone Forecast, 2006 to 2011

by David Card, April 17, 2007

Ring tones are finally generating significant revenues for labels and publishers, but now the market appears to be losing steam.

For Consumer Product Strategy Professionals

21st Century Portals

Thriving in the Google-MySpace Era

by David Card, April 3, 2007

While Internet media is a classic long-tail market, usage and advertising spending remain quite concentrated at the head, with the big three portals and Google. But five catalyst trends could shake up the industry.

For Consumer Product Strategy Professionals

MySpace Builds Out a Youth Portal

by David Card, April 3, 2007