For Interactive Marketing Professionals

Targeting Eco-Friendly Consumers

by Emily Riley, October 29, 2009

Eco-friendly consumers are an educated group with higher incomes than most online consumers and a high likelihood of using the Web to research and purchase products. As the green trend rises in Europe, interactive marketers must be keenly aware of how . . .

For Interactive Marketing Professionals

The Forrester Wave™: Interactive Attribution, Q4 2009

ClearSaleing, Visual IQ, And Atlas Lead, With \[x+1\] And Coremetrics Close Behind

by Emily Riley, October 20, 2009

In Forrester's 44-criteria evaluation of interactive attribution vendors, we found that while no vendor offers a fully formed solution, ClearSaleing, Visual IQ, and Atlas lead the pack. ClearSaleing, a standalone attribution tool with rich modeling, comes . . .

For Interactive Marketing Professionals

The Interactive Attribution Landscape

Understanding Emerging Offerings Across The Value Chain

by Emily Riley, October 20, 2009

Over the past year, a number of interactive marketing attribution offerings have emerged — giving marketers insight into their marketing ROI and allowing vendors to create a more entrenched relationship with their clients. But early movers, such as Atlas . . .

For Interactive Marketing Professionals

Aligning Your Agencies For Social Marketing

by Emily Riley, August 11, 2009

Social marketing is on most interactive marketers' minds, but few have the in-house expertise necessary to create and fully execute a social marketing strategy. Interactive marketers consequently turn to multiple agency partners, each with their own strengths . . .

For Interactive Marketing Professionals

Dos And Don'ts For Dealing With Detractors

by Emily Riley, July 21, 2009

Detractors — consumers who will publicly make negative comments about your brand — are found throughout online social media sites. Instead of simply ignoring them, interactive marketers should take the time to evaluate the validity of their complaints . . .

For Interactive Marketing Professionals

Committing To Meaningful Digital Metrics

by Emily Riley, July 15, 2009

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure . . .

For Interactive Marketing Professionals

Go Big Or Go Home Advertising

How To Make A Big Impression And Cut Through The Clutter With Display Marketing

by Emily Riley, June 19, 2009

Online users see more than 1,800 online ads per day, which is an increase of more than 250% since 2004. How can online brand marketers make a big impact when they are competing with so many other advertising messages? The key is to develop a Go Big or . . .

For Interactive Marketing Professionals

Five Ways To Improve The ROI Of Your Behavioral Targeting Campaigns

by Emily Riley, April 28, 2009

Nearly one-quarter of all interactive marketers use behavioral targeting, and that number is growing faster each year for good reason. Behavioral targeting cuts through ad clutter and puts the right marketing message in front of the right people. However, . . .

For Interactive Marketing Professionals

Reaching Empowered Women Through Social Media

How CPG Brands Can Engage A Core Target Audience

by Emily Riley, April 7, 2009

Interactive marketers, especially consumer packaged goods (CPG) companies have excellent opportunities to engage with their most influential consumers on social media and gain an edge against their competitors by inspiring genuine interaction with their . . .

For Interactive Marketing Professionals

Redefining Attribution In The Social Computing Era

Comparing Channels Using The Block-And-Tackle Methodology

by Emily Riley, March 3, 2009

A big theme for today's interactive marketer is attributing credit for a click, engagement, or sale to the right advertisement. Until now, attribution as a technique has been linked mainly to display and search marketing and is where most of the service . . .

For Interactive Marketing Professionals

Ad Networks For Brand Advertisers

by Emily Riley, Michael Greene, February 17, 2009

Cash-strapped brand advertisers are searching for value, and although ad networks have traditionally been most popular with direct response advertisers, access to higher-quality inventory, improved targeting, and greater transparency mean networks such . . .

For Interactive Marketing Professionals

Online Advertising Predictions For 2009

How The Downturn Will Affect Marketers' Online Plans

by Emily Riley, January 27, 2009

Despite a predicted online advertising growth rate of 12 percent, offline budgets will decline in 2009. Interactive marketers of all types will be pressured to squeeze as much value as possible from their online spend. Marketers will be looking to make . . .

For Interactive Marketing Professionals

Video Advertising Forecast, 2008 to 2013

Spending on User Experiences

by Emily Riley, December 4, 2008

Video publishers offer a multitude of video advertising options, with no clear winner yet emerging, even as online viewing and ad spending increase.

For Interactive Marketing Professionals

Influentials and Initiators

Increasing Campaign Effectiveness with Custom Audiences

by Emily Riley, November 24, 2008

Many social marketers believe that reaching influential audiences is the key to campaign success.

For Interactive Marketing Professionals

Behavioral Targeting

Establishing High Performance in a Shifting Market

by Emily Riley, November 24, 2008

Nearly one-quarter of online marketers now use behavioral targeting (BT), but face several problems. Publishers and advertisers have no common way to classify behavior or share data collection across providers. Additionally, consumer advocacy groups are . . .

For Interactive Marketing Professionals

Ad Network InterClick Purchases Behavioral Data from BlueKai for Auto Client's Campaign

by Emily Riley, November 24, 2008

BlueKai is a behavioral data reseller, InterClick is an advertising network, and the advertiser is a major automotive manufacturer.

For Interactive Marketing Professionals

Skechers Works with Revenue Science to Retarget In-Market Shoe Buyers

by Emily Riley, November 24, 2008

Skechers is a shoe company, and Revenue Science is a BT network.

For Interactive Marketing Professionals

OpenSocial and Facebook Platforms

Streamlining Widget Creation and Proliferation

by Emily Riley, November 3, 2008

Google and Facebook both offer platforms that promise to allow developers to build widgets and applications that work across sites. In theory, marketers will be able to consolidate their creative efforts and achieve increased distribution, but obstacles . . .

For Interactive Marketing Professionals

Blogs, Bloggers, and Twitter

Creating Good PR and Customer Conversations Without Breaking the Bank

by Emily Riley, October 21, 2008

While blogs are becoming mainstream media for marketers and consumers, offshoots such as microblogging site Twitter are only starting to gain traction. Marketers are interested in how these new Web 2.0 tools might serve to forge better relationships with . . .

For Interactive Marketing Professionals

Social Networking Sites

Advertising on MySpace and Facebook

by Emily Riley, September 11, 2008

Social marketers are eager to join users on social networking sites MySpace and Facebook but are misguided about the opportunities available.

For Interactive Marketing Professionals

Managing the Marketing Message

by Emily Riley, August 18, 2008

Online advertisers know consumers have more options than ever before to learn about products and services. However, they are unsure about ways to best align online channels to maximize campaign effectiveness.

For Interactive Marketing Professionals

Improvement Direct Reduces Cost of Search Advertising and Improves Customers' Experience Using Web Site Analytics

by Emily Riley, August 18, 2008

Participants include Omniture (a Web site analytics company), Tealeaf CX Reveal (a retail analytics product from Tealeaf Technology), and Improvement Direct (a home products online retailer).

For Interactive Marketing Professionals

Collective Intellect Provides Buzz Monitoring for Automotive Manufacturer's Campaign Rollout

by Emily Riley, August 18, 2008

Collective Intellect provided buzz monitoring services for a major automotive manufacturer.

For Interactive Marketing Professionals

Attribution

Transitioning from the Last-Click Model

by Emily Riley, July 28, 2008

The current online marketing model awards credit to the ad that directly generated a desired outcome, ignoring the many other ads that may have contributed to the user's actions.

For Interactive Marketing Professionals

Social Marketing Scorecard, 2008

Evaluating Current and Future Spending

by Emily Riley, July 17, 2008

Social marketing includes an extensive array of new tactics and metrics that are not scalable across Web sites, making it difficult for advertisers to determine where and how to spend their money.