The first issue will focus on the many challenges this often beleaguered group faces. A story titled "What's Wrong With Marketing: a Manifesto," authored by Mohanbir Sawhney, the director of the center for research in technology and innovation at the Kellogg School of Management, is featured in the first issue.
Other articles cover such topics as: "Pain-Free CRM," and "How to Make it Through Your First 100 Days" (CMOs' average tenure is in the neighborhood of two years).
Monday, August 30
IDG's CMO launches
From MediaDailyNews:
Digg
CommentVideo/webcasts making inroads with B-to-B advertisers
From BtoBOnline:
The advantages of using online video to reach business customers include the creation of a more involving experience, the ability to repurpose existing video assets, the opportunity to take advantage of broadband connections in the workplace and the potential to do extensive tracking of a viewer's interactions.
...A research study conducted after the campaign showed that the AT&T ads increased purchase intent by 55% and association of the company with its core message by 41%, both results being significantly better than those for campaigns not using online video. In addition, a relatively low 24% of users said they found the ad annoying.
Thursday, August 26
"Behavioral targeting will reach $934 million and will account for 8.3% of all online advertising spending"
From eMarketer:
Behavioral targeting has been around, in various forms, since the late 1990s. Previous attempts failed due to problems with privacy and technology, but this generation of software
appears more robust, and marketers seem more accepting. Today’s behavioral targeting can be done on individual Web sites, on networks and via adware applications.
While behavioral targeting will certainly be a part of a smart marketer’s online arsenal, issues of privacy, data sharing and implementation will keep it from becoming a dominant form of
advertising in the way paid search has become. However, behavioral targeting offers a compelling benefit to marketers: the ability to deliver relevant branding messages to a highly targeted audience.
Download the Free White Paper
The eMarketer Outlook 2
Implications for Your Business 2
A. What is Behavioral Targeting? 3
B. Types of Behavioral Targeting 6
C. Behavioral vs. Search: Similarities, Differences 11
D. Challenges of Behavioral Targeting 12
E. Keys to Successful Behavioral Targeting 16
Friday, August 20
Yahoo Smart Sort tool
Brand advertising to make a comeback online
From BusinessWeek:
Experts predict the brand-ad rebound is more sustainable than the boom that buoyed dot-coms in 1999 and 2000, in part because it's being led by the offline world's big brand builders -- including Coca-Cola (KO ), Nike (NKE ), and Visa. While paid search advertising, where companies buy placement in search results from sites such as Google (GOOG ) and Yahoo, was all the rage in 2003, online branding is gaining steam this year and may become the strongest growth story of Net advertising in 2005.
Wednesday, August 11
Defining "Contextual" versus "Behavioral" marketing
From ClickZ:
More often than not, when people in our industry mention the word "behavioral," "contextual" is almost certain to follow.
Often people use these two terms interchangeably, as if they meant the same thing. One minute, a vendor tells you her company is a behavioral marketing company. Next moment, she's into contextual marketing. Just as I wouldn't dare say my Nissan Sentra is the same as a BMW 7 Series, I'd hope people wouldn't lump together behavioral and contextual marketing.
So what's the difference between behavioral and contextual marketing anyway?
Thursday, August 5
Dan Gillmor's We the Media looks at online media from a new perspective
From Slashdot:
Tech columnist (for the San Jose Mercury News) Dan Gillmor is a journalist who gets it. You may not always agree with every detail of his reporting, but he clearly has a deep understanding of what is important and what is not in the technology world. And, because he is a trained writer, he knows how to explain it well. Of course, he'll probably end up most famous for what he doesn't know, as in his self-proclaimed mantra: "the readers know more than I do." In large part, his new book, We the Media: Grassroots Journalism by the People, for the People, is about what happens to journalism when technology reveals the truth of Gillmor's mantra.
Wednesday, August 4
Forbes.com inspires fury among online journalists
From Public Radio Marketplace:
"But what if the ad is between article paragraphs?"
If you ever want to get an argument started, get a bunch of journalists together and suggest that their editorial content should have some advertising in it. Then run as fast as you can - because to many in that group you will have just committed heresy. A tenet of journalism is to maintain a bright line between news and ads - never should sponsors influence what's reported. Now Forbes.com is testing how bright that line really is.
Reporter: Hillary Wicai
Tuesday, August 3