Digital Marketing

This article discusses how marketers are getting a handle on the explosion of new media platforms.

With the explosion of new technologies marketers have the opportunity to better meet consumer needs. Written by HP's Vice President of Corporate and Brand Marketing Gary Elliott, this article provides thoughts on how marketers can manage products, promotions, and the positioning of their brands.

This article discusses how the creation of social media has made word-of-mouth marketing more powerful than ever.

Draft of white paper exploring the changes that will occur as a result of the shift from analog broadcast to digital broadcast television and its implications for consumers, advertisers, and media. The era of analog broadcast television in the United States will end on February 17, 2009 as the transition is made to an all-digital system as required by the Federal Communications Commission. This digital transition will be the biggest change in the industry since television's transition from black and white to color, and it has huge implications for consumers, advertisers, and media. For advertisers, the implications include issues related to the production and finishing of commercials. The following is intended to provide some background and guidance.

DDB Worldwide CEO Chuck Brymer proposes that a critical benchmark for building and measuring brand equity may be marketers’ ability to influence and motivate the new swarm-like customer base.

There are a set of innovative new marketing concepts that will surely endure. Some, such as search marketing, are rapidly becoming embedded marketing capabilities, central weapons in the arsenal of all sophisticated marketers. Others, such as mobile platforms, are too new for us to reliably predict how they will influence marketing, although their eventual ubiquity and influence is presumed by virtually all marketers.

The CMO of Bank of America and President of BoA Northeast Anne M. Finucane draws on an ad agency background to promote innovative customer connections. “Do I think marketing is a core competency of banks?” Finucane asks. “Well, I think there has been more recent recognition among financial institutions that it is absolutely critical to growth. With the consolidation in our industry and broadening of products, services, and delivery channels, competition has escalated. Distinguishing ourselves from the competition requires operational excellence — and innovative, effective marketing.”

ANA members provide insight on whether they are familiar with global SEM firms who work on a commission-based model to include media costs and management.

In this presentation MTV provides examples of their work with Visible World to create dynamic customized TV ads. MTV's Digital Fusion group also showcases customized webisodes and microsites.

At the 2007 Annual Conference Al Gore, the CEO of Current TV, shares his thoughts on how marketers can leverage consumer-generated media to connect with consumers.

Google’s SVP of global sales and business development explicates a variety of marketing models for a digital world. Omid Kordestani explains that advertising must provide an experience – something the user is looking for and finds valuable. He discusses how experimentation and research can help marketers understand their consumers and what marketing activities work and don’t work.

This article talks about steps being taken to reach out to African-Americans online.

In this article Thomas Wailgum talks about the potential of mobile marketing.

This article provides insight to companies interested in establishing their own online communities.

This article disscusses emerging opportunities for marketing professionals to use content management solutions which were historically targeted to IT professionals.

Completed by the ANA Technologies Committee, this benchmark explores how companies utilize intranets within their respective departments.

The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.

Barbara Basney, Xerox, Ellis Booker, BtoB Magazine, and Jeremi Karnell, One to One Interactive review the survey results addressing 15 new media platforms across all areas of the communications mix.

In this presentation Andy Azula of The Martin Agency, and Betsy Wilson of the UPS talk about how they collaborated to develop a marketing campagin bult on a whiteboard and brown marker.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

The key to high performance event marketing is establishing a relevant, authentic, value-added experience for your target consumer.

In this presentation, Andrew Hawn of Iconoculture offers the scoop on the dynamic changes taking place in mobile marketing. He discusses trends such as mobile social networks, beehiving, mash creativity, hyperlife, mobile media making, and mass mobile content.

In this presentation,Ted Smith of CNET discusses research on influence (how individuals influence each other) and how it works. He also demonstrates how marketers can use their knowledge of influence research to build brands.

An overview of HDTV. Includes definitions, challenges and tips.

This tech brief provides an overview of mobile marketing. Includes definitions, challenges and outlook.

This snapshot discusses the VERB YELLOWBALL campaign. The Center for Disease Control and Prevention worked with Frankel (now Arc Worldwide) to develop this multichannel national campaign dedicated to inspiring play and passing it along to every kid ages 9-13 in America as a means of combatting childhood obesity.

Chris Di Cesare of Microsoft provides an overview of Xbox's different marketing strategies including its partnership with Burger King that offered gamers control over BK's icons: The King, Brooke Burke, and Subservient Chicken.

This tech brief provides an overview of branded entertainment, along with risks and challenges. Includes case studies for Visa, Nokia, and Pepsi/Yahoo.

This tech brief provides an overview of online video and provides best practices for using online video as a marketing tool. Includes case studies for Lincoln Financial and Dove.

This article provides an overview of RSS, and provides examples of companies using it as a marketing tool.