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Reviewing the Groundswell
Posted 22 Jul 2008 by John Eckman | Tags: Blogs, Business Model, Collaboration, Collective Intelligence, Community, Crowdsource, Direct Consumer Engagement, Drupal, Enterprise 2.0, Groundswell, Marketing, media, Online Advertising, Open Source, Social Networking, User Experience, Web 2.0

One danger of reviewing a book is the reality that the reviews ultimately say more about the reviewer, and the book he or she wishes had been written, than they do about the book which actually was written. It's in that context that I offer this review of Groundswell: Winning in a World Transformed by Social Technology, by Forrester Research analysts Charlene Li and Josh Bernoff, published by Harvard Business Press (note: disclaimers at the end of the post). Read more ...

Advertising Online #1 - Agencies vs. Ad-blockers, Who will Win?
Posted 02 May 2008 by Marc Osofsky | Tags: Advertising, Advertising Landscape, Marketing, Online Advertising

It appears that we humans are quite adaptable. In a relatively short time, nearly all of us have learned to ignore ads on the internet. The best way to prove this is through eye tracking studies that capture exactly what we are looking at on a web page. A great visual representation of this is through the use of heat maps that show the greatest concentrations of attention as red, lesser attention as yellow and finally no color markings for areas of the website that failed to capture any attention. Read more ...

Marketing to Women? Don't Ignore the Blogosphere
Posted 18 Apr 2008 by John Eckman | Tags: Advertising, Advertising Landscape, Amateur, Blogs, Community, content syndication, Demographics, Direct Consumer Engagement, Ecommerce, long-tail, Marketing, media, Media Advertising, Media and Publishing, Metrics, Online Advertising, Retail, User Generated Content, Web 2.0, Widget, WordPress

Brands who hope to market to women should no longer consider the blogosphere as an emerging or fringe channel, but should recognize the pervasive presence and increasing influence of women as authors, readers, and commentors on blogs. Read more ...

Online Advertising Landscape Unclear
Posted 11 Apr 2008 by Jim Munz | Tags: Advertising, Advertising Landscape, Marketing, media, Media Advertising, Media and Publishing, Online Advertising, Online Revenue, ROI

With a potential deal looming in the online ad space between Yahoo, Microsoft, AOL, Google, and others, buyers of online ad space should be, and some of them are, showing concern. What this looming deal shows is the need for other options than what currently exist. Read more ...

Ecommerce Marketing Strategy #1: Search + Blogs = Traffic
Posted 22 Mar 2008 by Marc Osofsky | Tags: Blogs, ecommerce Strategy, eTail, Marketing, Online Advertising, Retail

Most ecommerce retailers continue to rely on email spam and online pay per click advertising as the primary mechanisms to generate site traffic even though the cost continues to rise and the effectiveness is declining. A recent Forrester survey shows that in 2003, 31% of consumers deleted email advertising without reading it. In 2006 that number had reached 72%. A more cost-effective and consumer-valued approach has been proven in other industries and retailers that adopt it first will achieve a competitive advantage. The approach is quite simple: Search + Blogs = Traffic Read more ...

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