http://blog.reachmachines.com Discussion of Online Marketing Opportunities, Strategies, Tactics, and Measurement Thu, 04 Sep 2008 19:23:10 +0000 http://backend.userland.com/rss092 en The first is content. Without interesting content that makes you stop, focus, and respond, your online marketing effort will fail.  As I wrote in an earlier post, your campaign needs a value proposition and a large portion of this value is created with really good content.  Obvious. The second factor that ... http://blog.reachmachines.com/2008/09/the-two-most-important-components-of-social-media-marketing-campaigns Shameless plug here.  I'm currently in the process of working with a small group of experienced marketing pros (online and offline) to build the curriculum for a new certificate program to be offered through University of Washington Extension during the Winter and Spring Quarters in 2009.  The program is ideal ... http://blog.reachmachines.com/2008/09/want-to-learn-advanced-interactive-marketing-strategies-and-tactics I had a conversation not too long ago with someone from a major advertising agency.  We were talking about the approach we take to quantifying user engagement online. Engagement is one of those terms that means different things to different people.  For folks steeped in the world of offline media or ... http://blog.reachmachines.com/2008/08/how-engagement-should-be-measured I am not a recipient of his email newsletter.  Nevertheless, I found a recent message he sent out cross-posted here.  It's essentially a "how-to" for startups to generate buzz among the online cognoscenti for little more than a few appetizer and drinks tabs and shameless, relentless plugging to anyone who ... http://blog.reachmachines.com/2008/08/calacanis-gets-it-right-for-the-most-part This article in Brandweek about widgets got me thinking.  As the Web offers an increasingly two-way user experience and enables people to discover and amplify content and messages at virtually zero cost, we in the online marketing and advertising professions have to shift our thoughts and actions away from "capturing" ... http://blog.reachmachines.com/2008/08/does-your-marketing-and-ad-strategy-have-a-value-proposition I came across this speech given a few years back by Dan Wieden and wanted to pass it along. In a day and age where we in the fields of marketing and advertising increasingly rely upon machines to give us the what's, why's, where's, and how's of things, we ... http://blog.reachmachines.com/2008/07/advertising-rules-and-priorities The title of this post caught my eye the other day: What Do You Do When Old Media Vehicles Are Losing Effectiveness And New Media Vehicles Are Not Proven And Generally Lack Measurement? What's interesting about it is the implication that "old media vehicles" can be measured effectively in contrast to the ... http://blog.reachmachines.com/2008/07/why-marketers-need-to-think-and-act-more-like-cfos Many of you have no doubt heard of or seen the following video by now.  Pretty captivating. Beyond the fact that it's fun to watch and more than a little uplifting, it's also a terrific example of how brand marketing can/should operate on the Web.  Find innovative content that's consistent ... http://blog.reachmachines.com/2008/07/stride-gum-sponsorship-of-where-the-hell-is-matt I missed these articles when they were originally published in April.  The collection provides some useful stats and perspective from folks on both the buy and sell sides. See, even the terminology we're using is sounding more and more like Wall Street traders... http://blog.reachmachines.com/2008/07/adage-guide-to-ad-networks-and-exchanges We work with enough folks in the media planning and buying space to recognize a good idea for improving the efficiency and effectiveness of the research, planning, and buying process when we see one.  Hot on the heels of Google's AdPlanner announcement, Publicis Groupe's new operating unit VivaKi announced the ... http://blog.reachmachines.com/2008/06/vivakis-audience-on-demand-network-is-a-step-in-the-right-direction