The Idea of Brand Conquesting Becomes Real in the Mobile Era
Shannon E. Denison | Mobile |       |  | Conquesting has been a loose concept to date; an experimental marketing strategy aimed to counter a competitor's message. A brand might execute this by placing an billboard near a competitor's location, dispensing a competitive coupon after a transaction, or introducing a new product feature that somehow negates a competitor's niche status. Today, mobile technology systems and insights allow for more exact and smarter conquesting tactics. Marketers can now physically breach their... |
Top Trending Videos and Ads on YouTube in 2013
Greg Jarboe | Video | |  | In the not too distant future, social historians and cultural anthropologists will look back at the top trending videos and ads on YouTube for 2013 and wonder, "What were they thinking?" "Prankvertising" This year, some of YouTube’s most watched content – from Carrie’s Telekinetic Coffee Shop Surprise to Pepsi’s Test Drive, which scared the life out of a car salesman – came courtesy of brands. And, if you add a couple of other social video campaigns – including LG’s... |
An Online Marketing Checklist for China
Gordon Choi | Media Planning | |  | After developing your company’s online marketing plan for China (based on these 4 steps), double check by running through the following checklist to ensure you haven’t missed anything important. 1. Potential customers □ Who are your brand’s potential customers in China? □ In which geographical regions will you find most of your potential customers? □ What are the age groups, gender, and income range of your potential customers? □ What are the personal interests... |
Will Content Marketing's Future Look More Like LinkedIn Pulse?
Matthew Kumin | Publishing | |  | When LinkedIn acquired Pulse earlier this year, it was obvious they believed they could improve the way they deliver content to their users. LinkedIn Today already provided a custom content experience based on what the social network could cull from each user's connections, groups, follows, and likes. But Pulse's deeper social interactions are taking LinkedIn's efforts to tailor content to a user's specific needs to a whole new level. LinkedIn knows that if it delivers business professionals... |
VIDEO: Big Spaceship's Michael Lebowitz on Native Advertising
Liva Judic | Display Advertising | |  | Following up on the recent Federal Trade Commission workshop on native advertising and the Interactive Advertising Bureau's timely release of its Playbook to standardize publishers's native ad practices, ClickZ speaks with Michael Lebowitz, chief executive of the agency Big Spaceship. Lebowitz sits on one of IAB's main committees, whose recommendations are taken into account by the IAB's Native Advertising Task Force. |
Tracking Dark Social Media: A Light at the End of the Tunnel
Instant messenger, email, text message and other private sharing accounts for 69 percent of all online sharing, yet it's not trackable. What's a brand to do?
Angie Pascale | Social Media Smarts | Print version Google PageRank Fading Away, But the Sky Isn't Falling
PageRank is only one of the ranking factors Google uses. Now that it's updated only infrequently, where should webmasters focus to improve a site and URL's perceived authority?
Crispin Sheridan | SEO | Print version Use Email to Amplify Content, Search & Social
Email marketing must embody the tone and approach of a brand's larger digital communication strategy, working in unison with on-site content, SEO, off-site content, email, social media and search campaigns.
Guest | Advanced Email Marketing | Print version Creating Powerful Web Analytics Dashboards with Leftronic and Google Analytics
For Google Analytics data to be highly useful, we need to put it in the hands of the broader web team. Leftronic offers powerful tools for easily connecting with one or more Google Analytics accounts and presenting meaningful, actionable GA data,
Mark Ryan | Analyzing Customer Data | Print version Multi-Channel Marketing, Data, and Social ROI Dominate #SESSG
A roundup of ClickZ's sister conference, SES, in Singapore from Dec 2-4, includes videos and top tweets.
Adaline Lau | Strategies | Print version Louis Vuitton Highlights Holiday Collection in Goose Game
Louis Vuitton is using Aesop’s legendary golden goose to demo its 2013 holiday offerings in an interactive game.
Lisa Lacy | Strategies | Print version Nissan Asks New Yorkers to Say #HailYes to New Taxis
A campaign by TBWA New York asks locals to give a #HailYes to the shiny new Nissan-made Taxis for Tomorrow.
Susan Kuchinskas | Social Media | Print version 4 Game-Changing Digital Marketing Predictions for 2014
Predictions for the coming year are always fun to come up with, and even if we don't get the timing exactly right, they certainly represent the larger directional shifts taking place in the industry.
Margaret Farmakis | Email Marketing Optimization | Print version 5 Reasons to Capture Emails in Social
Focusing social media efforts on driving opt-in, beyond fanning and following, has become best practice to attract consumers in consideration and purchase mode. Here are 5 reasons why.
Marko Muellner | Community Management | Print version Connection and Conversion: Getting More Out of Paid Search with Rich Content
Paid search is still a numbers game, but the people elevating the game are making a more relevant connection upfront and converting customers with high-quality content after the click.
Andrew Beckman | Search Marketing | Print version |
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