November 14th 2009
Online marketing has moved many firms toward a publishing model to generate market awareness and engagement. This has spawned a broader range of public exchanges with both customers and the public as they share ideas on company sites, and as company staff participate on others’ sites in official or quasi-official roles. There may fewer customers […]
November 7th 2009
Discussions of regulating digital marketing were just below the surface at New York Ad:Tech. My last post gave an overview of efforts to regulate digital marketing. Now, here’s an interview at Ad:Tech by reporter David Spark with Ted Murphy, CEO of Izea, the company that makes the paid blogging service Social Spark. Ted’s been in […]
September 24th 2009
The best business book I’ve read this year is The Shift, by M. Scott Davis. If you’re responsible for driving the vision of marketing, here’s a deep dive on business leadership from the CMO chair. It describes the executive orientation necessary to make marketing responsible for revenue growth. It advises marketing executives how to transform […]
September 22nd 2009
Many marketers are neglecting an integral part of their business: the lead-to-revenue process. Marketing departments tend to do what they’re good at. Making the case for more top-line spend on traffic is something marketers like to do. And good spending will generate ROI. However, many marketing departments ignore the bottom of the lead funnel. This […]
August 20th 2009
Adam Thierer and Berin Szoka at the Tech Liberation Front have outlined a first draft defining what it is to be a cyber-libertarian: Cyber-libertarians believe true “Internet freedom” is freedom from state action; not freedom for the State to reorder our affairs to supposedly make certain people or groups better off or to improve some […]
August 2nd 2009
Recently, Starbucks made news by announcing the opening of three coffee stores in Seattle that exhibit no corporate branding. Referred to as “15th Ave. Coffee & Tea,” the new properties feature Starbucks coffee and teas as well as beer, wine, and ice cream, but are devoid of the familiar green-and-black logo. The look and feel of the […]
June 30th 2009
Why should speech traveling down Comcast’s wire to my computer enjoy better protection than that arriving via the same wire to my television? Consider this fact pattern: A group of consumers, looking to stop GM from using bankruptcy to escape current and future product liability claims, seeks to make its cast to the administration via […]
May 5th 2009
Technology and ambition fills our lives. As parents, professionals, friends and members of gyms, the edict to “Be All You Can Be” is a self-escalating puzzle. Simplicity and transparency have emerged as important brand promises in promoting political candidates, financial services, packaged goods and foods, and technology. It is easy to recall recent cases in […]
February 23rd 2009
On March 4 (12:30 Eastern, 9:30 Pacific) you can participate in a free live webinar with the Kellogg Business School’s James Conley. Kellogg is arguably America’s top marketing school, and Conley is a clinical professor in technology who speaks and writes about intellectual property law and marketing. You may recall Conley’s Wall Street Journal article […]
January 14th 2009
Lexus believes it’s a good thing to speak to its customers about certain things occasionally, and that’s usually an indicator of excellent marketing. But of course, choosing the right communication channel can make all the difference. USA Today reports: [Toyota] announced Wednesday that new Lexus vehicles will start being delivered later this year with a system […]
The future of digital experiences will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialties in user experience, branding, application design, and data science are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
UsefulArts is a soapbox to discuss the front line of digital experience, and the agencies and platforms that enable it. Digital business needs a cadre of leaders who can connect c-level enterprise thinking with the ways these new interaction models can help organizations to matter more to their most important stakeholders.