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| Olympic marketing: Faster, higher, stronger and digital |
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Marketing around the Olympics used to be like a 100-meter cakewalk. You'd pay a gazillion dollars to the International Olympic Committee, then pay a gazillion more to brag like heck about it on TV and in print ads. That was then. This is now: Add on a multi-pronged digital ad strategy that feeds on megabuzz. It must touch all the hot buttons from the hippest social-networking sites to the coolest blogs... |
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| Designing the Future of Business Forget total quality. Forget top-down strategy. |
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Design is the engine that can transform a company into a powerhouse of nonstop innovation. Imagine a crazy wonderland where most of what you learned in business school is either upside down or backward. A land where customers control the company, jobs are avenues of self-expression, the barriers to competition are out of your control... |
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| Advertisers and Investors Flock to Women's Sites Woman to Woman, Online |
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Heather Armstrong's wickedly funny blog about motherhood, Dooce, is more than just an outlet for the creativity and frustrations of a modern mother. The site, chock full of advertising, is a moneymaking machine -- so much so that Ms. Armstrong and her husband have both quit their regular jobs. |
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| Yes, You Can Measure Social Media So quit making excuses and do it. |
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"The ROI is hard to measure." That's a common objection we hear from direct marketers to using the new class of online social media tools - blogs, user-generated video and digital networks - to supplement campaigns involving mail, TV and other channels. Measurement enthusiasts fret that social media programs don't fit neatly into the metrics they've grown to know and love. |
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