Allen Weiner

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A Wrinkle in Zero Moment of Truth Thinking for Digital Marketers

by Allen Weiner  |  February 5, 2014  |  1 Comment

As analysts, it’s our job to continually challenge our own thinking so that predictions and assertions becoming living ideas that are subject to evolution based on marketplace changes and consumer behaviors. I tend to think of my work less as a fortune teller and more of a tour guide explaining changes in the landscape so […]

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Super Bowl 48: Digital Commerce Fumbles

by Allen Weiner  |  February 3, 2014  |  1 Comment

I have this nagging feeling that when marketing strategies are assembled for the Super Bowl, a placard is put on the conference room door that says: “Digital Commerce Mavens, Stay Away. At least that’s the impression I have after the snoozefest that was #SB48. The game was never in doubt, which gave me time to […]

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The Droning of Digital Commerce

by Allen Weiner  |  December 5, 2013  |  Comments Off

The “60 Minutes” love letter to Amazon, which took the form of a 14-minute segment that amounted to an infomercial regaling the wonders of the Seattle-based “everything store,” has resulted in more drone –related social media humor than could be assembled by a gathering of every staff writer who has worked for “SNL” since its […]

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Finding Your Commerce Signal Caller

by Allen Weiner  |  September 10, 2013  |  Comments Off

With week one of the 2013 NFL season in the books, even casual fans are able to see how some of this year’s draft picks are likely to fare. Extra attention is paid, as per usual, to the men who line up under center, wearing a number that falls between 1 and 20 (little known […]

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Digital Marketers Should Tell Stories with Benefits

by Allen Weiner  |  August 28, 2013  |  Comments Off

I was touched and somewhat tearful when I watched a new video spot for Extra gum in which we see a time lapse narrative of a father and daughter who bond over his miniature creations made from gum wrappers. During each phase of their relationship, the wrappers are an aluminum foil tie that binds culminating […]

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Content Marketing is Less about Marketing and More About Content

by Allen Weiner  |  August 27, 2013  |  Comments Off

I happen to be one of these curmudgeons who routinely become skeptical when any person, product, trend or fad reaches the point of being coin of the realm. When the Q score goes up, so does my own internal Doubting Thomas and I need to assuage my personal doubts and see whether we’re at a […]

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Digital Marketers and Commerce Convergence

by Allen Weiner  |  August 22, 2013  |  2 Comments

After more than a decade of sitting on the sidelines, I heard from a friend who came out of retirement to take on a part-time job at a new-ish retail store that’s part of the brand portfolio of a major, global company. Her first week of work, and her tales of being back among the […]

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Amazon Goes Down, Marketers Stay Connected

by Allen Weiner  |  August 20, 2013  |  Comments Off

Yes, it’s a big deal when a major infrastructure provider such as Amazon suffers an outage, setting social media ablaze with visions of doom (not to mention serious sarcasm) and calculation of the web giant’s lost revenue on a second by second basis $66 million according to RetailNet Group . For marketers and merchants who […]

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Mapping the Metamorphosis of Blogging for Digital Marketers

by Allen Weiner  |  July 11, 2013  |  2 Comments

Time was everyone had a blog, from Whole Foods CEO John Mackey to a down-on-his luck feline who goes by the name Grumpy Cat. Time was people felt the (sometimes) spontaneous empowerment that comes with a blog (that’s a web log for you WWW historians) was fun, cathartic and in some ways personally or professionally […]

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Yahoo Goes Big and Buys Tumblr

by Allen Weiner  |  May 19, 2013  |  2 Comments

In what has been a relatively slow year for big acquisitions in the tech world, Yahoo’s board has approved a billion-dollar-plus layout to buy Tumblr, a blogging platform that has over 100 million blogs as of mid-May 2013. For Yahoo, the Tumblr purchase represents its first big move under Marissa Mayer’s regime and an attempt […]

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