Category archive for: Media

More Predictions for 2015

January 2, 2015 | 1 Comment

The dawn of a new year is a traditional time for predictions. Gartner published many back in November, including these from the Marketing Leaders team (subscription required), but not all of our predictions made it into our reports. For one thing, the ones we published looked at longer horizon than just the coming year. They… Read More

Oracle and Datalogix Make Strange Bedfellows

December 23, 2014 | 1 Comment

If anyone had any doubts about the seriousness of Oracle’s intention to be leader in digital marketing solutions, its decision to buy Datalogix should erase all skepticism. (Announcement here.) Most industry watchers predicted that Datalogix, a leader in tying offline consumer purchase data to online identity and behavior, was about to be acquired by Nielson… Read More

Publicis.Sapient Marks the End of an Era

November 3, 2014 | 0 Comments

Maurice Levy has never been shy about his plans to acquire the best, savviest digital talent in the industry to remain relevant to the modern CMO.  It started with his acquisition of Digitas in 2007, then Razorfish in 2009, Rosetta in 2011, then LBi in 2012 (which formed DigitasLBi).  Now he’s acquired what he referred… Read More

I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics

October 2, 2014 | 0 Comments

We’ve all met a few: the master sales person. Armed with the same product and the same audience, these people outsell their peers by orders of magnitude. Clearly, personality and looks are a factor: they appear more trustworthy, more credible and forthright. But there’s something else. They’re also experts at reading a prospect’s signals –… Read More

As Social Media Matures, It Reveals Its Dominant Media Genes

July 7, 2014 | 1 Comment

Have you noticed that the voices of social network utopianism are quieter lately?  Facebook’s secret mood experiment didn’t help the idealist view – nor did COO Sheryl Sandberg’s apologetic acknowledgement that Facebook’s actions were merely “poorly communicated.” But I think it would be a mistake to read this as simply another in a long line… Read More

The Campaign to End All Campaigns

February 28, 2014 | 0 Comments

To campaign or not to campaign, that is the question on a lot of digital marketers’ minds these days. Mike Volpe, CMO of Hubspot, is among those who believe that “the notion of the marketing campaign is dead.” And he’s far from alone. But for those of us of a certain age – especially if… Read More

The Story of Ad Tech

February 26, 2014 | 0 Comments

The announcement of Oracle’s acquisition of BlueKai brought me to the realization that the story of ad tech, and how it went from antagonist to ally of the software megavendors, is not so well known outside the insider’s clique. This has created some challenges in interpreting this event. So here it is – my take,… Read More

Getting Closer to Your Customers

January 10, 2014 | 1 Comment

Me: Siri, are you “Her”? Siri: No, but nobody could know you better than I do. Kudos to Spike Jonez and Apple for nailing the zeitgeist of 2014. Consider a recent survey called The Rise of the Customer-Led Economy, in which The Economist asked CEOs, “In which of the following ‘value disciplines’ does your organization… Read More

Campaigns vs. Content Marketing: A Relationship View

December 10, 2013 | 1 Comment

Last week my colleague Jake Sorofman wrote of The End of the Marketing Campaign, a view that I’ve since heard echoed in a few places. Here’s another perspective. I think it’s clear that digital is changing the nature of almost every stalwart of traditional marketing. At the same time the time-honored objectives and language of… Read More

Digital Marketing and Advertising’s Brave New World

October 23, 2013 | 1 Comment

An old maxim observes that new digital technologies tend to highlight formerly underappreciated qualities of their displaced analog predecessors. CDs and MP3s send audiophiles scrambling after the sound of vinyl; MPEG and JPEG lack the intangible quality of film; eBooks and eZines deprive us of the home-defining presence of their physical counterparts, and so forth.… Read More