May 23, 2008 | Dean Froslie: Harsh Reality: Online Content is Rarely Read

A recent Alertbox column from Jakob Nielsen provides new insights into online reading behaviors. A couple of the findings aren’t encouraging for writers.

May 23, 2008 | Lon Keller: Podcast Audience Up, Up, and Not Going Away!

Once again, new evidence has emerged that continues to legitimize podcasting as a formidable means of content and information distribution.  In its third annual report on podcast consumption, the 2008 Arbitron/Edison Media Research Internet and Multimedia study reveals significant growth in the consumption of audio and video podcasts. eMarketer agrees, predicting podcast audiences will increase 251% in 2012.  That’s less than four years folks.  This is big news considering today’s market where consumers have a vast amount of choices for information and entertainment.

May 21, 2008 | Greg Ness: Distracting News: .car

There is Internet access at work, and Internet access at home. And thanks to WiFi, it seems like the Web is now available in an ever-increasing list of locations. However, there is one place many people spend a great deal of time where Web access is severely limited: a person’s vehicle. This is a big deal because according to an Arbitron study a few years ago, the average American spends 14 percent of waking hours in a car (see pdf of Arbitron study here).

Now a company called ATX (news release) would like to change all that by bringing Web access to your car’s dashboard. They are even proposing a new top-level domain (.car) to facilitate that process. Yikes, I see one more huge distraction looming for already distracted drivers.


May 16, 2008 | Greg Ness: Brian Haven From Forrester Talks Brand Engagement

imageBrian Haven, a Senior Analyst at Forrester, had a short (4 minutes), but enlightening interview about brand engagement with Marketing Voices at the Forrester Marketing Forum in Los Angeles this week. Brian says Forrester defines brand engagement as the level of involvement, interaction, intimacy and influence that a person has with a brand over time.

May 12, 2008 | Darin Livdahl: Accessible Rich Internet Applications

Following the enormous growth of Ajax powered rich internet applications like Google Maps there has been much concern about accessibility and the need–in many cases–to ensure fully accessible content for users with assistive technologies such as screen readers and screen magnifiers. A solution to these inaccessibility problems called ARIA (Accessible Rich Internet Applications) is currently being developed and standardized.

May 12, 2008 | Greg Ness: Brand and Celebrity Tags

Noah Brier has come up with an interesting way to explore word associations for several popular brands. He calls them brand tags. You can contribute to the brand cloud by adding your own input.

Since celebrities, in essence, are strong personal brands, he is using the same concept in that category, too. Check out celeb tags.

May 07, 2008 | Greg Ness: Results vs. Costs

Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
– Peter Drucker

The quote above is from Peter Drucker’s book, Innovation and Entrepreneurship. The book was first published in the 1980s, and it was re-released a couple of years ago. It is still sound advice. If you want to improve business, marketing and innovation had better lead the way. Considered by many as the preeminent business consultant and author for decades, Drucker is the person who coined the term knowledge worker.

Considerable effort should be spent on measuring the success (or failure) of marketing and innovation. Why? Another famous Drucker quote answers that question: “What’s measured improves.”

May 06, 2008 | Greg Ness: The Agency Of The Future Is Arriving Too Late

I keep reading all these stories about the agency of the future. Like this one, and this one, and this one.

Who has time to wait for the future? Most businesses want new ideas and thinking that can help them now. They don’t have time to wait while some marketing firms attempt to evolve.

May 05, 2008 | Greg Ness: Yahoo and Microsoft: Another Viewpoint

Read what David Kottke has to say about the Microsoft/Yahoo deal. His viewpoint seems insightful, and it is 180 degrees from what most of the financial press is reporting in light of today’s Yahoo stock losses. Bottom line – at least at the close of the market Monday – Yahoo’s stock worth is still up $7 billion over its value just prior to the Microsoft offer. In contrast, Microsoft’s stock is worth $33 billion less today than the day before they offered a Yahoo buyout.

May 05, 2008 | Greg Ness: CMOs And The Bottom Line

A new Stuart Spencer study of senior-level marketing executives has confirmed what many in business already know: the CMOs number one priority is influencing the bottom line (Ad Age story here). The complete results of the survey will be released today at the CMO Summit in Florida.

According to the study, other critical innate or learned qualities necessary for today’s CMOs include:

• Being a risk taker
• Willingness to make tough decisions
• Good problem-solving ability
• A strategic, customer-centric orientation to marketing
• Digital focus
• Multichannel and cross-industry experience

May 01, 2008 | Eric Ista: Technology and the Speed of Mouth II: The Race is On!

I had been anxiously awaiting the release of Mario Kart for the Nintendo Wii since I heard about it last fall. There is just something about racing classic Nintendo characters that I just can’t seem to get enough of. And thanks to Twitter and some chatty friends, I can now race to my heart’s content.

May 01, 2008 | Greg Ness: Quote of the day: The ad industry has made a big mistake…

The ad industry has made a big mistake in the past by thinking technology was for geeks. Technology, in fact, is a love affair.

The above quote is in a blog post last week from David Armano at Logic + Emotion. David’s right.

Eric Ista’s earlier post today (Technology and the Speed of Mouth) cites a perfect example of how the social network framework — and the technology that powers it — has intertwined itself in the lives of many consumers. As Eric pointed out, with this framework consumers can profoundly affect brand preferences, brand engagement and immediate sales. And with social networking, it can be done at a speed that makes traditional marketing look like molasses outdoors in a northern Minnesota winter.