What are the options for the customer who is interested in an online ad's offering but wants to follow up on the offer later, not while surfing? It is...
View articleSoft markets generate buyer negotiating ploys and pressures as sure as swamps in muggy weather produce annoying, biting mosquitoes. It ain't easy to s...
View articleOn TV, as you flip through the channels, you can pretty much guess what shows are on by seeing what commercials are airing. It's easy -- you can judge...
View articleOnline publishers have known for a while that CTR is not a good measurement of success for online campaigns. Most of them wish that CTR had never been...
View articleAll along, you've been helping Tig write a book. Now he wants to get more mileage out of it by making it a case study. But the good thing is that the ...
View articleYou set up a great long-term advertising deal with an online media property that seems to be in perfect health. A couple of months later, it's shuttin...
View articleThere are different ways a list broker can cheat an unsuspecting email marketer. Knowing these ahead of time can help you ask the right questions up f...
View articleAdvertising is supposed to sell products and services, but the practice consists of a few parts strategy, a few parts creativity, and a dash of voodoo...
View articleTo understand the reality of selling directly from an ad, one must first consider the situation of the customer who encounters the ad. The offer might...
View articlePlenty of agencies out there are looking for good media folks, and Tig offers ten tips (including the airport test...) for finding the right person fo...
View articleThe three biggest factors contributing to success when dealing with agency planners and buyers are service, service, and service. That means know your...
View articleMost media contracts remain a little vague about what precisely will happen in the event of a discrepancy. When one does occur, the buyer and seller t...
View articleWhat goes up must inevitably come down, although none of us likes to believe that truism when we're up in the clouds. That's certainly true of our ind...
View articleThat pinnacle of selling on the Web -- one-to-one marketing -- is a concept that many of us refer to as the Holy Grail. But many among us have come to...
View articleFor an ad to work its magic, it needs to stand out. Rich media can do that (i.e., If you're "rich," flaunt it.). Rich media can also allow customers t...
View articleYou've set the affiliate program's objective and figured out the offer. You've found the right outsourcing partner, measured the results, and marketed...
View articleWhy haven't wireless media been able to implement an ad- supported model like the Web? Ask this question of 10 different media planners, and you're li...
View articleSo you've determined the affiliate program's objective and figured out the offer. What's next? Decide on the right outsourcing partner, measure the re...
View articleGrowing numbers of Web buyers and sellers are beginning to think about implementing audience-based advertising online. And it wouldn't take too much t...
View articleThe reality of the online marketing world is that there are too few of us who know (or think we know) what is going on and many more still trying to g...
View articleEver wonder how an affiliate program works? In this first of a three-part series, Tig begins his discussion of all the basics you wanted to know about...
View articleSomething's definitely caught Tom's eye... It's quite possibly a blast from the future of rich media advertising. Read More...
View articleSometimes media people are asked to help advertisers develop the proper offer to elicit a response from email marketing. If the client's value proposi...
View articleTom thinks we need to unlearn the way we measure traditional advertising. Then we can take full advantage of Web technologies that measure what matter...
View articleAlthough business these days is measured mostly by the bottom line, Anne suggests there are two very valuable lessons to be learned by bumping your bo...
View articleMedia buyers conducting email marketing campaigns need to ask lots of questions about email lists. Tig tells you where to start and how to find the ri...
View articleDespite research on frequency preferences for permission- based email, marketers should ask customers directly how often they want to receive content ...
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