Go green, get rewarded. In a nutshell, that's RecycleBank's business model and value proposition. The company teams with municipalities to add chips to recycling bins to monitor activity. Consumers receive points, redeemable for goods and services, from companies ranging from Coca-Cola to Yoplait to eBay. Everyone wins: localities have less landfill, consumers are rewarded for good behavior, and brands can bask in a do-gooder, green glow.
The company recently expanded to the UK, and has also gone beyond its recycling roots into other green activities. We caught up with CMO Ian Yolles, whose own green cred is impeccable. He joined the company following stints with Outward Bound, Nike, Patagonia, and The Body Shop.
Yummy Interactive’s VP Software Distribution, Christopher Hennebery wants to make DRM as painless as possible in order to stop erecting unnecessary barriers to online conversion.
The company’s GameShield licensing protection product distributes games to portals and publisher sites and hopes to sell them to players who demo free trial versions. A lot stands between that trial and a conversion, much of it is something Henneberry dubs “bad DRM” and “false positives.”
He provides the examples of buying a CD that plays just fine at home, but won’t play in your car because DRM software “thinks” the digital assets have been pirated. “Sharing isn’t a bad thing,” he says, “so instead of trying to erect barriers to people who are sharing, use sharing to promote the product.”
Everyone's talking mobile apps. GE is solidly committed to creating them, both for their B2B and consumer businesses. We sat down recently with the the team responsible for creating them: Andy Markowitz, director of global digital strategy; Dayan Anandappa, director of digital media technologies, and James Blomberg, director of new media & emerging technologies to learn more about the company's approach to app development and deployment, and to see some of their work.
Sales are a criterion when new apps are considered for development at GE, but utility matters just as much, as does speed-to-market. As far as GE is concerned, the time to develop apps for customers is now, before the wow factor wears offand while the company can still impress customers with an app's added value. Ease-of-use is also key. One app, geared to engineers in the field, is avilable on the iPhone, but also on the iPad. Why? "Because engineers wear gloves."
Wenda Harris Millard is an icon in digital advertising and media. As co-chairman of Martha Stewart Living Omnimedia, and before that chief sales officer at Yahoo, not to mention chair of the IAB, she's long been as out there as she has been outspoken - a passionate advocate for the industry.
In April of 2009, Millard became president of advisory firm MediaLink. Her role is less public, but no less hard-hitting, overseeing a potfolio of Fortune 50 clients such as Microsoft, AT&T, Unilever, Home Depot, Disney,
Viacom, Fox Television, Comcast, Bain, GM, Sony, GE, NBC, GlaxoSmithKline and
We caught up with her to learn more about her latest role, and to hear her always-trenchant thoughts on media and marketing.
Dispense with web analytics? Heresy! But that's exactly what Adready's new Director of Marketing Jonah-Kai Hancock did - and watched as his new lead scoring model, integrated with a CRM tool, helped conversion soar 189 percent, while leads grew 196 percent. Here's how he did it.
Jonah-Kai Hancock: About four months ago, I joined AdReady and
was part of this new process. From a lead-gen standpoint, our marketing
function was very basic. A lot of people would come to our site, and we
didn’t have a lot of web forums. We didn’t have a lot of thought
leadership pieces. We really didn’t have information people could get
to. We didn’t have ways to capture people who were coming. Our visitors -
we really had no idea who they were.
One of my main initiatives was, how do we increase for the sales team
and from my standpoint as well visibility as to who’s coming, where are
they coming from, what are they searching for on our web site, and what
kind of content are they downloading? What do they find valuable?
Engaging. Compelling. Fun. Viral. All terms you don't think of when you think of B2B marketing, right? Well, think again. Or better yet, read on to learn how Cisco is making content fun...and even funny...and nevertheless sells million-dollars routers and other high-tech infrastructure technology.
Doug Wester, Cisco's director of strategic communications in Cisco's worldwide service provider marketing division shares all.
Q: How long have you been at Cisco and what specifically do you
Doug Webster: I’m a senior director of our
service provider marketing team, and I’ve been at Cisco for 12 years
now. I came in from an acquisition years ago. Now I’m in charge of or
leading our go-to market marketing for our service provider line of
business. When we do marketing, it’s through—any company that offers you
broadband, television, phone, or mobile services. These are very big
companies, some of which have over 100,000 employees. They tend to be
global in nature, and because of their size, the overall link to the
sales engagement can actually be quite long, oftentimes two years.
Last year, an Annenberg-Berkeley survey entitled "Americans Reject Tailored Advertising" published to considerable attention. It, and similar studies, found consumer harbor aversions to behaviorally targeted online advertising based primarily on privacy concerns. A new study published by Datran Media's PreferenceCentral disputes these findings -- and does so with a suvery of over 1,000 consumers who were asked questions modelled closely on the Annenberg-Berkeley research.
Consumers are far less concerned with privacy issues stemming from targeted advertising than they are just plain peeved by annoying advertising, finds the new research. In fact, the more sophisticated users who are of greater value to advertisers display the most willingness to make the quid pro quo exchange of non-personally identifiable information for valuable content.
Trade organizations. Industry publications. Professional conference producers. Local internet marketing associations. If there's one thing digital marketing has no shortage of, it's trade shows. They come in all shapes and sizes, and take place all over the world.
Currently, we're in the summer trade show lull, but things pick up soon enough. And trade shows aren't cheap. In addition to an admission ticket that can run into the thousands of dollars, there are often associated costs. Not just obvious ones such as travel, hotel and meals, but time spent away from work and clients.
Moreover, all conferences, conventions and industry boondoggles are hardly created equal. So as you assess your tradeshow calendar for the coming season, herewith 10 tips from a veteran of literally thousands of digital marketing shows on how to evaluate what shows are worth your time. And money.
Google and PBS NewsHour are teaming up to bring the public into a live interview with Bob Dudley, chief executive for BP’s Response. Dudley promises to respond to questions submitted to CitizenTube by real people, who also have the ability to vote on the questions the most want answers from.
The live event will be webcast Thursday at 3:30 pm ET. Portions will later be aired that same evening on the PBS
NewsHour and will be made available on YouTube.
Trademark infringement. Counterfeit merchandise. Domain squatting. Affiliate abuse. The old bait-and-switch. There are myriad ways of commiting fraud, but overall, some 600 million paid search clicks are stolen in the US every month.
At least, according to a recent study by MarkMonitor which found, based on an analysis of data from various sources including comScore, Marketing Sherpa, Hitwise and others, that one in seven brand-driven paid search clicks go somewhere they ought not to according to trademark law, affiliate agreements or the DMCA.