Author: Rebecca Lieb

Rebecca Lieb

Rebecca is a digital marekting consultant specializing in content marketing and SEO.

She launched Econsultancy's US operations and helped grow the company from zero to a highly profitable operation in two years' time.

A digital marketing and advertising veteran, Rebecca was editor-in chief of The ClickZ Network for over seven years.  For a portion of that time, Rebecca also ran Search Engine Watch.  Earlier,  she held executive marketing and communications positions at strategic e-services consultancies, including Siegel+Gale, and has worked in the same capacity for global entertainment and media companies including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television.  As a journalist, she's written on media for numerous publications, including The New York Times and The Wall Street Journal.  She spent five years as Variety's Berlin-based German/Eastern European bureau chief.  Until recently,  Rebecca taught at New York University's Center for Publishing,  where she also served on the Electronic Publishing Advisory Group. 

GE's solid commitment to apps

ge rail appEveryone'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 off and 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."


Q&A: Wenda Harris Millard

wenda harris millardWenda 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 CBS.

We caught up with her to learn more about her latest role, and to hear her always-trenchant thoughts on media and marketing.


Case Study: How Adready's Jonah-Kai Hancock boosted conversion 189 percent

Jonah-Kai Hancock, AdreadyDispense 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?

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Q&A: Cisco's Doug Webster

doub webster ciscoEngaging. 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 oversee?

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.


Study: Showing value boosts consumer acceptance of behavioral targeting

Dr. Karl Lendenmann, VP, Marketing & Analytics Datran 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.

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Ten tips for selecting the right industry trade show

holiday inn signTrade 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.


Ask BP: Google, PBS team on major crowdsourced journalism experiment

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.



The dark side of paid search: scams, fraud and trademark abuse

paid search scamTrademark 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.


Flash and rich media a substantial portion of US ad impressions

display ad creative formatsFlash may not be Steve Jobs' favorite ad technology, but it, together with other rich media applications, accounts for a hefty 40 percent of online display advertising impressions.

The finding was released by comScore in study of the sizes, formats, and types of display ads used by advertisers on publisher sites.

In April of this year, nearly 60 percent of US display ad impressions standard GIF or JPEG. The latter accounted for 42.4 percent of ad impressions.


Half of US web users visited Facebook this month

social network growthSocial networks continue to grow, and increasingly they're becoming a core part of Americans' online lives. This according to a just-released Experian study rife with interesting numbers, but also with misleading terminology surrounding consumer social media habits, most notably the loaded (and misapplied) term "addiction".


Etail: luxury bounces back

luxury etailRecession? What recession? Online customers are searching for luxury brands, spending more on them and buying them faster than they were a year ago.

These finding come from an 18 month study of Range Online Media's 424 luxury retail brand clients. The study looks at impressions, clicks, click through rate, CPC, cost, revenue, orders, conversion rates and average order value for the period ranging from November 2008 through April 2010.


Online news commands highest CPM

new york timesOnline news sites may get fewer impressions, but they command the highest online advertising CPM, according to data just released by comScore's Ad Metrix.  The average online newspaper site CPM was $7 in April, higher than each of the other top site categories and nearly three times the $2.52 average CPM for the total U.S. internet.

These hard numbers underscore more concretly findings released simultaneously by the Online Publishers Association. In a report entitled "A Sense of Place: Why Environments Matter," the OPA, in conjunction with Harris Interactive, finds higher consumer trust and loyalty to content sites as compared to portals and social media sites.