Going Micro: Affiliate Marketing Online Finds a Niche

Here’s a question.  If you are a marketer trying to reach consumers, would you rather hit 500,000 people in one site, or use 1,000 different sites (with a readership of 500 unique people each) to reach the same number of individuals?  Making the broad assumption that a higher majority of readers of smaller publications are

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Intelligent TV and Online Communities

There is a battle going on in the world of television.  On one side are the lovers of "intelligent" TV.  Shows like Lost, West Wing, 24, and others that require a level of concentration and intelligent involvement in the story lines.  On the other side, is "Darnell" TV – reality shows (often created by Mike

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TrendSpot: The Rise of Human Search Filters

The Trend:The same perceived lack of structure on the web that originally led Jerry Yang to create the first Yahoo Internet Directory is causing one of the most prevalent trends online today, the rise of human search filters.  Search engines are getting more sophisticated as algorithms get refined for every new spammers trick – to

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Aquafina Asks Consumers to Film their New Year's Resolu ...

Along with the new year comes the new year’s resolution, and marketers tired annual attempts to make their own products and services a part of that resolution.  But the best resolutions are the easiest to keep, and what could be easier than the universal piece of dieting advice almost every "guru" offers … drink more

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The New US Airways Missed WOM Opportunity

As part of the merger between US Airways and America West airlines announced in November last year (2005), they had an intriguing new decision to make about the beverage brands that they served on their flights.  America West had Pepsi and Budweiser, US Airways had Coke and Miller.  Over the past decade, both brands in

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Are Customers Photoshopping Your Logo?

I remember about five or six years ago going through Coke’s brand guidelines for agencies in preparation for a project we were about to design for them.  It was a nearly 50 page document with details about everything from pantone colors, to reverse out instructions to where to place the trademark symbol in relation to

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Content Creation – More than just Blogs

Content creation online is exploding, with over 53 million people (or 44% of all Internet users) having created and posted content online in 2004 – according to a Pew Internet Study.  While the entire category of content creation sometimes seems hijacked by blogging and podcasting, another content creation activity is noted by this same report

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