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Advertising Online Alternative
Veröffentlicht 08 May 2008 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

The internet is now the #1 media channel at work and the #2 channel at home. Brands must effectively engage consumers online with content to remain relevant. But eye tracking studies and DoubleClick's own data show that consumers have learned to ignore online ad real estate, no matter what type of ad (video, widget, flash) it is. This begs the question - there must be a better way to engage consumers online with branded content. The answer is Application Views. + Read more

Corporate Website 2.0 - Modernista - 1st Postmodern Website
Veröffentlicht 01 Apr 2008 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

Modernista has launched a radical new website to visually demonstrate that your brand/company is now everywhere on the web and beyond your complete control.  I applaud them for their radical approach at hammering home this key point. + Read more

Free Alternatives to PR News Wires
Veröffentlicht 17 Mar 2008 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

I have Matt Johnston, VP Marketing at OnForce to thank for a list of free alternatives to traditional PR news wires. Matt and I met at a great event put on by General Catalyst around the most effective PR/marketing techniques. + Read more

Lesson #6: Stop the Madness
Veröffentlicht 04 Sep 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

Stop issuing press releases “over the wire”. The first press release was “put on the wire” on March 8, 1954 by PRNewswire to 12 news outlets in New York City. Given the cost of transmission the pricing model was based on the number of words in the release. Over 50 years have passed and guess what has changed in the PR transmission industry? Nothing. Companies still send press releases “over the wire”. + Read more

Lesson #5: Set the Data Free
Veröffentlicht 04 Sep 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

Nearly every B2B company has data that prospects are very interested in. The traditional marketing approach is to guard these data and only share it with prospects in a one-on-one meeting. The data could be anything of interest and are often not directly sold to customers. The data help establish the credibility your company has to provide the product or service in question. + Read more

Lesson #4: Tear Down the Fortress
Veröffentlicht 15 Aug 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

Nearly 100% of B2B companies follow the same approach to lead generation on their websites. Create some content (whitepapers, podcasts, etc.) and force anyone who wants it to register by supplying their contact information. Everyone knows that submitting accurate information will likely result in email spam or telemarketers calling them. The ways people respond to this are predictable. Some are frustrated by the need to provide any information and simply click away never to return. Others submit false information just to get to the information they want. + Read more

Lesson #3: Deputize the Bloggers
Veröffentlicht 15 Aug 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

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Lesson #2: Kill the Corporate Voice
Veröffentlicht 15 Aug 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

Everyone is deadened to the language of traditional corporate marketing. The acronyms, the buzzwords, the sentences that no one can figure out what they mean and everyone uses them. Talking about the company in 3rd person or using the royal “we” – neither exists as an individual so the voice seems false – which it is. Some companies have tried the hip corporate voice. This is even worse than the traditional voice in that it is painfully obvious that a company is trying too hard. + Read more

Lesson #1: Prospects are people
Veröffentlicht 15 Aug 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

I spent time with our innovative clients in consumer-facing businesses such as media, entertainment, telecom, consumer products, etc. that are caught in the throes of how best to meet their customers online in fundamentally new ways – usually under the moniker of Web 2.0. In the consumer space it is easy to identify winning new approaches (i.e. MySpace, Facebook, Digg, YouTube, Craigslist, Second Life, etc.) to learn from. + Read more

B2B Marketing 2.0
Veröffentlicht 27 Jun 2007 von Marc OsofskyTags: Assembled Web, Online Marketing, oview

How one marketing guy is wrestling with what this means I, like many marketing folks that sell to other businesses, was faced with the following dilemma: Individuals’ expectations for the type of interactions they have online are changing dramatically. So what was I going to do about it for our business? + Read more