In
defining a digital marketing strategy for your business, you need to make sure
the product itself can pass muster. I’m not trying to shunt responsibility from
digital marketers, but the reality is that you have to have something with a
clear customer benefit in order to make marketing that sings. Therefore, the
real question is, “How does a product become compelling?”The
first thing is to be sure your product solves a problem. That prob...
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Posted By
Jamie Beckland on 09/02/2010
The current hue and cry over online ad targeting should be of no
great surprise to any student of history. Start with anything that’s widely
used, but poorly understood, place it largely outside the control of your
average citizen, then tell those citizens that this mysterious thing is
actually good for them, and you’ve got a fine recipe for hysteria. See,
for instance, the backlash against water fluoridation in the 1950s.I try to keep hist...
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Posted By
Eric Anderson on 08/25/2010
My previous post, Conversations that Aren’t about Mel Gibson: the B2B Social Media Business Case Study, Part 1, described the social media adoption gap that our “B2B Goes Social: a White Horse Survey Report" identified, and it noted
that social media curmudgeons among the B2B C-suite were largely to blame for
it. I then promised a three-part guide for building a B2B business case to win
over those C-suites, but then only managed to deliver on...
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Posted By
Eric Anderson on 08/20/2010
Ed: White Horse’s podcast series is a great way to get the unvarnished truth about all your digital marketing questions—listen to all of the episodes whenever you like. Below is Part 3 of a recent three-part episode on Facebook advertising. You can also read the previous posts of “Are Ads Still the Best Part of the Super Bowl? Part 1 and Part 2. To have your question featured on a podcast, please send your question to contactus@whitehorse.com. B...
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Posted By
Digital Marketing Unfiltered on 08/20/2010
Ed: White Horse’s podcast series is a great way to get the unvarnished truth about all your digital marketing questions—listen to all of the episodes whenever you like. Below is Part Two of a recent three-part episode on Super Bowl advertising. You can also read “Are Ads Still the Best Part of the Super Bowl? (Part 1)” To have your question featured on a podcast, please send your question to contactus@whitehorse.com
Daniel: So with that said, ...
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Posted By
Digital Marketing Unfiltered on 08/16/2010
We all
want our friends to be “real people.”That’s important because we want
friends to be both honest about who they are and in their communications with
us. Don’t you want the same thing from a company?Look at
Twitter today, and you will find dozens of handles that are “SallyatDell” or
“ComcastFrank” that are used by“real
people” who represent the company. We know that the handle is a
person and that they respond in a conversational fas...
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Posted By
Courtney Nelson on 08/13/2010
Ed: White Horse’s podcast series is
a great way to get the unvarnished truth about all your digital marketing
questions—listen to all of the episodes whenever you like. Below is Part 3 of a
recent three-part episode on Facebook advertising. You can also read the
previous posts of “Facebook Ads: Just as Hated as All Digital Ads Part 1” and Part 2. To have your question
featured on a podcast, please send your question to contactus@whitehorse....
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Posted By
Digital Marketing Unfiltered on 08/11/2010
Ed: White Horse’s podcast series is
a great way to get the unvarnished truth about all your digital marketing
questions—listen to all of the episodes whenever you like. Below is Part 1 of a
recent three-part episode on Super Bowl advertising. To have your question
featured on a podcast, please send your question to contactus@whitehorse.comEric
Anderson: Hello, and welcome to the White Horse weekly podcast series,
Digital Marketing Unfilter...
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Posted By
Digital Marketing Unfiltered on 08/09/2010
Ed: White Horse’s podcast series is
a great way to get the unvarnished truth about all your digital marketing
questions—listen to all of the episodes whenever you like. Below is Part Two of
a recent three-part episode on Facebook advertising. You can also read “Facebook Ads: Just as Hated as All Digital Ads Part 1.” To have
your question featured on a podcast, please send your question to
contactus@whitehorse.com
Craig:
...
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Posted By
Digital Marketing Unfiltered on 08/06/2010
A couple months ago, a husband-and-wife team of barn swallows built a nest in our alcove, just above the main entrance to White Horse. Due mainly to our superstitious belief in the ancient Norse proverb, “The coming of the barn swallows bringeth good fortune in site design RFPs,” we welcomed our feathered squatters, despite the very real threat of our clients getting crapped on. The male swallow boasted tail streamers of impressive length, and ...
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Posted By
Eric Anderson on 08/04/2010
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