What is the foundation of a successful digital marketing strategy? 

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... Continue...  

Posted By Jamie Beckland on 09/02/2010

Ad Targeting Doesn't Suck. But the Ads Do. 

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... Continue...  

Posted By Eric Anderson on 08/25/2010

CEOs Love Pie: the B2B Social Media Business Case, Part 2 

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... Continue...  

Posted By Eric Anderson on 08/20/2010

Digital Marketing Unfiltered Episode 3: Are Ads Still the Best Part of the Super Bowl? (Part 3) 

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... Continue...  

Posted By Digital Marketing Unfiltered on 08/20/2010

Digital Marketing Unfiltered Episode 3: Are Ads Still the Best Part of the Super Bowl? (Part 2) 

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, ... Continue...  

Posted By Digital Marketing Unfiltered on 08/16/2010

Authenticity: Be a Person, Not a Company 

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... Continue...  

Posted By Courtney Nelson on 08/13/2010

Digital Marketing Unfiltered Episode 2—Facebook Ads: Just As Hated As All Digital Ads (Part 3) 

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.... Continue...  

Posted By Digital Marketing Unfiltered on 08/11/2010

Digital Marketing Unfiltered Episode 3: Are Ads Still the Best Part of the Super Bowl? (Part 1) 

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... Continue...  

Posted By Digital Marketing Unfiltered on 08/09/2010

Digital Marketing Unfiltered Episode 2—Facebook Ads: Just as Hated as All Digital Ads (Part 2) 

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: ... Continue...  

Posted By Digital Marketing Unfiltered on 08/06/2010

White Horse and the Birds 

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 ... Continue...  

Posted By Eric Anderson on 08/04/2010

Older Posts
RSS Feed
+ Share This