Skating where the puck is going to beWhen iMedia asked me to write a piece predicting the top digital marketing buzzwords of 2012, I thought, "Sure, that's right in my wheelhouse." I don't claim to be a jargon rockstar, but at the end of the day, if you need to take your tech speak to the next level, I can help you skate to where the puck is going to be. But rather than trying to boil the ocean, I'm going to keep this thing at 30,000 feet and fo...
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Posted By
Eric Anderson on 01/26/2012
Dear Ms. Straub,I was surprised to learn, in your recent article on Time.com, that I am evil. While I am generally regarded as an obnoxious smartass, I had foolishly believed, until I read your article, that only my wife’s cat and my first-grade teacher, Sister Victorine, regarded me as truly evil. Admittedly, you did not single me out as the devil’s spawn; you took a broad swipe at a large and growing segment of your own customer base—those who...
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Posted By
Eric Anderson on 12/15/2011
Netflix has no one but itself to blame for its customers' lack of perceived value of its product. During the dot-com boom of the early oughts, the New Yorker magazine’s financial columnist James Surowiecki wrote a piece called “How Kozmo is Getting Killed By Its Customers.” He explained the plight of dotcom delivery service Kozmo.com, which lost millions of dollars because its customers took advantage of its low delivery fees to purchase o...
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Posted By
Eric Anderson on 11/11/2011
I’m a little grouchy this week. Morning is not my friend on the best days, and the worst days are the ones in which the soothing warble of NPR’s Steve Inskeep on my clock radio has been replaced by the screechy aural assault of an NPR station manager exhorting me to pledge. The pledge drive concept appears to be modeled after a dog whistle—it emits a shrill blast that only certain species can hear, and it draws us in not because we like it but b...
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Posted By
Eric Anderson on 10/18/2011
On the subject of mobile check-in apps, I have been
the unimpeachable Mayor of WTF. I enjoy the mild dopamine
kick of meaningless milestones as much as the next digital marketer—a condition
that comes from years of monitoring ad click-through rates—but try as I might,
I just can't do geo. Foursquare sits in the dustbin of my unused apps, taunting
me with the prospect of countless unearned badges. Facebook Places reminds me
that it's now po...
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Posted By
Eric Anderson on 05/26/2011
The
annual glut of overpriced Super Bowl advertising has come and gone, and as a
digital marketer, I am required by my guild—The Guild of Resentful Digital
Marketers—to pen a cranky blog post about how those ad dollars could have been
better spent online. But in flagrant defiance of guild rules, I will instead
argue that one of those ads was precisely the right investment for the brand: Motorola’s gleefully Apple-bashing “Empower the People...
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Posted By
Eric Anderson on 02/08/2011
I am not
a lawyer, but I do know that if you encounter an article that begins with “I am
not a lawyer, but…” you should stop reading immediately. If you’re still
reading, then you’ve given implied consent to me sounding off about this recent
Facebook/NLRB dust-up on the basis of no legal training, but no shortage of opinions.In
short, the National Labor Relations Board ruled that an ambulance company acted
illegally in firing an employee a...
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Posted By
Eric Anderson on 11/30/2010
Last week
marked a watershed event in the evolution of digital marketing, albeit one that
received scant attention from digital marketers. But any event that promises to
have millions of consumers earnestly waving at and talking to their televisions
suggests a shift in behavior that no marketer can afford to ignore. I refer, of
course, to the launch of Microsoft’s new motion-sensing, voice-activated gaming
platform, Xbox Kinect.Now, I
kno...
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Posted By
Eric Anderson on 11/12/2010
Editor's Note: As B2B marketers start preparing their 2011 budgets, we're reviewing our best blog content to identify a few articles that may help you with your difficult budget choices. Here is one of particular interest.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 ...
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Posted By
Eric Anderson on 09/30/2010
Editor's Note: As B2B marketers start preparing their 2011 budgets, we're reviewing our best blog content to identify a few articles that may help you with your difficult budget choices. Here is one of particular interest.A couple
of months ago, White Horse released the results
of our Pulse of Social Media Marketing survey comparing adoption of social
media marketing by B2B companies vs. B2C, looking at issues of staffing,
management buy-in,...
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Posted By
Eric Anderson on 09/28/2010
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