E-consultancy - Online Advertising - News and Blog

Drucker applied to digital marketing

Thu, 3 Jul 2008 07:45:00 UT

Peter Drucker is widely considered to be the father of modern management theory.

Many of his papers and books are required reading for management students and I think it'd be hard to find a top CEO who isn't familiar with his work.

Would a Cost-Per-Engagement model attract advertisers to spend more online?

Fri, 27 Jun 2008 07:45:00 UT

Over the past few years, CPM has become the common currency for online advertising. But is the model still relevant?

Should we be buying online media based on engagement rather than just passive consumption?

In the current tough financial period, would advertisers be willing to commit more budgets online if customer engagement was guaranteed?

comScore: Facebook surpasses MySpace

Wed, 25 Jun 2008 07:45:00 UT

According to comScore, Facebook has overtaken MySpace as the world's most visited social network.

Brand engagement with Wii

Tue, 24 Jun 2008 08:30:00 UT

It seems that every day we read about the declining effectiveness of advertising. How viewers skip through the adverts, can switch off to the marketing noise, no longer respond to our messages.

Brands are increasingly looking at more diverse ways to engage consumers in their products, and I believe there is currently no better opportunity than the Nintendo Wii.

Are virtual goods the solution to the social network monetization conundrum?

Tue, 24 Jun 2008 07:45:00 UT

The troubles popular social networks have experienced in monetizing their vast audiences are well-known.

But one of the ironies of troubled economic times - like we're facing now - is that the paper money so popular when times are good starts to play second fiddle to cold hard cash.

Cuban: Hulu is money, YouTube isn't

Mon, 23 Jun 2008 07:45:00 UT

Whether you like Mark Cuban or not, you have to give him credit for not only selling Broadcast.com to Yahoo for $5.9bn in Yahoo stock at the height of Bubble 1.0, but for recognizing that the fun wouldn't last and positioning himself to retain his billion-dollar fortune once the party was over.

Q&A: Incisive Media's Tim Weller on B2B publishing online

Tue, 17 Jun 2008 12:32:00 UT

Tim Weller is the group chief executive of Incisive Media and talks to us about his successful approach to B2B publishing.

The Web Week in Review

Fri, 13 Jun 2008 08:35:00 UT

It was a big news week this week with major technology and internet players vying to share the spotlight - some in more positive ways than others.

The New Media stock exchange

Fri, 13 Jun 2008 08:30:00 UT

I have issue with the process of online media buying. Agreeing a spend budget for the month, researching a handful of websites, a few phone calls to negotiate the rate, booking a volume of impressions, signing an insertion order before sending over the ad-serving tags.

It feels too rigid, too simplistic, but most of all too much like offline media buying! But is that all about to change?

Scoble: spend on social media because you lose money on other things too

Thu, 12 Jun 2008 09:29:00 UT

Forrester Research's Jeremiah Owyang knows what he's talking about when it comes to social media.

In a recent post, he detailed the five questions companies often ask him about social media.

Bubble 1.0 survivor Tickle can't survive Bubble 2.0

Tue, 10 Jun 2008 08:00:00 UT

Tickle, a " leading interpersonal media company, providing self-discovery, and social networking services to more than 17 million active members in its community worldwide ," has an interesting history.

Founded in 1999, it survived Bubble 1.0, turned a profit in 2002 and was acquired by Monster in 2004 for a combination of cash, stock and earn-outs.

Has Last.fm fallen victim to the demands of a record label?

Mon, 9 Jun 2008 08:00:00 UT

In a past post, I discussed the fact that record labels are increasingly�demanding an "arm and a leg" for the rights to their music catalogs.

Is Bebo really worth eight Virgin Radios?

Mon, 9 Jun 2008 07:45:00 UT

As Drama 2.0 pointed out recently, AOL is starting to think it may have paid too much for Bebo.

The recent sale of Virgin Radio for 'just' �53m seems to confirm that.

The Web Week in Review - Money Edition

Fri, 6 Jun 2008 08:00:00 UT

Drama 2.0 has his mind on his money and his money on his mind more than usual lately, so this week's installment of The Web Week in Review is focused on cold hard cash - who's making it and who isn't.

Web 2.0: the business equivalent of a hernia?

Wed, 4 Jun 2008 07:45:00 UT

Although the Web 2.0 hype is still alive and well, an increasing number of people are starting to recognize that Web 2.0 probably isn't going to be the cash cow that many thought it was destined to be.

Last week, The Financial Times published an article that stated this fact quite bluntly: "Web 2.0 fails to produce cash".

Understatement of the Year: AOL "may have overpaid" for Bebo

Mon, 2 Jun 2008 10:31:00 UT

We have a winner for Drama 2.0's Understatement of the Year Award.

The problem with 'conversational marketing'

Thu, 29 May 2008 07:45:00 UT

With the advent of social media, the concept of 'conversational marketing' has taken on new life.

Being part of the 'conversation' is now pitched as a necessity for brands. Some go so far as to encourage brands to build 'friendships' with consumers.

VC: European media companies need to buy more of my startups

Wed, 28 May 2008 07:09:00 UT

Saul Klein, a partner at Index Ventures, one of Europe's largest venture capital firms, has some shocking advice for European media companies.

They need to buy more of the startups that VC firms like his have backed.

Five online marketing tips for organic stores

Tue, 27 May 2008 12:51:00 UT

Leon Bailey Green gives organic stores five online marketing tips...

Battle of the research firms: eMarketer vs. Forrester

Tue, 27 May 2008 07:19:00 UT

In my recent post about the credibility of research firms, I noted that predictions and projections often differ greatly from firm to firm.