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Three key takeaways from this survey: 1. The respondents agree unanimously that the advertising industry is facing a radical transformation — one that many participants are under-prepared for, in terms of its technological and cultural impact. 2. Those players already able to use technology to offer advanced customer interactivity, targeting and analytics are gaining real competitive differentiation. 3. Digital content and online business models have lowered barriers to entry, inviting new entrants and traditional entrants to compete for advertising dollars. What your company must do now: If you are a traditional media company — digitize all relevant and compelling advertising and content to sell on online, TV, IPTV, and emerging wireless platforms to drive revenue —
and look to build, partner or buy end-to-end digital advertising systems to enable this. If you are a telecommunications, cable, or satellite company — use your emerging platforms — such as video on demand (VoD), digital video recorders (DVRs), and T-commerce (television-commerce) — to increase revenue by building advanced advertising products across all three screens, and leveraging the interactive capabilities of IP-based solutions. If you are a new media company — build, partner or buy systems (sales, reporting, delivery) to support products across three screens and to deliver targeted advertising in privacy-compliant ways. If you are a marketer — escalate your integrated marketing and advertising initiatives across three screens, keeping a critical eye on performance metrics. If you are a technology company — focus on developing front-end and back-end systems specific to each medium’s unique needs.

IN TERMS of efficiency, if not size, the advertising industry is only now starting to grow out of its century-long infancy, which might be called "the Wanamaker era". It was John Wanamaker, a devoutly Christian merchant from Philadelphia, who in the 1870s not only invented department stores and price tags (to eliminate haggling, since everybody should be equal before God and price), but also became the first modern advertiser when he bought space in newspapers to promote his stores. And, with his precise business mind, he expounded a witticism that has ever since seemed like an economic law: "Half the money I spend on advertising is wasted," he said. "The trouble is, I don't know which half." What Wanamaker could not have foreseen, however, was the internet. A bevy of entrepreneurial firms-from Google, the world's most valuable online advertising agency disguised as a web-search engine, to tiny Silicon Valley upstarts, many of them only months old-are now selling advertisers new tools to reduce waste. These come in many exotic forms, but they have one thing in common: a desire to replace the old approach to advertising, in which advertisers pay for the privilege of "exposing" a theoretical audience to their message, with one in which advertisers pay only for real and measurable actions by consumers, such as clicking on a web link, sharing a video, placing a call, printing a coupon or buying something.

Before deciding on a personalization strategy, it's important for companies to set business objectives. Business strategy and objectives drive the selection and mix of personalization techniques. Personalization should not be the goal, but rather a means to meeting stated business goals. It is probable that successful sites will utilize multiple personalization techniques, even on a single page to achieve a given objective. This paper briefly follows the evolution of personalization, defines personalization, describes various types of personalization, and discusses current trends in personalization.

Email marketing is one of the most powerful and effective forms of marketing used today. It is quick to deploy, offers immediate highly measurable results, enables advanced segmentation and personalization and delivers a high return on investment. But to achieve the maximum results from your email marketing program requires experience, expertise and advanced technology. To help marketers optimize results from their email marketing efforts, EmailLabs writes and distributes a monthly free email newsletter - The Intevation Report. The newsletter provides tips and best practices in areas including delivery, subject lines, personalization, testing, metrics/reporting, ISP relations, dealing with spam and more. We've collected articles from past issues of our newsletter into this handy best practices resource guide.

Marketing is undergoing a major transformation, as traditional marketing techniques give way to the new methods of e-business marketing. In the competitive landscape that is e-business, successful marketing organizations are moving from mass marketing to personalized, real-time, mass marketing; from marketing as a cost center to marketing as an investment; and from long-term marketing plans to rapid implementation of marketing campaigns at internet speed. To survive in this new environment, marketing organizations must radically change how they operate. They must operate globally over multiple customerinteraction channels, they must increase their internal effectiveness by targeting the appropriate customers and managing campaigns in real time, and they must reduce time to market by automating marketing processes and integrating across lines of business and customer-interaction channels.

CEM is part of customer relationship management (CRM) and the natural extension of building brand awareness. Where brand gives the promise, CEM is the physical delivery of that promise and is vital in an economy where a brand is increasingly built on value delivered rather than product features. Customer experience is delivered through touch points (e.g., salespeople, call center agents, advertising, events, debt collectors, receptions, product brochures and Web sites). It is based on a customer's expectation of the value the enterprise will deliver, so managing expectations of the value proposition through reputation and publicity is an important part of delivering a good customer experience. The experience is designed based on expectations, translated into touch point processes to ensure consistency across channels and managed via customer feedback.

The Internet has forever changed the way we do business. The Web, as both a marketing and a sales channel, has redefined well-known customer shopping patterns and behaviors. As a conduit for business-to-business transactions, emerging net markets and exchanges offer unprecedented economies of scale to organizations.For all of the billions of dollars pouring into e-business, whether for business-to consumer (B2C) or business-to-business (B2B) development, a few companies - such as Dell, AOL, Cisco and UPS - have managed to nail their Internet strategies and reap incredible profits. While luck is certainly desirable in any endeavor, these winning businesses share something else - something challenging, but nonetheless achievable for those who know to seek it and apply it. These companies share understanding. Success in today's Web-enabled markets belongs to those organizations that understand:. How the Web has influenced the way in which we conduct business and how our companies must respond in order to remain competitive . The changing role of the customer and how to survive in this demand-driven economy, . The need for continuous business process refinement and measurement. Luck, as the adage goes, isn't everything. But in today's dynamic, chaotic Web-enabled markets, where the losers are dropping faster than they can be counted, understanding is.

What follows is straight talk direct from the online advertising trenches. In these pages you'll find the tips and tactics you need to negotiate the online advertising minefield, whether you buy, sell, research, strategize, measure or design online advertising. We combed the ClickZ archives to bring these seasoned veterans of online advertising toge t her for you. The writers in this guide are all successful prof e s s io nals who speak from their own experience and expertise. In The ClickZ Guide to Online Advertising you'll find the best of the best we've run on marketing strategy... media planning and buying... performance metrics... campaign optimization... banner creative... me d ia sales... rich med ia... wireless applications. . .and more. Plus, in the back of the book, you'll also find a resource directory that highlights companies and products that can help you optimize your online advertising and marketing efforts. Think of this guide as part-Bible, part-Yellow Pages. Together, it's information you can use to do your job more effectively.

If you don't have time to read the whole book, here's what it says: Marketing by interrupting people isn't cost-effective anymore. You can't afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk. If you're looking for mindblowing new ideas, you won't find them in this, or any other marketing book. Guerrilla marketing, 1:1 marketing, permission marketing-these ideas are not really new, but they are thoughtful constructs that let you figure out how to do marketing better. The fact is, if we built factories as badly as we create advertising campaigns, the country would be in a shambles. This book will help you better understand the timehonored marketing tradition of the ideavirus, and help you launch your own.

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