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Rosetta’s team members are recognized industry thought leaders who are regularly asked to speak at conferences, lead panel discussions, contribute to articles, and participate in industry/association boards. While all of our perspectives are not officially captured here, below is a sampling of some of the thought leadership generated by our team members.
With the introduction of Facebook Home on April 4, Mark Zuckerberg, the founder of Facebook, emphasized the social network’s focus on people first, with apps becoming secondary. Contrary to speculation before the official announcement, the Facebook phone is not a phone or a single app. It’s a free, downloadable interface that transforms Android OS phones into a “Facebook-first” experience. Read More
Twitter announced keyword targeting in timelines, increasing advertiser’s ability to target users through new keyword targeting options. This new targeting capability focuses on understanding user intent on Twitter and serves ads that are based on specific keywords within their Tweet. This is anticipated to have a profound impact on marketers, as this is an opportunity to increase consideration and awareness almost immediately after a Tweet is posted. Twitter will be the first social media platform to leverage this type of targeting. Read More
The ongoing shift of audiences from desktop to mobile has presented a new set of challenges for publishers and brands. How can publishers and brands monetize this fickle mobile audience while respecting the constraints and sensitivities of the channel? Read More
Shopping for Suppliers is Google’s first foray into the B2B Shopping space. The program is designed to make shopping easier for both customers and suppliers by accommodating the unique elements that often accompany a B2B transaction (e.g. pricing and payment terms, shipping costs, volume discounts, etc.). At this time, Google’s revenue model is driven by a Verified Suppliers program (one-time fee of $1K), with benefits including having your products show ahead of those from unverified suppliers. It’s important to stress that the search results are largely “organic,” so at least for now there isn’t anything an advertiser can do to influence the listings beyond becoming a Verified Supplier. Read More
On October 18, 2011, Google US announced it would prevent a “logged-in” user’s search query terms for organic search referrals performed on a PC from being delivered to analytics reporting tools. In March 2012, Google encrypted searches globally. Analytics packages will still register visits and all other data from Google Search. Only the keyword phrase resulting in a visit will be replaced with the phrase “not provided." The loss of data from encrypted search plagues all analytics platforms – including Google Analytics. Google initially planned and has continued to provide all keyword-level data for Adwords paid search programs. Read More
Google introduced Social Search, a type of web search that takes into account the social graph of the person initiating a keyword search, in 2009. The purpose of Social Search is to incorporate the opinions of those in one’s social circle into search results. This is intended to help provide the most beneficial content for the searcher and increase the ranking of socially linked content in search rankings, based on the user’s social circles. Since the creation of organically modified Social Search, Google has made many improvements that are now affecting the order of rankings and appearance of paid advertisements. Read More
On March 7th, Facebook announced some major changes to the News Feed, which will have a profound impact on marketers. With rumors circulating for weeks, this announcement represents a major shift into the social platform’s functionality. In fact, there hasn’t been a major overhaul to Facebook since the introduction of Timeline in late 2011. While the new design, which Mark Zuckerberg called “the most personalized newspaper,” reduces clutter and allows its users to focus more on stories from people they care about, its impact on marketing is evolving. Read More
The FTC had aggregated a number of antitrust complaints regarding Google and its potential for monopoly. Though the FTC had pushed for a settlement, Google held its ground and the FTC ultimately took their vote on Jan 3, 2013 and took no formal steps. Google did agree to make some minor changes to search practices related to search advertising. Read More
Unlike traditional desktop web browsing, where online brands have the full attention of their customers, mobile users are often distracted while engaging with your brand on their smartphone. Therefore, each of your mobile touchpoints must be fully optimized for the device and the user to deliver the best possible experience. A mobile landing page is key to establishing a mobile presence, whether its purpose is to bolster a mobile advertising campaign, promote an app, or simply provide easier mobile navigation and content access. Read More
At many companies, professional relationship marketing (PRM) efforts end up as cautionary tales, with stories about investments in programs that yielded limited or unclear results. Here are the critical factors to consider as you architect your next plan. Read More
With the introduction of Facebook Home on April 4, Mark Zuckerberg, the founder of Facebook, emphasized the social network’s focus on people first, with apps becoming secondary. Contrary to speculation before the official announcement, the Facebook phone is not a phone or a single app. It’s a free, downloadable interface that transforms Android OS phones into a “Facebook-first” experience. Read More
Twitter announced keyword targeting in timelines, increasing advertiser’s ability to target users through new keyword targeting options. This new targeting capability focuses on understanding user intent on Twitter and serves ads that are based on specific keywords within their Tweet. This is anticipated to have a profound impact on marketers, as this is an opportunity to increase consideration and awareness almost immediately after a Tweet is posted. Twitter will be the first social media platform to leverage this type of targeting. Read More
The ongoing shift of audiences from desktop to mobile has presented a new set of challenges for publishers and brands. How can publishers and brands monetize this fickle mobile audience while respecting the constraints and sensitivities of the channel? Read More
Shopping for Suppliers is Google’s first foray into the B2B Shopping space. The program is designed to make shopping easier for both customers and suppliers by accommodating the unique elements that often accompany a B2B transaction (e.g. pricing and payment terms, shipping costs, volume discounts, etc.). At this time, Google’s revenue model is driven by a Verified Suppliers program (one-time fee of $1K), with benefits including having your products show ahead of those from unverified suppliers. It’s important to stress that the search results are largely “organic,” so at least for now there isn’t anything an advertiser can do to influence the listings beyond becoming a Verified Supplier. Read More
On October 18, 2011, Google US announced it would prevent a “logged-in” user’s search query terms for organic search referrals performed on a PC from being delivered to analytics reporting tools. In March 2012, Google encrypted searches globally. Analytics packages will still register visits and all other data from Google Search. Only the keyword phrase resulting in a visit will be replaced with the phrase “not provided." The loss of data from encrypted search plagues all analytics platforms – including Google Analytics. Google initially planned and has continued to provide all keyword-level data for Adwords paid search programs. Read More
Google introduced Social Search, a type of web search that takes into account the social graph of the person initiating a keyword search, in 2009. The purpose of Social Search is to incorporate the opinions of those in one’s social circle into search results. This is intended to help provide the most beneficial content for the searcher and increase the ranking of socially linked content in search rankings, based on the user’s social circles. Since the creation of organically modified Social Search, Google has made many improvements that are now affecting the order of rankings and appearance of paid advertisements. Read More
On March 7th, Facebook announced some major changes to the News Feed, which will have a profound impact on marketers. With rumors circulating for weeks, this announcement represents a major shift into the social platform’s functionality. In fact, there hasn’t been a major overhaul to Facebook since the introduction of Timeline in late 2011. While the new design, which Mark Zuckerberg called “the most personalized newspaper,” reduces clutter and allows its users to focus more on stories from people they care about, its impact on marketing is evolving. Read More
The FTC had aggregated a number of antitrust complaints regarding Google and its potential for monopoly. Though the FTC had pushed for a settlement, Google held its ground and the FTC ultimately took their vote on Jan 3, 2013 and took no formal steps. Google did agree to make some minor changes to search practices related to search advertising. Read More
Google believes that the influx of new devices that allow people to be connected (PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more) provides great opportunities for businesses, but can also make marketing more complex and time-consuming. Read More
A mobile coupon is a digital ticket that is delivered to a mobile device to be used for financial discount when purchasing a product or service. The "always on" nature of mobile phones allow shoppers to easily store and conveniently redeem timely and relevant coupons at point of sale. Current numbers indicate that US mobile coupon users will continue to increase. Read More
Facebook's Graph Search was introduced on January 15 and represents an attempt to help users more easily uncover information and content through greatly enhanced search functionality. Read More
In November 2012, PRWeb made headlines after distributing a false press release that WiFi provider ICOA was being acquired by Google for $400 million in an effort to inflate ICOA’s stock price. News regarding low-quality press release syndication triggered a follow-up exposé from Danny Sullivan highlighting the proliferation of low-quality “news” being spread via popular syndication channels. These blatant efforts to manipulate news outlets have called attention to the use of optimizing press releases for SEO because of the lack of “integrity” some news wires provide, which means their links are devalued. Some online marketers are using this medium to spam news sites with deliberate sales messages as opposed to sharing legitimate news updates. Read More
In today’s ever-changing online environment, creating and marketing a website has become an even greater challenge. Because there are so many different devices accessing the Web—from mobile flip phones, to big screen televisions—it’s nearly impossible to create a custom website for each device or screen resolution. Unfortunately, the more versions of a site that exist, the greater the possibility of errors and inconsistencies. Read More
2012 will set new records for the use of online marketing by United States Presidential candidates. President Obama and Mitt Romney are each spending over $1B on trying to win the election, and the Internet is a major battleground. This large sum of investment in advertising, especially digitally, demonstrates a shift in the war for consumers’ votes. 50% of voters compare candidates online across nearly 15 different sources of information while making a decision.* This reliance on digital media and the vast number of sources available makes winning the digital war that much more important in this election. Rosetta has performed an assessment of each campaign’s performance across Paid, Owned, and Earned Media (POEM). These include paid ads that appear in search results, online display advertising banners, and “organic” (free) search engine results. Read More
Facebook has recently introduced RTB on its ad inventory through the Facebook Exchange. RTB is a technology used by major ad platforms (Google, Microsoft, etc.) to more efficiently buy media at the individual impression level based on various criteria. Read More
On May 22, 2012, Google introduced the Auction Insights Report. This report is on the keyword-level, with data showing performance in relation to other advertisers running in the same auctions on Google Search. Read More
Yahoo! Axis was released on May 23, 2012. This search engine was built on the concept of displaying search results in a visual, horizontal layout that takes searchers straight to what they are looking for. This replaces the traditional text and link format on search engine results pages (SERPs). Axis is available as a plug-in, which is compatible with all desktops and laptops. Read More
Google launched the Knowledge Graph on May 16, 2012. This new functionality amends the way search results are delivered to the user. Rather than just matching queries to results, Google is now looking deeper to understand the real-world entities that people are searching for and their relationship to one another. Read More
Google Penguin was a major update pushed to the Google ranking algorithm during the week of April 24th, 2012. This update was expected to have impacted 3% of organic search results. Like most Google updates, the underlying goal of this change was to enhance users’ search experiences by providing them with quality web results. Read More
Starting mid-May, Google will update Exact and Phrase match keywords to automatically show on close variants including plurals, misspellings, stemmings, abbreviations, accents and acronyms. Read More
Google Panda was first released on February 24, 2011. The purpose was to decrease the rank of “lower value sites” in the organic search engine results pages (SERPs). The first update known as 1.0, targeted “content farms,” which publish content solely for search engine algorithms. This change affected 12% of US searches. Google continued to release updates under Panda to improve the quality of content delivered to its users. Read More
Marketers' budgets are clearly in the process of shifting from offline media channels to online, such as Search and Display, and show no signs of slowing down. With the growth of online media consumption by today's consumers, the need to reach and deliver the right message online has become a competitive imperative. Current projections show spending for Search and Display will drive online advertising spending past $36 billion in 2012 and approach $50 billion by 2015. Read More
Google Product Search, also known as Google Shopping, is a search engine for products. Comparison shopping engines, such as Google Product Search, are frequently used by customers to make more informed purchase decisions. Customers have the added convenience of comparing product prices, features, etc. from multiple retailers at the same time. This helps pre-qualify the customer before reaching a site, which can increase the likelihood of purchasing a product. Read More
The 3MS initiative is comprised of the Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (“4A’s”). Under this initiative, one of the key principles of digital measurement is to move to a “viewable impressions” standard and count real exposures online. Read More
More accessibility as well as enhanced connectivity to the Internet from portable devices has allowed people to access information more easily. These connected devices interact with the Internet in different ways, some through applications specifically designed for the medium, others limited by the scaled-down functionality of the device, while others have full functionality and browsing capabilities. All of these devices are important because of what and how they enable a consumer’s behavior. Read More
Google announced Search plus Your World through the company’s official blog on January 10, 2012, where they summarized the transformation of search results by introducing three main new features. Read More
Google is often improperly classified as a technology company, when it is in fact one of the most progressive marketing organizations in the world. The 2011 rollout of Google +1, which allows individuals who are logged-in to Google to “vote” for a particular Web page or digital asset, is more proof that Google plans to promote highly personalized marketing for years to come. Read More
Clients are fact-seekers, and we can’t blame them. Every day we face a tug-of-war between ‘what clients want to know’ and ‘what we can actually tell them in confidence.’ It is our responsibility as strategists to present clients with data that brings them value. However, with a constantly changing search engine landscape, it has become increasingly difficult to convey ‘how much’ or ‘how many.’ This POV is aimed at establishing a general click-through-rate (CTR) to help clients understand the impact of organic rankings within SERPs. Read More
Historically, TV has been measured in terms of Gross Rating Points (GRPs). GRPs are calculated by determining the reach (% of a target audience exposed) and multiplying it by the frequency (number of times a person is exposed to the message) of the campaign. In contrast, digital media measurement has been much more granular and fluid, allowing delivery to be measured across multiple KPIs such as impressions, clicks, site visits, banner engagement and conversions/actions taken. Read More
Google recently released an additional tweak to their search algorithm to supplement the 2010 Caffeine update, which focused on faster crawling and indexing for larger amounts of web content. Known in the search industry as the Freshness update or Caffeine 2.0, the new algorithm tweak focuses on queries that require the most recent, relevant content and aims to deliver timely results that can range from a few minutes old to a few days old. At this time, the update is expected to impact 35% of search queries, with only 6% to -10% of those being noticeable to the average user. Read More
How many organic search visitors come from Google™, Yahoo!®, and Bing®? Rosetta recently (Jan to May 2011) measured the percentage of organic-referred visits coming to client sites, and divided it by industry vertical. The data we pulled showed considerable deviation from the traffic reports we see on a monthly basis from Experian Hitwise™ and comScore™. comScore's "Explicit Core Search" report from May 2011 shows that of all search engine visits, 65% occurred at Google, with 14% and 16% happening at Bing and Yahoo sites, respectively. Read More
Cookies are small data files typically used by websites to provide customized experiences or to track engagement across the Web. Steps taken in recent years are changing the way that advertisers and site owners use these cookies and may change the face of digital measurement for years to come. Read More
The Internet Corporation for Assigned Names and Numbers (ICANN), rolled out a new “Generic Top Level Domain” (gTLD) application process. gTLDs are the designation that a URL typically has at the end of the root domain name, such as (dot)com, (dot)org or (dot)edu. Historically, ICANN, the organization that governs many naming and numeric conventions and standards for the Internet, has only approved 22 gTLDs since 1998. Many other TLDs including Country Code TLDs (ccTLDs) and custom name/brand TLDs also exist. Read More
If there is one constant in the ever-changing online search environment, it is Google's continual charge to test and innovate the search engine experience. With each feature update to the leading search engine, the way users interact with Google search results changes. Online marketers must understand how these changes to search results relate to their industry—whether it is financial services or consumer products and retail—and ensure their paid search and search engine optimization (SEO) strategies remain relevant and forward-looking. It is for this reason, to continually inform strategy and test the status quo, that Rosetta's Search & Media Innovation Lab Team conducted an eye tracking study, which evaluated how search behavior evolves with various iterations of Google's changes. Read More
In an effort to cut through the low-quality content on top results pages, Google implemented an algorithm update on February 24, 2011. According to Google, an estimated 12% of U.S.-based search queries will be impacted by the algorithm update, and they expect this to expand to non-U.S. queries in the near future. An assortment of "content farms" took a direct hit as this update was rolled out. A content farm is a website that generates or hosts a large volume of content with the sole intention of driving advertising revenue through reader page views. Read More
Since the inception of search engines, webmasters have been looking for ways to artificially manipulate organic rankings. As Internet usage has exploded and competition for rankings continues to grow, the use of these so-called “black hat” tactics has intensified. Users judge search engines based on the relevance of their search results, so search engines work to continuously evolve ranking algorithms to stifle such activities. Regardless, webmasters continue to find and exploit weaknesses in a high stakes game of digital cat and mouse. Read More
Display advertising has, without a doubt, gained significant momentum this year due to developments in technology and media channels. As marketers, we need to be cognizant of these developments, as they are impacting the way we plan, buy, implement, and, most importantly, measure success of our display media. Read More
On Wednesday September 8, 2010, Google rolled out Google Instant to users across multiple Google domains and browser types. This document outlines the changes, the potential impact of those changes on advertisers, and the steps that Rosetta is taking to address those changes. Read More
The proverbial Marketing Funnel has been a staple of business school classes and agency presentations for decades. With the renaissance in marketing that social media has inspired, many would argue the old marketing funnel is dead in today’s new media world. Consider the mass media and broadcasting approach to building awareness as an example. Pundits in social media would argue that mass media is on the decline, and relationship building through conversation is taking over. This shift, while debatable in terms of level of impact to date, doesn’t mean the Marketing Funnel is deceased – rather it requires an extension to go beyond “purchase” as the final step in customer interaction. Read More
For many site owners, the question is not whether to invest in search engine optimization (SEO), but rather when to make the investment. Frequently the decision is made to wait until after a Web site design or redesign is complete before addressing the need for search engine optimization. Whether this decision is made because of an aggressive project timeline or simply because of budget limitations, the fact remains the same – organic search engine visibility is often treated as an afterthought. Read More
While organic search engine listings attract a large percentage of the search engine traffic, pay-per-click (PPC) search marketing has emerged as a leading source of targeted web site promotion, branding, and online conversions. Read More
Search engine optimization is getting pretty close to becoming a universally accepted component of advertising. More and more C-level executives are asking questions of their marketing teams about ranking in Google — definitely a good sign. Another good sign? Classic advertisingand marketing theories and tenets can increasingly be translated to the language of SEO. Claude Hopkins’ classic, Scientific Advertising (originally published in 1923), said: “The best ads ask no one to buy. That is useless... The ads are based entirely on service. They offer wanted information.” One could argue that a search engine spider reads on-page content and awards authority and objective value (and thus high organic positions) with this directive in mind. Read More
With ICANN’s (Internet Corporation for Assigned Names and Numbers) decision to accept applications for new gTLDs starting May 30, 2011, online marketers will soon have a unique opportunity to reinforce their brand, company, or industry. Every company with an online presence needs to have a strategy for how they will respond to this opportunity. Read More
As ecommerce grew, e-tailers began charging extra fees to ship products to their customers to protect profit margins, and while these fees were industry standard, they differed among competing companies. This became just one of the myriad variables that consumers faced when making purchase decisions. Besides product features, availability and price, the cost to ship the product became increasingly significant. Read More
As many of our clients gear up for the holiday season and make plans for a successful 2011, the digital landscape continues to evolve and become more complex. This complexity has created new challenges for companies as they look to differentiate their brands in the marketplace. Read More
Everyone has heard the old adage of “location, location, location” being critical for retail success. A simple formula where good locations drive lots of foot traffic into retailers leading to sales and success. The best locations generally have the highest traffic and could count on this driving sales volume. As you think about how this applies to e-commerce, there are a couple key differences to consider. Users can change location with the click of the mouse. Just because someone arrived at a site doesn’t have the same assurances that visitors will make a purchase. How can marketers look to define a similar singular defining criterion for success for onsite conversion? Read More
At Rosetta, we address many challenges that our clients encounter in trying to gain the best results through search marketing. These challenges consist of tackling the emerging mobile medium, seeking co-op funding from vendor partners or, in many cases, optimizing search to eliminate conflicts and bidding wars between two different product groups or channels of a single company. These conflicts ultimately create inefficiencies and increase costs of marketing two or more similar offerings – leading to inherently higher acquisition costs and a degraded operating margin. Read More
A recent study by interactive marketing firm Rosetta shows that 59% of retailers are now using Facebook, up from 30% just four months ago. Rosetta’s clients include retailers such as Hallmark and Coach. Read More
At many companies, professional relationship marketing (PRM) efforts end up as cautionary tales, with stories about investments in programs that yielded limited or unclear results. Here are the critical factors to consider as you architect your next plan. Read More
A branded pharma or healthcare website will generally rank well for branded keywords since the domain name of the site is usually the brand name. But you should still focus on optimizing for your top branded terms. You can bet there will be other sites vying for top rankings for your pharma brand name. So you can’t just assume you’ll rank # 1 for branded keywords without putting forth any effort. Read More
Similar to Google’s Health OneBox, Bing also features default organic listings that display whenever a user searches for healthcare-related head terms such as epilepsy, diabetes or gout. This feature is called Bing Health. Microsoft originally introduced Bing Health in January 2010 and further enhanced it in June 2010. Their default listings will only show up for head terms. So once you add more words to your keyword phrase, such as gout symptoms, the Bing Health listing goes away and Bing shows their “unadulterated” top 10 organic results without the default listing. Read More
If you’ve entered a medical-related search query in Google during the past 2 years, chances are you’ve seen Google’s Health OneBox or Medication OneBox at the top of your organic search results. Google has said their main goal with Health OneBox and Medication OneBox is to provide search users with accurate healthcare information as quickly as possible and that their motives are not monetary based. However some have questioned Google’s true motives since they’re manipulating their own organic or “free” search listings with unoriginal content that can be found elsewhere on the web. Read More
Delivering a brand's message based on each customer's wants and needs—aka "mass personalization"—is now more important than ever. The key to achieving this calls for pulling an old standby out of a marketer's arsenal—segmentation. Read More
Jamie Peck presented at Digital Pharma 2010. His presentation “The professional website’s emerging role as a portal to a larger digital experience.” looked at how the emergence of highly interactive, digitally enabled communication, community and learning experiences is changing the role of the website for HCPs. Read More
The humble mobile phone is becoming less modest by the minute. What used to be a device that enabled us to make and receive calls has grown into something of a remote control for our lives. It’s an always on, multi-channel interactive communication device, which we increasingly use to entertain us, to see what our friends are up to, guide us, to alert or inform us. This, the most ubiquitous consumer electronics device the world has ever seen, is so intensely insinuated into the fabric of our lives that it knows where we are and what we are interested in at any given time. Read More
This POV will also provide several options for minimizing the risks associated with Google Sidewiki, and recommends you develop and implement a plan of action as soon as possible. These recommendations are offered as general principles; any specific brand or client will naturally need to assess their particular situation and act in accord with their company policies and legal guidance. Read More
The study examined online capabilities in four primary areas: home page; personal product landing pages; products and services; and online account opening. The study examined the websites for 32 separate “industry standard” capabilities. None of the 20 banks currently provide all 32 capabilities. Read More
It’s no secret that the Internet is a powerful tool for new customer education and acquisition. For almost a decade, pure play and traditional retailers have been leveraging this powerful channel to attract customers and drive online and brick-and-mortar store sales. Read More
Consumer deposits acquired and retained via online banking offerings more than doubled in size over the past four years. This growth was driven by the maturation and penetration of internet banking, an increasing consumer desire for higher yields on the cash portion of their wealth, and financial institutions' need to develop sustainable and scalable sources of cash. Read More
Unlike traditional desktop web browsing, where online brands have the full attention of their customers, mobile users are often distracted while engaging with your brand on their smartphone. Therefore, each of your mobile touchpoints must be fully optimized for the device and the user to deliver the best possible experience. A mobile landing page is key to establishing a mobile presence, whether its purpose is to bolster a mobile advertising campaign, promote an app, or simply provide easier mobile navigation and content access. Read More
Healthy debate continues on the delivery of mobile optimized experiences within mobile web and native app environments. With almost half of mobile users already using mobile email, however, why has there been so little focus on developing solutions that can deliver a rich, accurate and truly optimized mobile email experience directly within the devices email client? Read More
Organizations across a wide variety of markets are moving quickly to plan, implement and leverage the power of Rich Internet Applications (RIAs) to engage their customers in fluid, desktop-like online experiences. These experiences are proving to be both highly valued by their customers, in terms of what they offer, as well as beneficial to bottom-line considerations such as online conversion. However, organizations need to understand that for all of their inherent benefits and advantages, RIAs require a new set of approaches for project planning, design and execution. Read More
Rich Internet Applications (RIAs) may represent the first, true expression of “convergence”, one of the most over hyped yet unrealized concepts from earlier this decade. But with the integration of rich visual interfaces, image and content manipulation, database connectivity, sophisticated animation, and high quality audio and video, RIAs offer companies the opportunity to provide transformative customer experiences that can drive user engagement, build brand, and increase conversion. Read More
Advertising Age’s 2009 agency rankings by revenue (cut every way imaginable) belies the dramatic transformation our industry is undergoing, even through the worst recession in 75 years. Read More
The expression, the pendulum never spends any time in the middle, aptly captures the state of affairs in agency compensation. The interactive and mainline marketing agency industry has at times charged its clients too much for services that technology was rapidly making less expensive to deliver, ranging from media planning and buying to resizing banner ads. The imbalance between fees and value creation brought us the aggressive sourcing phenomenon led by purchasing officers. They have been charged by senior management to use the same kind of negotiating leverage they had perfected in the purchasing of raw materials and commodity inputs for the manufacturing process. Read More
As the velocity of change in the marketing world continues to accelerate, those of us who run interactive agencies are challenged to sort through all the noise and ensure we have created agencies that are capable of assuming our increasing position of key strategic marketing partner and change agents for our clients. I was recently in a meeting with my senior leadership team, and one of my partners was walking the team through a recent pitch in which he used our performance management system as a source of Rosetta differentiation. Read More
We live in a connected world. Options are endless, gratification is instantaneous, and everything is now literally at our fingertips. It’s a scary time to be a marketer. It’s a thrilling time to be a marketer. Not only because we know more about consumers than ever before, but also because we’ve never had so many ways to reach them. Social networks, mobile technology, new media of every kind. The list goes on, but it all comes down to one thing: a sea change in the way brands communicate and interact with consumers. This transformation is greater than anything we’ve seen since the advent of television in the 1950s. Read More