ClickZ Publications

I publish a bi-weekly column on emarketing at ClickZ. Here you'll find a complete index of these articles.    Click to subscribe to this series: RSS 2.0  Atom

1/18/2006

Marketers are seeking new ways to reach increasingly harder-to-reach consumers while those consumers, including business consumers, are seeking new ways to exert control over their personal information flows. Word of mouth feels attractive, whether offered in person, online, or otherwise, because it promises to bridges the gap between people who know something and people interested in learning more. And the time to act is here.

http://www.clickz.com/experts/brand/emkt_strat/article.php/3577991

1/4/2006

Word of mouth is a primary component of “Advertising 2.0,” to borrow from the Web 2.0 framework. The 2.0 framework offers a mental model for marketers. Today, I’ll describe how Advertising 2.0 is participative, scalable, and remixable, and is built on collective intelligence. I’ll also define genuine word of mouth and portend its increasing role in marketing. This at least partially explains its sudden presence in consumer conversations, marketing plans, and columns such as this one. Everybody’s talking about it.

http://www.clickz.com/experts/brand/emkt_strat/article.php/3574721

12/21/2005

Together, the Internet and digital media as a global platform have democratized information. Consumers have access to a wide range of viewpoints along with a forum for directly expressing their perception of a brand based on actual experience. If consumers take the time to do this for sharing that experience with others, TV advertising decreases in importance as a source of trusted information. 

http://www.clickz.com/experts/brand/emkt_strat/article.php/3571931