Companies need balance for content marketing success

Marketers are unbalanced, says a new report from Altimeter Group. (Insert your favourite marketing joke here.) But in this case, it’s not counseling they need, rather a change in strategy to accommodate the trend away from advertising and towards content marketing. In Content: The New Marketing Equation, Altimeter analyst Rebecca Lieb, writes: Marketers are reeling […]

Top-of-mind websites in New Zealand

Ask a New Zealander to name a website domain name, and here’s what you get. Trademe.co.nz, the country’s most-visited website, is the domain most often mentioned by Kiwis, followed by facebook.com, google.com, stuff.co.nz and nzherald.co.nz. The information comes from the Colmar Brunton survey Internet Domain Names in New Zealand, commissioned by the New Zealand Domain […]

Kiwi stunt promotes breaking news on the web

From the breaking news battleground in New Zealand… One of the country’s leading news websites, stuff.co.nz, drew a crowd in downtown Auckland last Thursday, causing pedestrians to look up, grab their mobile phone cameras and start clicking. The publicity stunt (click the video above to watch) touts the site’s commitment to being first with breaking […]

Delivering value to brand advertisers online

Joe Marchese at MediaPost explains why it’s so hard to get brand advertising onto websites at prices that will appeal to publishers. …the issue with bringing branding online isn’t with the marketers and agencies, it is with the publisher side, maybe with some help from the marketers, of course ;-). Publishers can create “impressions” simply […]

Charting the change in classified advertising

These charts, from the Pew Internet and American Life Project, really need no commentary and certainly won’t come as a surprise. Of course “classifieds ads websites” is another way of saying Craigslist, which had 42.2 million unique visitors in March 2009, compared with 53.8 million total unique visitors to classified sites. For an equally dramatic […]

Search marketer slams Canadian advertisers

Some harsh words for Canadian advertisers regarding their use — or non-use — of paid search: Toronto seems to be the epicenter of the orifice that Canadian advertisers have lodged their collective heads in. The city doesn’t get it, the province doesn’t get it, the country doesn’t get it. When it comes to search, Canada […]

Perils of context-based advertising

I’ll never forget the day several years ago when Google AdSense first appeared on nzherald.co.nz. One of our news stories that day was about a near-fatal shark attack in Australia. As soon as we switched on AdSense, pages carrying the shark attack story sprouted ads for cage-diving operators offering “swim with the sharks” experiences. If memory serves, […]

LiveDeal sold to online yellow pages operator

Online classified advertising network LiveDeal, Inc has been purchased by YP Corp, operator of “America’s local online yellow pages”. LiveDeal will become a subsidiary of YP Corp, and current LiveDeal shareholders will receive shares in YP. YP Corp says it plans “to use LiveDeal’s innovative technology platform to converge its four principal marketing channels – directories, mobile […]