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Interview: Mel Carson of Microsoft Advertising

Topics: Advertising, Marketing, Twitter, Facebook, Social Media

If you attend Search Marketing industry conferences, you've no doubt run into the ever optimistic and charming Mel Carson from Microsoft. When I was last in London, Mel connected me with an excellent Fish n Chips that the pubs around Trafalgar Square couldn't get close to. Mel is active as an advocate of Microsoft Advertising , especially via social media channels and at conferences to the Webmaster and search marketing community. His work is global and very interesting. With the Bing and Yahoo convergence, I thought it was time we did an interview - and he agreed. Mel has accomplished…

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Why Your Social Networking Data Is So Valuable: Network Analysis [Marketing]

Topics: Advertising, Marketing, Networking

Everyone's familiar with how businesses use our personal information to deliver targeted advertising online. But new developments in predictive analysis goes far beyond that, allowing companies to use thousands of points of data to make startlingly specific assumptions about customers. Network analysis, also known as predictive analysis, uses data about your interactions with others in a social network to make assumptions and predictions about your behavior. Basically, they read your mind. The Economist shows how powerful this can be for companies looking to sell products: Telecom providers, for example, want to identify "Influencers" who might persuade others to switch to…

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Are You Just Hunting?

Topics: Advertising, Leverage, Marketing

Originally published in 2003, before the social media craze started, these are five ideas that every company should still be exploring today. I believe that these five rules are even more important in the social media world we live in today. It's not just a cliche, it is a new world. The problem is, if you listen to the language of marketing, it sounds a lot like the language of a hunt. It's about capturing the audience, capturing "eyeballs." Capture audiences everywhere and claim that as success. I know it's not a pretty image, but I keep seeing the pictures…

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New York's Tech Start-Up Scene Comes of Age

Topics: Advertising, Copyright, Entrepreneur, Investor, Venture Capital

A slew of startups formed, many focused on "new media," or advertising on the Internet. I lived in the city for part of it, and it was a crazy time. Venture and corporate money flowed, and dot-com parties became a frequent occurrence in lower Manhattan, where many of the new media startups clustered. Somehow along the way, the moniker "Silicon Alley" was given to one of the densest urban areas in the U.S., where nary a computer chip firm was to be found. But much like its namesake in the San Francisco Bay area, New York also imploded after the…

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How to Buy Radio Advertising on a Budget

Topics: Advertising, Contract, Marketing, Sales, Target Market

Advertising on radio has consistently proven to be an effective and efficient medium to help generate brand awareness and grow business for a variety of companies and in a variety of geographical markets. But for small and mid-sized businesses that are on a tight budget, it pays to know some tricks of the trade to keep radio advertising affordable. "Negotiation is key. You have to go in and negotiate what you want," says J. T. Hroncich, managing director and principal of Capitol Media Solutions , an agency that helps companies buy advertising. "There's a lot more to it than placing…

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Hire Great Guessers

Topics: Advertising, Entrepreneur, Vendor

Does public speaking make your heart race? This 11-article guide will give you the tools and confidence you need to master public speaking. Whether you're a new college graduate, were laid off, or are seeking a job change, this guide will help ensure that your next move is the right one. Analytics are now king. And they should be. It's so much easier to collect and digest numbers on your business than it was even ten years ago. No less than 5% of your payroll should go toward data analysis. Who is your customer? What is she buying? How often?…

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