Microsoft's Bing Will Change The Face of Search

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Microsoft announced today its Bing search engine, a "decision engine" that will replace live.com worldwide as of June 3.  A distant third place in the search engine game, Microsoft hopes that this engine will help it gain more searcher share by delivering results and content more relevant to how users actually search.  What makes Bing different from existing search engines?

Read more

Interactive Budgets Are Growing At The Expense Of Offline

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

During my presentation at Forrester's Marketing Forum on April 23,  I previewed Forrester's latest forecast of interactive marketing spend.  We expect marketer spend on display media, search, email, mobile and social media to reach nearly $55 billion by 2014.

Read more

Online Media Insights from Sportgenic

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

I had breakfast last Friday with Robert Tas, CEO of Sportgenic an ad network and advertising management platform focused on targeting advertising to sports enthusiasts.  He was in Boston meeting some agency partners (although he did manage to catch game 7 of the Celtics/Bulls series while in town!)

He shared a few observations based on ad sales at his business so far this year:

Read more

P&G Social Media Night: The Results

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

The results are in.  And the collective effort of the four teams partipating in P&G's digital night sold 3,000 Loads of Hope t-shirts and raised $50,000 for charity.  Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!

Read more

P&G Tests the Power of Social Media

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

So I got a golden ticket to P&G's digital hack night -- a P&G party to bring together social media experts, P&G digital minds, and experienced interactive marketers to share ideas.  The event is to test the strength of digital media to try to generate $100,000 for charity.

Here's how it works:

Read more

Yahoo!'s New CEO Should Prioritize Her Operational Savvy

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Yahoo! announced today that Carol Bartz would become its new CEO effective immediately.  Read the press release here.  For some of the history leading up to this announcement read my past posts and those of my colleague David Card.

Read more

AdBrite's PPC Model Eliminates "Premium" Inventory

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

Just before the Christmas holiday, I spoke to Iggy Fanlo, CEO of AdBrite -- an ad network specializing in helping advertisers access niche content.  A few constant signatures of AdBrite:

Read more

Yang Steps Aside as CEO: A Good Thing For Yahoo!

Shar VanBoskirk

Sharvanboskirk [Posted by Shar VanBoskirk]

**Update** Per the comments below, I've adjusted the title of this post to reflect that Jerry Yang is transitioning out of the CEO role, not "departing" Yahoo! overall.

This morning, Yahoo! announced that founder and CEO Jerry Yang would step aside as soon as Yahoo! found a replacement.

Read more

Interactive Marketing: An Imperative In A Recession

Shar VanBoskirk

[Posted by Shar VanBoskirk]

***Updated with new registration information***

With an economic crisis looming, marketers must find new means to cut costs and deliver returns.  Many interactive marketing tools can actually provide cost-effective ways for firms to increase sales and deepen customer relationships. 

I hope you will join me for a  complimentary Webinar where we discuss how interactive marketing can help you battle budget cuts or slagging sales due to the slowing economy.  In this Webinar, I'm planning to define how interactive marketing should be a mandate for all marketers to stay relevant to their end consumers.  I'm also going to tackle why interactive marketing matters, how your firm should approach it and how Forrester can help you craft meaningful interactive marketing strategies.

Read more

Reebok's "Run Easy" Creates A Movement, Not A Campaign

Shar VanBoskirk

Reebok and its agency Carat shared the details of their "Run Easy" campaign -- a multichannel effort to create a movement in running.

The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors.  Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning.  Reebok also believed that to do this well, they needed to create a *movement* around running.  It wouldn't work to try to motivate people around running just with a few outbound campaigns.

The approach: Creating a movement is different than creating a campaign.  In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed.  They seeded their market with the "run easy" idea in advance of a large media blitz.  Then they used media to further interest in the idea and enroll people in the movement.  And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.

From my perspective the primary lessons to take away from Reebok's effort, are:

Read more