At Issue } essential reading
Bidding Set to Begin for Wireless Spectrum
AT&T Inc., Verizon Wireless and Google Inc. are among the companies expected to begin bidding today for prized radio-airwave licenses in an auction federal regulators hope will give consumers more freedom to choose what wireless services they buy and how they use them.
'Good,' 'Quiet' Are Marketing Keys Now, Says Analyst
Doing well by doing good is no longer just a smart strategy--it's becoming an imperative for corporate survival. But hyping good works isn't going to cut it.
Customer Affinity Is New B2B Marketing Measure
Backed by a major new study, the CMO Council is urging B2B companies to create marketing performance models based on "customer affinity," a concept that the Council concludes is far more meaningful than "soft metrics" such as brand awareness/satisfaction or response rates to marketing campaigns.
Measuring A Social Network Campaign
The goal isn't to connect advertisers to metrics; the goal is to connect advertisers to people.
Growing a New Niche in Retail Banking
How some top performers are adapting to target the lucrative mass affluent market.
Who's Afraid Of UGC?
As online video becomes ubiquitous in '08, look for a shift in attitude about user-generated content from savvy content owners and publishers. A few thoughts for content owners and publishers considering taking the plunge.
The Four Viral App Objectives
Here’s a bit more information on methodology for measuring virality and what it means for an app to “go viral.”
The TV-Internet Merger: Hang On For An Exciting Ride!
TV and Internet are far from strange bedfellows, so the burning question is – what do their children look like?
