MediaWhiz In the News: Week of Oct. 1-5, 2012
MediaWhiz’s leaders are continually sought after as resources for opinions, advice and expertise, based on our deep understanding of industry trends, the needs of our customers and the broader marketplace in which we operate.
For the week of Oct. 1-5, 2012, MediaWhiz experts were quoted or featured on a variety of digital media news and trends, including debunking the myth that proposed Do Not Track legislation will kill online advertising and what Bruce Springsteen can teach marketers about success brand marketing in the digital age. | Read previous MediaWhiz In the News posts.
Do Not Buy the Do Not Track Hype
Digiday | Oct. 2, 2012 | Op-Ed by Peter Klein
Reality check: The proposed Do Not Track legislation won’t kill online advertising. It may hamper innovation and cause financial hardship for businesses that thrive on online consumer-data tracking, but it won’t kill a $31 billion industry.
Not all see it this way, of course. 33Across CMO Allie Kline recently called on marketers to “fight [the] anti-tracking forces.” It’s a call to action growing with increasing alarm in the digital media and online publishing industries.
That argument, which my MediaWhiz colleagues and I respect, comes about 10 years too late. Some form of anti-tracking legislation is inevitable given the industry’s size and influence. How marketers, publishers and advertisers respond to this legislation will determine whether the industry retains its sizable influence on consumers’ purchasing habits. Read more …
‘Do Not Track’ Won’t Kill Online Advertising
AdExchanger | Oct. 3, 2012 | Op-Ed by Peter Klein
It’s easy to take a prominent stance against proposed “Do Not Track” legislation. Like many online marketers I don’t yearn for regulation of the industry, believing it will stunt growth and hamper innovation. However, I also believe that anti-tracking legislation will not destroy online advertising.
Despite continuing pressure by public advocacy groups and members of Congress I don’t expect the United States to adopt anti-tracking legislation or regulations for several years — if ever.
The history of success of competition and regulations against certain forms of marketing and communications is mixed. The U.S. Postal Service has been around for almost 240 years and yet it is adapting (albeit slowly) to Web-based competition. And best of luck to those who try to “unsubscribe” from receiving targeted catalogs and direct mail, despite Federal unsubscribe regulations.
The passage of regulation meant to curb online behavioral marketing will require market adjustments. We’re already seeing that on a small scale after Microsoft introduced default DNT settings in the newest version of its Internet Explorer browser. Despite claims by some that anti-tracking legislation will mean the end of online advertising I wouldn’t start shuttering ad agency doors just yet. Read more …
What Bruce Springsteen Can Teach you About Building a Brand That Lasts
Advertising Age | Oct. 1, 2012 | Op-Ed by Steve Goldner
It happens to all marketers. They hit a moment when something dramatic and unexpected, or, more often than not, banal, affects their company’s position in the marketplace, and they don’t know how to react. Often, they flounder in place, desperately trying to work out their brand’s next move.
Perhaps they should take a lesson in crisis management from “The Boss” — Bruce Springsteen. The future of the E Street Band was in question when band memberDanny Federici died in 2008, and more recently, the passing of “The Big Man,” Clarence Clemons. Springsteen’s initial comments following their loss were unequivocal: the band would continue.
He laid to rest any questions over the sincerity of his commitment during the band’s opening concert of its Wrecking Ball Tour. Staged at the iconic Apollo Theater in Harlem on March 9, Springsteen’s words that night, and his unequivocal actions to help the band heal from its loss and move forward, reveal two important marketing lessons. Read more …
MediaWhiz Announces Two Promotions
ClickZ | Oct. 1, 2012 | Featuring Adam Riff and Steve La Peruta
Integrated digital media agency MediaWhiz announced the promotion of Adam Riff to SVP of digital strategy and Steve La Peruta to SVP of information technology. Riff will oversee MediaWhiz’s integrated digital media division, which includes search marketing, social media, and display. La Peruta will oversee the company’s IT operations, engineering, and database services.
MediaPost | Oct. 1, 2012 | Featuring Adam Riff
… The engines pull data sources from across the Web, but Adam Riff, senior vice president at digital marketing agency MediaWhiz, agrees the industry will need cloud storage and faster bandwidth speeds to support connections.
Kindle
