The Internet on Steroids

The Internet on Steroids
Mobile advertising wields great power, and demands great responsibility

May 21, 2008

-By Paran Johar

If advertisers thought online/digital advertising was a challenge, there is bad news. A tidal wave is about to hit a brand near you. It has few standards or metrics and hundreds of hardware and software configurations and interfaces. Yes, this is mobile advertising, and it's everything you ever imagined and more.

The good news: If we think the Internet holds promise as an interactive medium, then we ain't seen nothin' yet. Mobile advertising is the Internet on steroids, the Holy Grail for brands. Cell phones are always on, always with you, and can be a completely personalized interactive experience."

Roundtable: Taking measure of which metrics matter

Roundtable: Taking measure of which metrics matter

By Ellis Booker

Story posted: May 5, 2008 - 9:22 am EDT

Marketing metrics have never been more important. The weak economy, which has caused scrutiny of all budgets, has given marketers yet another reason to put in place processes to measure the impact of their efforts. But are they acting on the volume of data flowing from their marketing channels, particularly online? Even more fundamentally, are they aligning their measurements with business goals? And if they are dedicated to improving their analytical capabilities, where are they getting people with the right skills? BtoB Editor Ellis Booker recently asked these and other questions during a telephone roundtable composed of Pamela Jacobs, manager-worldwide developer communications at IBM Corp.; Laura Patterson, president and co-founder of VisionEdge Marketing; Boren Novakovic, director of b-to-b operations at Whirlpool Corp.; and Jim Sterne, producer of the annual eMetrics Marketing Optimization Summit (going on this week in San Francisco) and founding director and chairman of the Web Analytics Association.