If your brand's endgame is truly to increase awareness and build deeper relationships with your audience, shouldn’t you be using metrics that tell you whether you're achieving your goal?
The online "retail store" is going through an unbundling right now—all the way into the physical world, as petite concept stores, pop-up shops, and stores-within-a-store sprout up everywhere. Google, eBay, and Amazon are all hopping on the movement that's been aptly dubbed "clicks to bricks."
Move over, synergy. There's a new buzzword in town, and it's got some tales to tell.
Here's what you missed while watching the sun set and wondering whether a margarita counts as one drink or three.
A Google engineer has taken on sponsored content's transparency and labeling challenge with a browser plug-in for Chrome and Firefox called AdDetector. It's drumming up a fair amount of buzz in the media world already.
Content campaigns need a fair amount of time to gain traction, and once that starts to happen, you need the requisite resources to continue to publish consistently and build momentum.