2007

• June 2007 

  Confronting proliferation ... in online media: An interview with Yahoo!’s senior marketer

  Cammie Dunaway explains how she is preparing for the future by shifting the company’s marketing dollars to vehicles whose returns can be measured and by fostering intellectual curiosity.

• March 2007 

  How businesses are using Web 2.0: A McKinsey Global Survey

  By and large, executives are satisfied with their previous investments in Internet technology, and most are investing in trends that promote automation and networking online.

2006

• August 2006 

  A reality check for online advertising

  A rising demand for online ad vehicles could surpass supply in the near term.

• June 2006 

  Profiting from Proliferation

  An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution.

  Includes:

2004

• November 2004 

  Marketing to teens online

  Better information is needed to help media companies understand this fast-changing market.

2002

• December 2002 

  Marketing in a post-TiVo world

  A changing media landscape is reshaping the way advertisers interact with consumers.

2001

• November 2001 

  Reversing the digital slide

  The traditional models of the incumbent media companies failed them on-line. Success will require innovative models managed with familiar techniques—such as a focus on efficiency and financial returns.

• October 2001 

  Building trust on-line

  Marketers can build mutually valuable relationships with customers through a trust-based collaboration process.

• October 2001 

  What went wrong for on-line media?

  In retrospect, most advertising-based Web sites were doomed from the start.

• August 2001 

  Simplifying Web segmentation

  Life stage segmentation—long an effective off-line technique—can be a powerful, cheap, and easy-to-use tool for mass-market B2Cs.

• June 2001 

  Getting prices right on the Web

  Two widely disparate approaches to pricing have dominated the sale of goods and services on the Internet.

2000

• November 2000 

  Marketing lessons from e-failures

  What marketing knowledge is specific to launching an e-business? Knowing when you can and can't cut corners, knowing what you have to know, and knowing that you don't have to know everything before the launch.

• November 2000 

  Segmenting the e-market

  Trying to span all segments with a single offer won’t work. E-marketers should cultivate core-segment customers who buy items of greater than average value.

• November 2000 

  Virtual pricing

  E-business practitioners accept discouraging assumptions about the nature of pricing on the Internet. Yet the Net could be a pricer’s paradise.

• May 2000 

  Building digital brands

  On the World Wide Web, the brand is the experience and the experience is the brand.

1997

• August 1997 

  The real impact of Internet advertising

  Will the Internet have as big an impact on advertising as radio and television did? Most marketing executives say no. Here’s why they are wrong.

• February 1997 

  Net Gain: Expanding markets through virtual communities

  Virtual communities will fundamentally change how companies develop, price, and promote their products. Marketers that “get it” will encourage community members to communicate with them and each other. The purpose of advertising will shift from building awareness to selling. There will be new levels of loyalty and disloyalty.

1996

• November 1996 

  Organizing for digital marketing

  The lessons learned by the pioneers who launched initiatives on the Web suggest ways for other marketers to decide how best to organize themselves to reach the digital consumer.

• May 1996 

  Marketing to the digital consumer

  Many companies are waking up to the potential of the interactive consumer market.

1995

• November 1995 

  Interactive advertising: When will the revolution come?

  Will interactive media succeed in capturing advertisers’ interest? Research suggests the answer is “not yet.”