Why Email Marketing's Low Cost Powers Your Bottom Line
The business case for email marketing in 2006: why the cost structure and measurability make it one of the few channels that shows its return directly.
The Archive
2006
How Pay-Per-Click Advertising Changed Marketing in 2006
2006 was the year pay-per-click advertising grew up: Yahoo's Panama overhaul, wider analytics adoption and click fraud settlements advertisers took seriously.
The Rise of MySpace Marketing
From a Santa Monica startup in 2003 to News Corp's 580 million dollar acquisition and the most visited site in the US, how MySpace got here.
12 Facebook Marketing Strategies That Work
Facebook opened to the general public last month. Twelve concrete ways businesses are working within its network-based, Pages-free reality this November.
Search Engine Optimization in 2006: Cost and Payoff
A decision framework for owners weighing search engine optimization in 2006: what it costs, what it returns and how to tell if your business is ready.
User-Generated Content Trends Shaping 2006
The developments that pushed user-generated content into the mainstream in 2006, from Facebook opening to the public to Time naming You person of the year.
Building a YouTube Marketing Strategy in Its Breakout Year
YouTube is now claiming roughly 100 million views a day. A step-by-step guide to building a channel presence while the platform's culture is still informal.
Building a Business Blogging Strategy Around a Real Voice
A step-by-step plan for launching a company blog in 2006, from choosing who writes it to deciding how often to publish.
Building a Social Media Marketing Strategy From Scratch
How to allocate effort across MySpace, the still campus-only Facebook and YouTube in 2006 without spreading a small team too thin.
How Twitter Marketing Changed Digital Marketing in 2006
Twitter only opened to the public a month ago. Here's what its launch means for marketing, and why the honest answer right now is not much yet.
Mastering Inbound Marketing: A Marketer's Playbook
A repeatable operational system for inbound marketing in 2006, built around audit, cadence and the free analytics tools that finally make it measurable.
The State of Online Video in 2006
What changed for online video in 2006: YouTube's growth and Google acquisition, easy embedding and the first wave of branded viral clips.
Why Social Networking Matters for Your Bottom Line
The business case for social networking in 2006, measured against what it costs to reach an audience this size through traditional media.
How Web Analytics Changed Digital Marketing in 2006
A look back at 2006, the year free web analytics went from novelty to expectation and forced the whole industry to compete on features instead of price.
Email Marketing After Two Years of CAN-SPAM Enforcement
What changed for business owners weighing email marketing in 2006, now that two years of CAN-SPAM enforcement has shown who gets prosecuted and why.
The Rise of Pay-Per-Click Advertising
From Bill Gross's 1998 pay-for-placement search engine to Google's auction-based AdWords model, how pay-per-click became digital advertising's dominant format.
Building a MySpace Marketing Strategy From Scratch
A step-by-step approach to building a MySpace presence in 2006, from profile customization to the Top 8 and band-page tactics that worked.
The State of Facebook Marketing in 2006
As of this spring Facebook is still closed to the public, running only on school and workplace networks. Here's what that means for outside marketers.
A Practical Guide to SEO: The Crawl, Index, Rank Framework
How crawling, indexing and ranking work under the hood in 2006, now that Google, Yahoo and MSN have agreed on a shared sitemap standard.
Mastering User-Generated Content: A Marketer's Playbook
An operational playbook for working with user-generated content in 2006, built around what YouTube, Dove and early contest-driven campaigns did.
Common YouTube Mistakes Brands Made in Its Early Days
Early 2006 YouTube mistakes: brands still uploading straight TV spots, ignoring comments and posting videos nobody can find in search.
Business Blogging Mistakes From the 2006 Launch Wave
The recurring mistakes companies made launching blogs in 2006, from ghostwritten posts to treating the blog like a press release feed.
Social Media Marketing Mistakes on MySpace and Facebook
The specific ways businesses were misusing MySpace and the still campus-only Facebook in 2006, and what to do instead.
The Rise of Twitter Marketing: Odeo's 2006 Side Project
From an internal side project at a podcasting startup to a public service built around one question: what are you doing right now.
7 Inbound Marketing Strategies That Work
Seven concrete ways to earn attention instead of buying it in 2006, built around blogging, search-driven content and permission-based email.