The State of Email Marketing in 2007
A snapshot of email marketing in 2007: spam still dominated global traffic, mobile reading was just beginning and authentication became table stakes.
The Archive
2007
Mastering Online Video in YouTube's Partner Program Era
An operational playbook for online video in 2007, covering branded YouTube channels, the new Partner Program and what's changed since 2006's first viral clips.
Building a Widget Marketing Strategy From Scratch
With Facebook's platform now open to outside developers, embeddable widgets are having a real moment. A step-by-step guide to building one worth installing.
A Practical Guide to Inbound Marketing
Seven concrete tactics behind the inbound marketing approach that HubSpot named in 2006: business blogging, free tools, guest posts and email nurture sequences.
Common YouTube Marketing Mistakes From the Post-Google Era
The mistakes that tripped up brands trying YouTube in 2007, from ads pretending not to be ads to ignoring the comment section entirely.
Business Blogging Mistakes That Surface in Year Two
The mistakes now showing up in year-two and year-three business blogs in 2007, from abandoned first bursts to deleting every critical comment.
A Practical Guide to SEO: Practical Steps to Get Ranked
How Google crawls, indexes and ranks a page in 2007, and the concrete on-page and off-page steps that move you up the results.
Case Study: Winning With Display Advertising
An illustrative 2007 scenario of a mid-size retailer moving from static banner buys to targeted, frequency-capped display advertising that moved the numbers.
Social Media Mistakes as Facebook Platform Opens Up
New mistakes are showing up now that Facebook has opened its platform to outside developers and businesses are racing to build apps and pages without a plan.
The State of Facebook Advertising in 2007
Facebook Ads launched in November 2007 alongside Social Ads, Pages and the controversial Beacon tool. Here's what was available and why caution made sense.
The State of Mobile Marketing in 2007
A snapshot of mobile marketing in mid-2007: SMS still dominates, carriers gatekeep and the iPhone's launch is already reshaping what mobile sites should be.
Common Mobile Web Mistakes (and How to Avoid Them)
The mobile web mistakes businesses kept making in 2007, from clunky WAP sites to ignoring how the iPhone's Safari browser changed expectations overnight.
Building a Twitter Marketing Strategy After the SXSW Spike
Twitter tripled in usage during SXSW this March. Here's how a business gets started on it now that it has a real, if still small, audience.
Building a Pay-Per-Click Strategy Around Quality Score
A step-by-step guide to setting up a pay-per-click account in 2007, from keyword research through account structure, ad copy, landing pages and bid management.
Why Triggered Email Marketing Outperforms Batch Blasts
Why 2007 was the year email marketing's return stopped coming from cheap blasts and started coming from triggered, behavior-based sends that convert far better.
A Practical Guide to Online Video Marketing
Seven concrete online video tactics that work now that YouTube is the default host, from picking the right length to writing titles people search for.
Common Widget Marketing Mistakes (and How to Avoid Them)
Why most branded widgets built for MySpace, iGoogle and the newly opened Facebook Platform in 2007 failed to spread, and what got installed.
The State of Inbound Marketing in 2007
A snapshot of inbound marketing in 2007, a term barely a year old, as blogging and search-driven content started competing with outbound ads and cold calls.
Case Study: Winning With YouTube Marketing
An illustrative look at how a small retailer used YouTube's brand-new Partner Program and low-budget video to turn curiosity into store visits in 2007.
Case Study: An Insurance Brokerage's 2007 Blogging Win
An illustrative case study of a small B2B firm using business blogging in 2007, built from patterns that worked across real early corporate blogs.
How Search Engine Optimization Changed Marketing in 2007
The year Google's Universal Search rollout folded images, video, news and local results into ordinary rankings, and what that did to SEO strategy.
Display Advertising Trends Shaping 2007
2007's display advertising market was reshaped by acquisitions like Google-DoubleClick and Microsoft-aQuantive, plus the rise of rich media and pre-roll ads.
Case Study: Winning With Social Media Marketing
An illustrative look at how a small retailer could turn a modest MySpace and Facebook presence into steady, low-cost customer growth in 2007.
Why Facebook Advertising Mattered Before Its Ad Platform
In early 2007 Facebook advertising meant Microsoft-sold banner inventory, not sophisticated targeting, but the growth curve was reason enough to pay attention.
The Business Case for SMS Mobile Marketing in 2007
The business case for adding SMS-based mobile marketing in 2007: higher open rates than email, lower cost than print and a direct line to opted-in customers.