Category Archives: Online Marketing

Storytelling: A Narrative Approach to Marketing


Who doesn’t love a good story? They are the foundation of television shows and movies, of songs and art. In many ways they are the essence of our very lives. We communicate with each other through stories more often than … Continue reading

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Digital Chameleons: Public Relations in Social Media


Hallowed tradition dictates the domains of public relations (PR) and marketing are clearly delineated, with a borderline that is sacrosanct and not to be contested. Yet in today’s digital business paradigm that demarcation is being ever-increasingly blurred. Both promotional and … Continue reading

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Academic Case Study: Cause Marketing Metrics


Every Little Thing Is Really a Big Deal Cause-marketing differs from corporate philanthropy; the latter simply seeks to donate resources, typically in the form of capital reserves. Cause-marketing involves the inclusion of both the efforts of the firm as well … Continue reading

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Ho-Ho, Uh Oh: A Case Study on Unethical Marketing


It’s the end of the year, and with the associated holidays, time for another look at the issues facing marketing professionals and academics in the social media industry. This week we examine social responsibility, and in particular a situation in … Continue reading

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The Push versus Pull Paradigm


Push marketing? Pull marketing? We hear these terms a lot, but what are they really, and how do we determine which is the right tactic for a particular campaign? In this article we examine the two, and how each can … Continue reading

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Giving Thanks for the Blessings of Blogging


The smell of roasted turkey, burning leaves and freshly baked pumpkin pie. Football and parades on television. And the holiday shopping season about to gear up into full swing. It’s the time of the season to make sure our blogs … Continue reading

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The Joys and Jeopardies of Social Marketing


”You’ll be damned if you do, and damned if you don’t.” Lorenzo Dow’s admonishment to other early 19th century clergy is just as apt today when a business considers whether to market their brand in social media. Like almost every … Continue reading

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