Internet Marketing Blog

Need Online Security? Call DoubleVerify

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Online advertising can bring out the best of creativity or the worst of security, known as click fraud.  Facebook is going through this with their privacy issues that surfaced in the spring.  Nobody has really stepped up, but DoubleVerify intends to make an effort.

DoubleVerify assist with online merchants, advertisers, publishers, and the like to ensure online accountability.  They are looking to build an advertising base so that they can establish credibility within the community. The next step would help ensure that advertising campaigns are being run in good faith and transparent with digital consumers.  Digital marketers are still struggling with privacy issues and security breaches online in terms of soliciting relevant data from consumer bases to tailor their campaigns.  With new users logging into social media networks daily, click fraud measures can no longer be taken lightly.

One of the biggest issues in click fraud security has been the stealing of ad tags, which allow those said ads to run illegally on malicious websites.  Many private entities and China do their diligence to expose spyware on the web, but the fight will be long. For those interested, double your verification here.

Posted by Abdul Fattah Ismail
Posted in Click Fraud, blog, online advertising | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, doubleverify, new york click fraud agency, online advertising agency, web advertising ny

The American Academy In Rome and NPR Radio Discuss The Newsroom

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Earlier this afternoon, The American Academy in Rome and National Public Radio held a livestream discussion from the Villa Aurelia in Rome, titled “The Future of News In The Digital World.”  Christopher Celenza, Director of The Academy, was the moderator while Vivian Schiller, President and CEO of NPR, and Sylvia Poggioli, NPR Senior European Correspondent fielded questions from online followers and a live audience.  The women discussed several intriguing topics that I’ll outline below this paragraph, while explaining the unique value of NPR to its audience in the present and future growth potential.  

On NPR:

NPR is a private, not-for-profit news organization that has a unique relationship with the national and international media industry.  This is due to the optimization of local research and production within the communities in where content is accesible, be it through podcasts or radio.  NPR has multiple sources of revenue with this connection and can withstand economic capriciousness.  According to Ms. Schller, the news industry lost 1.6 million reporters while surveys indicate that 70% of participants feel that the news media is overly biased while 71% are also confused about the intention of their content.  These sentiments have allowed NPR to leverage their strong public trust into a growing market share of European followers, especially since the Gulf War of 1999.

On European cyberspace use:

Both news executives have seen some growth in the European market, with success stories in the former Yugoslavia as one example in gaining radio followers.  European news corporations are also more reliant on sales and advertising revenue than the States, while providing more partisan content.  Governments offer cheap utility rate subsidies for news media, which assists with corporate stability.

They, however, discussed a couple of impediments to accelerated growth in Europe’s future.  Consistent web usage in traditional Western European powers is largely limited to mobile devices, affecting browsing time and online advertising growth potential. Northern Europe, especially in Denmark, has nearly double the cyberspace traffic of Germany. Secondly, the government subsidies allow for greater hegemony over content and distribution, which is nonexistent Stateside. Italian Prime Minister Silvio Berlusconi owns a large share of Italy’s media networks and been able to defray a term filled with various scandal. President Nicolas Sarkozy deftly used French media to portray his innocence in the Bettencourt situation.  In short, the European media landscape is embracing a digital future, but at a slower pace.

NPR’s Digital Outreach and Influence:

As a purveyor of civic information, NPR has been inventive in their news outreach.  Both executives also go into more depth in their discussion on the network’s strategy. They have used interactive marketing with several key issues to solicit feedback which could ultimately lead to policy development. During the election of 2008, their digital section created a Google Maps application and offered a Twitter stream for users to share polling issues.  Social media users also wrote their thoughts on the Facebook fan pages when news of the Haiti earthquake reached the newswire.  Planet Money, a finance blog covering local business measures, was instrumental as a hub for local demographics during the financial crisis of 2008, and visitors remain strong to this day.  Some concern has grown about the behavior of online visitors to NPR being somewhat belligerent and sophomorific, but the moderators keep control.

NPR’s livestream shows the inventiveness of their leadership.  The unique bond with local communities allowed NPR to make a seamless transition into the hyperactivity of digital media.  They have a stronger pulse on the audience and can tailor programming to meet their listening demands.  The executives also feel that the mobile industry will be a natural transition for the network, as smartphones gain sophistication.  NPR breathes life back into the radio, when once we all thought video won.

Posted by Abdul Fattah Ismail
Posted in Blog Marketing, Business News, Content Marketing, Interactive Marketing, Marketing, blog | No Comments »
Tags: abdul fattah ismail, american academy in rome, Blueliner, Blueliner Marketing, digital media, digital media agency, internet marketing ny, national public radio, new york social media agency, npr american academy in rome livestream, npr livestream, social media

Ford Explorer Launches on Facebook

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Yesterday, Ford’s renaissance from Detroit’s automobile collapse of 2008 continued on Facebook. The company has rebounded nicely without taking taxpayer subsidies, and worked diligently to create a diverse portfolio of vehicles. Alan Mulally, CEO, has spoken with media sources about Ford and its future in a market that has a very different landscape. Therefore, Ford’s strategy has an interactive scope, starting with social media networks to entice a wider demographic for future growth.

On Facebook, Ford Explorer has a Fan page with a dizzying wealth of information about the vision, design, and production of the new Explorer.  The campaign is structured on a clock timeline, with Mike Rowe (host of Discovery Channel’s Dirty Jobs) and Mr. Mulally discussing the release in a replica forest created at Herald Square of New York.  The chemistry between the two men is somewhat stiff, but the dynamic of urban and nature environs win out in the clip.

The fan page also has video clips with executives that candidly discuss the trials, tribulations, and virtues of assembling a vehicle that has strong brand equity with the American public.  I think the walls that encourage a flow of questions and assorted feedback from leadership demonstrate that Ford is seriously interested in reaching a new customer, as social media demands consistent interaction to encourage involvement, which hopefully then lead to sales.  GM and Chrysler should keep their eyes open.

Posted by Abdul Fattah Ismail
Posted in Business News, Interactive Marketing, blog | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, facebook ford explorer, ford ceo alan mulally, ford explorer 2011, ford explorer 2011 campaign, internet marketing agency ny, mike rowe dirty jobs, new york social media agency

Cyberhealth Search, M.D.

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Once upon a time, not too long ago, we visited the doctor to keep us from eternal woe. Your doctor could have been John or Jack Doe, for all we cared. In the new millennium, things are a little different. We have a national health care plan, although the possibilities of redemption will be told on a future date.  Healthcare consumers are going online to access information and services.  Insurers such as Aetna and Oxford have comprehensive statistics and resources for patients.  Couriers and freelancers have a long-running joke that WebMD takes their temperature.

These elements have forced consumers to become more empowered with personal health care.  Pharmaceuticals have acted accordingly, securing record profits with aggressive online campaigns and sharp website design with comprehensive facts.  According to a 2009 study by Harris Interactive, 78% of US Internet users searched online for health information.  Social media definitely integrates the personal health experience into a far more communicative, enlightened venture than its clandestine past.

It begs to ponder the value of search in our medical experiences.  We can access information from endless sources, but it’s difficult to separate the wheat from the chaff without a specialist.  In turn, the specialist loses value if he or she is inaccessible to citizens who need their routine services.  Specialists also lose value with informed patients, and must be willing to engage in critical discussions to ensure a healthy relationship.  The medical field, unlike others, has been slow to embrace mobile technology in supporting operations.  You may love the WebMD Sports Injury Reports on Fox, but if you’re covered, go see the doctor.

Posted by Abdul Fattah Ismail
Posted in Flash, Interactive Marketing, Marketing, Social Media Marketing, Website Design, blog, online advertising | No Comments »
Tags: abdul fattah ismail, aetna insurance, Blueliner Marketing, harris interactive market research, healthcare, internet marketing nyc, new york social media agency, online advertising, oxford health care, pharmaceutical websites, web md

The Viral Redemption of Shirley Sherrod

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For those who follow political news online, this week has been a tornado of epic proportions for digital media.  Shirley Sherrod, an official with the United States Department of Agriculture, was ignominiously dropped on Monday from her longstanding post after a controversial video circulated through popular social media channels. A snippet in Sherrod’s speech allegedly had her admitting that race was a factor in a decision to providing services for a white farmer in her native Georgia.  Deputy Secretary Sheryl Cook harassed Sherrod, who was on the road, into a resignation over her Blackberry.  The NAACP denounced Sherrod and backed the DofAgriculture, but retracted the sentiment after the full context of her speech had been opened to discussion. Sherrod was seeking reconciliation rather than disassociation.  

The report first surfaced on a conservative political website called BigGovernment, then was broadcast on Fox News.  Media figures on both sides of the party ledger distilled information, supported with fervent discussion.  Online users called for Sherrod to be reinstated by the end of business on Monday.  Tuesday, Roger Spooner, the 87-year old farmer from Albany, Georgia, and his wife Eloise, spoke with CNN to heap praise on Sherrod.  The Huffington Post chronicled her lengthy contributions to the Civil Rights movement.  On Wednesday, White House Press Secretary Robert Gibbs and Tom Vilsack, the Agriculture Head, issued formal letters of apology. Vilsack offered a new position to Sherrod, and at press time today, she remained undecided.

The most striking thing to me about the whole controversy is the immediacy of its timeline.  I found a short article touching the front section of today’s Wall Street Journal, and it has a benign tone, which truly belies the power of digital media. Or does it? The fire burned online through various sources, yet was quietly put out by live figures.  Honestly, I had never heard of Shirley Sherrod before the controversy surfaced on Monday, and it’s arguable, despite the presence of social media integration, if many more know her name today. Beltway politics continue to remain an insiders’ forum despite the growing accessibility of online media and Obama’s legendary campaign of 2007-8.  Race is even more taboo than with prior administrations on 1600 Pennsylvania Avenue these days.  America’s longstanding wooden dialogue on race continues, with little more engagement to promise education. I guess that even on a viral scale, controversy starts and ends with a click.

Posted by Abdul Fattah Ismail
Posted in Interactive Marketing, Social Media Marketing, World, blog | No Comments »
Tags: abdul fattah ismail, Blueliner Marketing, digital media agency, Huffington Post, internet marketing agency, new york social media agency, political controversy, shirley sherrod huffington post, shirley sherrod usda, wall street journal, white house politics

Minor Leagues Create A Digital Platform for Ad Buyers

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The summertime is perfect to hit the old ballparks. A beer and hot dog represents the national pastime and The Great American Experience for a reason.  As many live on a tighter budget, minor league affiliates are becoming an attractive option.  Youngsters also have an easier time to get acquainted with players. MiLB is a formidable organization with a loyal fan base ripe for marketing strategy.  They took a huge step forward by using a new digital-buying platform that centralizes the advertising menu for sponsorship. Major League Baseball Advanced Media is a principal in the partnership, and their.  I spoke a little ago about web advertising in need of a menu purchasing scale with traditional buyers, and this could be a nice benchmark.  Teams have great flexibility with their individual websites.  This new platform gives them the ability to control individual content and advertising space coupled with placing national advertisers on the parent site of MiLB.com.  This labyrinthe, unified approach allows them to reach overlooked markets in the less populated regions such as the Appalachians.  Here’s a list of some major advertisers that have joined on since the platform’s inception:  Lance Snacks, Carvel Ice Cream, PepsiCo, and Thomas The Tank Engine (children’s story).  Swing, ad buyers!

Posted by Abdul Fattah Ismail
Posted in Business News, Interactive Marketing, Marketing, blog, online advertising | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, milb.com, minor league baseball, mlb advanced media, new york interactive marketing agency, online advertising agency, web marketing agency

I Collect Fans. Therefore, I Invest.

(1 votes, average: 5.00 out of 5)

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As social media websites like Facebook gain over hundreds of thousands of users, business principles must be assessed. Corporate entrants onto Facebook have created fan pages to inform members of their brand, its qualities, and promotional opportunities. Some brands have entered social media with widgets on the home site, with ambitions to gain a new generation of followers.  The value is in the volume.  Unfortunately, those fans remain static due to the misconception that Facebook users do not seek engagement from brands.  Therefore, product development loses a golden opportunity to leverage new customers, due to anxiety and false predications.

Some corporations move with the opposite mindset.  As genuine investors, they cultivate fans that are secured into an digital source for assets.  Chris Perry of Advertising Age comes up with ten fundamental principles for brands to leverage their social media fans and become an online investor.  I’ll draw out a few key statements.

1) What “Like” Means – Understand what an individual “liking” your brand says about them today, and set goals for what it should say about them tomorrow.  Your core base will come easily.  They were already fans of the brand and this is why they have “liked” your page – the brand has not added these fans, it’s simply assembled them.  It’s expanding and winning new audiences that pays dividends.

2) Put your fans to work – The sheer numbers of fans have clout only when put to use.  Powerful investor brands activate their audience as advocates.  Put those who like you to work by giving them reasons to interact with the brand and provide a platform where their enthusiastic support is amplified to their networks.  Facebook is a great place for activities.  Give your audience things to “like”, to use, to share, to post, to comment on.  Reward them as appropriate for your industry, segment, restrictions, budget and product – with applications, activities, social currency, exposure, affirmation, discounts, access, entertainment, responsiveness and respect.

3) Listen to your fans and respond to what you hear – Your Facebook community is a great source of research, product innovation ideas, consumer advocacy, customer service, and validation.  Monitor consistently and seriously, and be willing to stop and listen at every point and to change and respond and reset expectations when you identify new challenges and opportunities.  Understand that outside forces can impact your standing online so keep an eye out to mitigate risk and to anticipate if activities have impact on your perceived value.  Pay close attention to audience responses and be nimble in your response.  Be mindful of privacy and transparent with marketing.

Click the “Like” button for more insight.

Posted by Abdul Fattah Ismail
Posted in Business News, Marketing, Mobile Marketing, Social Media Marketing, blog | 1 Comment »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, facebook, facebook fans, Facebook marketing, online marketing agency, Social Media Marketing, web marketing in nyc

Little Words Mean A Lot

(1 votes, average: 5.00 out of 5)

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The developers at Smashing Magazine are versed in all programs and the transient dynamics of code.  Nobody can keep up, and that’s just factual.  We all know, however, that two sides exist to every coin, even the Canadian ones.  As Niels Matthijs notes, developers can slip up and make errors.  He feels that naming conventions and constructing better HTML templates will translate into better websites.  I’ll highlight a sample of subtopics for the uninitiated.

The Bare Necessities Of Semantics

Nowadays with Google Caffeine, content must be recognizable to all kinds of crawlers and search engines for full SEO optimization.  The engine just debuted, so its effectiveness must be intensely tracked in order to make a proper assessment. If Google Caffeine hits, then surfing the internet will be a much greater experience and e-commerce stands to benefit.

Think Components, Not Pages

Websites should have common components that fit together than a jangled collection of pages. In order to achieve this feat, developers need to focus on a single component at a time.  When one needs to write the HTML code for a product, check each wireframe for product variations.  Then one can write a code that handle the existing variants.  This model will be solid and can be used anywhere.

For more information on semantics, click the photo.

Posted by Abdul Fattah Ismail
Posted in Website Analytics, Website Design, blog, web development | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, coding semantics, html coding, niels matthijs, smashing magazine, web development, web programming

Women Dig The Plug-In

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In a world where everyone is always online through social media, e-mail, and smartphones, some run for the lakes and oceans to escape.  Others simply pick up a good novel and read on the sofa.  Despite their best intentions, some are too obsessively attached to get away from the grind of constant interaction, especially if your office demands the pace.  It’s too facile to call it an addiction, but women, according to a recent study, are not letting go easily.  

The Oxygen Media Insights Group conducted a study showing that young women between the ages of 18 and 34 stay close to their family and friends around the clock.  A June survey from Burst Media showed that women between the ages of 35 and 54 feel disconnected when they are not online.

Women tend to use their mobile phones as a centerpiece of their family’s livelihood. Calendar applications help the suburbanite keep track of their son’s basketball practices and daughter’s softball tournaments.  They also keep them alert about monthly teacher conferences.  We could carry on with the access to weather reports and traffic updates.

Marketers have a golden opportunity to target this demographic with quality advertising that proves beneficial on several ends.  If women don’t feel that a product or service will benefit their family on a holistic level, then it will prove a lost cause.  Grocers, discount retailers, and oil companies are just a few industries who should listen to women. They will learn a thing or three.

Posted by Abdul Fattah Ismail
Posted in Business News, Content Marketing, Marketing, Mobile Marketing, blog, online advertising | No Comments »
Tags: abdul fattah ismail, burst media, marilyn monroe on phone, mobile marketing agency, online advertising, smartphone studies, web marketing agency, women's internet research

Chic. Interactive. Modern. Calvin Klein.

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This week, seminal fashion label Calvin Klein has posted two pixellated advertisements, known as QR codes, in New York and Los Angeles, with the title “Get It Uncensored.”  Those citizens with smartphone capability can take a picture of the ad, which is followed with a 40-second clip and links to share through social media streams.  Normally, you’ll see these codes on a much smaller scale, like your monthly GQ or Vogue issue.  Calvin Klein, despite the struggles of apparel sales, continues with their traditional risks in advertising strategy. As a result, they offer a peak into the future.

The advent of location-based software, the Old Spice guy’s personal video responses, and Lego’s augmented reality boxes demonstrate a shifting, lawless era of interactive marketing.  They are being redefined by the quarter and demonstrate viewer participation at unprecedented levels.  The dimensions of this participation are so unclear that one could be within a universe where tangible senses are stimulated but stulted at the same time.  Before too long, you will see location-based augmented reality QR codes at your local transportation stop. You may also just get exhausted and fall asleep on the train.

In New York,  one ad is located on Lafayette and Houston by the BP gas station, while the other is on 20th street and 10th avenue in Chelsea, near the High Line. For my cohorts in LA, it’s on Sunset and Havenhurst in West Hollywood. They will be pulled on July 15th, so go snap. Quick. For the uninitiated, here’s an image of the billboard.

Posted by Abdul Fattah Ismail
Posted in Business News, Interactive Marketing, Marketing, Mobile Marketing, blog | No Comments »
Tags: abdul fattah ismail, Blueliner, Blueliner Marketing, calvin klein advertising, calvin klein qr billboards, new york interactive marketing agency