Advertising is dead (again). The latest killers are the social media and content marketing stars.
Not so fast.
Marketing is a spectrum. At one end might be the experience someone has using your product or service as you intended. At the other might be a tiny mobile banner or a transit bench on a side street.
Advertising isn’t dead. Comparing different parts of the marketing spectrum is like comparing visible light to X-rays; “better” is entirely dependent on your purpose. [Read more...]
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Banner ads work. Banner ads don’t work. Banner ads are just wallpaper.
B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising.
If you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to 
If your goal is to deliver leads that you can tie back directly to your marketing investment, do not make banners the core of your enterprise B2B marketing program. Period. 
Data is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist. 
In B2B marketing, and particularly in enterprise technology marketing, publishers lean heavily on email lists for lead generation programs, including whitepaper and webcast promotions.
In order to deliver something more memorable than most advertising, marketers are turning to content that tells a story, engages the audience and delivers value.
B2B advertising begins with the target audience. Until you know who you are targeting, you cannot identify the publications, sites or ad networks you should be working with.
I am a digital and B2B marketer with a background in analytics and online media. Based in Portland, Oregon, I run the media group at 
