The Point

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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

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Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. HS: Where did the idea for Full Circle CRM’s product come from?

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5 Mistakes to Avoid in Your Next Email Campaign

The Point

If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing Email Productivity and ROI. First, almost the entire phrase is a marketing cliché: optimizing, productivity, ROI.

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Does Renting Email Lists Make Sense Any More?

The Point

When the list industry “discovered” email in earnest back in the 90s, direct marketers like this blogger were enthralled with the potential of a new, hipper alternative to direct mail. Which means that even though the production cost of email is still attractive, the actual cost per response has skyrocketed.

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Is Social Media Wasted on PR Agencies?

The Point

The stated objectives of said plan were: * increase awareness amongst bloggers, influencers and prospects. promote company’s approach to [company’s technology & product category]. Recently I was made privy to a social media plan authored by a client’s PR agency. Reasonable enough, right?