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Jeffrey MolanderCEOMolander & Associates Inc.

Three steps to make social media sell

February 10, 2012

Knowing how to update your Facebook page, write an engaging blog, or create a viral YouTube video is, commercially speaking, worthless without knowing how social media platforms produce sales. The truth is that social media’s sudden arrival and instant popularity is causing most entrepreneurs to lose perspective on the ultimate goal:selling. In this sluggish economy, revenue trumps being most “liked” or highly “engaged with.”

Lee BalerVice President/ DirectorDIGITAS INC.

AOL stays top of mind with the Huffington Post acquisition

February 7, 2011

Analysis of:Armstrong’s Internal Memo To AOLers About The HuffPo Deal | techcrunch.com

AOL's acquisition of the Huffington Post is consistent with Tim Armstrong's vision and the marketing community will likely react favorably.  What questions would I ask Mr. Armstrong if I had the chance about AOL's path.

Jeffrey MolanderCEOMolander & Associates Inc.

Google will Now Dominate "cost per action" Affiliate Marketing

November 12, 2010

Analysis of:Adwords Is Dying and Google Knows It | www.fastcompany.com

Yes, AdWords is dying and mobile is ramping up. But Google has already moved and will soon dominate cost-per-action (retail/sales & leads) affiliate marketing. Google is tapping a totally new revenue stream.  And ValueClick's Commission Junction unit will suffer.  As will advertisers not working with Google's Google Affiliate Network will be compelled to make a switch.

Michael BonfilsCEOInternational Media Management Corporation

Baidu - Tough times ahead? Probably NOT.

August 28, 2009

Analysis of:Baidu -- A Sleeping Giant Awakens | searchenginewatch.com

The article  emphasizes the issue's advertisers are having as they change from an old legacy system of Baidu  to a new interface that almost mirrors Google. Will this ultimately be a positive or a negative for the Chinese Search engine? How will it affect Google's position in China?  In my analysis, I explore some more details left out of the original article.

Lee BalerVice President/ DirectorDIGITAS INC.

Why has Yahoo allowed themselves to become the RC Cola of search?

July 16, 2009

Analysis of:Chrome vs. Bing vs. You and Me | www.nytimes.com

Yahoo has been surprisingly quiet given the news of their main competitive set. Is it a tactical decision to ride out the first wave of the storm or is there more at play here? 

Lee BalerVice President/ DirectorDIGITAS INC.

"Why isn't Twitter on the plan?"

June 30, 2009

Analysis of:Google v. Facebook? What We Learn from Twitter. | battellemedia.com

Clients are actively being asked by their management in almost every effort, 'How is this social?' Every marketer should aim to educate themselves as to what makes for a viable effort that has social implications. But how can you gently tell colleagues and clients not everything can be social or should be?

Lee BalerVice President/ DirectorDIGITAS INC.

Supplying Data That Matters: The Outliers Response to Declining CPM's

January 27, 2009

Analysis of:Online CPM Prices Take Tumble | adage.com

Branded sites are blaming the myriad of networks for undercutting the medium and ability to produce content.  The solution doesn't just lie in digital marketers understanding the value of content providers, it also lies in the branded sites ability to provide better analytics.

Lee BalerVice President/ DirectorDIGITAS INC.

The reluctant advocate of a paid subscription service for NYTimes.com.

January 23, 2009

Analysis of:New York Times Asset Sales Restricted Under Slim Deal | www.bloomberg.com

For the last three years of my digital media life, I've talked my clients out of putting content behind a gated wall.  Why now am I a real advocate for the NYTimes to do exactly that in order to stay solvent in the wake of their upcoming financial obligations? As a digital media planner,  the full range of options available to marketers is far more immense than consumers or external analysts could possibly realize. Per a piece in Silicon Alley on Thursday about moving NYTimes.com to a subscription site and charging more for the print piece, I agree almost completely with what many would call overly drastic actions. The Times needs to change their revenue model significantly to include custom publishing and more subscription based models. Here's why.

Lee BalerVice President/ DirectorDIGITAS INC.

Advocates not Ads

January 15, 2009

Analysis of:Brands Tap Web Elite for Advertorial 2.0 | www.adweek.com

Most marketers understand in 2009 having bloggers write about them is usually a good thing.  Does it matter which ones? How do legacy publishers adjust.

Lee BalerVice President/ DirectorDIGITAS INC.

Welcome the content aggregator: Reasons to be Optimistic about '09 Digital Marketing

January 13, 2009

Analysis of:Where to Find the Bright Spots in 2009 | adage.com

Digital content curation is a skill as important as content creation.  Some publishers best positioned to weather this economic climate are creating their own type of publishing model.

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