Context matters with online B-to-B ads

Testing in the online world has never become easier or more affordable. It’s therefore no surprise that many assumptions about online ads are being reconsidered. Today, Enquirio and Google announced the validation of one such tenet. It had been assumed, through common sense and improved response rates, that an ad displayed in the context of …

Infoweek and TechWeb launch strikingly familiar b-to-b portal

This week InformationWeek and its affiliated TechWeb introduced CreateYourNextCustomer.com, a b-to-b portal for their reportedly “13.3 million business technology buyers.” I’ve signed up and looked over their downloads and other resources, and I have to say there appears to be some valuable material. The focus of the portal is to help marketing technology pros plan …

B-to-B Viral Marketing Case: Powerboat sales as a window to our current economic squall

Let’s say you’re a company that mines data in a quiet niche — one not known for analytic vigor. You’ve been doing it for years and do it wonderfully. For clients who appreciate your chops, you’re a godsend. But these clients are exceptional in the traditional retail business sector you serve. How, how do you …

ProjectStars CEO describes how this new site blends job board with social networking

I’m returning from a holiday hiatus with recharged batteries and major content changes to Digital Solid. Come back often or subscribe to find exclusive interviews with online news-makers, plus more news and tips you’ve told me you appreciate as marketers in an increasingly technological world. To kick things off in 2008, I’m thrilled to bring …

Social networks for business verticals are less-known benefactors of OpenSocial

The OpenSocial alliance among a variety of consumer social network sites (SNSs) — most notably MySpace — is designed to allow marketers to leverage as never before the word-of-mouth strength of a social graph. This story about the less-known business vertical SNSs (such as those catering to physicians and telecom professionals), reminds me of this …