Andrea Mitchell

Social media: The unpaid salesforce

Looking back and reflecting on what exactly has kept me from contributing to the wonders that is Thought Leader over the past year, it becomes glaringly obvious that it is the equivalent of Thought Leader exactly, that has kept my contribution on my “to do” list for such a lengthy time. Call it what you…

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Digital marketing: do your homework first

Ten years ago, digital marketing simply meant online marketing, by placing a banner on a website and very little else. Some banners didn’t even click through to a website, as advertisers didn’t have a web presence. Media owners even got away with charging a “loading fee” to have the ad serving on their website, with…

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Digital marketing: Putting effective measurement into perspective

Much has been written recently about digital marketing effectiveness and the measurement thereof. Finally, a few astute marketers are waking up to the significance of bona fide, accurate measurement. There is however, still a lot of misconception and understanding of what exactly should be measured, and why digital marketing is so effective at accomplishing just…

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Fudging circulation figures

No doubt you’ve all heard about the shenanigans going on over at Media24, admitting that 12 of its 60 magazine titles have “fudged” their circulation figures. (Read more here) This got me to thinking once again about just how transparent online is. For years, advertisers have trusted circulation reports for print. But what I now…

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Cost-per-performance pricing models

Cygnus Business Media today announced that 67 of its trade publications are offering advertising based on pay-per-performance, fuelled by the popularity of this model online. A bold move for print! It wasn’t too long ago that Google announced its CPA (cost per action) model and much frenzy resonated globally by those in favour as well…

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Online marketing in the mix

Upon pondering a topic for what would finally be my first and long overdue post on Thought Leader, I began wondering just why all the talk is around Facebook, YouTube, blogging and various other forms of social media. Has this discussion not been the core focus for months now? It is certainly the longest-running topic…

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