Slant
Digital Marketing

A Decade in Search

Search engine marketing didn’t exist in the nineties. Over the past ten years, the industry was created and evolved to sophisticated heights. From the rise of Google, to multiple versions of Microsoft Search (MSN Search, Live Search, Bing), to the countless game changers that have come and gone, no other form of digital evolved more than search engine marketing. We looked back at the last decade to fondly remember some of the defining moments of A Decade in Search.

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Mobile Marketing's Quagmire

Someone once told me that "interactive TV has been a year away for 30 years." Mobile seems to be stuck in a similar quagmire -- driven largely by the fact that it's an incredibly complicated and fragmented space. Remember before the dot-com bust when mobile was "the next big thing"? Here we are almost nine years later and suddenly, as pointed out by Brian Morrissey at Adweek, in the wake of Google's $750 million acquisition of AdMob, everyone is running around declaring 2009 "the year of mobile."

Follow Author Jeremy Lockhorn on Twitter (@newmediageek)

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Mobile Search Engine Optimization (Parts 2&3): Requirements and Growth

Like many mobile applications, two key barriers exist for mobile search growth: data penetration, and reluctance of carriers to open software to outside developers and vendors. However, the environment is rapidly changing with smart phone adoption, open source movements, and partnership deals between carriers and search engines. Mobile search is now poised for a substantial shift into mainstream usage, but it is currently in the beginning stages of development and penetration

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Social Influence Marketing

How Analytics Data Helped Fuel Social Sharing

In mid-December, Razorfish launched its holiday greeting which encouraged people to "Dare to Share" New Year resolutions, while giving back to a good cause.

For this campaign, the Razorfish Edge marketing dashboard platform was used to track, aggregate, and show mobile user activity as participants interacted with the various parts of the promotion (from Facebook to Twitter and email).

An external dashboard provided a daily update with the total amount donated, a list of the top 10 users, and a Twitter feed of resolutions sent. The internal dashboard provided a view of user behavior in each of the social spaces, which gave insight into both failures and successes of the campaign.

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Strategy & Planning

POV: Real-Time Search

Mass adoption of the micro-blogging service Twitter, coupled with the growth of Facebook, has drawn industry attention to real-time search: the ability to search content online that was created and published seconds (not minutes) ago. In the fourth quarter of 2009, Microsoft, Google and Yahoo all announced plans to launch real-time search through partnerships with Twitter and Facebook.

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eCRM Solutions

Using Pay-For-Performance Email to Retain Customers

Why is it you only hear about pay-per-performance (PPP) when it comes to online advertising and customer acquisition? This concept grew out of the online advertising world. In the past, you'd just spend and hope your ad units drove customer sales. It was all about the big idea and reach. We've since evolved into a world of performance models in acquisition. We pay for clicks, we pay for impressions, we pay for leads and we pay for conversions. We do it in search, we do it with email, and we do it with media and exchanges, yet that model stops once you get the first purchase.

Follow Author David Baker on Twitter (@Social_C_R_M)

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Cool Sites

Razorfish Employees - Donate to relief efforts in Haiti (via CARE or RedCross), and Razorfish will match your contribution (up to $50 each, max $20K).

Bundle Take the quiz, get your spending bio, and compare. Money uncomplicated.

Razorfish Holiday Dare to Share New Year's resolutions via your mobile phone & give back to a great cause. Promotion ends 1/29.

Travelchannel.com
Realize a dream, spark an afterglow.

Oscar Mayer Good Mood MissionHelping Families in Need

P&O Cruises
This is how to holiday. Bringing the best cruise deals and packages to the world.

Pepsi HitRefresh Refresh your world and join the scavenger hunt on Twitter, Facebook.

In the News

OMMA Agency of the Year: Silver: Razorfish

FEED cited in the Forbes "Year in Review: Social Marketing Trends"

A look at three unique digital marketing solutions from Razorfish creative director John Alderman for DMNews

A clever product for clever (digital) moms

A case study: driving efficient conversions with mobile ads

The best Social Media definition to-date, courtesy of Shiv Singh

Behind the scenes look at animating a "digital wave" by Amenisa

digiday reviews "Social Media Marketing for Dummies"

Unilever puts Razorfish on First Global Digital Roster

When it comes to advertising, experience matters

Marketer's use of Twitter goes beyond just tweeting

Moving the Google Needle

Friends with Benefits, and Other Data: a look inside of FEED

Google's Dominance May Limit Choice

Reading through the Razorfish Digital Brand Experience Report

Events

The Great Ideas Summit
February 1-3, 2010
New Orleans, LA

IAB Annual Leadership Meeting
February 21-23, 2010
Carlsbad, CA

4A's Leadership/Media Conference

February 28-March 3, 2010
San Francisco,CA

iMedia Breakthrough Summit
March 21-28, 2010
Coconut Point, Fl

Social Tech
March 25, 2010
San Jose, CA

 

Sample Blogroll

Amnesia
FEED Blog
Going Social Now
Scatter/Gather
Emerging Experiences Blog
Something To Think About
Headlightblog.com
Superhype Blog
Technology Blog
White Noise

Slant Archives

About Us

Razorfish is one of the largest interactive marketing and technology companies in the world. With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. The company is increasingly advising marketers on Social Influence Marketing, its approach for employing social media and social influencers to achieve the marketing and business needs of an organization. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, China, France, Germany, Japan, Spain and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, Levi’s, McDonald’s and Starwood Hotels. Visit www.razorfish.com for more information. Follow us on Twitter @razorfish.

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