Scott Brinker

Articles by Scott All articles by Scott

• Do You Need a Marketing CTO?  in Online Media Daily on 04/15/2010
  

  My premise is simple: marketing must control its technological destiny. To achieve this, marketing cannot rely on the IT department, outsourced agencies, or marketing technology vendors to lead the architecture of its digital capabilities. Each of those players has a part, but marketing must be the director of the play.

• Interest vs. Intent and Landing Pages in Online Media Daily on 08/03/2009
  

  What are your intentions? Wait, wait. Let me guess. You're with an advertising agency, and you're keeping up on industry trends? No, a publisher, looking to increase revenue?

• Is A Search Agency's Biggest Competitor Google? in Online Media Daily on 11/12/2008
  

  There are two types of competition in a market. The obvious one is "horizontal competition." These are all the other companies like yours that are fighting for the same customers. If you're a search agency, other search agencies are your horizontal competitors. But there's another kind of competition known as "vertical competition." This occurs when you have a chain of suppliers in a market fighting over their share of the value provided to customers at the end of the chain.

• A Search Marketing Maturity Model in Online Media Daily on 10/16/2008
  

  How good is your organization at search marketing? How good should it be? And what do you need to do to get there? These questions

• What's Between Landing Pages, Microsites? in Online Media Daily on 09/30/2008
  

  There's "the Web site." The big enchilada. The www.yourcompany.com main stage. But for many marketers, there are

Comments by Scott All comments by Scott

• The Mindful Democracy Manifesto by Gord Hotchkiss (Online Spin on 11/22/2016)
  

  Lots of things to think about here, Gord. "Democracy" seems somewhat similar to "strategy" — lots of people like to think they're doing it, but what it means and how it's translated into practice has high variance.As for your mindful democracy suggestion, I would humbly note that whoever designs and scores the awareness test would seem to be the de facto ruler.Testocracy?

• The Bermuda Triangle Of Advertising by Gord Hotchkiss (Online Spin on 09/13/2016)
  

  Triangles. Everywhere I look, I see triangles! :-)Terrfic post, Gord.

• Fed Up With Feedback Requests? by Gord Hotchkiss (Online Spin on 06/23/2015)
  

  Great article, as always, Gord. Although I was expecting a quantum mechanics reference in there with the notion of measurement changing the outcome. :-)

• Why SEO Never Lived Up To Its Potential by Gord Hotchkiss (Performance Marketing Insider on 10/23/2014)
  

  Is this a bug or a feature though? Seems like Google has long been focused on making SEO a "result" of companies doing good things, rather than a search-specific optimization "cause" to generate good rankings. They seem to have gotten what they wanted. Now as Google starts to do that with paid search, the world gets interesting for those agencies too...

• Why TV Dollars Won't Go Online -- In 10 Words by Joe Marchese (Online Spin on 02/06/2014)
  

  Make that "a very UNUSUAL TV experience"

• Why TV Dollars Won't Go Online -- In 10 Words by Joe Marchese (Online Spin on 02/06/2014)
  

  A very good point, although as a counterpoint, I'd note that the Superbowl is a very usual TV experience. The inventory for things like that are insanely limited -- which is why they get $4 million per slot. But there just aren't enough opportunities like that to satisfy the demand for marketers to reach their audience.

• Scandalytics: She Talks Fast And Acts Fast - But Should She Decide Fast? by Karen Bellin (Online Media Daily on 11/20/2013)
  

  Hi, Karen. I haven't seen Scandal, but the sort of scenario you describe is one I find fascinating. What's the right way for executives to use data in big, strategic decisions that may have a black-and-white answer (e.g., take on this client or not) but have very fuzzy sources of data. What should the role of intuition be in those situations? (A question that probably doesn't have a black-and-white answer either.) In your hopes for Season Two of Scandal, what kind of data would that rogue NSA analyst ideally provide?

• Whom Would You Trust: A Human Or An Algorithm? by Gord Hotchkiss (Performance Marketing Insider on 10/31/2013)
  

  Actually, for a more serious comment, take the example of the diagnosis of a fatal disease. The evidence would suggest that you are better off having an algorithm determine that. But is there any one on the planet who would suggest that you should turn to an algorithm to break that news to your family? My point is that algorithms work very well in certain contexts -- and by all means, we should leverage them to our advantage -- but there is still far more of what's important in life that is, at least for the foreseeable future, outside the reach of algorithms. As it happens, I think a big part of marketing is wrapped up in that unmechanized human part.

• Whom Would You Trust: A Human Or An Algorithm? by Gord Hotchkiss (Performance Marketing Insider on 10/31/2013)
  

  I'm dressing up as an algorithm for Halloween.

• Big Data Generating Big Results For Marketers, But Not All Have Adopted It by Tyler Loechner (Real-Time Daily on 10/24/2013)
  

  I would second Keith's comment. The report does not indicate how "big data" was defined to participants -- for that matter, there's no section describing the methodology of this survey at all. However, based on the answers and anecdotes, one gets the impression that any application of any data at all is sufficient for participants to justify that they're using "big data" everywhere. Since the anecdotes are arguably also promotional opportunities for those participants, they're highly incentivized to talk to the trend.

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