A recent Business Week article reports that AOL plans to create the "newsroom of the future" by using high-powered technology to revolutionize the business of gathering and presenting news.

At a time when print giants like former AOL sister company Time magazine and virtually every major daily in the U.S. are struggling to cope with the new media landscape, AOL has hired more than 500 full-time journalists and buys contributions from more than 3,000 freelancers.

Quoting CEO Tim Armstrong, the article goes on to say that AOL is using advanced analytics to measure reader interest and engagement in stories those journalists create, and may even share profits with writers whose stories earn the most page views.
As a former journalist, I understand how earth-shattering that approach really is.
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I have really enjoyed the Winter Olympics this year. Perhaps it is because of the especially cold and snowy winter we have endured – or perhaps it is that I am truly in awe of the athletes who can spin, jump and fly on skis. And it is easier than in years past to indulge in Olympic fever, with a multitude of media channels providing in-depth exposure. Television and online dominate the coverage, and corporate sponsors have embraced both. Visa or other sponsors go beyond logo inclusion and running tv spots, many have very extensive integrated campaigns – including social media.

Social media has played a big part of these games. Even companies who are not officially sponsors have tried to get in on the action
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Is it just my imagination or is the Social Media landscape expanding faster than global warming on the Arctic’s polar ice cap?

On the publishing side of Social Media, we’ve got key players such as Wikipedia and Digg. On the sharing front, it’s Web sites like YouTube and Flickr. In the social networking arena, the heavy hitters are Facebook and LinkedIn. And don’t forget Twitter, which has taken blogging – in this case, microblogging – to a whole new level.

At this stage of the game, B2B marketers probably feel like they need a scorecard to keep track of all the Social Media players, their positions, strengths and weaknesses. The question is, which player is paying its dues right now in the minor leagues, poised to make a dramatic leap to the big leagues?

I don’t have that answer, but I do know one thing: Social Media is here to stay. And here’s
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Last week Google announced that they will be including tweets in their search results, and will be building a real-time search that includes Twitter and other providers.

What does that mean to a B2B company looking to optimize their web site for search? While the details of how tweets will be incorporated into Google results are yet to be determined, it is becoming clear that B2B marketers cannot dismiss social networking mediums like Twitter.

The Pew Internet and American Life Project recently released survey results reporting that 19% of internet users now say they use Twitter or another service to share updates about themselves, or to see updates about others.

The Google announcement is yet another reason to consider
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Ah yes, math. As a creative, my old nemesis and I have made up and become friends.

In this day and age, analytics is helping us understand our target audience like never before. Because we can measure—well, just about everything, we are able to see what is working, and what is not. Analytics is an essential part of ongoing improvement for everything we do at Godfrey. As an art director, I have to pay close attention to the feedback we receive (which often includes numbers and percentages) to understand what I need to change and improve on.

So, if you haven't embraced analytics, now is the time to introduce yourself and become the best of friends, because your new friend will help guide you to your end goal.

In addition, art directors and creative folks must have an understanding of search because the visual world is changing fast, in relationship to
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When the economic recovery begins to vibrate the sales needle in your industry, what's one thing your customers will demand before they buy? Credible references: Other satisfied customers; proof you have handled successfully their type of application before.

Traditionally we tackled this with reference lists and case study articles, often posted on-line with relevant photography. Why not kick this up a notch with video case studies so prospects can see and hear your customers talk directly about their experience with your firm?

Video has impact and authenticity. It's flexible; it can be used on-line and in sales presentations. It is searchable and shareable on the Web, and views can be tracked and quantified. And there is growing evidence that on-line video has a solid place in B-to-B marketing communications and PR programs.

A recent study by Knowledge Storm Inc.
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The list of potential media channels that you can use today to reach your customers and prospects can be exhausting. Blogs, wikis, podcasts, vodcasts, social networks, mobile, web portals, webinars, e-newsletters, traditional print magazines, trade shows, RSS feeds, industry web sites, on and on and on.

How do you know which are the right channels to reach your audience? In the B to B market, it varies widely and can change often. Mechanical Engineers in the HVAC market are probably utilizing a different media mix than Interior Designers that specialize in the Healthcare field.

Where do you start? Here are 8 ideas for getting a good handle on where your audience lives online:

1. Check your web site analytics to determine the top referring sources to your website.
2. Utilize sites like www.technorati.com or www.blogpulse.com to search your
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According to a study reported in the online edition of B-to-B magazine, display ads on the web have a positive impact on search activity, improving clicks for organic and paid search by 155% on average, depending on the industry.

The study by Specific Media, an online media distribution company, analyzed comScore Ad Effectiveness data over a 12-month period.  While the study was largely consumer-focused, there’s no reason to believe the results would be different for b-to-b or industrial marketing.

And while not conclusive, it gives credence to the theory that online display advertising has a branding impact.

In our experience, search, both organic and paid, routinely enjoys significantly better performance than other online media, as measured by click-through rate, time on site, pages viewed, bounce rate,
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