Recent Articles & Interviews

2010
5.19.10	Killer Creative Showcase: The Brands that "Get" Digital iMedia Connection Isobar's Evan Gerber showcases stellar creative executions targeted at teens and millennials.
2.23.10	How to Find the Best Research Tool for Your Campaign iMedia Connection Marketers have access to a plethora of research tools that can yield useful, actionable data -- provided you use the right ones. Here's how to decide which tool is best for you.
1.7.10	adidas miCoach Pacer Review: Interactive Fitness for Casual Marathoners Fast Company Fast Company's Noah Robischon reviews adidas miCoach, the newest entrant in a crowded field of interactive activity monitors.
2009
12.3.09	4 Online Brand Gimmicks that Failed iMedia Connection Even the biggest brands make mistakes sometimes. Check out these botched campaigns from McDonald's, Pepsi, and others and learn how to avoid making similar mistakes.
11.17.09	Celtics See Success in Competitive Facebook App ClickZ A Facebook application created for The Boston Celtics by Boston-based interactive agency Molecular grabbed more than 7,000 users in less than three weeks with no publicity.
11.09.09	How to Protect Your URL in a Social World iMedia Connection URL providers like tr.im and TinyURL provide a valuable service, but are they short-changing your brand? Here's why you should consider owning your own short URLs.
11.03.09	The Social Media Golden Rule iMedia Connection In the world of social media, one strategy will always ring true: Engage with your customers as you would have your vendors engage with you. See how this principle can shine through in your campaigns.
10.29.09	Difficult Conversations Projects@Work Molecular's Paul Pantzer provides five practical tips for confronting the “elephant in the room,” and explains how it will make you a better project leader.
10.13.09	How to Make Twitter Measurable DMNews For new media darling Twitter, marketers are finding more tools to help them understand how their efforts are performing.
9.22.09	How to Score Higher in iPhone App Store Searches iMedia Connection Molecular's Glenn Barnett provides tips for improving the searchability and findability of your iPhone applications and, ultimately, increasing downloads and sales.
9.08.09	Making Twitter Success Measurable MarketingProfs Molecular's Evan Gerber explores different ways to measure success (and mistakes) on Twitter by examining several real-world campaigns and the tools marketers can use to measure campaign success.
8.31.09	A Meeting of the Minds CMO Strategy Molecular's Eric Karofsky talks about how to get CMOs and CFOs on the same page when it comes to digital spending.
7.10.09	Give Your Customers a Place to Talk...Or Someone Else Will 1to1 Media Molecular's Steve Mulder talks about how ratings and reviews have become a critical component in the online experience.
6.16.09	How To Succeed Across the Social Media Spectrum iMedia Connection Molecular's Evan Gerber talks about how to succeed across the social media spectrum.
6.12.09	Boston Coders Help Keep Users Fit and Healthy Mass High Tech The efforts of Boston’s software developers are drawing the eyes of a new generation of champions.
6.02.09	Leapfrogging for Success: Change the Game via Innovation MarketingProfs Molecular's Evan Gerber explores how a marketing team can set the stage for low-cost, high-impact innovation.
May 2009	Speed Up Photoshp .net Magazine Molecular's Tom Kershaw explains how to refine your working methods in Photoshop to get through repetitive tasks more quickly.
4.23.09	5 Companies that Should Buy Twitter iMedia Connection Molecular's Evan Gerber and other industry experts take a look at what could happen and who could benefit from the purchase of the microblogging giant.
4.14.09	Domino's Reacts Cautiously, Quietly to YouTube Gross-Out Video Advertising Age Molecular's Eric Karofsky comments on the importance of companies communicating better with clients to mitigate these types of brand hijinks.
4.13.09	How to Get More Digital Dollars from Your CFO iMedia Connection In this economic environment, the importance of marketing couldn't be higher, yet new tactics are needed to build the case for spend. Molecular's Eric Karofsky explains how to get money into digital faster.
4.09.09	Intentional Creativity Projects@Work Molecular's Paul Pantzer discusses some techniques for encouraging creative behavior and incorporating it into project managers’ existing project delivery processes.
1.21.09	4 Low-Cost Methods for Creating Innovative Campaigns Molecular's Evan Gerber provides ideas for revamping your creative process and leapfrogging the competition, even in a time of shrinking budgets.
2.24.09	Advertisers Need Patience to Tap Into Web's Potential The Boston Globe Marketers used to spend the bulk of their money on TV ads, which ran for a few weeks or months at a time. But these days, because of the Web, the shelf life on ads is infinite.
2.17.09	Leverage the Voice of the Consumer MarketingProfs Molecular's Evan Gerber outlines ways to measure the success of a word of mouth marketing campaign on the Web.
1.21.09	Yesterday Was a Big Day -- For Obama And Social Media Too MediaPost's Social Media Insider Molecular's Steve Mulder shares his thoughts on the significance of social media in the inauguration of Barack Obama, as well as the benefit of Facebook Connect for TV advertisers.
1.7.09	Website Design Tips for Tracking ROI iMedia Connection Molecular's Chet Geschickter explains how to use website data to measure and boost your digital ROI.
2008
12.19.08	3 Ways to Get Past Your Creative Roadblocks iMedia Connection Molecular's Alicia Arnold offers three easy approaches for generating new ideas to help overcome your creative challenges.
12.1.08	5 Breakthrough Social Network Conversations iMedia Connection Molecular's Eric Karofsky shows how marketers are learning and experimenting with social media tools and techniques.
11.25.08	Inside Molecular's DNA: Part Research, Part Creative, All Results-Based AMR Research Bruce Richardson talks about his meeting with Molecular and its work with adidas on the AMR Research blog.
11.25.08	3 Ways to Justify Spending on Social Networks iMedia Connection Molecular's Evan Gerber explains that to demonstrate social network success, savvy brand marketers must identify what success means, and then understand how it can be tracked.
11.19.08	Social Networking: Where It's Headed iMedia Connection Molecular's Evan Gerber explains how social networking is evolving, which users are found in what networks and how to engage audiences as this medium starts to come into its own.
10.30.08	Interactive Chat Improves Sales, Customer Service Practical eCommerce Merchants are making money with chat options.
10.05.08	Experts Tapping Emotions to Sway Your Vote The Arizona Republic Presidential campaigns are increasingly turning to the latest marketing techniques to influence your vote, but you may not even realize it
9.12.08	Are You Failing to Mobilize Your Metrics? iMedia Connection Molecular's Evan Gerber talks about how you can start measuring the mobile medium.
9.10.08	5 Marketing Tips for Tackling Twitter iMedia Connection Molecular's Steve Mulder looks at the five core ways marketers can jump into this emerging communication channel.
9.1.08	Great Expectations Internet Retailer While it’s still early, merchants have big plans to deploy more social network, mobile web and personalization technology.
9.08	A Team Effort .net Magazine Molecular's Tom Kershaw explains how interactive designers and Flash developers can work in perfect harmony.
8.18.08	Is Your Brand at Social Media's Ground Zero? iMedia Connection Molecular's Evan Gerber discusses the obstacles you may encounter on the road to social media success.
8.13.08	Is America ready for its first BlackBerry president? Network World Various IT insiders’ give their opinions on whether or not the U.S. President needs to have hands on knowledge of technology.
8.1.08	Codename Marley: Questions for Molecular's Tech Lead on MittRomney.com ClickZ Molecular's David Palmer talks about the launch of MittRomney.com in a Q&A with ClickZ.
July/Aug. 2008	User Generated Content: Five Benefits of Getting Feedback from Your Customer Community (PDF) AIIM E-Doc Magazine Molecular's Bryant Shea offers five reasons why your company should embrace user generated content.
7.16.08	Achieving Consistent Customer Experience Across Channels (Podcast) Online Market World Radio Molecular's Evan Gerber explains some lingering misconceptions about customer experience and provides insightful views about how to attract, delight, and retain more customers.
7.16.08	LinkedIn Secrets to Marketing Success iMedia Connection LinkedIn offers you access to influential business decision makers, as well as a space to market your brand. Here's how to take advantage of the site and its functionality.
6.30.08	Helping Runners Stay on Right Track The Boston Globe Watertown firm aiding adidas in US rollout of Web-coaching system.
6.9.08	Firms Putting Best Foot Forward in Cyberspace MSNBC.com MSNBC's Eve Tahmincioglu looks at how many companies are turning to casual employee videos for recruiting.
6.9.08	6 Ways to Enhance User Experience iMedia Connection Presenting customers with more immersive and interactive web interfaces can elicit excitement, loyalty and plenty of referred traffic. Find out how smart sites keep their users happy.
6.2.08	Branding Beyond Borders iMedia Connection Savvy brand managers know that there is a social network life outside of Facebook. Molecular's Evan Gerber explores the importance of culture on other sites and how you can put this knowledge to work for you.
5.1.08	How UGC Can Benefit CRM CRM Magazine Fostering online communities and embracing user-generated content can provide great value for CRM.
4.23.08	What is the Secret to Project Management? Project Smart Molecular's Peter Marci offers tips for expressing empathy in project management.
3.10.08	Avoid these Facebook Faux Pas iMedia Connection Molecular's Evan Gerber explores the common mistakes that brands have made and offers tips to consider in order to have better luck next time.
1.30.08	Facebook Applications: The Do's and Don'ts iMedia Connection Facebook's flexible API opened up a world of possibilities for marketers -- but there are still some constraints. Find out how to work around them.
1.14.08	Mobile: It's Not Just for Kids Anymore iMedia Connection Molecular's Evan Gerber offers tips on how to embrace this growing and changing market while offering content that provides value to the consumer on the go.
Winter 2008	Service Design via the Global Web: Global Companies Serving Local Markets (PDF) Design Management Review Molecular's Brian Gillespie critiques a range of options related to gateways, scope, user research, uniform versus local presence, language, content development, design, site implementation, domains, and URLs.
2007
12.18.07	Avoid the Fate of a Virtual Ghost Town iMedia Connection Virtual worlds have yet to reach their full potential as viable and durable marketing platforms. See how to avoid the traps Comcast, NBC, Kraft and others have fallen into.
12.3.07	Mobile Usability for Teens Who Are Going Mobile UXmatters Molecular's Hilary Coolidge talks about the future of mobile device use.
12.07	Making Buying Even Easier Internet Retailer The e-retailers in this year's Hot 100 books/film/music category have been building on their already helpful tricks of the e-trade to make the web experience even easier and more fulfilling for customers.
11.27.07	Don't Make a Bad Call With Mobile iMedia Connection Molecular's Evan Gerber provides points to consider before launching a mobile campaign.
Oct/Nov 2007	Building a High-Quality Global User Experience MultiLingual Computing Molecular's Evan Gerber discusses why usability is so important in the global marketplace, how global usability is different, and explores three case studies to understand best practices and lessons learned.
9.10.07	Capture Teens in a Mobile Web iMedia Connection Molecular's Evan Gerber explores the teen market and how their use of mobile technologies shapes a pragmatic approach to reaching them with a positive, resonant message.
9.4.07	6 Ways to Add Richness to Your Site iMedia Connection Molecular's Riccardo La Rosa and Steve Mulder explain how to improve functionality and usability with some easy ideas.
8.28.07	T Offering Mobile Alerts BostonNOW Molecular's Karen Lin and Margaret Wong weigh in on the mobile version of mbta.com.
8.15.07	Share Your Content for Web 2.0 Success Molecular's Riccardo La Rosa and Steve Mulder talk about openness and how to make site content sharable and reusable among different applications and devices.
8.13.07	5 Steps to Take Your Website Mobile Molecular's Evan Gerber writes in with tips for making your mobile web presence as compelling as your online presence.
6.6.07	Sprite Launches Mobile Social Net Adweek Coca-Cola partners with Aegis Group digital agencies Molecular and Marvelous to launch a mobile social network aimed at teens and young adults.
5.25.07	The Trick to Web 2.0: Give Up Control iMedia Connection Once-static websites have now become organic systems that are flexible and evolve, that grow with our users and keep us in tune with their needs.
3.30.07	Create and Satisfy Demand: Two Tools to Complete the Marketing Loop iMedia Connection Molecular's Steve Mulder explains how market segments and personas together provide a holistic understanding of customers.
3.11.07	WCM Trends for 2007: Monetization of Content The Web Content Management Blog Molecular recognized as a "Vendor to Watch" by The Web Content Management Blog at the Gilbane Group.
2.20.07	Know Thy Customer: Content Strategies iMedia Connection Instead of saturating several distribution channels with unwanted information, select strategic channels to send specific content to your users.
1.11.07	Does Your Company Have a Clue About Web 2.0? NetworkWorld Web 2.0 might mean something different to nearly everyone familiar with the term. According to Molecular's Steve Mulder and Riccardo LaRosa, Web 2.0 consists of three things: user contributions, openness and rich interfaces.
2006
11.20.06	ClickZ Q&A: Questions for Molecular CEO Ralph Folz ClickZ ClickZ talks with Ralph Folz, CEO at Molecular, to discuss the integration with Isobar and some of the macro-trends facing the industry.
11.08.06	4 Quick Tips: Marketing to Teens Online iMedia Connection Teens can spot a marketing poser from a mile away: here's how to engage them with your brand.
09.25.06	What Brand Attributes Make a Difference iMedia Connection Molecular's Steve Mulder & Ziv Yaar discuss how to prioritize your brand attributes for measurable business results.
09.17.06	OpenCms 6.0: A Review CMS Watch Molecular recently acquired hands-on experience installing and customizing OpenCms on a client project. Our take: OpenCms is well suited to supporting small to medium web sites, but comes with a steep learning curve.
09.13.06	Measure Word-of-Mouth Buzz iMedia Connection Molecular's Senior User Experience Consultant, Evan Gerber, provides tips for measuring WOM's effect on your brand.
09.13.06	Tips for Measuring Engagement iMedia Connection Molecular's user experience expert, Brian Manning, provides a framework for figuring out how to gauge engagement's success.
08.16.06	7 Experts Review 14 Killer Websites iMedia Connection We went straight to some of the interactive market's brand experts to find out their tips for building an engaging website and get them to reveal which website they wish was their own.
07.13.06	Measure Engagement, Not Satisfaction iMedia Connection Molecular's user experience expert, Brian Manning, gives us five reasons why we should shift our collective focus toward engagement.
06.07.06	Building Your Brand Through Social Networking iMedia Connection With the ever-increasing social use of the Web, web sites are becoming venues for discussion of ideas, opinions and transactions. Our challenge is to leverage the power of these social networks to create innovative brand experiences.
05.15.06	Customer Experience Priorities Move Online 1to1 In survey after survey, year after year, customer experience proves itself to be a major factor in retention and loyalty. But evidence now shows that this most compelling element of customer strategy is changing.
04.12.06	Five Website Mistakes to Avoid iMedia Connection Before supercharging your site with new technology, check out this quick list of no-nos.
03.16.06	When You Need to Localize and Categorize CMS Watch The creation of a localization taxonomy can become a significant piece of an entire CMS implementation project. To get it right, you must be prepared for a substantial amount of analysis and the price tag that comes with it.
03.07.06	Rich Applications can Improve User Experience -- but Test First, Study Finds Internet Retailer Rich media technology can enhance the customer experience when shopping a retailer`s web site - but is it being served up seamlessly enough to accomplish that?
03.01.06	Flash in the Online Plan CIO Magazine Rich Internet technologies can make your website more engaging for customers and more profitable for you.
03.06	Leveraging SOA to Web-Enable Back-End Applications (PDF) Dot Net Developer's Journal See how Service-Oriented Architectures are coming to fruition and how companies like Analog Devices, Inc. are benefiting from such an approach.
03.06	Online Shoppers Want More Power to Choose -- The Web Invents New Ways to Serve it Up Internet Retailer Smart marketers have always known the customer is king, but a look at what's entering the marketplace suggests online retailers will soon have even more new ways to give shoppers royal treatment.