Mr. Jeffrey Molander
CEO, Molander & Associates Inc.
Member of the Media Council
Council Member Biography
Jeffrey Molander is the Chief Executive Officer at Molander & Associates Inc., a management consulting firm providing strategic guidance to entrepreneurs, private and institutional investors, agencies, multi-channel retailers and service marketers. He is knowledgeable in online advertising, social media, lead generation, customer acquisition and other emerging digital media strategies. Previously, he was the Co-Founder of Performics Inc., which was acquired by DoubleClick in 2004 and Google in 2007. He has spoken at trade conferences and academic functions including the Direct Marketing Association and National Retail Federation/Shop.org. His articles have been published in news and advertising journals including Business 2.0, Inc. Magazine, Forbes Small Business, MarketingSherpa, Internet Retailer Magazine, Catalog Success Magazine, DM News and Target Marketing Magazine. (This is me - Update Profile)
Employment History
- 1999 - 2001
- Vice President - Sales and Marketing, Double Click Performics Inc.
- 1997 - Unspecified
- CEO, Molander & Associates Inc.
GLG NewsSM Analyses by Jeffrey Molander(?)
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Microsoft and Google are Re-Inventing Web Advertising
November 7, 2007
Google vs. Yahoo, Where is Microsoft? | www.ftchinese.com
Microsoft, like Google via Doubleclick, is busy "reinventing and rethinking the whole business model of online advertising..." (Steve Ballmer) Yes, MSFT, is chasing GOOG as it races toward opening up new, performance-based media and ad cost models but MSFT too is looking to re-define ad models in a radically different way. Web advertisers are anxious to tie ALL prior user click and impression activity to an end "action" taken by consumers -- a new, more cost-effective kind of direct response marketing that has serious appeal.
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Google Risks Missing Social Media Train, Facebook Aside
October 26, 2007
Google Scares The Search Crowd | www.forbes.com
Google doesn't 'get' social media and their pandering to entertainment media via "Universal Search" offers proof. Need more? Microsoft just moved on Facebook. Google has compounded their missed opportunity with social media by letting company politics seep into their PageRank update. Not only do they stand to lose a huge amount of face and standing, they could cede control of making social media an integral part of their business. Google could have leveraged its Toolbar product in the world of social media to the extent that wildly successful StumbleUpon has (acquired by eBay who will use it to drive e-commerce transactions-- another ball dropped by Google). Google doesn't get social media to the extent that it is actively warring with it by penalizing virally successful Web sites. Google's Orkut social media experiment is a total failure to all but the Brazilian drug cartel.
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MSFT's Jellyfish.com Acquisition Locks Up Social Shopping IP
October 3, 2007
Microsoft Acquires Jellyfish.com | blogs.msdn.com
Chasing GOOG is pointless so MSFT is changing things up: wagering on shoring up intellectual property rights on hip, new consumer shopping models. MSFT needs to either compliment or compete with Yahoo. Jellyfish moves it in this direction. MSFT will need to overcome serious challenges to achieving full advertiser participation in an advertising model requiring significant back-office integration. Yet MSFT has its eye on the prize: satisfying advertisers' insatiable appetite for cost models that include a direct response (cost-per-acquisition/pay-per-action) element. This move counters Google's recent CPA Optimizer announcement/tool. Mercent, ChannelAdvisor and ChannelIntelligence become acquisition targets for anyone (MSFT included) promising advertisers the ability to "set it and forget it"--automate and optimize product and inventory-levels against pre-defined advertising cost goals. With eBay's Skype flop as a backdrop M&A action could start heating up.
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Google Steps up Pace on Moving Into Major Ad Incumbents' Turf
September 27, 2007
Google Releases Adwords CPA Bidding Tool, Conversion Optimizer | www.seroundtable.com
"In the end, CPA Optimizer moves Google one step closer to becoming a true broadcast company and take on the run of network display business in advance of their integration of Doubleclick, or perhaps in spite of Doubleclick." (Source:Digital Moses) Web-based affiliate marketing has been all the rage and incumbents ValueClick (VCLK), Linkshare, Think Partnership (THK), Time Warner's Advertising.com (TWX) could stand to take some punishment as Allmighty Google (GOOG) steps in to their turf. Incumbents will need to quicken the pace of acquisitions that divest themselves of reliance on Google as a main point of ad distribution. GOOG is further positioning as an ad solution that offers comprehensive flexibility and will reap the benefits. How? By offering direct response marketers cost-per-acquisition (they call it "pay-per-action") ads AND a new cost-per-click optimization tool that measures traditional click ads against advertisers' target customer acquisition costs.
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Why Advertisers Won't Invest in Social Media
September 3, 2007
Popular social networks struggle to generate revenue | www.computerworld.com
Advertisers of all shapes and sizes will continue to hold advertising dollars back when it comes to social media for some very specific reasons. These center on a lack of understanding of what "social media" entails, high profile mistakes that hit at the authenticity of media (i.e. Walmart and Microsoft's blunders involving money, opacity and bloggers) and the continuing (false) belief that "going viral" is something that you can actually plan for and execute as a marketing strategy.
GLG Study Groups with Jeffrey Molander(?)
| Study Group Name | No. Members |
|---|---|
| TMT Council Members in Member Programs | 16805 |
| Media Experts in GLG Member Programs | 4435 |
| Online Advertising Experts | 580 |
| Online Payment Experts | 520 |
| Online Advertising Experts (North America) | 435 |
GLG Live Meetings with Jeffrey Molander(?)
Jeffrey Molander has not participated in any GLG Live Meetings.