Today Oracle announced that it’s buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. At Altimeter Group, I’m just now embarking on a research project to map the content vendor landscape (slated for publication in Q1 of 2014). There are literally dozens and […]
A Big Deal for Content Marketing: Oracle Buys Compendium Read More »
There’s one sure way of telling if a new form of digital marketing is becoming legit: the FTC decides to take a long, hard look at it. And that’s exactly what they have announced they’ll do with native advertising, holding public hearings in Washington on December 4. We’ve danced this dance before. Back in 2003,
FTC Legitimizes Native Advertising Read More »
Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers,
New Research: “Defining and Mapping the Native Advertising Landscape” Read More »
Content marketing has gone from nearly zero on marketers’ radar to about a billion mph in just a few short years. Organizations are realizing that content is effective – and cost-effective – for marketing as quickly as it becomes abundantly clear that content doesn’t just happen by itself. We’re here to help. On September 9
Consider Attending Our Content Marketing Workshop (Sept. 9, Milbrae CA) Read More »
I’m trying hard to be cautiously optimistic, but the pessimist in me may be winning. New York City’s bike share program launched on Memorial Day. It’s the talk of the town, and the largest such program in the world. It’s also a sterling example of the Collaborative Economy, the topic of new and important research
Can the Collaborative Economy Really Scale? Read More »
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a
New Research: Organize for Content Read More »
