Do you have what you need to “do” content? If you don’t, you’re hardly alone. We’re in the throes of conducting interviews with dozens of marketers at (mostly) Fortune 500 enterprises about how they are organizing, budgeting and resourcing for content marketing. Ironically, while technology has democratized the creation, production and dissemination of content in digital channels, […]
Content: Six Reasons For Tool Disconnect Read More »
Even when you know what’s coming, you never know exactly what’s coming. Paid, owned and earned media are converging, sure. As a result, workflow and roles are changing radically. But even when you’ve been watching this space microscopically for many months, the next manifestation to come down the pike is almost always a surprise. The
First Media Disruption of the Year: Samsung + AP + Twitter Read More »
One reason it’s so hard to pin down mobile advertising is due to the fact that “mobile” is quite possibly the most imprecise term there is when it comes to adverting and media. Tablet? Yes. Phone? Indeed. E-reader? Laptop? Phablet? Sure. Also, that must-have thing that’s coming down the pike next. The sizes, functions and purposes of
Why the Future of Mobile Advertising is Native Advertising Read More »
Does your organization have a content marketing department? If not, you’re hardly alone. While commitment to and investment in content marketing is skyrocketing year over year, there are far from hard and fast rules, and only barely emerging best practices, regarding how content fits into existing marketing functions. Content generally doesn’t exist as a department
Content Marketing in the Organization Read More »
Predictions can be fascinating, but let’s face it. No one I know is in possession of a working crystal ball, and digital marketing and technology move way too quickly and too erratically to do much more than keep us guessing (not that that isn’t half the fun). I’m an analyst, not a psychic. So rather
Digital Marketing & Media: What to Watch in 2013 Read More »
here are a ridiculous number of names for it: native advertising, custom content, sponsored content, branded content, content marketing, collaborative content. Or you can kick it old skool and go with plain, old fashioned “advertorial.” Whatever you call it, getting brand-generated content onto the pages of “real” publishing properties is becoming a real business, albeit
Pay to Play: Native Advertising Shakes Up Publishing Models Read More »
I recently spent two days at the headquarters of a global enterprise speaking with various stakeholders from across their marketing organization about content marketing. The purpose of the discussions was to uncover how content is being conceived, created, used, re-used, published and disseminated within the organization. Is there sufficient sharing and cross-departmental cooperation, or are
What’s “Content” Anyway? Read More »
Content marketing has been embraced by businesses large and small. There’s far less of a need to buy media when you can create it yourself. Businesses are aware that if you have a website, a blog, a YouTube channel, a Twitter presence, a Facebook page or a host of other online offerings, then you’re as
Who Heads Content Marketing? What Falls Into Their Purview? Read More »
Characters on packaging sing and dance. Retail inventory “knows” where it is in the store, and when it needs to be restocked. Invisible coupons can be snatched from the ether, and mobile devices can lead shoppers to items that match pre-selected criteria (low-fat, gluten free and strawberry flavored). Open the car door and, as
The Cat Food Would Like to Have a Word: The Sentient World Meets Marketing Read More »
Measuring digital advertising is relatively easy and Owned and earned media? That’s a whole other story. The metrics and the methods for measuring digital marketing are less exact, the platforms are newer, while the old rules and models don’t apply. It’s been easier to groan about “lack of analytics expertise and/or resources,” “poor tools,” “unreliable
How to Measure Social Media ROI Read More »
