Part one of this two-part series examined how organizations plot strategy for real-time marketing (RTM), based on “Real Time Marketing: The Agility to Leverage ‘Now,’” research Altimeter Group recently published on the topic. Once strategy is in place, it’s time to turn to RTM execution, in particular enabling it to happen in a seamless, scalable way. Assemble team […]
How to Plan for Real-Time Marketing Execution Read More »
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even.
The Six Business Cases for Real-Time Marketing Read More »
You can’t know where you’re going if you don’t know where you are. You might think you know where you are, but without a thorough website content audit, it’s likely you don’t. Why perform a content audit (which admittedly is a painstaking and exacting exercise)? Lots of reasons. It helps determine if digital content is
How to Conduct a Content Audit Read More »
Oreo. Starbucks. American Express. Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises — as it does with increasing frequency these days. Real-time is gaining traction for all kinds of reasons. Arecent study by GolinHarris demonstrates real-time can raise literally all desirable marketing metrics. Eighty-three percent of marketers say
Real Time Marketing: How Brands Can Prepare And Succeed Read More »
We’ve talked a good deal in this space about converged media, the blending of paid, owned, and earned in digital channels. Now it appears a sound barrier of sorts has been shattered with the selection of a native ad that Dell created for Forbes.com for publication in an actual book. This month, Houghton Mifflin Harcourt published “The
How Dell Is Innovating In Native Advertising Read More »
As a research analyst, I just completed a study of native advertising. The report, based on months of research and dozens of interviews, contains eight critical recommendations for successful native advertising campaigns. We help our clients incorporate these recommendations in their native advertising strategies. What happens when best practices and tried-and-true practices are disregarded or ignored? That’s what
Four Epic Native Advertising Fails Read More »
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 »
Digital content doesn’t just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we’ve compiled a list
Content: The Right Tools For The Job Read More »
