Will Facebook absorb five percent of online ad spend by year’s end? According to how many media outlets are interpreting a recently published forecast, yes. I say, not so fast. There’s spend and there’s spend. Some of it is on digital advertising, and some is on digital marketing. There’s a world of difference between the […]
Ad Spend Versus Marketing Spend Read More »
Another year, another stream of predictions. Not that predictions aren’t interesting, mind you, but I’ve never been one to focus on them. Sure, I avidly follow trends in digital marketing and media, but what really jazzes me about following the sector for a living is the surprise factor. It’s not knowing what comes next because
Learning in 2012: My 10 Top Digital Marketing & Media Topics Read More »
It’s always a good thing when industry conferences share their content, speakers and insights with the wider world. We can’t all be in the same room at the same time, after all. This week at Digiday Agency, Pulsepoint‘s razor-sharp CMO Rose Ann Horan and I kicked off the day with a half hour chat about
A Content Marketing Conversation at Digiday Agency Read More »
What will it take to achieve mass in mobile? This question has been on my mind a lot lately (in part because I’ll be addressing it at Publishing Apps Expo in a keynote tomorrow). There’s a lot that stands between mobile, its audience and advertisers: platform incompatibility, development problems, and just plain old lack of
A Mass Audience for Mobile? Read More »
It’s not a sprint, it’s a marathon. One essential difference between content marketing and episodic, campaign based advertising is the former is a continuum. It has a beginning and a middle, but the end should ideally recede somewhere over the horizon. It’s therefore essential to plan for continuity in content marketing. Without a story, characters,
Content Marketing: How to Play It Forward Read More »
What ever happened to “immersive”? You know, those campaigns that are so absorbing, so experiential, so deep and rich and mesmerizing that the viewer/audience/consumer is swept up in the experience. Transported, and in some small way, transformed. They’re also compelled to share and pass on campaigns like this. Truly immersive ads are always viral. Digital
Why Isn’t There More “Immersive” Advertising? Read More »
Most of my writings on digital marketing, advertising and media don’t make it to this blog. Instead, they’re published elsewhere – and a girl can do only so much typing sometimes. So herewith, a roundup of recently published thinking that’s appeared elsewhere over the past month or so: My new book! Obviously, this is the
Transmedia storytelling. Quite the buzz term of late, particularly in content marketing circles. In case you’re not au courant, Wikipedia define the term as “the technique of telling stories across multiple platforms and formats using current digital technologies, not to be confused with traditional cross-platform media franchises, sequels or adaptations.” If you haven’t already heard the term bandied about, you
Transmedia Storytelling: Once Upon a Time Read More »
I spent this afternoon immersed in a briefing on IBM’s most recent research effort, perhaps the most exhaustive survey of CMOs ever conducted. In a four month period, the company interviewed over 1,700 CMOs in 64 countries to learn more about their priorities and their pain points. The full report is available for download (registration
CMOs Want Technology and Content Read More »
Advertising: is it dying? In an ecosystem where rolling your own media has never been easier or cheaper, why would advertisers buy media from publishers to spread their messages? What’s the new model: advertorial; advertent (as one attendee dubbed it); content marketing? And hey, aren’t ads content, too? Last night a group of advertisers and
Future of Media: Altimeter Group Pilot Event Read More »
