When something gets big enough to attract a great deal of media coverage and conversation, it’s inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic […]
Content Marketing Haters Gonna Hate (And Why They’re Wrong) Read More »
Wave goodbye to all those social media gurus. They’re about to head off into the sunset. And that’s a good thing. By all indications, this is the year that social media will fade into the background. All those social media gurus and social media ninjas and social media experts’ volume level will no longer be
Social Media’s Fade-Out (and Why That’s a Good Thing) Read More »
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for sentences. OTP, BRB, LMK, OK? How low can you go? In a year or two, 140 characters — a miserly
Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact Marketers Read More »
The beginning of content marketing is content strategy, a governance structure that addresses why content is being created, what goals it addresses, and how, tactically, that content will be created, produced and disseminated. Content strategy is essential. It strips away tactics and bright shiny objects (“We need a Facebook page/Instagram/Tumblr/Vine account! All the cool kids
Content Marketing: What’s the Big Idea? Read More »
Digital marketing is constantly evolving and rapidly changing. It’s full of new technologies, new tactics, and new innovations. Yet there’s one constant: accountability. There’s an expectation that no matter how new, how cutting edge, how experimental or untested, it will all be perfectly measurable. The reality is all digital marketing is and always will be
What to Measure: ROI or KPIs? Read More »
You are just beginning to wrap your mind around the fact that content marketing is the new “it” thing in digital marketing when you hear it’s over. Too much noise, not enough signal. Too much content. Too much bad content. No one will ever find your content due to the glut of other content incessantly pouring into
Is There Really a Content Glut? Read More »
All prognostications for 2014 (including my own) point to native advertising as A Big Thing to watch this year – and it is. The FTC’s December workshop thrust native into the spotlight, but nothing has amplified the fact that native advertising has arrived more than the New York Times launch of Paid Posts, its native
Q&A With New York Times Meredith Kopit Levien on Native Advertising Launch Read More »
Longtime readers know not to expect a list of annual “predictions” so prevalent in trade publications this time of year. After all, I’m an industry analyst. Un-endowed with the psychic abilities that would enable me to read crystal balls or entrails, I must instead rely on my innate powers of observation and analysis. That’s not
Nine Digital Marketing Trends to Watch in 2014 Read More »
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 »
