Digital advertising effectiveness is on the decline and marketers are turning to other forms of marketing to better engage customers during their digital journey. Content marketing has emerged as something of a savior in the new marketing hierarchy as brands seek alternatives to display advertising that no longer produces tangible business results. These are […]
Reasons for Online Advertising’s Eclipse 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 »
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 »
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 »
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 »
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 »
If you work in digital marketing in some capacity (if you’re reading this, it’s likely you do), you probably devote little to no time thinking about co-op advertising. You may only have the vaguest idea of what coop advertising actually is, or how it works. While you’re ignoring coop advertising, the manufacturers who run coop
Co-Op Advertising: Digital’s Multi-Billon Dollar Opportunity Read More »
There are three types of content marketing: the two types everyone immediately ‘gets’ (entertainment content and educational content), and #3, which generally takes a while to sink it. I call it utility content. It’s not narrative. It doesn’t tell a story or teach you how to do something. Instead, it does something for you. Think
Mobile Strategies for Retailers (and Marketers) Read More »
Many of us grew up with Marcia, Marcia, Marcia. For the past few years the refrain has been Google, Google, Google. But this past week, it’s been all Facebook, all the time. As we wait for the biggest IPO in tech history to shake out, the question I’m being asked most by clients and especially
What’s Facebook Going to Do with All That Money? 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 »
