I sat down to discuss trends in native advertising with my friends at the Native Advertising Institute during their recent conference in Berlin. Overall, I’m seeing enormous movement away from classic advertising, a push strategy, and more adoption of ‘pull’ marketing techniques. Native advertising, of course, is one strong indicator of this trend. The NAI […]
Discussing Native Advertising Trends Read More »
It’s that time of year again, in which columnists dust off their crystal balls and peer into the next year to discern the trends, directions, and probabilities of the coming year. I’ve got five trends on my list, explained below. 1. Contextual Content: Context will be the foundation of the next phase of content marketing.
Content & Converged Media Predictions for 2017 Read More »
It may not technically be the new year, but for anyone who’s ever attended school, the annual September entry into fall — and a new business and social season — brings with it the tendency to look forward and ask what’s next. In that spirit, here are the five Content Marketing trends I’m going to
Five Content Trends To Watch Read More »
Predictions? Humbug. Never done ’em, never will. As a research analyst, predictions are antithetical to my methodology, which is research followed by analysis. My job is to work with data, information, and pattern recognition to draw informed conclusions — not gaze into a crystal ball. The scene thus set, let’s look ahead to the new
Content marketing in 2015 (Research, Not Predictions) Read More »
We can all pretty much universally agree that with native advertising comes the obligation of disclosure and transparency. That means clearly and unambiguously indicating that yes, this is an ad, and it was paid for by Acme Corporation. Yet how to provide disclosure remains a murky area, hardly surprising given how quickly an extraordinarily wide
Native Advertising Disclosure and Transparency: Who’s Responsible? Read More »
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it. How much does content creation cost? There are still no easy answers, are there? Yet it’s a question marketers persist in asking, in much the same way people were asking back in the day, “How
How Much Does Content Cost? Read More »
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers. The question arose the other day in discussion with an agency client. We were discussing the competitive landscape; how a variety of digital agencies, PR agencies, and the brands they serve are all beginning to establish digital newsrooms.
Quick! What’s a Digital Newsroom? 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 »
Can you imagine Twitter without TV? Or TV without Twitter? In an era of media and channel convergence, nothing seems to have converged more quickly, or inextricably, than these two channels. A mutual dependency has arisen almost out of nowhere — one that benefits viewers, broadcasters, brands, and advertisers. Consider some of the ways that
The Symbiosis of Twitter and TV Read More »
