For the past few months, I’ve been interviewing content marketing executives at global enterprises about the challenges and opportunities they face when trying to scale up single-country or regional content marketing efforts to take them worldwide. (I’ve also been helping some brands build the strategies to make this happen.) Here’s an advance look at […]
Global Content Strategy: It’s Gonna Be Big! Read More »
Content moving beyond screens into the “phygital” world of beacons, sensors and the Internet of Things has been a focus of my most recent research. Together we’ve looked at some of the benefits brands such as Nestlé, GE, Marantz, and Disney are reaping from campaigns that go well beyond “the right message to the right person at the
Eight Best Practices for Contextual Campaigns Read More »
Digital marketing has moved beyond the screen. Today I’ve published new research, Contextual Campaigns: Content, Context and Consumer Connections in a Post-Screen world. The report, the result of some 20 interviews with senior digital executives at companies like Disney, GE, Nestlé, agencies and technology providers, looks at marketing, and at content marketing, in what some call
New Research: Contextual Campaigns Read More »
My most recent research report published this week. The Eclipse of Online Advertising explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys. You can download the report from my research page, or from ScribbleLive and Visually, which commissioned the report. I’d love to
New Research: The Eclipse of Online Advertising Read More »
Whither social media? Five years ago, it was all social, all the time. Social networks were the rage — social shares and likes were the metrics du jour. Never mind that volume metrics impart little, if any business value. Social mattered for its own sake, just as “clicks” and “hits” were currency back in the Web
Social Media’s Content Eclipse Read More »
Over 90 percent of purchases are still made in bricks-and-mortar stores, yet few retailers and CPG brands make driving foot traffic part of their digital strategies, much less work to create unified, omni-channel customer experiences. Instead, they still rely on outmoded and increasingly ineffectual means such as print circulars. Recently I published deep research
Content Strategy for Retail & CPG Brands: Risks & Rewards Read More »
It’s a little-known but impressive fact: Despite the rise and seeming ubiquity of e-commerce, a stunning 90 percent of consumer purchases are made in-store. That’s feet-on-the-street, brick-and-mortar, shopping cart, cash register, old-school type buying. Yet retailers and CPG (consumer packaged goods) brands still rely largely on print circulars to spur traffic and sales, despite off-the-cliff print media circulation. This
Leveraging Content For In-Store Sales Read More »
There’s no debating the fact that content is not only a hot topic, but an essential part of digital strategy. Advertising effectiveness is on the decline, a trend fueled by a myriad of factors ranging from consumer control (and a subsequent unwillingness to be interrupted) to banner blindness, click fraud, and ad blocking software —
Why Content Budgets Are So Hard to Quantify Read More »
My most recent research published today. From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital Content to Power In-Store Sales [PDF download] is the result of a survey of over senior 500 executives at leading national retailers and CPG brands, as well as qualitative interviews with marketing leaders from brands such as PepsiCo,
New Research: From Web Traffic to Foot Traffic Read More »
Research. It’s a tried and true component of many a content strategy. Well-crafted, informational, and analytical research is a solid lead-gen tool. It can created publicity, awareness, and has the potential to be amplified in shared media channels including social and news media. Research can be sliced and diced into numerous shareable, reusable artifacts: a
Research as a Content Marketing Component: Process & Needs Read More »
