What tools do you use in conjunction with your content marketing program? What tools would you like to use? Marketers aren’t holistically considering content needs before investing in tools. Far too often, they procure solutions with overlapping capabilities. To date, there hasn’t been a detailed map of the content vendor landscape (though Curata maintains a good […]
What’s In Your Dream Content Marketing Toolbox? 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 »
When the curtain went up on the Emmy Awards, HBO was ready. As usual, the cable network was nominated for a plethora of awards. Naturally, there was no way of knowing who, or what programming, would win which categories. At the same time, there were plenty of knowns: those shows, actors, directors and talent who
Why Content Strategy Is Foundational To Real-Time Marketing 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 »
Quick housekeeping note: As an analyst, I receive up to a dozen briefing requests per day from companies ranging from the smallest start-up to the largest enterprises. Conducting briefings is an essential part of what analysts do. It’s a big component of how we stay abreast in our coverage area and research agendas. There’s an
How to Request a Briefing Read More »
As the company recently strongly hinted it would, Instagram today announced it will debut advertising on the platform early next month – native advertising, that is. Aligned with the definition of the term in the research I recently published, the ad creative will be photos from the advertisers’ own Instagram accounts that appear in the feed,
Instagram Carefully, Respectfully, Selectively, Bows Native Advertising Offering Read More »
Today Oracle announced that it’s buying Compendium, a company that offers cloud-based content marketing workflow solutions. Compendium will be integrated into the Oracle Eloqua Marketing Cloud. At Altimeter Group, I’m just now embarking on a research project to map the content vendor landscape (slated for publication in Q1 of 2014). There are literally dozens and
A Big Deal for Content Marketing: Oracle Buys Compendium Read More »
There’s one sure way of telling if a new form of digital marketing is becoming legit: the FTC decides to take a long, hard look at it. And that’s exactly what they have announced they’ll do with native advertising, holding public hearings in Washington on December 4. We’ve danced this dance before. Back in 2003,
FTC Legitimizes Native Advertising Read More »
