Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers, […]
New Research: “Defining and Mapping the Native Advertising Landscape” Read More »
Digital content doesn’t just happen. Marketers require tools to get it done. The range of software and tools serving content marketers has mushroomed in the past couple of years. As researchers and analysts at the Altimeter Group, we started looking at the space informally back in April, building a list of software vendors. Currently, we’ve compiled a list
Content: The Right Tools For The Job Read More »
The convergence of paid, owned, and earned media has been an important discussion for some time now. It was a topic of this column on more than one occasion. The nagging question since the coinage of the POE acronym has been “What about shared media?” When Jeremiah Owyang and I published research on the convergence of
Paid, Owned, Earned…Shared? Read More »
I’m trying hard to be cautiously optimistic, but the pessimist in me may be winning. New York City’s bike share program launched on Memorial Day. It’s the talk of the town, and the largest such program in the world. It’s also a sterling example of the Collaborative Economy, the topic of new and important research
Can the Collaborative Economy Really Scale? Read More »
Native advertising. Everyone’s talking about it, but what is it, exactly? It has something to do with ads that don’t look like ads, but rather provide a degree of value in terms of being content. In that sense, native advertising is certainly a form of converged media as it combines paid media (advertising) with owned media
Why is content orchestration needed across the organization — all departments included, no exceptions? Here’s a recent example of a near-missed opportunity. The client recently launched a content marketing initiative, one that’s rich in blog entries and videos around health and wellness. Six months into the program, which is governed by the social media marketing
Why Brands Must Orchestrate for Content Read More »
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a
New Research: Organize for Content Read More »
By Altimeter Group’s Research Team Analysts: Susan Etlinger, Charlene Li, Rebecca Lieb, Jeremiah Owyang, Chris Silva, Brian Solis Consulting: Ed Terpening, Alan Webber Researchers: Jon Cifuentes, Jessica Groopman, Andrew Jones, Jaimy Szymanski, Christine Tran Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
Four Disruption Themes for Business Read More »
How should organizations organize for content? Are brands really publishers? Very few have hired people with “content” or “editor” in their titles. Fewer still (read: almost none) have content departments or divisions within the marketing or other organizations. Yet, more and more companies are producing content like crazy. Also, multiple websites. Large corporations have tens
Organizing For Content Read More »
Does your organization have a content marketing department? If not, you’re hardly alone. While commitment to and investment in content marketing is skyrocketing year over year, there are far from hard and fast rules, and only barely emerging best practices, regarding how content fits into existing marketing functions. Content generally doesn’t exist as a department
Content Marketing in the Organization Read More »
