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 »
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 »
When was the last time you watched television without simultaneously interacting with a second, third, or fourth screen? A smartphone, tablet, or Xbox? Without tweeting, IMing, or posting to Facebook? A plethora of devices, as well as social media are changing the way we watch, particularly when viewing is tied to an event –
Do Multiscreen Experiences Fragment Attention, or Focus It? Read More »
Measuring digital advertising is relatively easy and Owned and earned media? That’s a whole other story. The metrics and the methods for measuring digital marketing are less exact, the platforms are newer, while the old rules and models don’t apply. It’s been easier to groan about “lack of analytics expertise and/or resources,” “poor tools,” “unreliable
How to Measure Social Media ROI Read More »
“I’ll check with my supervisor and get back to you.” Why doesn’t that remark cut it anymore? More often than not, it’s symptomatic of an organization that isn’t adaptive. One that hasn’t taken advantage of new technologies, or empowered (or trained, or created policies around) the tools and technologies available to their employees. Tools their
Why Organizations Must Be Faster Than Real Time Read More »
20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the
The Converged Media Imperative Read More »
What’s the ROI of a ‘like’ on Facebook? For too many marketers, getting fans or ‘likes’ on Facebook is a goal unto itself. It’s about as legitimate a goal as measuring how many ‘hits’ a website got circa 1998. Just as those ‘hits weren’t translating into revenue in the early days of the commercial internet,
Facebook Advertisers ‘Like’ Their ROI Read More »
It almost had to happen. Ad stacks are proliferating across the digital media landscape, and corporate behemoths such as IBM and Adobe are refining and growing their suites of digital marketing and advertising software offerings. All the while, Google’s been very quiet on the display advertising front. No longer. Today at DoubleClick Insights, Google announced
How Will DoubleClick Stack Up? Read More »
Perhaps GM’s ad unit needs more of a social life. It’s hard to believe there wasn’t some sort of agenda in telling the Wall Street Journal, three days in advance of what’s slated to be the biggest IPO in U.S. history, that advertising on Facebook isn’t working for GM, but that’s what the automaker did.
Facebook Advertising Can’t Succeed (without Marketing) Read More »
Susan Etlinger & Charlene Li are not only co-authors, they contributed more to this post than I did. The run-up to Facebook’s IPO reminds me a bit of a wedding: everyone’s attention is on the big day (expected to be Friday May 18), without much regard for the weeks, months and years afterward. Charlene, Susan
Beyond the IPO: 9 Implications of a Public Facebook Read More »
