When something gets big enough to attract a great deal of media coverage and conversation, it’s inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic […]
Content Marketing Haters Gonna Hate (And Why They’re Wrong) Read More »
Digital marketing is constantly evolving and rapidly changing. It’s full of new technologies, new tactics, and new innovations. Yet there’s one constant: accountability. There’s an expectation that no matter how new, how cutting edge, how experimental or untested, it will all be perfectly measurable. The reality is all digital marketing is and always will be
What to Measure: ROI or KPIs? 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 »
Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left The Guardian to start his own media venture, backed by eBay founder Pierre Omidyar. Technology veteran Walt Mossberg, together with the redoubtable Kara Swisher, are walking out
Content: Why Influence Matters Read More »
Breaking: everything you see and read on the internet isn’t true. Hope you were sitting down for that surprising revelation. I know, I know, it’s not that big a surprise, but that’s why it’s constantly surprising that people are…surprised by it. A reporter from one of this country’s leading metropolitan dailies contacted me recently about
Yes, There’s Fraud Online. Deal With 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 »
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 »
How do you influence the digital influencers? What is influence, anyway? And if you can rally influencers to your side, cause, brand or point of view, what’s the best way to approach the task? What can realistically be achieved? And how do you measure results. There’s no dearth of talk about online influence, but until
How to Influence the Influencers Read More »
In digital channels, everything can be measured, and content marketing initiatives are no exception to that rule. Without measurement, there’s no way of knowing what’s working and what isn’t. You won’t have any information upon which you can refine or improve results, or jettison the stuff that’s less effective. In short, you should never begin
Content Metrics 101 Read More »
