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Think Like a Chatbot: Videos for Account-based Marketing

As any pedestrian trying to navigate a big city sidewalk can attest, text messaging apps can be dangerously engaging. Chatbots are automated messaging apps designed to keep users engaged. They're about to have a big impact on marketing content (including video), and account-based marketing, in particular.Read More >>

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The Year AI-First Will Become the New Mobile-First

As Mary Meeker once predicted, money is now flowing to where consumers are spending their time. And yet, 2016 also started to spell the end of the phrase mobile-first, as Google coined a new, important phrase: AI-first. Mobile-as-a-device is becoming the connecting tissue between channels. As such, it's seen less as a device and more as a means for connecting deeply with your consumer in the moments that matter. Read More >>

The Decline of Traditional ECM and Why It’s Time To Move On

Over the last decade, we've seen traditional Enterprise Content Management (ECM) solutions evolve from simple document management and content storage repositories to more complex business process management and content collection systems - frequently via acquired technologies. This "Jack of all trades" approach, however, leads to a common problem: they do everything okay, but nothing extraordinary.Read More >>

How to Launch an Influencer Campaign

In many ways, much of the work of an influencer campaign falls on the shoulders of the influencer—the one actually creating the content—but that doesn't mean there isn't work to be done on the brand's end. Here are five steps to make sure your influencer marketing is a success.Read More >>

Eye On with Jordan Edelson, CEO of Appetizer Mobile

Jordan Edelson's company, Appetizer Mobile, has created mobile apps for clients ranging from Lady Gaga to the NBA to educational company Montessorium. Find out what companies Edelson is keeping an eye on in 2017. Read More >>

Transforming the Drive to Web Campaign  

Many marketers view a "drive to web" campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next campaign. This approach is outdated and doesn't leverage the latest technology, tools, and marketing software that can help build more personalized and dynamic campaigns. There's vast room for improvement in drive-to-web campaigns through analytics and optimization. Read More >>

Finding Your Place on the Print-to-Digital Spectrum

Over the past couple of years, the state of print and digital distribution has felt very similar to a busy cloverleaf highway intersection, with eight lanes speeding in every direction. There were print magazines and newspapers that moved to digital distribution only. Others maintained a print presence, but reduced their frequency in favor of an amped-up digital presence. Roaring into action from the opposite direction were digital publications introducing, or reintroducing, print. The options are endless.Read More >>

C-Suite Conversations: An Interview with Jordan Edelson, CEO and Founder, Appetizer Mobile

For Edelson and Appetizer Mobile, it's an exciting time to be creating content. "We have all these tools and mediums available to enhance and extrapolate stories," says Edelson. "It gives us an opportunity to create an experience that customers will engage with deeply."Read More >>

To Do Programmatic Advertising Yourself, Start by Picking a DSP

Programmatic advertising has emerged as one of the most efficient ways for marketers to reach audiences anywhere they are on the web in real-time. Research firm eMarketer estimated that in 2016, 73% of all digital display ad dollars in the U.S. were transacted this way. If you want to market your business or service, programmatic advertising should be in the consideration set of tactics.Read More >>

Technology and Transparency in the Fight Against Ad Fraud

Identity theft and credit card fraud make the headlines for their damage and deception, but there's another putrid kind of fraud that, according to Hewlett Packard Enterprise's "The Business of Hacking," requires less risk and effort and has a higher payout potential: ad fraud. The chicanery is rampant throughout the digital advertising ecosystem and has many different varieties. And while it's true that many players in the supply chain have incentives to ignore the problem, there's a growing momentum to stop ad fraud's costly creep.Read More >>

Top Ways to Avoid Stale Content: Tips for Industrial Marketers

Research conducted by the Content Marketing Institute and Marketing Profs shows that 85% of manufacturing marketers are now participating in content marketing. At a basic level, best-in-class content marketers know that the most efficient way to get an audience hooked on content is current, relevant, and compelling material. Keeping your content fresh is critical to a successful marketing strategy.Read More >>
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