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A Guide to Sentiment Analysis Tools

Sentiment analysis is like social media therapy. We attempt to learn how our audience feels about us-what are the complaints, issues, suggestions, and praise? We can also learn what they think of our competition, our industry, and our employees. Perhaps the most valuable data in sentiment analysis is what we don't find. It is alarming if your marketing is trying to highlight price, but there's no mention of it online. That indicates the need for a significant reassessment of your efforts. Sentiment analysis also becomes a powerful benchmark of your marketing programs as you can track the change in overall sentiment over time.Read More >>

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Use Ebooks to Boost Your Company’s Profile and Bottom Line

Whether you make widgets or wine, sell consulting services or software, deep down inside of you, there's an author waiting to come out. Regardless of your writing skills or lack thereof, you and the business you represent have a story to tell-not a fairy­tale, thriller, romance, or science fiction adventure, but a nonfiction narrative that shares your unique knowledge and expertise with others who are hungry for it.Read More >>

An Interview with Svetla Yankova, Product Marketing Manager, Telerik

In her role as a product marketing manager for Telerik, which offers a web content management (WCM) platform that lets businesses personalize web experiences, Svetla Yankova's primary remit is, as she puts it, "to find the product for the market and the market for the product, all the way from strategy to execution." This covers the spectrum from strategy-centric tasks such as market research, positioning, and persona building, to actual execution by communicating roadmaps, implementing launch plans, creating marketing plans, and providing sales support.Read More >>

Apple Pay: Will Consumers Ever Really Embrace Mobile Payments?

The mobile payments industry has been plagued by false starts and unsubstantiated predictions. Back in 2008, Juniper Research projected the combined market for all types of mobile payments would reach more than $600 billion globally by 2013. However, by June 2013, Gartner, Inc. predicted the market to be around $235 billion, which was nowhere near the projection from 5 years earlier. Why haven't mobile payments seen the adoption rates predicted in years past?Read More >>

Convenience is the Key to Mobile Payment Success

A few days ago I was sitting in the drive-thru line at my local Starbucks impatiently awaiting my turn at the window. I needed a chai tea, and I needed it bad. Then I saw it. A woman reached out of her car, smartphone in hand, and waved it at the barista at the window who was wielding a scanner. This was a momentous occasion for me. It was the first time I'd seen someone actually use a mobile payment solution in person. I assumed this was all thanks to Apple Pay, but now I'm not so sure. Starbucks announced its quarterly earnings on October 30, and as it turns out, its mobile app is a star. Read More >>

Brands Embrace Shoppable Social Media Content To Push Sales

Social media content can influence purchase decisions, but its role often goes uncredited since posts and tweets aren't usually the last click before a sale. "That's like only recognizing the pro basketball player who makes a shot, and completely disregarding the guy who's part of the assist," says Jason Cormier, co-founder of the digital marketing agency Room 214. New tools and strategies are changing the game, however, by enabling strong social content to more directly impact commerce.Read More >>

Predictive Analytics: Staying Ahead of Your Customers

Can a relatively mature technology help content publishers and marketers make website visitors more sticky and allow them to retain digital subscribers while also raising prices? The answer is yes.The science behind what is making the aforementioned possible--predictive analytics--has been around for quite awhile. In its former life, it was known as data mining. Add in Big Data and the rapidly maturing technology looks as if it's ready for its close-up.Read More >>

Why Paid Links Will Destroy Good Content, and How To Stop It

Quality is paramount to the success of content marketing; as opposed to older and more traditional forms of marketing, successful content marketing is entirely dependent on good ideas, true originality, and most importantly, giving something of value to your audience. Fantastic content grows organically, gaining exposure and momentum through coverage on blogs, websites, and social media platforms, meaning that companies don't have to spend thousands of dollars to reach huge numbers of potential customers.Read More >>

What You Can Learn from Short Form Video

Consider that the average Facebook video is approximately 44 seconds long, according to Socialbakers. Yet, even that relatively brief visual message may be longer than ideal. Recently published data by Socialbakers indicates that Facebook videos shorter than approximately 21 seconds performed in the top 25% for completion rates. Additionally, 20% of viewers click away from a video after only 10 seconds or less; 33% of viewers click away in 30 seconds and 45% by one minute. Considering that video converts consumers better than other forms of digital content (71% of respondents to a fresh Vidyard poll revealed that video converts better than text and images), digital publishers, content providers, and marketers alike need to give careful thought to the runtime of their marketing videos, experts insist.Read More >>

Video Marketing Makes Its Mark on B2B

Video may have killed the radio star, as The Buggles famously sang, but, as a recent survey indicates, it may help create the next marketing one. Or so many B2B marketers seem to hope. In June, Demand Metric, in partnership with Ascend2, released "B2B Video Marketing: B2B Benchmarks & Best Practices." The survey-which was sponsored by the video marketing platform Vidyard-garnered 398 responses, representing marketing, sales, and business professionals from around the world.Read More >>

Q&A: Jay Izso, the Internet Doctor

Jay Izso, a psychological business consultant known as the Internet Doctor, has a new book on the way called Got Social Mediology? Using Psychology to Master Social Media Without Spending a Dime. Izso says that rather than engaging in paid-for, broadcast-style advertising, companies must understand the importance of understanding the psychology of the user, respecting the cultural nuances of each social media platform, and focusing on creating authentic relationships. EContent interviewed Izso about his approach to social media marketing.Read More >>
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