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Millennials are a driving force for mobile services and will increasingly be so as they move into the world and take on more responsibility for their own lives. According to Nielsen's 2009 "How Teens Use Media" report, 77 percent of teens in the U.S. already have a mobile phone. Wireless communication, a constantly evolving space, presents a big opportunity for companies. Mobile marketing and its promise has been hyped for a number of years, but only recently has it shown signs of delivering on that promise. There have been a number of hurdles holding back mobile as an effective channel: privacy concerns, the expense of data plans, ease of use, speed, and consumers' not wanting spam on their mobile devices, to name but a few.
Posted Feb 13, 2012
Coca-Cola and Google are both making big commitments to content marketing, and are marking a new era in the way global brands advertise.
Posted Jan 24, 2012
A global study conducted by the Economist Intelligence Unit (EIU), titled "Maturing with the Millenials," claimed that more than half of the executives polled had not yet developed a way to target, attract, or retain Millennials as customers. This is a significant insight, since this generation is and will continue to be a formidable purchasing body. They are just beginning to graduate from college, enter the work force, and establish lives of their own. With those life steps comes the need to make purchases, including the most basic ones such as a car, furniture, and food. Digital natives didn't just appear on the horizon, and it is surprising to see that companies are, to a great extent, still up in the air about how to go after this audience.
Posted Jan 23, 2012
Despite always having a strong consumer following, in 2009, Kirkland's found that the traditional marketing techniques it had always relied on to engage customers were no longer producing the same positive results they once were. Instead of sinking more money into mail flyers and promotional postcards, Kirkland's decided on a new approach, jumping into the social media and e-marketing sphere with hopes of attracting new shoppers, boosting sales, and further strengthening their relationship with their existing customer base.
Posted Nov 18, 2011
Whether you are an experienced digital publishing machine or a novice brand looking for the benefits of content marketing, you most likely need the help of freelance writers to help tell your story. You may find that you need help developing ongoing content - or that you need additional content producers to keep up with the velocity.
Posted Nov 15, 2011
What is Content Marketing?"Content marketing" is a blanket terms that describes the process of creating and sharing relevant brand information in hopes of engaging current consumers and attracting new ones. Also referred to as branded content and custom publishing, in the internet age, content marketing is the act of relaying this valuable information, such as the launch of a new product or service, via the web to favorably influence consumer behavior. Content marketers believe that sharing specialized content leads to a better informed consumer, and a better informed consumer yields more profitable results.
Posted Nov 07, 2011
I am fortunate. For the past 9 years I have run my own business, helping people by speaking around the world and writing about new marketing strategies. It's so amazing to me that I can earn my income by doing what I love.
Posted Nov 01, 2011
I first met Joe Pulizzi, founder of the Content Marketing Institute and organizer of Content Marketing World, at the Niche Magazine Conference in February 2011. He was a featured speaker at the event, and he spoke on a number of topics, mainly social media and content marketing. I enjoyed every session I attended, but his keynote on content marketing was what stuck with me. As the founder of the Content Marketing Institute, you'd expect him to be passionate about content marketing. It was more than that, though. Pulizzi, who's been around the publishing business for a long time, talked about content marketing in a way that "just made sense" for both marketers and publishers.
Posted Oct 18, 2011
Why buy media when you are the media today? According to Content Marketing, if you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher.
Posted Oct 18, 2011
Marketers are increasingly aware of the crucial differences between social media and the media technologies that preceded it. Yet, many marketers still have not realized that Marshall McLuhan's famous declaration, "the medium is the message," applies just as much to social media as it did to earlier media technologies. Despite the growing awareness of most marketers, there are some who continue to view social media as simply another vehicle for delivering marketing messages, no different from print or television. However, there are important differences between social media and all previous forms of media technology and-as McLuhan's famous statement suggests- these differences have profound implications for marketers.
Posted Oct 13, 2011
People love saving money. Sales and coupons are time-honored advertising traditions for a broad field of retail businesses, from supermarkets to office suppliers. The latest manifestation of human beings' long-running obsession with coupons is the daily deal-websites and mobile apps that deliver a selection of daily coupons and deals to savings-hungry consumers.Companies such as Groupon, Inc. and LivingSocial have made a name for themselves by combining daily coupons, group buying, and local marketing. And the success of these two companies is spawning a thriving ecosystem of businesses, publishers, and deal networks all looking to get a piece of the pie.
Posted Oct 12, 2011
As a website known particularly for its classified listings, original editorial content had always been put on the back burner for AutoTrader.com. Scott Markle, now the website's senior manager of content strategy, asked for a chance to see what could be done with editorial content in early 2009 and has been working on it ever since that summer. In order to work toward publishing more original editorial content, AutoTrader.com needed to find a CMS that could handle its high traffic as well as simplify its complicated initial model.
Posted Oct 07, 2011
Social networks are changing the way consumers obtain information about products and services. Nearly everyone -- except for Prince, who declared the internet dead -- is getting in on the action.Consumer research indicates that members of social networks are more likely to purchase products and services referred to them by their friends, fans, and followers. In fact, 90% of consumers say they trust recommendations from people they know; 70% trust opinions of unknown users. 71% claim reviews from family members or friends exert a "great deal" or "fair amount" of influence on what they purchase, while the same number of consumers don't believe the claims made in traditional advertising messages at all.
Posted Oct 06, 2011
There are plenty of "rules" for online content these days. "You must post your story to Twitter at 10 a.m. on Monday for maximum effectiveness," says the blog post. "If your YouTube video is longer than 2 minutes no one will watch it," shouts the latest marketing book. "If your content isn't formatted specifically for each different mobile device, your audience will show up on your doorstep with pitchforks and torches," screams the over-paid consultant. And while some of these statements do contain grains of truth, I think Thomas Edison had a better take on rules. He said, "Hell, there are no rules here--we're trying to accomplish something."
Posted Sep 16, 2011
Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and BuzzWendy Montes de OcaQuePaperback$16.16
Posted Sep 06, 2011
As the old saying goes, "The world is your oyster." Today, that's certainly the case. Emerging markets in China, India, and Brazil are creating a gold mine of opportunity for organizations savvy enough to tap into the fast-growing international marketplace. Unfortunately, most organizations are woefully unprepared for such an endeavor.
Posted Jul 18, 2011
As I write this, hundreds of mainstream media reporters are dismissing Charlie Sheen as a sad example of a Hollywood star on the decline. But have you noticed that those same media outlets devote tons of ink and countless hours of airtime to each and every pronouncement by Sheen? As a creator of econtent, Sheen is #WINNING.
Posted Jul 04, 2011
Consider the value if you could learn about the world around you based on where you are using the GPS capability in your smartphone. Imagine for a minute holding up your phone and having relevant content delivered to you based on your physical location at any given moment. There are complex and useful applications of the location dynamic beyond simply communicating "I'm here."
Posted Feb 03, 2011
For the past year, I researched the business practices of the Grateful Dead as I wrote (with co-author Brian Halligan, CEO of HubSpot) a book published by John Wiley & Sons recently called Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. As I was preparing the manuscript, I was struck by how many lessons apply to content businesses of all kinds.
Posted Aug 19, 2010
As recently as the last decade, content marketing - that is, content not as the product itself but as the basis for engaging a target audience and helping compel that audience to purchase a company's product - was reduced to a fairly short list of flavors. Today, however, companies have an opportunity to engage customers directly with endlessly unfolding content communication opportunities.
Posted Jul 19, 2010
Many mainstream media outlets are reducing their staff journalists. At the same time, many organizations finally understand the value of "brand journalism," creating interesting information online that serves to educate and inform consumers. This convergence has opened up an entire new world for aspiring journalists to consider.
Posted Jul 13, 2009