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Facebook's stronghold over the biggest network of connected people gives it the freedom to make the rules as it goes along. When the rule became "pay to play," brands ponied up the dough. And, ladies and gentlemen, this is not going to stop. But this leads me to my greater point: Don't rent a home for your marketing efforts, start building one.
Posted Apr 30, 2015
SapientNitro, a Publicis (PUB.PA) company, announced that it has entered into a strategic partnership with Adaptly, a media technology company which enables advertising across autonomous marketing platforms like Facebook, Twitter, and Kik. Adaptly will become the agency's social advertising technology partner in North America enabling SapientNitro to leverage the company's software and marketing services to expand and improve social media advertising opportunities for its client base.
Posted Apr 28, 2015
Kony, Inc., an enterprise mobility company and SOASTA, a provider of performance analytics, announced a partnership that combines both companies' capabilities to optimize the performance of enterprise mobile apps across the mobile application development lifecycle. Through this partnership, Kony and SOASTA will work together to integrate technologies and combine expertise to deliver a comprehensive, integrated mobile solution across the DevOps lifecycle for customers.
Posted Apr 23, 2015
The Media Trust, which monitors and protects the online and mobile advertising ecosystem, announced the release of Resolution Services, a SaaS-based service that provides real-time information sharing with upstream and downstream business partners about malicious ads detected in a client's own operation. Designed for publishers, ad networks, ad exchanges, demand platforms, and paid-content engines, Resolution Services' continuous, real-time information sharing compresses cycle times for malware detection, notification, and remediation from several days to seconds, drastically reducing infected tags' ability to harm site visitors and its brand reputation. By compressing this cycle, companies can speed incident remediation, protect revenue by ensuring ad tags stay active, and strengthen business relationships by improving intra-industry communication and cooperation.
Posted Apr 23, 2015
Mapp Media announced that it has developed a new programmatic advertising buying service, which enables it to offer a greater level of support for its key platform partners, and complements its existing, targeted advertising solutions.
Posted Apr 21, 2015
Brand communities are making a comeback. Where companies once relied on their own message boards and communities to get their messages out, social media sites took over to a great degree--but now the tide is slowly turning the other way. According to Forrester's "Predictions 2015: Marketing Leaders Mix Data, Content, and Insight To Craft Brand Experiences," written by Luca S. Paderni and Shar VanBoskirk, branded communities will enjoy a resurgence in 2015.
Posted Apr 15, 2015
Even brands that have a ready supply of customer advocates sometimes fail to make the most of them. Sales people are connecting with prospects, and prospects are connecting with each other in more ways than ever, so marketing teams must provide advocacy and reference content to best showcase the customer and their successes. Ready to shake up your customer advocacy programs? Here are 10 new rules that every marketer should follow.
Posted Apr 09, 2015
Yahoo announced that in addition to Yahoo data, first-party CRM data and third-party data advertisers can now use more than 40 Flurry Personas, such as "Business Travelers" and "Social Influencers," to reach the right mobile audiences through Yahoo Gemini, Yahoo's mobile search and native advertising marketplace. Flurry from Yahoo builds Personas based on users who are particularly heavy users of particular apps.
Posted Apr 09, 2015
Just as the elephant is grasped differently by each of the monks in "The Blind Men and the Elephant," you'll hear a different take on the Internet of Things (IoT) based on whom you ask. That's not surprising because it is really such a wide-ranging subject. Here is an attempt to distill the essence, providing you with a summary and a current snapshot of this behemoth.
Posted Apr 08, 2015
The digital revolution arrived and has settled in to stay. According to Comscore, mobile device use exceeded desktop and laptop use in early January, 2014 and mobile devices continue to see more use than computers. As consumers increasingly shift to mobile devices to consume content, publishers have taken steps to make their content more accessible on mobile devices. Unfortunately, as a recent study points out, many content publishers who think they're providing a positive user experience on various devices are unaware how poorly their content performs on mobile phones and tablets. Business and tech news sites illustrate how pervasive and serious the gap can be between the desktop experience and the mobile experience.
Posted Mar 27, 2015
Appboy, a provider of mobile marketing automation, announced the launch of Appboy Open Access, allowing marketers to manage a reciprocal exchange of customer data and campaign analytics with other platforms via API. In addition, it announced the launch of personalization, letting marketers customize any part of a message from subject line to sign-off to reflect any data stored on the user profile and send it across all messaging channels.
Posted Mar 26, 2015
Zenterio, which provides an independent software platform for interactive TV, and AdScribe, an agency working with brands and content owners to exploit opportunities on digital distribution platforms, have signed a wide-ranging partnership agreement whereby Zenterio has also become a strategic investor in AdScribe. This deal allows Zenterio to offer more value added services to their current pay TV operator customers and beyond by combining the power of the Zenterio OS with AdScribe's technology, know-how, and relationships.
Posted Mar 24, 2015
In early March, Google announced its was breaking its Google+ social media platform into two separate products, Photos and Streams. Social media and digital marketers weren't surprised, many experts in that field say. "The effect of the breakup is it's making real what people have been talking about for a while, the lack of passion amongst the masses," said Lee Odden, chief executive officer at TopRank marketing, a digital marketing agency.
Posted Mar 20, 2015
Several publishers have come together to form an ad alliance, pooling audiences to combat the like of Google and Facebook, whose massive audiences often draw ad dollars away from content providers. The Economist, CNN, The Guardian, Reuters, and The Financial Times have formed a programmatic ad network in order to pool their audiences and allow advertisers to buy up space across all of these audiences. That audience is about 110 million readers, according to the alliance's website.
Posted Mar 19, 2015
Ensighten, an omni-channel data and tag management provider--and the company behind the Open Marketing Platform--published new research alongside Econsultancy, finding that customer experience optimization is becoming an increasingly critical discipline as organizations enter a new era of marketing. The study found 96% of companies deem customer experience optimization as "important," with more than 41% claiming that this is now a "high priority" for their organization.
Posted Mar 19, 2015
Progress announced the latest advancements in the Telerik Sitefinity platform. The company is combining the Telerik Sitefinity CMS and the newly available Telerik Sitefinity Digital Experience Cloud to create a Digital Marketing Command Center, enabling marketing teams to orchestrate a guided customer journey across devices and digital channels.
Posted Mar 19, 2015
Content Marketing is not about production. High level executives hell bent on production over substance constantly ask, "What else are we doing?" Then they want you to draw up some elaborate content calendar that "says" that you are going to do something every day. This is wrong and should stop.
Posted Mar 19, 2015
In the digital age marketing and communications leaders cannot escape challenges put out by customers who are more diverse and demanding than ever. While they are aware digital is global in nature they also know that ensuring a global footprint is not an achievement anymore. Global excellence is. This is translated into efficiency and effectiveness across geographies from a strategic perspective. There is good news for global and local players as they can leverage digital globalization to enable and boost their own efforts as well, whether they have to initiate or accelerate digital evolution. These considerations are equally important to help them avoid being insulated when dealing with tactics on global scale. Let's have a look at some of these common imperatives and how to increase value for the sake of the whole business. These focal points are articulated around simplicity, innovation and growth as components of the foundation shared by all digital strategies.
Posted Mar 18, 2015
Meltwater, a provider of media intelligence solutions, announced the launch of a new product built for corporate communications and other business decision makers to keep on top of billions of real-time editorial, blog, and social media conversations. This product is the latest in a series of technology innovations built on the promise of delivering insights from data on the outside in order to help organizations make better, more informed decisions.
Posted Mar 17, 2015
Kenshoo, a provider of agile marketing software, announced an update to its Kenshoo Anywhere mobile app, which it says makes Kenshoo Anywhere the industry's first app that enables marketers to manage and adjust advertising campaigns from their mobile devices. Now, with Kenshoo Anywhere, advertisers can access and control their advertising programs while away from their computers.
Posted Mar 12, 2015
About 10 years ago, in June 2005, Apple began supporting podcasts through iTunes and the rest, as they say, is history. The popularity of podcasts has ebbed and flowed since then-most recently flowing as popular programs like Serial, NPRs Fresh Air and the TED Radio Hour attracting masses of listeners on a regular basis. Marketers haven't been immune to the trend. While audio has, perhaps, been overshadowed by a rush to the development of video content over the past several years, savvy marketers haven't overlooked the opportunities that podcasts present-both for spreading their messages to large audiences to promote products, services and cause, and for sponsorships (ads placed within the podcasts).
Posted Mar 11, 2015
Over half (54%) of chief marketing officers (CMOs) surveyed said they use digital video to supplement TV as a holistic strategy, but only 31% align their budgets for TV and digital advertising spend. This separation leads to a disconnect between the value of each medium, as just over half (52%) claim that they have different expectations across the platforms. In addition, three quarters of CMOs say that they measure reach the same way for both TV and digital video but only one-third see Nielsen as the ongoing foundation of their reach metrics.
Posted Mar 10, 2015
Kenshoo announced the launch of the Kenshoo Infinity Suite as part of its transition from provider of advertising technology point solutions to holistic enterprise marketing software. With the Kenshoo Infinity Suite, brands can become agile marketers and maximize customer lifetime value through search, social, mobile and display advertising.
Posted Mar 05, 2015
The latest research from Constant Contact, Inc. says it has identified the ideal number of images and lines of text small businesses should include in email marketing campaigns to optimize click-through rates. Compiled from the analysis of over 2.1 million Constant Contact customer emails sent to more than 100 recipients over the course of 13 weeks, the research finds that-with some industry-specific exceptions-emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.
Posted Mar 05, 2015
It's no secret that spending on digital advertising is on the rise. In 2014, it accounted for 24% of total ad activity, according to Forrester Research, and will overtake television in 2016. These are meaningful data points and statistically support the notion that a massive shift is underway in the advertising business.
Posted Mar 03, 2015