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For a brand, figuring out how to leverage content as part of a marketing communications plan can be daunting. Just keeping your website fresh and relevant can be a challenge, not to mention all the social platforms you need to maintain. Then, there are also all the types of content to consider. But there are ways to determine how often, where, and what to publish. The key is to think of content marketing as being like dating; you just have to pay attention to what the other person is telling you.
Posted Dec 16, 2013
The Financial Times is extending its content matching service FT Smart Match to global advertising clients after a successful initial trial. The technology, provided by Smartology, recognizes the meaning of news articles, allowing advertisers to match their content to relevant news stories in real time.
Posted Dec 11, 2013
If there is one think failing social media marketing, it is a lack of social. I'll explain what I mean by this in a minute, but let's first examine the reality of today's business operations.More and more companies are moving to automated processing and communication to squeeze out operational costs and add a few more margin percentage points. When you call a service provider today to get a problem resolved, do you actually get a human being answering the call? Or, conversely, do you get an automated system that takes you through four levels of questions that get you nowhere and then leave you waiting 15 minutes or longer to get connected to an actual person to help you?
Posted Dec 09, 2013
Ashton Kutcher (aplusk) has more than 15 million Twitter followers. Harvard Biz Review (@HarvardBiz) has 1.2 million. Peggy Anne Salz, founder and chief analyst of MobileGroove has about 4000. EContent Magazine (@econtentmag) has 2600. What does this all mean? Absolutely nothing! Evaluating social media effectiveness based on "the numbers" is like evaluating whether or not the television ads run during the Super Bowl are "good" or "bad." Unless we're privy to the strategy behind them our opinions are pretty much irrelevant. And while many are still enamored with the numbers - of likes, pins, retweets and +1's - the truth is that in social media, as in any form of marketing communication, it's the real results that matter.
Posted Nov 27, 2013
Email marketing is on everyone's mind these days. But when it comes to open rates, it isn't so much of a content discussion as it is a context discussion. From corporate marketers to internet gurus, the term "email marketing" appears in articles and podcasts about as often as the term "content marketing."
Posted Nov 26, 2013
When you want to construct a home, you need a carefully planned blueprint in place before you purchase and assemble the lumber and other essential components. The same is true of an effective advertising campaign, which requires setting specific goals before creating the content and buying space. Yet, many advertisers today are doing the opposite-building their campaign in reverse without any end goal or vision of what their finished advertising "house" should look like, experts say.
Posted Nov 25, 2013
Kenshoo, a provider of premium digital marketing technology, released new research findings in the white paper, "Added Value: Facebook Advertising Boosts Paid Search Performance." The study demonstrates the direct, positive impact of Facebook advertising on paid search marketing performance.
Posted Nov 21, 2013
I have previously reviewed basic business practices required to anticipate and manage inevitable social media crises affecting brands. Even the best business practices can only mitigate social public relations (PR) disasters. And it is expensive, and of dubious value, to do as the Department of State is reported recently to have done: spend $630,000 on Facebook likes. That's probably, at best, a one-off solution.
Posted Nov 19, 2013
OneSpot, a content advertising company that combines content marketing with online advertising, announced it has completed a $5.3 million Series A round of financing. Mohr Davidow Ventures led the investment round with participation from existing and new investors Mack Capital, RSL Ventures, Capital Factory, and Bazaarvoice co-founder Brett Hurt. The investment brings OneSpot's total funding to $6.8 million and will help the company aggressively expand its sales and marketing efforts, as well as broaden and accelerate product development.
Posted Nov 14, 2013
Demandbase, Inc., a targeting and personalization platform for B2B, launched B2B Retargeting, extending the capabilities of the existing Company-Targeted Advertising solution. The automated retargeting technology triggers real-time action based on website activity and ensures advertisers deliver the right messages to companies likely to become customers.
Posted Nov 12, 2013
In targeting ads that would engage readers and drive revenues for its thousands of advertisers, BlogHer already uses traditional keywords and key values such as age, geography, and time of day. But in an industry in which there is constant pressure on ad prices, and growing expectations by readers that they will be served contextually relevant content, BlogHer wanted to achieve higher precision for keyword and key value targeting in a way that was scalable.
Posted Nov 06, 2013
Anametrix, the cloud-based, real-time marketing analytics platform, introduced Anametrix for News and Entertainment Media. Optimized for multi-platform media and publishing companies, Anametrix offers news and entertainment media real-time decision-support by connecting web, social, and media-specific reference sources -- including Nielsen and comScore -- for automated reporting, drill-down segmentation and predictive analytics.
Posted Oct 17, 2013
Ektron announced a strategic partnership with Tealium, a provider of enterprise tag management and digital data distribution. As part of the agreement, Tealium iQ will be integrated with Ektron so that organizations can better manage their multi-channel marketing campaigns.
Posted Oct 15, 2013
Content is a conversation. Social media gives us the opportunity to share in that conversation. Facebook, Twitter, Pinterest, and other similar channels are so popular because they give us a chance to talk. Did you ever think you'd spend hours reading and commenting about your friend's cousin's trip to Mexico? When you do, doesn't it make you feel connected? Being part of a community is fun, energizing, and comforting. It also creates what we need most in marketing-trust.
Posted Oct 15, 2013
Digimind, a social media monitoring and competitive intelligence company, announced the launch of Digimind Social. Digimind Social incorporates data from both social platforms and search engines. This gives brands a more complete picture of their digital footprints, and helps them better anticipate audience needs based on search behavior. Digimind Social is now widely available for the first time in more than 195 countries and in 80 languages.
Posted Oct 11, 2013
In order to support its mission to provide free hosting, 4shared sells advertising, allowing companies to capitalize on 4shared's roughly 132 million visitors per month. However, running a variety of dynamic advertising campaigns was proving to be a problem. Dealing directly with advertisers as well as with ad servers was too labor-intensive, and the company needed a better solution.
Posted Oct 09, 2013
Many of you are probably surprised that Instagram doesn't already have ads (especially after Facebook acquired it), but it's true: thus far, your photos of food and dogs have not been monetized. That is all changing, according to a blog post from Instagram.
Posted Oct 08, 2013
Kenshoo Social, a social marketing platform, unveiled its latest innovation, Demand-Driven Campaigns. Kenshoo Social Demand-Driven Campaigns (DDC) enables direct response marketers in retail, travel, education, and other industries to easily create and manage product-specific advertising on Facebook based on demand signals of top performing products from marketers' internal systems, Product Listing Ad (PLA) campaigns, and general paid search efforts.
Posted Oct 01, 2013
Join Jose Castillo, Robert Rose, and Michelle Manafy to discuss native advertising, how newspapers are like horses, and the value of online reviews.
Posted Sep 30, 2013
Adobe announced a series of technology innovations in Adobe(R) Primetime, a TV delivery and monetization platform for programmers and pay-TV service providers. New analytics capabilities improve the viewer experience by giving content owners access to a broad set of data to better understand their digital audience, including viewer engagement with both content and ads. In addition, Adobe announced a new cloud DRM service to simplify the deployment of content protected videos across devices.
Posted Sep 26, 2013
Content marketing, analytics, creative strategy. Complicated, right? The process maybe, but the end goal needs to be simple. Start with the end in mind. What is your goal? What is the desired outcome? Start there and work backwards.
Posted Sep 26, 2013
Bizo, a provider of business audience marketing, announced it has launched Bizo Full-Funnel Analytics, new reporting capabilities in the Bizo Marketing Platform that enable marketers to identify and measure the impact of display advertising at every stage of the marketing funnel. Using Bizo Full-Funnel Analytics, B2B marketers can more accurately measure the impact of their display advertising according to specific marketing objectives, rather than rely on "last-click" attribution.
Posted Sep 19, 2013
Aimee Soft is launched the Aimee On-Site Campaign Management solution to enable digital marketers to improve web metrics based on predictive analytics and business intelligence according to the metrics best-suited to the organization's goals, whether it is focused on increasing revenue, profits, loyalty, or another Key Performance Indicator (KPI).
Posted Sep 19, 2013
Searchmetrics has added a number of new features to its platform for digital marketers, including a new Social Engagement tool that automatically tracks social media engagement for specific URLs or landing pages. It identifies if and when a post becomes viral and which social networks are having the greatest impact.
Posted Sep 19, 2013
Acrolinx announced that its 3.2 release is now available. With significant enhancements in its reporting capabilities, this release aims to offer greater flexibility, accuracy, and convenience. Among other updates, this release allows Acrolinx customers to comply with local privacy laws by making sure that data from individual users remains anonymous.
Posted Sep 19, 2013