Digital Marketing

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When it comes to a content strategy, the goal is often fairly simple to define. You may want to generate more qualified leads, get more press coverage, support client success, or whatever it may be. The plan, however, is where things get a little more tricky. No matter what it is you're planning, I believe you can only change three variables when it comes to content strategy. And they all start with the letter "C": content, channels, and contributors.

Posted Dec 24, 2015

If the world of digital publishing were a hockey game--with the content providers on one team and consumers on the other--the outcome of tomorrow's matchup would be all but certain: The latter would trounce the former in a lopsided shutout. That's because consumers have the ultimate goalie in the net: ad-blocking technology, which prevents digital advertising such as banners and display ads from appearing on device screens.

Posted Dec 23, 2015

Our industry has been at a crossroads for a number of years. We are tasked with aligning evolving technologies with the humans that interact with those technologies. In my previous column, I discussed how we're constantly lured into a false sense of security with a preponderance of tools that should make our lives easier-but, in truth, either duplicate effort or perpetuate poor digital behaviors. No matter how many tools we use to wrangle content, we still have one constant that is very much a variable: people.

Posted Dec 18, 2015

SaaS customer intelligence company Cintell, creators of the SmartPersona Customer Intelligence Platform, announced the availability of the 2016 Benchmark Study on Understanding B2B Buyers. The study found that organizations that exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than companies that miss lead and revenue targets. In fact, companies that exceed lead and revenue goals are 2.2 times more likely to have and document personas than companies that miss these targets.

Posted Dec 17, 2015

New research by consumer analysis and data marketing specialist GI Insight shows that, while an omni-channel approach by shoppers is becoming the norm in the United Kingdom, the vast majority of companies are failing to connect with customers seamlessly across multiple touch-points. The report also points to the growing importance of tying real-time online interactions to existing consumer relationships - and the need to use customer data to do so.

Posted Dec 15, 2015

Penton, an information services company, announced the launch of Penton SmartReach Audience Extension, which it says will provide business-to-business marketers with the ability to better target and convert new customers through email and websites. The expanded capability of Penton SmartReach helps marketers reach the company's 20 million business decision makers when they are browsing the web, and reinforce brand messaging across more than 16 major vertical markets.

Posted Dec 15, 2015

Digital Content Next (DCN) released findings from their 2015 DCN Consumer Ad Block Report, research that explores the increasing threat posed by ad blocking software. The report examines consumer attitudes toward ad blocking software, finding that 33% of U.S. consumers are very likely or somewhat likely to try ad blocking software in the next three months.

Posted Dec 15, 2015

SAP SE announced the release of its new SAP Digital for Customer Engagement Solution. SAP SE says this digitally native offering is a simplified cloud customer relationship management (CRM) solution designed to meet the needs of individuals and small teams, but with enterprise-grade capabilities for both sales and customer service. The enhancements in the latest release enable teams to go far beyond traditional CRM offerings by fully integrating sales, marketing, and services capabilities for an all-in-one, end-to-end customer experience.

Posted Dec 10, 2015

CampaignChain, a digital marketing platform, launched in private beta for a limited time. This new open source-based software is not a specific niche marketing software, but rather an uber-aggregation of all online channels and tools for end-to-end digital marketing campaign management.

Posted Dec 10, 2015

Performance-driven content sets up content for success by creating a framework for improvement and effective planning. Investment in content is predicated on how well it performs vis-a-vis business objectives and the needs of a consumer. So setting up a consistent, repeatable model that spans the full content lifecycle provides ROI.

Posted Dec 09, 2015

The constant drumbeat of market-speak has nearly pushed us to the point of semantic satiation with the terms "customer experience" and "customer experience management." White papers sponsored by technology vendors, marketing messages from digital agencies, analyst research reports, trends coverage by journalists, and hundreds of conferences with "CX" in the title--it's enough to render "customer experience" meaningless.

Posted Dec 07, 2015

The EContent team suggests some sites, projects, and resources ?that, while outside the scope of the EContent 100 list, are worth a closer look.

Posted Dec 04, 2015

Reelio, a provider of leading influencer marketing and data driven platform, announced the launch of Reelio Cares, a new division connecting today's hottest digital stars with non­profits and corporate brands. Non­profit founder and entrepreneur, Ava Kelly, joins Reelio to serve as manager of this initiative.

Posted Dec 03, 2015

Many people decide to avoid social media in order to prevents the holiday blues, and that can be bad news for brands. But when it comes to millennials, the social media skepticism runs even deeper.

Posted Dec 03, 2015

More shoppers flocked to major retail sites on both Thanksgiving and Black Friday 2015 than ever before, according to HookLogic--a provider of performance marketing for brands, which says it sees over 43 billion ecommerce searches a year. HookLogic, whose platform includes a network of retailer sites like Walmart, Target, Best Buy, and Macy's, reports that Thanksgiving ecommerce traffic and conversions were up 2.7x and 4.2x, and Black Friday traffic and conversions were 4.5x and 6.2x respectively compared to the October daily average.

Posted Dec 01, 2015

Kaon Interactive has innovated the world's only interactive sales and marketing platform that concisely communicates value and competitive differentiation at every stage of the buyers' journey, by delivering an engaging experience that's tailor-made for each constituent in the buying process. Our 3D interactive marketing applications help clients engage prospects earlier, train sales/channel teams faster, shorten sales cycles, eliminate product shipping costs and increase win rates.

Posted Dec 01, 2015

You may have recently noticed a podcast renaissance of sorts. The success of Serial woke many brands, marketers, journalists, and more up to the power of the podcast. As a result, podcasts are popping up in almost every facet of business with renewed purpose, and targeting new audiences.

Posted Nov 30, 2015

A report released last month by Marchex, a mobile advertising analytics company, and Digiday, found 56% of respondents consider mobile advertising measurement and attribution "very challenging" or "challenging" as opposed to scale (39%) or transparency (37%). All marketing verticals-agencies, publishers, and brands-agreed on this notion, showing unanimous concern about the challenges inherent in attribution. There are a few issues at work here, but there is also hope.

Posted Nov 20, 2015

Kaon Interactive, a provider of interactive 3D sales and marketing engagement applications, announced three new capabilities aimed at engaging prospects in the ‘now moment,' resulting in a faster understanding of B2B business benefits through the buyers' journey.

Posted Nov 19, 2015

Akoonu, Inc., a marketing strategy platform, released the results of a survey of 100 B2B marketers on buyer personas and buyer's journey maps, including how they impact audience understanding and content marketing. The research compares the responses of marketers who have built personas and journey maps versus those who have not, and pinpoints challenges to using them organizationally.

Posted Nov 19, 2015

Ask any e-marketer and they'll likely tell you it is high time deck the web's walls with scores of sales, coupons, promotions, and special offers to entice holiday shoppers. But will the deals you have in mind match what consumers are seeking? What's the best way to get shoppers' attention online? And how do you know when the timing is exactly right to launch a particular campaign or promo? Experts say these are crucial questions to address in the days leading up to Black Friday and Cyber Monday.

Posted Nov 18, 2015

Kenshoo, a provider of agile marketing tools, announced they were selected as one of the initial members of the Instagram Partner Program, a new program that distinguishes companies and their capabilities to run effective advertising campaigns, manage communities, source, and deliver content on Instagram.

Posted Nov 17, 2015

A recent study about holiday shopping behavior from Yahoo and Ipsos revealed that 44% of consumers use a search engine as their primary or secondary step when researching holiday gifts, and that 53% spend more time online looking for the best deal. The new Yahoo Product Ads offer a way for advertisers to reach consumers with both search and display ads to drive results and improve return on ad spend.

Posted Nov 17, 2015

In the good old days, web content management (WCM) technology primarily served to deliver content to a website-hence the name. At best, "multichannel" referred to the ability to deliver content to more than one type of website (e.g., an intranet and a public-facing website) or, the ability to repurpose experiences using a simplified template to make it palatable on mobile devices. Multichannel means a lot more now.

Posted Nov 16, 2015

According to a new survey by Constant Contact, Inc., the majority of small businesses expect 2015 to end on a high note, with 67% expecting their annual revenue to exceed 2014 revenue. The economy remains an obstacle, however, with 46% saying it is still taking a toll on their business. Despite this, small businesses are maintaining a cautiously optimistic outlook, with 78% expecting 2016 revenue to increase (44% are expecting an increase of 10% or more; 34% expect an increase of less than 10%). The holidays, however, are invoking less confidence. When owners of B2Cs were asked if they expect 2015 holiday revenue to exceed 2014 holiday revenue, 40% said yes; 26% said no; and 34% were unsure.

Posted Nov 12, 2015