Digital Marketing

Viewability is a simple concept. Digiday defines it this way: "Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users." Using Viewability as the standard means that advertisers only have to pay for ads that are actually seen.

Posted Jan 16, 2016

In an effort to refine the linear TV and digital video ad experience for both consumers and advertisers, Turner announced today Turner Ad Lab, a new joint initiative between the company and the industry. Turner Ad Lab will be led by an advisory board made up of representatives from industry trade organizations, research companies, ad tech start-ups and the advertising community. Turner Ad Lab will lead to better consumer experiences on all platforms, while strengthening advertising effectiveness for brands. The composition of the advisory board will be announced later this month.

Posted Jan 14, 2016

Email marketing campaigns are essential to any marketing strategy. An email is a powerful tool to communicate and build relationships with your clients and prospects. They provide important insights, generate leads, and (most importantly) convert sales. In order to get the most ROI out of email campaigns, the email design should be cohesive with corporate brand elements such as the website, advertising campaigns, and collateral to make it resonate with customers.

Posted Jan 14, 2016

In just under two decades we've witnessed abrupt changes in how many businesses operate. Ordering toilet paper online would have seemed absolutely absurd ten years ago. However, getting similar household items online is becoming more and more commonplace. Want to find a good restaurant? A quick Google search and some Yelp reviews will help you zero in. And businesses cannot survive without a web presence. Things have definitely changed, and this has only been accelerated by the smartphones we carry with us wherever we go.

Posted Jan 13, 2016

Even with declining commercial, display ad, and traditional marketing effectiveness, a report by Skyword and Researchscape International found that only 38% of enterprise brands have restructured their marketing teams to overcome new marketing challenges. This is one of the marketing trends in the study that suggests digital transformation is still in its infancy for many organizations. The report, A Study in Brand Transformation, surveyed 190 enterprise marketing leaders at B2C and B2B enterprise organizations. Respondents spanned across 40 industries.

Posted Jan 12, 2016

MediaCom has entered into a global partnership with Realeyes to incorporate emotion measurement technology into its content testing and media planning for clients. The partnership will enable MediaCom to assess the emotional power of every piece of video content it briefs media/production partners to make or creates in-house, to ensure that client messages are as engaging as possible and delivered to the most receptive audience segments.

Posted Jan 12, 2016

Trusted Media Brands, Inc., an iconic, multiplatform media company, today released findings from a survey on mobile advertising formats. The study was conducted by Advertiser Perceptions and surveyed clients and agency executives to reveal that the overall perception of video and native ads on mobile are less intrusive than banner ads, build brand awareness, lift, and engagement, offer a better user experience and will surpass display banners as the top mobile formats in 2016.

Posted Jan 07, 2016

Playwire Media, an online representation firm for reaching gaming and entertainment enthusiasts, announced a partnership with Gateway Media, a St. Louis-based publishing house that owns a portfolio of entertainment and culture websites. Through this deal, Playwire Media will represent all eleven of Gateway Media's publishing brands.

Posted Jan 05, 2016

New Year's may have come and gone, but it's never too late to make resolutions, predictions, or even predictions about predictions for the coming year. Case in point: Even though it's been a few weeks since Hotwire PR released its annual Communications Trends Report-which forecasts significant trends for marketers in 2016--many industry professionals are still digesting the published prognostications and determining which will develop into viable trends.

Posted Jan 04, 2016

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