October 2014 Issue


News Features

Big brands have used mobile technologies in an effort to increase awareness, drive sales, and encourage customer retention for quite some time, but recent data shows that mobile adoption has seen a significant increase among small and medium businesses (SMBs) during the past year. In July 2014, Constant Contact released a new infographic based on a comparison of its 2013 "Mobile Pulse Survey" and its 2014 "Mobile Pulse Survey," which surveyed around 570 U.S.-based small business owners and nonprofits that the company refers to as its Small Biz Counsel. The infographic revealed that SMBs are finally hopping aboard the mobile bandwagon with an 11% jump in small businesses adopting mobile technology from 2013 to 2014.
By - Posted Oct 13, 2014
Video may have killed the radio star, as The Buggles famously sang, but, as a recent survey indicates, it may help create the next marketing one. Or so many B2B marketers seem to hope. In June, Demand Metric, in partnership with Ascend2, released "B2B Video Marketing: B2B Benchmarks & Best Practices." The survey-which was sponsored by the video marketing platform Vidyard-garnered 398 responses, representing marketing, sales, and business professionals from around the world.
By - Posted Oct 27, 2014

Featured Stories

Any organization with an interest in disseminating its content to a global audience needs to familiarize itself with the basics of machine translation. At a time when the globalization of commerce is yesterday's news, the number of companies with the capacity for international ecommerce has grown considerably. Machine translation is not necessarily reserved for the titans of industry, as many translation service providers are beginning to offer more scalable services to assist even small companies with translation projects.
By - Posted Oct 06, 2014
One of the challenges inherent in presenting large quantities of content is the great disparity in how users like to consume it-not to the mention the expanding list of content types. While you may not be able to please all of your users all of the time, there are some rules and trends that can help you create navigable, engaging, and beautiful apps that help spread your content to the mobile masses.
By - Posted Oct 20, 2014
For much of history, the primary obstacle preventing people from connecting with one another was distance. But in the mobile, social, always-on world in which we live today, distance is no longer the major challenge. Instead, our biggest challenge is the lack of a common language. It's the inability to understand one another that prevents us from making meaningful connections. Isn't there an app for that? Yes, there is. Machine translation (MT) hails from the discipline of computational linguistics and aims to help humans who speak different languages communicate with one another. And while MT is not actually an "app," many app makers are attempting to harness the power of automated translation by building MT into their products and services. But there are challenges.
By , - Posted Oct 08, 2014

Columns

Data scientist and master storyteller are two of the U.K.'s "Hottest Jobs in Marketing," recently identified by Marketing Week. These two careers seem like polar opposites-one generating business insight through an extreme focus on data analytics and the other winning customers' attention through the creative engagement of emotions, interests, and desires. But they are both trying to make sense of a deluge of customer interactions, while translating the internet-enabled fire hose into memorable, meaningful experiences-one customer at a time.
By - Posted Oct 07, 2014
The word "tribe" has become all the rage in marketing circles. Let's first start with the technical definition according to Google Dictionary: A social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties, with a common culture and dialect, typically having a recognized leader.
By - Posted Oct 14, 2014
Content marketers are tasked with delivering clear, concise, and relevant content to the right prospect at the right time--content designed to convert prospects into customers. And, for the most part, marketers have absolutely no idea how to do this.
By - Posted Oct 21, 2014
It's easy to forget what an important role social media plays in the media at large. When you're busy taking BuzzFeed quizzes on Facebook or sharing pictures of your cat on Instagram, it's hard to see these tools as anything but hives of narcissism. But as I write this column at the end of a long week filled with bad news, I can't help but think of social media as not only the best source for breaking news, but as the only truly free press left.
By - Posted Oct 28, 2014

Faces of EContent

At Scribd, a subscription digital library to the world's largest collection of ebooks, Lyndsey Besser works in the ranks of the original content marketers: public relations professionals. She says, "My primary role is to spread the word about Scribd. We want publishers and authors to know about the service, and we want readers to know they can have instant access to unlimited books on all their devices."
By - Posted Oct 10, 2014

Case Studies

PostOffice Films needed a solution that would provide it with the ability to connect to anywhere in the world and transfer files quickly to partners and clients. Previous solutions-ranging from other file transfer programs to old-fashioned courier services such as FedEx-were impractical, says David Jancso, owner and film editor at PostOffice Films.
By - Posted Oct 01, 2014