January/February 2015 Issue


Featured Stories

Web content management (WCM) software has matured from being a tool that IT controlled to being a vital part of staking a brand's presence in the digital marketplace. And yet, the industry is still experiencing growing pains. WCM software vendors keep adding more features to software that is already overly complex, creating "demoware" that only companies with deep pockets can use.
- Posted Jan 21, 2015
While smartphone technology has been around since the early 1990s, it was Apple's release of the iPhone in 2007 that made it cool to be "smart." Today, according to Pew Research Internet Project's January 2014 research, more than 90% of American adults have a cellphone-58% have smartphones. Others put the adoption much higher. Regardless, there is no question that the use of smartphones is on an upward spiral. Marketers have taken notice and reached out to consumers through a wide range of mobile advertising options, from pop-up ads and videos to native advertising, in-app advertising, and more.
- Posted Jan 26, 2015
When it comes to content, it's all about monetization. Con­tent commerce is a big deal with not only new devices, but also with new payment modalities that are emerg­ing to make the process simple and seam­less. When just a single click can complete the transaction, both con­sumers and marketers benefit.
- Posted Jan 28, 2015
Today, content marketing is a thriving industry showing no signs of slowing. However, Pulizzi--widely considered a leading expert on content marketing--notes that while "almost 90% of marketers are using some sort of content marketing approach, according to our latest content marketing research, just 38% of those marketers are effective."
- Posted Feb 02, 2015
Back in 1979, The Buggles prophesized the enormous power of visual content and nascent technology with their hit "Video Killed the Radio Star." More than 35 years later, video is still making a killing—not on MTV, but on virtually every screen connected online. To fathom how pervasive internet video's reach is in our country alone, consider that comScore's Video Metrix says more than 196 million Americans view online content videos today, equating to approximately 78% of U.S. internet users. In fact, according to a New York Times survey, 34% of Millennials report viewing less TV than online videos or no TV at all.
- Posted Feb 16, 2015
If you need further evidence of social media's omnipresent influence nowadays, take a gander at We Are Social's "Digital Statshot 002" report, which reveals that there are currently about 2 billion active social media accounts worldwide-equating to a whopping penetration of 28% of the planet's population, with about roughly 1.6 billion of these accounts active via mobile. What's more, 72% of all internet users are currently active on social media, and 93% of marketers use social media for business.
- Posted Feb 23, 2015
Once a tremendous engine of growth for the publishing in­dustry, ebook sales have lev­eled off in recent years as the market matured. This has left publishers and retailers struggling to find the next frontier in ebooks. Sluggish sales are prompting publishers to seek new distribution channels for their titles, while retailers continue a race to the bottom with ebook pricing. Mean­while, one dispute caused the ebook industry to hold its breath in 2014­--with the prospect of more fireworks in the year to come.
- Posted Feb 04, 2015
At its core, content analytics is the ability to extract structured information (such as people, places, and things) from un­structured text. This information is used to track, organize, and search content. "Content analytics allows people to find what they're looking for, not what they're searching for," notes Stephen Ludlow, director of enterprise product marketing at OpenText, a leading enterprise information management organization. From a content publishing perspective, search is still a critical component of the way people interact with con­tent. The metadata extracted from unstructured content allows the user to end up in the right place.
- Posted Feb 09, 2015
Big Data has been a hot topic for some time, but it has yet to realize its full potential. The term refers to extremely large datasets that may be analyzed to reveal patterns, trends, and associations; they're often too large to analyze with conventional computing methods. "Our lives are becoming even more data-centric, and Big Data analytics is playing a much greater role within enterprises as they seek to better understand their customers, their behaviors and growth opportunities," explains Durjoy Patranabish, SVP of analytics at Blueocean Market Intelligence. "Statistics have always served as the backbone of analytics and data sciences. However, that trend is changing in this new age of analytics that is more reliant on artificial intelligence, machine learning algorithms, and unstructured data analytics."
- Posted Feb 18, 2015
Ask 10 consumers to define "digital marketing" today, and you'll likely get 10 different answers. Some consumers may reference irritating browser pop-ups and spam, while others will cite YouTube tutorials and email newsletters. No matter what form it takes, digital marketing is only going to increase--especially in a world where ad-supported free apps and content are more popular than ever.
- Posted Feb 11, 2015

Columns

All hell broke loose at The New Republic (TNR) in December 2014. It was almost comical-as long as you don't actually work there. There was a mass (and very public) exodus of editorial staff, complete with an open letter published on Robert Reich's Facebook page. Here is the gist of the letter: "The magazine's present owner and managers claim they are giving it new relevance while remaining true to its century-old mission. ... The New Republic cannot be merely a ‘brand.' It has never been and cannot be a ‘media company' that markets ‘content.'... It is not, or not primarily, a business. It is a voice, even a cause. It has lasted through numerous transformations of the ‘media landscape'-transformations that, far from rendering its work obsolete, have made that work ever more valuable."
- Posted Feb 03, 2015