October 2015 Issue


News Features

Native ads--ads that reside seamlessly within content, giving the appearance of editorial material--have become increasingly prevalent as consumer adoption of mobile technology has skyrocketed. These ads can take many forms, and marketers are always in search of the next new thing that will enable them to cut through the clutter to deliver an experience that not only will be different, but also will resonate with their audiences and, ultimately, drive sales.
By - Posted Oct 12, 2015
Proven sales pitches and promotional tactics that register with Baby Boomers and Gen Xers can bomb when directed toward 18-34 year olds. That's because, whether it's due to intrinsic fickleness, innate skepticism, or vexing demographic complexity, Millennials can be downright difficult to market to. But if you can speak their language and attract their eyeballs, you stand a better chance of engaging this increasingly populous and powerful consumer segment.
By - Posted Oct 26, 2015

Featured Stories

There's an unspoken agreement that consumers and companies enter into millions of times a day: Consumers get free products that they value (Facebook and Twitter), and the companies show them semi-personalized and relevant ads to pay for the service. But survey after survey shows that Americans value privacy but feel resigned to not having much when they venture online. Businesses live in fear of a data breach that would undermine the public’s trust in their company and cost them revenue and shareholder value.
By - Posted Oct 05, 2015
Marketers and content providers especially need to keep their fingers on the pulse of the latest mobile trends and technologies, lest they be crushed by the stampeding mass that could suddenly break in a different direction at any time. Because let’s face it: Today, consumers--not content--are king, and they expect to be treated like royalty, with a rich array of apps, articles, promotions, posts, tweets, texts, videos, and other short-attention-span-geared features at their fingertips.
By - Posted Oct 19, 2015
DRM means different things to different people. In popular perception, DRM is often associated with controlling access to proprietary content--for instance, preventing music or video file-sharing. To be clear, this article is not about content protection technologies that prevent viewing or using digital assets. Instead, we take an enterprise perspective, and the focus here is on enterprise DRM tools to manage the rights and licensing information associated with digital assets.
By - Posted Oct 07, 2015

Columns

Are you a journalist? Does a chill run up your spine when people start talking about "content"? Are you confused by the idea that working in a newsroom makes you a "content creator" and not just a reporter? Join the club. I talk to a lot of content experts, many of whom seem to think that creating a magazine/newspaper/news site is the same as creating "content."
By - Posted Oct 27, 2015
It's pretty obvious that Jerry Seinfeld knows what he is doing when it comes to the entertainment business. After Seinfeld wrapped in 1998, there was not much left to do. TV Guide labeled Seinfeld's collaboration with Larry David "The greatest TV show of all time."
By - Posted Oct 20, 2015
A picture may be worth a thousand words, but a video is worth significantly more. How much more? According to James McQuivey of Forrester Research, a 1-minute video is worth 1.8 million words. The big lesson here is that video matters-a lot. So much so that if you're not creating video already, you are missing out on big business opportunities.
By - Posted Oct 13, 2015
Despite this popularity, the BBC's model has come under increasing attack, particularly from the traditional news media. Speaking on TV, Chancellor of the Exchequer George Osborne called the BBC's website "imperial" and voiced concerns about the BBC's potential to crowd out the online operations of traditional newspapers.
By - Posted Oct 06, 2015

Faces of EContent

As the marketing manager for Bridgeline Digital, a content management software company, Ryan Hadfield's primary function is to generate leads and ensure that customers are making the most of the iAPPS platform. "While lead acquisition is the heart of what I do, I love nurturing current customers and prospects with weekly segmented email campaigns that include white papers, ebooks, and other forms of thought leadership," he says.
By - Posted Oct 02, 2015

Case Studies

Despite Fast Company's reputation as a leader in progressive ideas about business, its mobile app was starting to seem stale. It was not exactly a problem, but as user expectations changed, it became clear that the app was going to need to evolve. Meanwhile, Adobe was starting to think about new ways to help its customers create more dynamic mobile apps. The two companies began a conversation that led to a collaboration in which Fast Company got a new, more dynamic web-like app, and Adobe was able to learn more about what kind of functions and features were of value to customers hoping to build these kinds of apps.
By - Posted Oct 14, 2015