March 2016 Issue


News Features

The majority of enterprise-level companies have a content strategy. However, almost half aren't using buyer personas to generate demand, and about 50% don't design content to target buyers' pain points, a recent survey of B2B marketers found. "2015 Enterprise B2B Demand Generation Research Study," conducted by the demand-generation firm, ANNUITAS, focuses on companies in the B2B space with more than 2,000 employees and at least $250 million in revenue.
- Posted Mar 07, 2016
Want a happier reader? It's no secret that offering more personalized content can increase engagement. The good news is that effectively executed personalization can yield an enviable ROI. How much? McKinsey research reveals that personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more. "Big Data, Analytics, and the Future of Marketing & Sales" suggests companies that place data-driven personalization at the core of marketing and sales decisions improve marketing ROI by 15% to 20%.
- Posted Mar 21, 2016

Featured Stories

There is no shortage of content marketing experts these days, and there's no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context--not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about. Here, through a fictional example of a company that's interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways.
- Posted Mar 02, 2016
A large chunk of ad spending is already being done programmatically. eMarketer predicts programmatic will make up 67% of total digital display ad spending, or $21.55 billion, in 2016. That's up from 2015, when it accounted for 59% of spending, or $15.43 billion, according to the researchers. The figures include programmatic buying for banners, rich media, video, sponsorship, and additional ad units showing on desktops, tablets, mobile, and other internet-connected devices. Programmatic advertising is creeping into more forms of media too, including television and radio.
- Posted Mar 14, 2016
Today, many companies' digital efforts have transitioned from simple web publishing to more full-blown customer experience management (CXM), as they seek to take advantage of the web, as well as other channels (such as offline, print, and mobile), to conduct core commercial operations and grow their businesses. Digital experience management is the digital component of CXM. It is a cross-organization discipline and includes strategies and practices to acquire, nurture, and manage users throughout their journeys. Users are customers, employees, prospects, and other people who digitally interact with the firm.
- Posted Mar 09, 2016

Columns

It's been another exciting year of growth and disruption in digital marketing. Online ad spending in the U.S. grew another $5 billion, and new entrants continue to fuel change, highlighted by Instagram's addition of 100 million users. In 2015, even GE got into the game, naming its first chief digital officer (CDO) and tasking a new CMO with branding the conglomerate a "digital industrial company."
- Posted Mar 01, 2016
If 2015 had a single bright, shiny object in the digital media sphere, it was virtual reality (VR). The arrival of more affordable versions of Oculus Rift and Microsoft HoloLens and the mass availability of Google Cardboard helped proliferate the VR experience and stoke the inevitable speculation that personal, immersive experiences would be both the future of computing and digital content generally. Anyone who has donned VR gear can attest to the sheer coolness of the experience. In theory, VR could allow for wondrous immersive effects in journalism-moving us from reporting events to transporting audiences there.
- Posted Mar 08, 2016
We've been hearing about hyperlocal news for years, but in spite of many attempts at a platform play, nothing has really stuck. Just when you think a trend is pretty much doomed, someone comes along with investment capital and a new twist. Such is the case with The Tab, a U.K.-based variation on the hyperlocal theme that uses journalism students as unpaid writers, concentrates on university communities, and distributes the stories via social media.
- Posted Mar 15, 2016
In 2015, I did something, well, a little weird. I bought a Barnes & Noble membership. There is a store just minutes from my house, and I realized that I'd been spending a lot of time and money there during the past year-whether on tea in the cafe or on books-and if I had a $25 membership, it would have more than paid for itself. (Members get discounts on pretty much everything.) I finally caved when I found a new John Irving hardcover on the shelves. Usually, I wait for paperbacks, but as a longtime Irving fan (who had been struggling through some books that weren't exactly page-turners), I just couldn't wait.
- Posted Mar 22, 2016

Faces of EContent

James Stout, senior manager, technology and developer evangelist for Episerver, a global software provider for ecommerce, CMS, and digital marketing solutions, says, "I describe my role as that of a digital renaissance man." He works with both product management and product marketing at Episerver as an ambassador and trusted advisor to partners and customers, while simultaneously serving as their internal advocate.
- Posted Mar 04, 2016

Case Studies

Janome wanted to overhaul its website--not just to make it easier to use, but also to make it more appealing to a younger generation of sewers inspired by creations they see on such sites as Pinterest and Etsy.
- Posted Mar 28, 2016