July/August 2016 Issue


News Features

Ideally, every consumer experience with an organization-regardless of how large it is-should be aligned and seamless. Messaging should be consistent in terms of content and quality. But what about between marketing and sales-two parts of most organizations that are outward-facing? Wouldn't it seem logical to assume that their messaging would be aligned and consistent?
By - Posted Jul 08, 2016
Mobile content distribution platforms like Facebook Instant Articles and Google AMP are helping publishers bring their content to audiences, especially on mobile platforms. But many publishers are still wary of publishing on third party platforms. Here are the pros, cons, and everything else you need to know about mobile content distribution platforms.
By - Posted Jul 11, 2016

Featured Stories

Consumers increasingly demand consistent, delightful digital experiences as they interact via desktop, mobile, tablet, digital signage, in-car, and in-store experiences. But the days when you could create a mobile experience that closely mirrors the desktop are long gone. Brands must create tailored experiences by carefully considering the consumer's preferences. Accomplishing this requires well-oiled and well-managed interconnected technologies. Culling necessary data from various customer touchpoint devices and employing it to personalize each consumer's experience on a constant basis demand a new level of sophistication in content-related infrastructure and architecture.
By - Posted Jul 04, 2016
If you have a piece of content marketing that worked wonders on audiences in the U.S., you might think it can also be effective with international decision makers. You figure translating it is the next step, but is it the last step? Not likely. Truly localizing content generally requires significant attention to cultural nuances, brand consistencies, and the unique demands of audiences. Effective collaboration among cross-border content specialists is another piece of the puzzle.
By - Posted Aug 01, 2016
Digital experience management (DXM) refers to the marshaling of strategy, process, and technology to provide highly satisfying digital interactions to customers. DXM is relevant across industries, but it has a special place in the healthcare industry--so much so that I'd like to think of it as the digital equivalent of the mandate to "wash your hands." In other industries serving to enhance customer interactions, DXM is the icing on the cake. But in the healthcare realm, DXM can play an even more crucial role in helping achieve better health outcomes for customers. This article focuses on DXM for organizations in the healthcare industry-hospital systems and other healthcare providers, pharmaceutical companies, and medical device makers.
By - Posted Aug 15, 2016

Columns

Google has been a major player in digital advertising since the industry's inception, and along with Facebook, it is one of the sector's two giants, combining to account for 85% of the market in Q1 2016. The company has made a big push lately to improve its suite of digital marketing tools: Google Analytics (GA), Google AdWords, Google Search Console (previously Webmaster Tools), and Google Tag Manager (GTM). Often referred to as the Google marketing stack, these mostly free applications provide marketing organizations with most of the functionality and intelligence necessary to manage sophisticated digital marketing operations.
By - Posted Aug 23, 2016
In April, BuzzFeed did a live internet broadcast of an exploding watermelon. It got a lot of (ahem!) buzz, but it was perhaps a new low in the fight to the bottom in the struggle for eyeballs. In case you're wondering, WIRED reported that, at its peak, the stunt garnered more than 800,000 viewers. About the same time, Mashable fired 30 reporters who covered actual news.
By - Posted Aug 09, 2016
Publishers are finally facing what may kindly be called the "Trumpification" of online advertising. Similar to voter frustration with campaign financing, government gridlock, and political rhetoric, consumers have about had it with the clutter, latency, and intrusiveness of the online experience. Ad blocking is to digital publishing what Trump is to politics: a blunt, perhaps reckless, instrument wielded by consumers because they don't feel as if they have any other recourse.
By - Posted Jul 19, 2016
This spring, I found myself sitting in several conference sessions about social streaming video--think Facebook Live and Periscope. According to the experts, viewers will watch live streaming video for 20 to 30 minutes on average. Compare that to just 3 minutes or so with prerecorded video, and you understand why content creators are excited. I got excited about it. I wondered how I could use this to engage our Facebook fans. (The consensus seems to be that Facebook is winning in the social streaming space.) I left the conference, which was filled with online video enthusiasts, and went home--where I quickly realized I had never seen a single one of my friends--even the most "socially" active friends-use Facebook Live. Ditto for Periscope.
By - Posted Jul 05, 2016

Faces of EContent

As global head of digital content marketing and strategy at Hearsay Social, a San Francisco-based company that provides enterprise technology tools for global financial services, insurance, and mortgage teams, Nicole Johnson's role is to tell authentic and engaging stories around the brand and its offerings. She says, "I build the brand and engage our audiences through content, while ensuring a consistent brand experience across multiple touchpoints."
By - Posted Jul 08, 2016

Case Studies

Many digital publishers have found that the days of relying solely on static display ads are long gone. Similar to other publishers, Salon was looking for new revenue streams to boost the bottom line. Enter ConvertMedia.
By - Posted Jul 18, 2016