September/October 2016 Issue


News Features

Push notifications from an app can be powerful messages that drive engagement back to the mothership. However, since phones are such personal devices, experts say marketers must use the communications respectfully and strategically.
By - Posted Oct 10, 2016
Today's online advertising environment is often seen as chaotic. Whether it's the ongoing struggle to squeeze digital dimes out of online advertising, the move toward programmatic placements, the increasing presence of ad blockers, or the plague of ad fraud, many publishers (and advertisers) are in over their heads. But a comScore report has some good news. According to "The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness," "Premium publishers are more than 3x more effective in driving mid-funnel brand lift metrics, such as favorability, consideration and intent to recommend."
By - Posted Sep 12, 2016

Featured Stories

The "Nielsen Global Trust in Advertising Survey" from 2012 indicated that 92% of global consumers said they trusted earned media-e.g., word-of-mouth and recommendations-more than any other form of advertising. That tendency bears fruit online. While there's definitely some marketing power and potential behind influencer marketers, it's important for marketers to understand that influencer marketing--or influence marketing--while it may have some unique nuances due to the online environment it exists in, isn't fundamentally different from the general marketing approaches and decisions they've been undertaking for years.
By - Posted Sep 05, 2016
Spurred by an entrepreneurial drive and the prospect of higher profits, many American content-creating companies look beyond their borders for fertile terrain and attempt to map out a plan for success. Some make it-others don't. But the ones that stand the best chance of surviving and thriving typically scout the territory carefully and recognize both the opportunities and the challenges of operating abroad.
By - Posted Oct 03, 2016
Digital experience management (DXM) refers to providing highly satisfying digital services to customers through an effective blend of strategy, process, and technology. DXM fundamentals remain more or less the same across industries, but the modus operandi may vary based on your objectives. Education is a rather vast field, and this article focuses on DXM for higher education (higher ed) organizations such as colleges and universities.
By - Posted Sep 26, 2016

Columns

Data has emerged as a key player in the marketing and media sphere. There isn't a single member of the six biggest media corporations in the U.S. or the big five global ad agencies that hasn't made data an integral part of its sales pitch to the marketplace. However, there remains some confusion regarding what exactly is meant by "data" and why it's so valuable. As a result of this lack of clarity, I will address what we mean when we talk about it, as well as why it's so valuable for media and marketing companies.
By - Posted Sep 20, 2016
The advance of ad-blocking tools on mobile devices and browsers pushes publishers to find new ways to connect with consumers-especially Millennials. It's a generation that was born "in control," with an insatiable urge to experience content, not just consume it. It's also an audience segment that is constantly connected to their preferred social communities and networks--channels that have also become the chief referral sites for news and information.
By - Posted Oct 18, 2016
In many ways, of course, motivated fans who passionately engage with content are highly desirable, generating buzz and invaluable word-of-mouth. The danger is that, in the hands of an engaged fan, content can spiral out of control. There is a fine line-some would say no line at all-between passionate sharing and piracy, as well as between brand-enhancing homage and brand-damaging fan fiction or comedy mashups.
By - Posted Sep 13, 2016
As Sam Roe wrote in the Columbia Journalism Review (CJR) article, for many years, "investigative reporters have approached stories with a similar mindset: Find the bad guys," and "copy down what people said and leave it at that." Big Data, the big disrupter of all industries, might alter that approach. The collection of massive amounts of data has caused practitioners in many fields to reconsider how they do business.
By - Posted Oct 11, 2016

Faces of EContent

In her role at Ohio University's Scripps College of Communication, Michelle Ferrier studies innovation and entrepreneurship in media. "My primary research work is around harassment," says Ferrier, who founded TrollBusters (troll-busters.com), a digital tool to combat online harassment against women journalists, bloggers, and publishers.
By - Posted Sep 02, 2016

Case Studies

Similar to many companies and organizations, SIIA found itself with a WCM system that no longer worked for its needs. As the expectations of audiences evolved, the organization's website needed to as well, but upgrading its open source WCM system was not feasible. In order to get the latest and greatest tools and capabilities, SIIA had to find a new platform to create its updated website. In addition, SIIA decided it needed a little help building the new site if it wanted to get it done on time.
By - Posted Oct 17, 2016