November/December 2017 Issue


News Features

It's a company's worst nightmare: Disgruntled clients pull back due to dissatisfaction with the company's business practices and do so publicly, with government officials urging them on. But when the company being targeted by clients' ire is the video and search behemoth YouTube—and the business practice is the airing of revenue-generating advertisements for creators of extremist content with dangerous real-world implications—both the impact and the stakes are especially high.
- Posted Nov 06, 2017
Hold the phone, Mr. and Mrs. Marketer, and not so fast, John Q. Publisher: That mobile video content you're preparing to post better be future-proofed beyond just the message and branding. Viewable convenience and an amenable aspect ratio are also key criteria today and likely will be for the foreseeable future—which means that your video better be vertical.
- Posted Nov 27, 2017

Featured Stories

In order to survive, everything must evolve. The EContent 100 list of companies that matter most in the digital content industry is no exception. Every year during the voting process, we see how the changing list reflects the way the larger industry is developing. In 2017, a couple of trends emerged. The first, is the importance of artificial intelligence (AI), which is probably obvious to anyone in the content business. The second is the increasing importance of digital asset management (DAM). Next year, DAM will need its own category, but this year, we did our best to honor its contributions to the industry within our existing framework.
Posted Nov 01, 2017
Each year, we receive many more submissions for the EContent 100 list than we can use, and many interesting companies don't make it onto the final list. Here we introduce you to some of the companies that caught our attention during the voting process. We'll be keeping an eye on them during the next year, and you should too.
Posted Nov 03, 2017
Meet the 11 professionals who decided which companies would make this year's EContent 100 list.
Posted Nov 01, 2017
A description of the categories our judges consider when choosing the EContent 100 list.
Posted Nov 01, 2017

Columns

They turned to the advice of professionals and trusted friends to make their transitions easier. We try to approximate that on the web. It's what user reviews are all about, and it's why so many brands are turning to influencers and content marketing to reach audiences. We love the convenience of Google and the ability to use our smartphones to do just about anything. But even the tiny computers in our pockets have their limits. They can only do so much. Sometimes, you need human expertise.
- Posted Nov 07, 2017
Like most buzzwords, "agility" has taken over during discussions regarding time, cost, and process effectiveness. It covers flexibility, scalability, capacity, and speed among other expectations. At the very least, it is useful to pinpoint characteristics that content must contain to be effective anywhere in the digital age. Agility fits nicely in any expansion plan and in any effort to shape processes to handle large amounts of content.
- Posted Nov 14, 2017
From social media sharing to personalized push notification, 2017 saw a flurry of activity as media companies focused their attention and investment on making changes and improvements to their mobile app presence. This is aimed at extending the life span of their app or increasing user engagement. It's a smart strategy, but it falls short in today's hyper-competitive app economy.
- Posted Nov 21, 2017
As I contemplate my annual look ahead to the promising revenue streams that media companies will chase in the coming year, the horizon looks stormier than usual. The concentration of digital ad and marketing revenue around the triumvirate of Google, Facebook, and Amazon is daunting. The disenchantment among many marketers with traditional display advertising techniques worsens matters. And the brands are tending to look inward at their own first-party data, customer relationship management (CRM), direct-to-consumer channels.
- Posted Nov 28, 2017
"Despacito," Luis Fonsi's and Daddy Yankee's smash single, served as an important reminder of the booming cultural prominence of Latinos in the U.S. The song, with a 16-week run at the top of the Billboard Hot 100, tied the record for the longest run in the number one spot. This is especially significant since the lyrics are mostly in Spanish (note that the original version of the song, as opposed to the chart-topping version that is a remix, is entirely in Spanish). This continuing cultural prominence can be felt everywhere, and it extends beyond music.
- Posted Dec 05, 2017
The familiar adage "Everything old is new again" was on my mind as I enjoyed one of my beach reads this summer, How to Lie With Statistics, by Darrell Huff. In a TED talk, Bill Gates said that Huff "shows you how visuals can be used to exaggerate trends and give distorted comparisons." I assumed it was a hot-off-the-press response to the current fixation with fake news and erroneous data. However, the copyright page says Huff first shared these tips and tricks back in 1954.
- Posted Dec 12, 2017
I have to confess that I don't geek out over technology. When a new piece of tech comes onto the scene, it is not those first trade show demonstrations that I find the most exciting. It's when I see it becoming a useful and common part of people's lives, enabling them to do things they couldn't do before. So when I recently had the chance to try out a virtual reality (VR) headset, I approached it with skepticism.
- Posted Dec 19, 2017
Few things seem more quintessentially English than the Wimbledon tennis championship. Run since 1877 by the All England Lawn Tennis Club, it insists that players still play in all-white outfits and refers to the competitors as ladies and gentlemen. But its traditional trappings have frequently been accompanied by a focus on technological innovation.
- Posted Dec 22, 2017
For years, marketers have been inundated with calls, emails, and advertising from marketing technology companies whose offerings promise to solve our most vexing problems. Indeed, this year's Marketing Technology Landscape Supergraphic is nicknamed Martech 5000, which reflects how crowded the landscape has become. It contained about 100 companies in 2011.
- Posted Nov 23, 2017
A free press is a cornerstone of any free society. Lately, it's been under attack, becoming the whipping boy of anyone looking for an easy target. Politicians and the press have an adversarial relationship, but there's usually at least some semblance of respect. The current president has a particularly contentious relationship with the press, labeling anything he doesn't like as fake news. At one point early on in the administration, he went so far as to call the press "the enemy of the people" in an angry tweet.
- Posted Nov 30, 2017
Can you believe we're at the end of 2017 already? I feel like just last week, I was talking to someone about the Snapchat IPO and then to someone else about the YouTube "Adpocalypse." New products, new announcements, and new ideas have recently risen up in the online video world to bring us to where we are today—staring smack dab at the impending new year and all the changes and trends it will bring.
- Posted Dec 07, 2017
We all want to believe in happy endings. True love conquers all in the movies, just as every book comes to a logical conclusion. We carry these ideals into our work. This website will be better than the last one. This CMS will centralize our content. We will finally share a united editorial process.
- Posted Dec 18, 2017
If there is one technology topic that drew a great amount of media attention this year, it is artificial intelligence (AI). Thus far, you can say that only digital technology giants such as Amazon, Facebook, and Google—along with a few other early adopters—have tasted success in implementing AI technologies. Here are 10 commandments to finally get you started on your enterprise AI strategy.
- Posted Nov 10, 2017