Content Marketing Is Not About Form, But Function
Paul Chaney | Social Media Smarts |       |  | A recent article in the Guardian discussed the existential tension between content marketing and advertising. Citing Lego Magazine and the movie The Internship as examples, the writer, Jonny Rose, asked if these qualified as legitimate forms of branded content, or were merely advertising shills? To that end, this question is often asked: When it comes to content marketing, what types of information qualify? I think that's the wrong question altogether. A much better one is: Does... |
Social Users Expect One-Hour Response Time from Brands on Twitter [Study]
Jessica Lee | Social Media | |  | The next time you think about putting off a response to that tweet your brand just received on Twitter – or not responding at all – think again. According to research put out by Lithium Technologies, more than 70 percent of users expect to hear back from the brand they’re interacting with on Twitter, and 53 percent want a response within the hour. That percentage goes up when someone is issuing a complaint to a brand, with 72 percent saying within an hour is a reasonable... |
Social Logins: Facebook May Not Be Too Big to Fail
Susan Kuchinskas | Social | |  | While Facebook remains the dominant social login, Google+ has made strong gains, according to a new report from Gigya. Social logins, which let site visitors register and log into sites and apps via a third-party social media site, reduce barriers to entry and, more importantly, let web publishers access the rich profile data held by the social network. While Facebook and Google+ offer publishers similar profile info, Facebook's is a bit richer, according to Gigya's analysis;... |
Killer Terms for Subject Lines & Calls to Action
Sundeep Kapur | Social Integration | |  | A subject line, SMS message, social media post, and even the call to action on a landing page are important in guiding the consumer to where you want them to go. Here are some top performers: words in action that are proven to drive results, as determined through my company's research. 1. Sale versus Save Like it or not, the word "sale" drives us towards paying attention. "You save" drove response rates of 3 to 5 percent. On the other hand, "On sale" was able to get more than... |
5 Engagement App Strategies for Converting Fans & Followers into Content Marketers
Roger Katz | Social Media Smarts | |  | Content marketing is one of the biggest challenges and opportunities for both business and consumer brands today. As brands look to expand their reach online and engage audiences beyond ‘interruptive’ advertising, they’re increasingly looking to cultivate shareable content that is informative, entertaining and interesting. Marketers regularly cite challenges around producing enough engaging content. A lot of the content out there today simply doesn’t move a brand forward.... |
Can Analytics Help Save Obamacare?
Columnist Andrew Edwards makes the case for site analytics as the saviour for the ailing Affordable Care Act website, rife with issues since its launch.
Andrew Edwards | Convergence Analytics | Print version Sell Marketing Spend to Your CEO with Marketing Automation & Aligned Goals
Each step in the full marketing funnel tells a story with a set of data behind it. Become more effective at selling your spend to your CEO with these tips from columnist Christian Nahas.
Christian Nahas | Marketing Automation | Print version D-Day: The Cookie is Crumbling
As the cookie wanes, we now have data systems and science that allow us to leverage multiple sources of data to gauge audience propensity, build robust audience models and target and market, across platforms.
Dana Hayes Jr. | Media Planning | Print version The Keys to Understanding The Buyers Journey
In a follow-up to his article New Research Defines the Buyer's Journey in 3 Steps, ClickZ columnist Mathew Sweezey from Salesforce digs deeper into the buyer's journey and how marketers can recognize each phase.
Mathew Sweezey | Marketing Automation | Print version Social Retargeting: Where to Spend it
I'll walk you through the Facebook and Twitter offerings to help you decide where to invest that budget you managed to eke out for a social retargeting campaign.
Parth Mukherjee | Display Advertising | Print version Nissan’s Passion Genome Maps Shared Likes
The interactive experience creates so-called Passion Portraits and illustrates shared Facebook likes in support of its 2014 Versa Note model, which the brand says has ample space to carry around whatever its consumers truly care about.
Lisa Lacy | Strategies | Print version Please Don't Stereotype Your Personas
Too often, personas are written as flat narratives, with no emotional hooks for our team members to understand them. Columnist Bryan Eisenberg explains how to give personas depth and truly emphasize with customers.
Bryan Eisenberg | ROI Marketing | Print version Make the Most of Custom Audiences on Facebook
Custom Audiences is a way for brands to upload their own email address list and create just that, a "custom audience" or group of people they can specifically target with ads on Facebook. Columnist Gary Stein explains how it is best used by marketers.
Gary Stein | Strategies | Print version The Changing Role of Digital Media Sales People
Classic media sellers are evolving to compete in today's big data market. Columnist Alan Cutter explores the expended role of the sales professional in the new digital environment.
Alan Cutter | Strategies | Print version Video Advertising is Evolving in China
Leapfrogging ahead of its peers in developed markets, brand advertisers in China are pushing new frontiers and setting standards in online TV best practice.
Guest | Media Planning | Print version |
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