Posts in Category: Marketing
4 Principles to Transform Your Content Marketing into an Always-on Media Business – Published on Digital Doughnut
There are tons of experts out there who would tell you that your business – regardless of who your customer is, or what you sell – needs to become more like a media business in order to do effective marketing. They would also tell you that you have to implement an ‘always-on’ marketing approach, in order to consistently reach-out and engage with your audience.
From the idea perspective, there is nothing wrong with this – I myself advocate that every company has to act like a media business to thrive in the new business environment. But, here’s the problem with all the advice floating around. Very few, if any, talk about how to actually transform your marketing into a media business. For most part, the fact that it is extremely hard to operate like a media business, is conveniently left out. In fact, most marketers full heartedly agree with the advice, but have no clue how to get started. That is what I want to address with this post.
Four simple principles (or tips) to follow in your quest to scale content marketing, and become an always-on media business:
1 – Find your content sweet-spot and stick to it
2 – Limit yourself – One Content Type/One Platform/One Target Persona
3 – Be consistent over a long period of time
4 – Focus on your own platforms, and build your own subscriber base
via 4 Principles to Transform Your Content Marketing into an Always-on Media Business – Digital Doughnut.
Top Must-Have Traits of Chief MarTechs – Published on Docurated
“It may sound intuitive, but the most important trait is having the right balance of…”
Marketing/Business knowledge and IT/Technical depth. Typically, Chief Marketing Technologists have two types of background. Either, it’s someone from the IT side who is an expert in marketing/data infrastructure and software, and has worked with Marketing teams for a long time. Or, someone from the Marketing side who has been actively involved in implementation and use of technology and data since digital channels came around. Here’s why this balance is important – if a CMT lacks Marketing/Business knowledge, he/she would not be able to identify business opportunities that are created by new technologies; on the other hand, if a CMT is weak on the IT side, then data security and performance issues might creep-in. These are just examples, and a lot of other issues can happen if the balance is not there.
[VIDEO] How will Internet of Things change Brand and Consumer interaction? – YouTube
So, how will Internet of Things change brand and consumer interaction? It might be too early to predict! But, in this video, Jasmeet Sawhney, talks about some areas that are emerging that give us some insight into how it might impact brand and consumer interaction.
via: http://yiblab.com/how-internet-of-things-change-brand-consumer-interaction/
End of Google’s Growth, and 6 Online Advertising Issues You Need to Know – Published on Digital Doughnut
Alphabet/Google’s revenue continues to grow. In fact, earlier this year, it briefly surpassed Apple to become the most valuable public company. But, over the years, Google has reported one number that has left the advertising world wanting to know more. Since 2011, the average ‘ad cost’ continues to decline. In simple terms, Google is serving more and more ads every year, but each ad is earning company less and less. To someone in the online advertising world, this should not be news; online ad effectiveness has witnessed slow and steady decline over the years. The industry doesn’t want its customers to know about some underlying issues that are creating an online advertising bubble. Following six issues are a big reason for concern as there would likely be no turning back the moment advertisers get a grip of what is really happening.
1 – Perils of Technology & Automation
Yet, there is a much bigger irony at play – virtues of automation are becoming its own flaws.
Advertising technology has seen tremendous advancement in the past decade. From precise user tracking and matching algorithms to automation and programmatic buying, placing an ad now requires very little human effort. For most part, this has been a big boon for all stakeholders, but some cracks are starting to show. For one – advertisers took industry’s word on ad effectiveness, who in turn totally relied on advanced technology for their argument. If you look at ad performance over the years, it paints a completely different picture – online ad efficiency has been declining, and it has been declining for some of the most advanced online businesses who really know what they are doing. Yet, there is a much bigger irony at play – virtues of automation are becoming its own flaws. Automation has made it extremely cheap to plan and place ads on small/low quality websites, which has encouraged advertisers of all sizes to join in hordes without understanding anything about ad efficiency.
via End of Google’s Growth, and 6 Online Advertising Issues You Need to Know – Digital Doughnut.
Experts Share Tips on How to Streamline Marketing Processes – Published on Docurated
“Given the modern marketing ecosystem, the single most important factor is to…”
Train marketing teams on technical skills. In the work that we do with both large and small clients, traditional marketing teams still rely heavily on IT and Business Technology teams. It ends up affecting all marketing activity since every single marketing process is driven by technology these days. Whether you are doing lead nurturing, social media marketing, content marketing, website optimization, or customer segmentation – if the marketing team doesn’t have the right technical tools and skills, none of the processes will be efficient. Same is true for data analytics, which is also traditionally a CIO responsibility, but never efficiently used if marketing teams don’t know how to work with data.
Modern marketing teams need to acquire these skills if they want to streamline processes and stay ahead of the competition.
via How to Streamline Marketing Processes: Tips from 60 Experts – Docurated.
Ask The Headhunter: Users Sound Off on LinkedIn – Published on PBS NewsHour
Jasmeet Sawhney: Great article, Nick. I agree that double-dipping is a big problem. But, do you really believe LinkedIn’s push into content/publishing is only to boost their job-board business? There is a big community element in it for the user, no?
via Ask The Headhunter: Users Sound Off on LinkedIn | PBS NewsHour.