Content Marketing Column

We can’t live without digital media, but why would we want to?

“But dad, I can’t live without them!” My daughter Judy and I were once again locked in the battle over screen time by now familiar to many of today’s parents and significant others. We had turned a day of errands into some father-daughter time with a few fun diversions and I was hoping she would …

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Learn how to discipline your story to serve your digital transformation

A digitally transformed organization is a content organization. You now manage a continuum of experiences across an expanding range of digital customer touchpoints. And all those experiences need content constantly. The good news (besides the data that comes from such a continuum) is that you have a lot of opportunities to bolster your story. However, …

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Why brands need to take ASMR more seriously

Slime. It’s the biggest crafting craze of 2018 and a rising video sensation. There were nearly 25 billion slime video views last year. Big box retailers are reporting glue shortages across the country. Crafting brands are getting into the game, sponsoring content and making last minute products like sparkly glue to jump on the trend. …

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Content may be king, but context is queen

“Content is King-er” concluded a leading media industry prognosticator in the keynote address at the recent Media Insights and Engagement Conference, after he took the audience through a whirlwind tour of the changes in the ecosystem over the past year. He was doubling down on the oft-made claim that content is king with a purposeful …

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B2B marketers should quit treating millennials like previous generations

In recent years, business-to-consumer marketers have been rightly obsessed with millennials because they are increasingly becoming household decision-makers. At the same time, they are becoming decision-makers for corporations and small businesses as well. In fact, 73 percent of millennials who work in business are involved in the technology-purchasing process for their companies. It’s time for …

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How to be charismatic: Marketing with charm, heart and personality

Data, facts, and logic make it easier to measure, predict and understand. It’s all about having concrete measurables. However, when it comes to marketing and creative campaigns, what you really need is something else entirely: charisma. No one wants to think about personality and charm when trying to boost their sales or bottom line, but …

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Here’s why a disciplined story is so vital to digital transformation success

You must feed digital transformation or it dies. Once you’ve gone through the Herculean work of integrating the tech stack, designing and developing great new experiences, and shifting the processes and culture of the organization, it’s time to make that sleek new high-performance machine move as the salesperson promised. So, you’ve got to fuel it, …

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Build more emotionally engaging experiences with a personalized data strategy

Consumers are demanding more from brands than ever before – more relevant, consistent and personalized experiences across devices and channels. And as a result, brand marketers are facing increased pressure to understand, anticipate and deliver on these shifting expectations. Just because marketers know where their audience has been online, doesn’t mean they understand what consumers …

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3 inspiring campaigns that remind brands to be human during the holidays

We’ve heard a lot lately that brands need to show empathy, that they need to make a “human connection” with consumers. While that has always been true, it’s recently become more important with consumer trust at a historic low. This development makes trust a vital trait for brands to build—more than one in three consumers …

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Data ownership is shifting so enterprises are stepping up their tech game

For years, companies have been collecting data almost without any strategy in place. While the amount of data continues to grow, the General Data Protection Regulation (GDPR) discussions have also developed around topics like Cambridge Analytica, causing a rethink. Everyone is trying to gain more control over their data – advertisers, agencies, publishers, tech providers …

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