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The adage goes that word of mouth is the best form of advertising. But that motto, like the types of advertising it once referred to, has now been disrupted by dozens of new digital channels that have turned traditional advertising upside-down. It’s not just that word-of-mouth marketing is being sized up alongside digital strategies possessing unprecedented value.
If you don’t understand machine learning (ML), it’s time to give yourself a crash course—especially as it relates to marketing. Just as SEO, programmatic buying, and other new technologies have revolutionized certain aspects of the marketing industry, ML figures to change the whole process, from how we handle simple marketing tasks to how we approach the larger task of telling brand stories.
Brands of the past understood that word of mouth was the best form of advertising. That’s still the case in today’s digital climate, although word of mouth looks a lot different on social media than what consumers might be accustomed to seeing. For one thing, speed is a critical component of effective word-of-mouth marketing—and that’s something social media can offer.
Published 1 min ago 34 Great content is well within the reach of companies across all industries, but there are big gaps in the success those brands see when distributing their content across various digital channels. And, as Econsultancy points out, even industries ripe for content success are hurting themselves by relying on quality alone to draw traffic organically.
Executive's Corner, Native Advertising, Paid Media Paid content promotion is poised for a heavy uptick in budget allocation, according to a new survey emphasizing the value of sponsored content. PR Newswire and the Content Marketing Institute collaborated on a survey that found 87 percent of content marketers are planning to either increase or maintain their budgets for paid promotion.
Content Marketing, Executive's Corner, Owned Media, Shared Media For better or for worse, online consumers value authentic content, even when they aren’t entirely sure they trust that content. That’s where online reviews and ratings can make (or break) your firm. According to a recent YouGov report, 87 percent of Americans value online star ratings, and 90 percent value wr ...
Content Distribution, Paid Media Recently, retargeting has become a widespread content marketing tool across many types of digital campaigns: According to the Performance Marketer’s Retargeting Guide, 88 percent of enterprise marketers are retargeting consumers after a first website visit fails to yield a conversion or purchase.
Mobile, Owned Media, Shared Media Time spent in mobile apps increased by 21 percent in the past year, continuing an upward trend. Consumers are spending more overall online time on their mobile devices—according to data from Localytics, the average session length within a mobile app remained consistent at 5.7 minutes, but consumers are now opening apps 2.1 more times per day, on average.
Content Marketing, Owned Media, SEO, Shared Media Mobile devices were a major source of engagement for consumers following this summer’s World Cup, according to research from the Interactive Advertising Bureau. The findings on fan engagement—which included the live-streaming of video—reflect the multiple ways in which mobile technology can be wielded for event marketing.
Content Marketing, Owned Media Brands today are creating content that’s tailored to the position of a buyer in his or her journey toward a purchase or conversion. Such content, which focuses on consumers’ varied needs and concerns as they progress through the “buyer’s journey,” is the product of a new content marketing strategy that looks a lot like a conversion strategy, a ...
Owned Media, SEO A new Google update will reward websites that use HTTPS encryption. While the update will have only a minor impact on search queries initially, Google hopes to increase its influence on page ranking in the future. The update, which was announced on Google’s Webmaster Central Blog, is already affecting search queries.
Content Marketing, Owned Media, Paid Media, Shared Media, Social Promotion While many marketers say they believe they are creating strong web content, campaign results aren’t meeting established goals and objectives, according to a new survey from OneSpot and 614 Group. The failure to fulfill these business goals is forcing B2B and B2C marketers to decide whether the blame ...
A new Pinterest update allows users to follow topic categories in addition to individual pinners, expanding the potential reach of content and granting users a wider range of discovery opportunities. Active users can now follow niche topics relevant to them, such as hiking, vegan, traveling, and many more.
A recent survey confirms that human intuition is an important part of executives’ decision-making processes. These findings further the recent conversations about emotional influence and speak volumes to the importance of the salient content that B2B marketing professionals strive to create. The survey, conducted by gyro and The Fortune Knowledge Group, found that over two thi ...
Location-based advertising is more popular than ever, but the mobile ecosystem remains littered with inaccurate data. That’s why Thinknear is unveiling Location Score Tags, a new tool that helps marketers be a better judge of their data. An extension of the firm’s Location Score technology released earlier this summer, the tags allow marketers measure the quality of the locati ...
One of the biggest retail commerce reveals at Google I/O 2014 was a shopping solution that will change the way consumers see retail store shelves. Through a partnership with Google’s Project Tango, in-store mobile marketing firm aisle411 is prepping to launch an in-store solution that enhances the shopping experience through fully interactive 3D maps.