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Facebook Advertisers ‘Like’ Their ROI
What’s the ROI of a ‘like’ on Facebook? For too many marketers, getting fans or ‘likes’ on Facebook is a goal unto itself. It’s about as legitimate a goal as measuring how many ‘hits’ a website got...
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The Converged Media Imperative
In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not...
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Why Organizations Must Be Faster Than Real Time
“I’ll check with my supervisor and get back to you.” Why doesn’t that remark cut it anymore? More often than not, it’s symptomatic of an organization that isn’t adaptive. One that hasn’t taken...
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How to Measure Social Media ROI
Measuring digital advertising is relatively easy and Owned and earned media? That’s a whole other story. The metrics and the methods for measuring digital marketing are less exact, the platforms are...
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Do Multiscreen Experiences Fragment Attention, or Focus It?
When was the last time you watched television without simultaneously interacting with a second, third, or fourth screen? A smartphone, tablet, or Xbox? Without tweeting, IMing, or posting to Facebook?...
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Digital Marketing & Media: What to Watch in 2013
Predictions can be fascinating, but let’s face it. No one I know is in possession of a working crystal ball, and digital marketing and technology move way too quickly and too erratically to do much...
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Content Marketing in the Organization
Does your organization have a content marketing department? If not, you’re hardly alone. While commitment to and investment in content marketing is skyrocketing year over year, there are far from hard...
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First Media Disruption of the Year: Samsung + AP + Twitter
Even when you know what’s coming, you never know exactly what’s coming. Paid, owned and earned media are converging, sure. As a result, workflow and roles are changing radically. But even when you’ve...
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The End of “Digital” &“Social” Media
Oreo Super Bowl tweet “Digital media” will soon be a redundant term. Increasingly, all media are digital. Once a term reserved for the internet only, “digital” now embraces your phone, television,...
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New Research: Organize for Content
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago. Despite the overwhelming and ever-increasing trend toward content marketing,...
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Why Repetition is Integral to Content Strategy
One of content marketing’s biggest challenges is coming up with new material. One of content marketing’s other biggest challenges is overcoming something you’ve been told not to do since you were...
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Build an Audience for Content Marketing
If you build it, will they come? If you’re super lucky, they will. Most marketers, however, are faced with a challenge that is familiar to publishers and broadcasters: audience development. This means...
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Paid, Owned, Earned…Shared?
The convergence of paid, owned, and earned media has been an important discussion for some time now. It was a topic of this column on more than one occasion. The nagging question since the coinage of...
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New Research: “Defining and Mapping the Native Advertising Landscape”
Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising. A quick...
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Content: Why Influence Matters
Do name-brand journalists still require the backing of name-brand media outlets? Recent headlines strongly indicate that the byline is being rapidly decoupled from the masthead. Glenn Greenwald left...
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The Symbiosis of Twitter and TV
Can you imagine Twitter without TV? Or TV without Twitter? In an era of media and channel convergence, nothing seems to have converged more quickly, or inextricably, than these two channels. A mutual...
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Real Time Marketing: How Brands Can Prepare And Succeed
Oreo. Starbucks. American Express. Dell. These are brands that come to mind when the topic of real-time marketing (RTM) arises — as it does with increasing frequency these days. Real-time is gaining...
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Q&A With New York Times Meredith Kopit Levien on Native Advertising Launch
All prognostications for 2014 (including my own) point to native advertising as A Big Thing to watch this year – and it is. The FTC’s December workshop thrust native into the spotlight, but nothing...
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Micro Content, Maxi Effect — How Shifts Toward Visual Content Will Impact...
The written word seems to be on the decline, at least in the online space. Articles and white papers have morphed into blog posts and status updates. Hashtags, acronyms and emoticons stand in for...
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Quick! What’s a Digital Newsroom?
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers. The question arose the other day in discussion with an agency client. We were discussing...
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