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marketing

Marketers are ready to adapt their processes to content strategy, but the change will be stark

March 30, 2010

Edward Boches of Creativity Unbound asked some influential folks who went to SxSW what was their one big takeaway from the conference.
Kristina Halverson, CEO of Brain Traffic spoke to the readiness on the client side to make process changes that will enable content marketing strategies.
“My takeaway? Clients are ready to coordinate their currently siloed interactive [...]

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The Kelsey Group examines NCI’s DigitalSherpa initiative

March 12, 2010

Over the past year, the team at NCI has been developing a social marketing service under the umbrella of Digital Sherpa for local advertisers. The service was launched commercially into the multi-family market last August and into the home design market in December.
Our attention over the past months has been focused on executing on [...]

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A model of disruption: Why do I care how I get to the NY Times?

March 5, 2010

The single content brand that I’ve had the longest relationship in my life is The New York Times.
Even though I grew up in New England, a highlight of the week was when my dad went and got the Sunday papers — the Boston Globe, the Providence Journal and The New York Times.
Five decades later, the [...]

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An insider’s look into multi-channel marketing

March 4, 2010

Over the past five years, while people have debated the future of print media, retailers have developed an approach to direct marketing that balances multiple distribution channels, including web marketing, e-mail marketing and, of course, print media in the form of catalogs.
The decision-making is fact based: How much does it cost to acquire a [...]

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Most marketers look to social media to increase web traffic and improve results, a new survey shows

March 3, 2010

What’s the most important and tangible goal for marketers using social media? To drive web traffic, according to an ongoing benchmarking study conducted by the consulting firm MarketingSherpa.
73% of the more than 2300 respondents to the MarketingSherpa survey says they target the goal of increasing web traffic, and measure results against that goal, when [...]

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I’m a Millennial! (just because a survey said so.)

February 24, 2010

Look at this!  I’m more of a Millennial than a Millenial, according to Pew Research.
I think that the big driver of my score was the absence of TV watching and my propensity to use social media and mobile communications devices.
I wish the score meant that you would have to pay more attention to what I [...]

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Ideas that drive engagement will drive marketing…but only if you can cleanly define your brand

February 24, 2010

We’ve been working on several fronts to better understand the value of engagement to business results.  Engagement — a term that has more definitions than you can count — is the underlying driver of most social media tool development, but creating engagement is more often a black art than a science.  (A constant frustration to [...]

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