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  • How (and Why) to ID and Duck Wimpy Web Writers: 18 Telltale Signs

    Article

    CONTENT TYPE: Article | TOPIC: Writing

    Content is the treasure trove that connects customers to companies now. And where there's gold, you're bound to find miners. The problem is that far too many will be swinging a wimpy little pickax and struggling mightily to break any ground.

  • Content, Customer-Centricity, and the Power of Data: Acxiom's Tim Suther on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: None

    This week's guest on Marketing Smarts is Tim Suther, chief marketing and strategy officer for Acxiom, a firm that Tim referred to as "the original Big Data company"; FRONTLINE called it "one of the biggest companies you've never heard of."

  • Local Marketing: Promotions Spending Surges as Advertising Slips

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    In 2007, local business spent 10% more on advertising than they did on promotions (e.g., coupons, discounts, and promotional products); however, in 2012, they spent a stunning 81% more on promotions, according to a new report by Borrell Associates. The key to that change is digital promotions.

  • Expand Your Market and Audience: Use the 'Idea Graph'

    Article

    CONTENT TYPE: Article | TOPIC: None

    Your "marketing universe" contains everyone you can sell to; you must expand it, or your business will stagnate. Even if you build a receptive, high-conversion audience, but then can't increase its size, you'll soon be sunk.

  • The Evolution of Modern Marketing Automation [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    To illustrate the technological advancements that changed the course of marketing, Marketo put together the following infographic based on The Definitive Guide to Marketing Automation.

  • Facebook Hits All-Time High in Video Viewing; Google Delivers 2.2B Ads

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Some 178 million Americans—roughly 83.3% of the US Internet audience—watched more than 33 billion video content views in February 2013, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 million, according to data from the comScore Video Metrix service.

  • Which Genres of Branded Video Work Best?

    Article

    CONTENT TYPE: Article | TOPIC: None

    What's the best way to establish connections with video viewers? Storytelling. But a great story does not guarantee success. Your video's genre plays a large role in determining whether you'll meet your campaign goals.

  • Early Adopter Millennials Leading in Mobile Device Adoption

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Half of surveyed Millennials—those now age 18-34—are surpassing their generational peers in adopting new technologies, according to the forthcoming 2013 Digital Marketer Report from Experian Marketing Services. Such Early Adopter Millennials strive to be the first to have the latest electronic equipment, and they are willing to pay almost anything to do so; they also spend far more time using mobile devices than their peers do.

  • Grow Revenue With Big Data: Get Sales and Marketing on the Same Page [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    To meet revenue goals, Sales and Marketing should work together. Unfortunately, they often don't. Why is that? Check out this infographic to learn about reasons for the clash and some ways Marketing can help Sales.

  • Five Ways to Connect With Millennials... Yes, via Radio

    Article

    CONTENT TYPE: Article | TOPIC: None

    Most people's perception of that Millennials don't like radio could do with a splash of cold, hard facts. Here are five ways you can put this phenomenal medium to work for you to reach Millennials.

  • Uses for Vine, Tumblr, and Hashtags; Twitter Ads; Social Warfare; and More... The Week in Social Media #SocialSkim

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Social Media Marketing

    It's all here: great uses for Vine, promos via Tumblr, and hashtags on Twitter. Hashtags on Facebook. More targeted Twitter ads. YouTube's record-breaking traffic. Yammer for SharePoint. Social warfare with Shakespeare-worthy love.

  • Facebook's Graph Search Results Page: An Eye-Tracking Study

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Being in the top 2-3 listings of a Facebook Graph Search results page is key to ensuring a listing is seen quickly and for a relatively long duration, according to eye-tracking research that explored which elements of a Graph Search results page hold the most interest.

  • Landing Page Optimization Is Not a Strategy, CXO Is

    Article

    CONTENT TYPE: Article | TOPIC: None

    Landing pages aren't dead—or even unimportant—but you shouldn't be treating them as a standalone strategy. Rather, you should be focusing on the big picture: optimizing the entire customer experience.

  • Solving Marketing Problems: Learn From Polya

    Article

    CONTENT TYPE: Article | TOPIC: None

    The next time you confront a marketing problem, consider George Polya. What can marketers learn from the Muhammad Ali of mathematics? Problem-solving in four steps, of course. Here's a brief outline of those steps.

  • Online Reviews Influence Shoppers Most, but Print Catalogs Trump Social Networks

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Although online channels such as ratings and reviews, search results, and email promotions influence online shoppers' purchases most, traditional paper catalogs also hold sway, according to a survey from Baynote and the e-tailing group. Meanwhile, social networking sites are the least effective channel for influencing shoppers whether they are making purchases in-store or online.

  • Rethink Your Audience: Author and Digital Strategist Sam Ford on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: None

    Though living in a new era of participatory media, our notions of what constitutes an audience and what audiences actually do has not changed much since the broadcast era—and that's a problem, argues Sam Ford.

  • Five Complainer-Customer Personas and the Role of Social Media [Plus an Infographic]

    Article

    CONTENT TYPE: Article | TOPIC: None

    Consumers are using social media to interact with brands, but most customer complaints and comments there remain unanswered. Big mistake! You must deal with these five types of complainers on social media.

  • Real-Time Bidding Ushers in the Era of Lean Marketing for Display Advertising

    Article

    CONTENT TYPE: Article | TOPIC: None

    The rise of real-time bidding (RTB) for online display advertising now allows marketing departments and agencies to build lean display ad campaigns. That's because RTB allows marketers new ways to optimize and adjust display ad campaigns on the fly.

  • Top Brands With 'Social Currency': Subway, Google, Target

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Subway, Google, and Target took the top 3 spots on a ranking of 25 global brands for most effectively reaching their customers via social media, according to the 2013 Social Currency Impact Study by Vivaldi Partners.

  • Data-Rich and Insight-Poor [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    To find out how businesses are handling the deluge of information that's become available to them, Infogroup Targeting Solutions and Yesmail Interactive sponsored a study, then produced an infographic to highlight some findings.