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  • LinkedIn an Influential Force in IT Purchasing Process

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Social networks overall have a growing and pervasive influence on the information technology (IT) purchasing process, despite the multiplicity of digital channels available to IT decision makers (ITDMs), according to studies from Forrester Consulting and Research Now. Moreover, LinkedIn has become an influential resource across the entire IT decision-making process, the research found.

  • Think Like a Producer, Not a Publisher: Andrew Davis on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: None

    Marketers need to think and act more like executive producers, those people behind the scenes of movies and TV shows who spend all their time "trying to find the resources to create the right kind of content for the right audience," argues Andrew Davis.

  • 2013 B2C Content Marketing Benchmarks, Budgets, and Trends

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    CONTENT TYPE: Chart | TOPIC: None

    Some 86% of B2C marketers are using content marketing, employing 12 individual tactics on average; but, as is the case with B2B content marketing, B2C content marketers are struggling with the effectiveness of their content marketing, according to the findings of the first B2C content marketing study from MarketingProfs and the Content Marketing Institute.

  • Online Branded Communities: Best-Practices, Top-Performing Brands and Sectors

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Over the past year, America's top brands have made few improvements in how they use online branded communities to reach their customers: A dwindling proportion is using a strategic approach to social engagement in 2012, and most have recorded static or falling engagement activity levels, according to a report released today by ComBlu.

  • Humanizing the Web With Personalization 2.0: Three Tips to Get Started

    Article

    CONTENT TYPE: Article | TOPIC: None

    We're not talking "Welcome back John" and certainly not "Dear Valued Customer." Real personalization goes much deeper than that today. Call it Personalization 2.0: it means the delivering the right content to the right person at the right time on the right device, using the right channel, published on the right platform.

  • 'Native' Ads May Damage Brand Perceptions

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    CONTENT TYPE: Chart | TOPIC: None

    "Native" ads, those that give the appearance of being authentic content (Twitter promoted tweets, Facebook sponsored stories, etc.), can have a negative effect on the perceptions of brands that sponsor such ads, according to a study by MediaBrix.

  • Small Town Rules: Author Becky McCray on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Social Media Marketing

    "There will be times when your income is zero and you just might as well plan for that right now," Becky McCray told me. She is a resident of Hopeton, Oklahoma (population 30), cattle rancher, liquor store owner, and co-author (with Barry J. Moltz) of Small Town Rules, which, among other things, introduced me to the concept of "planning for zero."

  • Small Businesses Stepping Up Social Marketing

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Nearly two-thirds of small businesses (66%) are spending more time on social media marketing in 2012 than they did last year; moreover, the proportion of those that have increased their social media budgets in 2012 is 4 times higher than the proportion of those that have decreased social budgets, according to a survey from VerticalResponse.

  • Five Marketing Decisions Social Media Should Be Shaping

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    If you're not deriving customer intelligence from social media to inform your marketing decisions, you're missing an important opportunity to extend the reach and effectiveness of your marketing efforts.

  • Romney, Obama, and Politics: 'Relentlessly Negative' Social Media; Video-Sharing Trends

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    From the conventions to the eve of the final presidential debate, Barack Obama and Mitt Romney have received more negative than positive coverage from the mainstream news media, but social media—particularly Twitter—has been even harsher, according to a report by Pew Research.

  • National Brands Betting on Local Digital Marketing in 2013

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    CONTENT TYPE: Chart | TOPIC: None

    Some 91% of national brands say they plan to spend more or the same on local marketing (i.e., campaigns directed at customers in their local markets) in 2013 compared with 2012 spending levels, and they cite mobile marketing, local blogs, and online customer reviews as their top 3 digital priorities for the coming year, according to a survey from Balihoo.

  • Engagement With Brands via Facebook Surging in 2012

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Among Facebook audiences worldwide, user engagement with brands—via likes, comments, and shares—is surging in 2012, according to Adobe's Digital Index, which covers some 260 billion ad impressions across 338 companies as well as Facebook activity among roughly 70 million fans.

  • Six Ways to Make Your Video Strategy More Social

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Online video can engage an audience, help viewers retain information, and—for businesses—assist customers in remembering a brand. But how can you go one step further... and make your videos social?

  • Reaching the Unreachable: Boston University's Dean Elmore on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Social Media Marketing

    Boston University's Dean of Students Kenn Elmore discusses BU's sometimes-pioneering use of social media, including for "reaching the unreachable." During our conversation, I asked him to explain what he meant by "the unreachable."

  • Halloween Fun: The Online Buzz on Treats, Kids' Favorites

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    CONTENT TYPE: Chart | TOPIC: None

    Candy corn is one of most enduring symbols of Halloween—and the subject of more social media buzz than any other type of Halloween candy—according to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

  • Blogging Drives Leads, Website Traffic

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Companies that increase the number of blog posts they publish via their website each month can boost their inbound traffic levels and lead counts, according to a new report by HubSpot. On average, companies that publish 15 or more blog articles per month generate five times more Web traffic than companies that don't blog at all.

  • Top 50 Websites: Pinterest Makes Debut, Google Holds Top Spot

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    CONTENT TYPE: Chart | TOPIC: None

    Google Sites remained the top-ranked Web property in September 2012, attracting some 187 million visitors, and Pinterest made its debut appearance on the top 50 chart, at No. 50. Microsoft Sites was No. 2 with 167 million, followed by Yahoo Sites with 164 million, and Facebook with 150 million, according to data from the comScore Media Metrix service.

  • Three Myths of Social Media ROI [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    Marketers usually discuss measuring the ROI of social media as a nebulous art or, worse, as an impossibility. But social media is measurable. The following infographic sheds light on that myth and others surrounding social media ROI.

  • Who's in Favor of Targeted Social Media Ads?

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    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    In the digital age, when many people feel increasingly uncomfortable with personal data being collected and used for advertising, a majority of social media users nevertheless say they prefer that ads served to them on social networking pages be tailored to their lifestyle, according to a new survey from Ipsos OTX and Ipsos Global @dvisor.

  • Nine Surefire Ways to Make Your Blog Fail

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Blogs provide an excellent platform for engaging with customers, but many bloggers make fundamental mistakes that can seriously harm their success. Here is a list of nine unforgivable blogging offenses you should avoid.