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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

tech-business-marketing

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The Must-Have Big Data Tools

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In the column, “Claiming your Unfair Advantage, I describe four types of “Big Data” tools. Before I elaborate on these tools, I want to share a lesson from my friend Mark Huffman of P&G. When Mark joined the world’s largest advertiser in 1984, it was all about data analysis. “In God we trust,” one P&G marketer told him, “all others bring data!” Today, Mark is executive production manager at Procter & Gamble and is responsible for all integrated marketing. At SES New York in March he was on the integrated marketing keynote panel and discussed the most important tool at P&G in the war with big data, and that is the “big idea.” P&G relies on its huge marketing research library and access to large volumes of consumer behavior to deeply understand consumer insights. But he warned marketers that the big money is not in just having the data – it is in discovering and executing on big ideas that come from those insights.

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Mobilizing the Web Should Be Brands’ Top Priority

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What’s the biggest challenge in mobile marketing today? Many would say that’s like asking which star in the heavens is the twinkliest, or which grain of sand on a beach is the grittiest. But I think there’s an answer, at least from the perspective of brands’ embrace of mobile.

Too many companies still believe that because smartphone browsers can render web content, their existing website can serve them equally well as a mobile landing page. In reality, anyone who has navigated to such a PC-optimized page on a phone knows that while the content may render, web pages designed for PC screens will be squashed down, requiring the viewer to “pinch and pull” to zoom in on sections of a page. Some components may not appear at all. And the whole thing may be unappealingly slow to load. The user experience can be adequate, but it’s hardly enjoyable, and companies that rely on it miss opportunities to build better relationships with their mobile customers or prospects.

What does the IAB mean by a “mobile-optimized” website? Four things:

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Top Digital Challenges of Marketers Today

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Over the last few years, I’ve had the privilege of teaching several hundred marketing executives through Rutgers University’s Center for Management Development. I’ve started every class with the same question – what is your top digital marketing challenge? What follows below is the collection of answers from the marketing executives, which are increasingly common across classes, regardless of industry.

More and more marketers are making the transition to digital and allocating more spend to digital. This shift is also accelerating, even among industries that were historically reluctant or laggards in adoption. The economic downturn of the last few years forced brand marketers to try digital; once they have been on the other side of the “Grand Digital Canyon” and tasted the new metrics based on actual users’ actions, rather than audience sizes, there’s no going back. But many still have very logical and practical questions for making the transition.

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27 LinkedIn Social Media Marketing Tactics

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In 2010 when LinkedIn finally launched company pages, I wrote a breakdown of all the things you could do with your page in the column, “Set Up Your New LinkedIn Company Page.” A lot has changed since then and the list of free and paid marketing and media opportunities on LinkedIn has grown significantly.

So with the help of Sarah Mitus (one of our agency’s social media specialists who helped with the research and images for this column) we are going to share an update and breakdown of all the things we think you can do to promote your business or brand on LinkedIn. Of course if we left something out please comment and let us know! We have broken down the tactics and features into free and paid categories that businesses (or their advocates) can use to promote their brands, products, and services.

Gap Global CMO: Marketing ‘More Honest’ Than Journalism

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Gap Global Chief Marketing Officer Seth Farbman contends that marketers are “more honest” and transparent than journalists.

“In journalism, I always had the sense that I was creating information, but the real purpose of that information was to sell something – to sell newspapers and ad space,” he said today during a question-and-answer session during the Ad Age Digital Conference in New York.

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Big Data – What Marketers Need to Know

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The term “big data” is used to describe datasets so large that they become challenging to work with using traditional data management software. New technologies make managing and analyzing big data easier and more cost effective than ever before, and this shift is changing the very nature of marketing. In fact, IT industry analyst firm Forrester reports that marketing departments now drive more than 45 percent of big data initiatives. Let’s consider the implications:

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4 Mobile Trends to Watch

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As a marketing professional, I spend a lot of time learning and educating on digital trends. With the current rate of growth, mobile marketing has been one of the most exciting to monitor. The data on user adoption is changing almost daily, with consumers actively changing the way they consume, share, and publish. To keep up with these changes, brands and media companies are regularly making advancements that impact our industry. For this column, I spent some time with my agency’s mobile strategy team to define the top four current trends.

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Think Globally, Act Mobile-ly

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The rise of the mobile Internet is a worldwide phenomenon with distinct local manifestations. Significant differences from country to country argue against imposing a monolithic, global approach to mobile media – tactics or practices that work well in one market may not prove optimal in others. However, there is much to gain from comparing the evolution of mobile in different markets and from cooperating and sharing information across countries. With that in mind, last year the Interactive Advertising Bureau (where I work) established the mobile committee-global.

Think Globally, Act Mobile-ly

ClickZ

The rise of the mobile Internet is a worldwide phenomenon with distinct local manifestations. Significant differences from country to country argue against imposing a monolithic, global approach to mobile media – tactics or practices that work well in one market may not prove optimal in others. However, there is much to gain from comparing the evolution of mobile in different markets and from cooperating and sharing information across countries. With that in mind, last year the Interactive Advertising Bureau (where I work) established the mobile committee-global.

The Rise of the Internal Marketing Agency

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It can’t be denied that digital marketing is an extremely diverse and broad field these days, with specialist agencies popping up all the time to service this or that marketing niche. Maybe it’s just SEO or social media they do, or perhaps they will simply offer services within a particular market sector such as travel. Then of course you have the big players who can cover just about every conceivable sector of not only digital marketing but also the traditional side of things too.

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