Altimeter Analysts at SXSW 2014

It's almost that time of year again: Altimeter's analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb. We're attending to meet old friends and make new ones, research industry trends, connect with our clients, and track new companies and technologies in the sectors we cover as analysts. We're also speaking at a variety of events - that schedule is below.  Look for us at events and parties, or request a … [Read more...]

The Six Business Cases for Real-Time Marketing

Figure 2 N3

As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even. Real-time marketing (RTM) can add tremendous value to customer interactions; making brands appear relevant, with-it, informed, dynamic … [Read more...]

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 search of the term on Google returns an impressive 219 million results, yet to date there’s been no real definition of what marketers, publishers, agencies, social media platforms, or any other players in the digital ecosystem mean when they bandy it about. With so much discussion centered around … [Read more...]

Consider Attending Our Content Marketing Workshop (Sept. 9, Milbrae CA)

Content marketing has gone from nearly zero on marketers’ radar to about a billion mph in just a few short years.  Organizations are realizing that content is effective - and cost-effective - for marketing as quickly as it becomes abundantly clear that content doesn't just happen by itself. We’re here to help. On September 9 in Milbrae, CA, Altimeter Group will host our first half-day content marketing workshop (as well as other Academy offerings).  Drawn from our research reports, books and … [Read more...]

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, and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven’t yet addressed content on either a strategic or tactical level. It’s high time they did, and hopefully my new research report, Organizing for Content, will help. It provides … [Read more...]

See You in Austin! Altimeter Group Analysts & Researchers at SXSW

That Time of Year is rapidly approaching: "Will you be there?" "Are you speaking?" "When are you in town?" The Altimeter Group analysts attending SXSW 2013 next month are Jeremiah Owyang, Brian Solis, Susan Etlinger, Chris Silva and Rebecca Lieb. We'll be accompanied by several invaluable members of our crack research team:  Jon Cifuentes, Jaimy Szysmanski and Jessica Groopman. Where will you find us?  In company briefings (if you're interested in requesting one, please do so here). … [Read more...]

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 Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, and didn’t even accord the digitals a place at the table. So ingrained was the silo grudge that no one, but no one, grew to understand silos better than the digitals. In a scant decade, more … [Read more...]

Webinar Replay – Content: The New Marketing Equation

If you missed Jeremiah and I presenting our webinar Content: Thee New Marketing Equation based on our recently published research report, you can watch it here or on SlideShare. Please watch and share the video, as it's freely available as open research. How to Rebalance for Content as Part of the New Marketing Equation with Rebecca Lieb and Jeremiah Owyang View more videos from Altimeter Group Network on SlideShare For those of you who were waiting for this post (several of you were kind … [Read more...]

Content Marketing. Content Strategy. What’s the Difference?

Content Strategy

So content is the new black (and some 270,000 exact-match results for that phrase on Google suggest it's at least a deep, deep indigo). Inevitably, that's meant an escalated level of chatter, talk, and pontificating about content's role in the digital mix. As more and more marketers consider how content can work for them in the digital mix, a certain degree of confusion is beginning to obfuscate discussions and debates. Two very distinct disciplines, content strategy and content marketing, … [Read more...]

Rebalancing for Content – The New Marketing Equation

carousel-Report-RebalancingContent

There's been a rash of news stories recently with headlines so misleading it's hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: P&G to cut 1600 staff after CEO discovers digital media is free‎. Any serious marketer knows "free" is nonsense. As with SEO, content marketing shakes marketers loose from the expense of the media buy. But budgets, staffing, skill sets, education, agency … [Read more...]