Social TV: Solving for Synchronicity in an On-Demand Future

Source: TheVerge.com

Real-time content synchronization between offline and online media has become the darling of social TV, frequently serving as its very definition for companies looking to marry traditional and digital marketing experiences. Take Target, for example. Prior to the 2013 release of Justin Timberlake’s “The 20/20 Experience,” Target promoted the album synchronously on social, mobile, and TV. Its Facebook video post offered an exclusive pre-order of the album, and appeared simultaneously in fans’ news … [Read more...]

Trends to Watch in 2014 from Altimeter Group

About 2014 on graph

As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year. Below is a link to each post as well as a synopsis of some of the top themes we are exploring. As you read through each post, you’ll see that there are commonalities and overlap. This isn’t a surprise, as we have multiple people researching different aspects of customer experience, big data, innovation, and digital marketing. The diversity of thought and … [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...]

Eight Success Criteria for Native Advertising [Infographic]

If you’re a marketer who has evaluated native advertising offerings, then you’re likely already familiar with Facebook’s suggested posts, Twitter’s sponsored tweets and hashtags, or sponsored content on any number of online publications. But what IS it even? What are the benefits? How do you prepare? And what are the considerations along the way, as you deploy your native advertising campaigns? In our recently published report, Defining and Mapping the Native Advertising Landscape, analyst … [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...]

New Workshops Take Flight!

Ed facilitating an Academy workshop

I've taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics. Having been both a change agent in organizations and now an advisor for those facing change, I know how important skill development is to thrive in times of disruption.  Our ability to succeed is not based on our own skills alone, but perhaps most important, through the knowledge of key … [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...]

Call for Insights #3: Altimeter Blog Ring and the Sentient World

Sentient World

Request: We want to hear from you. Tell us on your blog or website how the Sentient World impacts your business (positively or negatively), and we’ll cross-link to the conversation. Altimeter Group continues its blog ring in September and October to deepen understanding of our three research themes.  The next theme of focus is the Sentient World.  Consider these key questions when contributing to the conversation on your blog or website: Once the information exchange begins, how can … [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...]