The Digital Marketing Suite: As companies become advanced in social and digital business, they require consolidated technology instead of point solutions.

  Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there. These giants are all building “suites” for cross-channel customer engagement through a series of acquisitions and integration with their existing offerings (see Figure 1). Among the pieces, each has bought social media monitoring and management tools, as well as marketing automation players. Having a complete social offering is … [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...]

Four Disruption Themes for Business

Altimeter 2013 Disruption Themes

By Altimeter's Research Team Analysts: Susan Etlinger, Charlene Li, Rebecca Lieb, Jeremiah Owyang, Chris Silva, Brian Solis; Consulting: Ed Terpening, Alan Webber: Researchers: Jon Cifuentes, Jessica Groopman, Andrew Jones, Jaimy Szymanski, Christine Tran Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning. Altimeter’s research team recently convened for our annual research offsite and found … [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...]