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 … [Read more...]
SXSW 2013: Altimeter Group Wrap-Up
March 20, 2013 By 1 Comment
It's been a week since SXSW 2013 and here at Altimeter Group, we’ve had a chance to reflect on what we saw. Check out our coverage from analysts, consultants, researchers, and even media. We'll be updating as more coverage comes in. Our Coverage: Altimeter’s Take: The Technologies that Matter from SXSW 2013, by Jeremiah Owyang & Chris Silva, Analysts SXSW is a Festival, Not Just a Conference, by Jeremiah Owyang, Analyst SXSW 2013: Data, Data Everywhere!, by Jaimy Szymanski, … [Read more...]
The Mobile Experience, Tables, Chairs and Screens
July 26, 2012 By 1 Comment
This post originally appeared on Chris Silva's MakeMobileWork blog. We talk a lot about screens these days, so much so that for me to type the word "table" without appending a "t" onto the end has become somewhat of a difficult task. That said, there's much talk about how it's important to converse with customers across the multiplying number of screens we interact with daily, but little thought given to what the experiences on each screen, each surface really are. In a meeting this week, … [Read more...]
The Converged Media Imperative
July 19, 2012 By 11 Comments
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 … [Read more...]
Webinar Replay – Content: The New Marketing Equation
April 27, 2012 By 2 Comments
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?
February 17, 2012 By 22 Comments
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
February 16, 2012 By 9 Comments
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...]
Five Trends: How Brands Integrated Social, Mobile, and Web into 2012 Super Bowl Advertisements
February 6, 2012 By 15 Comments
By Altimeter's Jeremiah Owyang, with Brian Solis, and Zak Kirchner Findings: Five Trends Indicate Cross Channel Integration a Mainstay. Super Bowl ads, while only representing the nation’s largest consumer facing ads represent a bellwether for advertising trends for the remainder of the year, so marketers know to pay attention. To best understand these trends, Altimeter Group’s research team analyzed each Ad in real time, and conducted analysis to best understand the advertising trends … [Read more...]
What’s Facebook Going to Do with All That Money?
February 6, 2012 By 4 Comments
Many of us grew up with Marcia, Marcia, Marcia. For the past few years the refrain has been Google, Google, Google. But this past week, it’s been all Facebook, all the time. As we wait for the biggest IPO in tech history to shake out, the question I’m being asked most by clients and particularly the mainstream media is, by far, “what’s Facebook going to do with all that money?” Clearly, no one's in possession of a crystal ball, but some reasonable conjectures can be drawn. 1). … [Read more...]
