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...]

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...]

Twitter’s IPO: An Analysis of Opportunities And Threats

Twitter-IPO

Co-written with: Susan Etlinger, Rebecca Lieb, Andrew Jones, Linda Saindon, Brian Solis, and Ed Terpening The not-so-long awaited Twitter S-1 is out and now the intense scrutiny begins. At the heart of the analysis is what drives Twitter’s growth and value -- both today and in the future. As the last of the “Big Three” social networks (LinkedIn, Facebook, Twitter) to go public, retail investors’ interest in a Twitter filing will likely be intense. But while there is a lot of opportunity in … [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...]

Social Media Crisis Prevention: Can You Defuse an F-Bomb?

It's a nightmare scenario. You get a frantic text or call from a co-worker that someone tweeted a tasteless joke or profanity from your corporate Twitter account. The keywords in the post start trending among your brand mentions, soon to be followed by the hashtag #fail. Your customer service team receives outraged calls complaining about the foul language and lack of judgment of your employees. You scramble to delete and/or apologize for the offending tweet. The apology tweet must be … [Read more...]

What We Heard At #AGMobileUp

Thanks to all those who helped us make our #AGMobileUP Tweetup a success last night in Boston. We had a great and varied group of attendees hailing from agencies, mobile startups and the VC community as well. We all had great conversations and great food (don't believe me? See Joselin Mane of BostonTWeetUp's amazing writeup) and a few themes stuck out to me: On Mobile Social/Mobile Is Cool, But It Scares Us A Bit: Gathered around someone's iPhone, as one does at a mobile tweetup, we all … [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...]

Twitter and censorship

By Alan Webber, Principal Analyst Almost 49 years ago, President John F. Kennedy stood at a podium in the divided city of Berlin where he proudly proclaimed that the wall that divided the city was an affront to basic human freedoms, that it was a symbol of the failure of communism and its ability to effective govern nations. Twenty-four years later, President Ronald Reagan stood in front of the Brandenburg Gate to encourage Soviet leader Mikhail Gorbachev to "tear down the wall" that divided … [Read more...]

Future of Media: Altimeter Group Pilot Event

Advertising: is it dying? In an ecosystem where rolling your own media has never been easier or cheaper, why would advertisers buy media from publishers to spread their messages? What's the new model: advertorial; advertent (as one attendee dubbed it); content marketing? And hey, aren't ads content, too? Last week, a group of advertisers and marketers from all sides of the equation (tech, buy-side, media and agency) got together at the Hangar to discuss these and other very topical issues … [Read more...]