The Future of Marketing

Content Marketing Journal

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Remember, we're human beings and after all isn't that what this social media thing is all about? Isn't it about connecting people to people? Connecting people to you, your product, your service, your solution? And what will happen in the future? It will be about connecting clients to clients where they will discuss you, your product recommendations, your service standards, and results of the solutions you recommended. How will you ever provide this high level of connectivity? Will it come through B2B, P2P, LinkedIn, Twitter, Facebook, some "killer apps" or F2F meetings? Finally the correct answer is ALL OF THE ABOVE - IT'S ALL INTEGRATED! And YOUR's is the FACE of the new emerging integrated approach to customer connectivity. So you're frightened of this new world of connectivity, that's human. You want things to remain the same, that's human. Before you take the ne... (more)

Ulitzer Live! New Media Conference & Expo

http://twitter.com/fuatkircaali I live 11 minutes away from Teterboro Airport in New Jersey. Friday evening I took a Cessna Caravan for a short 45-minute flight to Martha's Vineyard. This was my first trip to the island. I didn't do any research and had false expectations based on my long-time love affair with the island of Cat Cay in the Bahamas. I found out that Martha's Vineyard was huge. Upon landing on the island, my pilot called a cab for me to take me to my hotel. According to the cab driver the island's population was around 30,000 off-season and well over 100,000 during its peak summer season. These numbers change drastically from driver to driver or whomever you ask, of course. As compared to a maximum three to six neighbors any time I go home to Cat Cay, this was an instant shock to me. I had a relaxing two-day weekend in Martha's Vineyard. As long as I ... (more)

Media 2.0 on Ulitzer - New Media and Content Marketing Strategies

Here is an interesting news item which claims that UK online ad spend overtakes mainstream TV. The same news was corroborated by another post which stated that spending on online advertising surpasses TV. The news was little disconcerting because it did not seem to match with my ground level experience. So, I decided to probe a little deeper and unearthed more data on Internet ad spend. What I uncovered was more in line with what I perceive to be the real situation. These reports claimed that the Internet ad spend is less than 10% of total ad spend which is only a fraction of ad spend on TV. Ad Spend to Grow 6.7% in '08, Internet to Overtake Radio in '08 & Mags in '10 Share of Ad Spending by Medium - April 2008 How can both be true? Careful reading of all the reports resolved the mystery. The first set of reports … “… counts the money companies spend on their own we... (more)

What is Your Favorite White Paper?

Book Review Journal White papers come in all shapes and forms. Our Panel of White Paper Experts have written and reviewed thousands of white papers over the years. Which white paper stands out in their mind? We have invited White Paper Experts to answer this query: "Give one example of your most favorite white paper and why you like it". Read on to get their insights.    Jonathan Kantor's Favorite White Paper -- Transforming Sampling into Shopper Marketing: Walmart’s “Bright Ideas” Event Program Michael Stelzner's Favorite White Paper -- The Expanding Digital Universe Jonathan Kranz's Favorite White Paper -- The Taxonomy Folksonomy Cookbook Must-read resources on how to write good white papers: Michael Stelzner's How to Write a White Paper – A White Paper on White Papers Jonathan kantor's Ensuring That Your White Papers Appeal to Busy Executive Readers Stephanie Tilt... (more)

The Social Journey of Community, Web and Why?

What is the “Social Journey” and why is it important to integrate community and web together? I realized that some of you may be asking that question why would I put my team and community through this process and spend the level of effort to make it happen. Well, the answer is 48% and that is justification enough but I feel like I need to explain this concept of “The Social Journey” first before I get into the details of why 48% is the answer. The social journey came about as a discussion between myself and a few peers two years ago. The conversation kind of started around the importance of social to the business and how we could better engage our customers, prospects, and identify specific user behavior to provide some type of predictive analytics to improve their user experience. Help our users find the information being searched quicker and then suggest other re... (more)

Great New Social Media Marketing Tool: PitchEngine

Jump Start Your Online Public Relations for Free They call it public relations for a reason.  Although PR methodology has focused primarily on getting the traditional media to write about your company or your client’s company, the goal has always been to influence ‘the public’, that is those members of the population that you want to impact positively. Thanks to the infinite reach of the Internet, you have the capability to extend that influence dramatically.  But, you need to change your approach and your toolkit as part of a 21st century PR strategy. If your primary public relations strategy still amounts to sending press releases to a finite number of media contacts, you fail to take advantage of the Internet.  You are not reaching the new influencers, to use Paul Gillen’s term. You need to do do more than reach those influencers. You need to take advantage of t... (more)

Can B2B Print Media Avoid the Fate of the Dinosaurs?

No. Their ever shrinking content reduces them from ‘must read’ to ‘why bother?’ For centuries, print magazines and newspapers had a publishing information monopoly. Even when the consumer universe began to rely more on radio and TV, the business to business media was the only route to the industrial buyer. This was true for both public relations and advertising campaigns. If you wanted to get to the folks who bought business products and services, you had to use print media to reach them. This virtual monopoly persisted unchallenged until the late 1990s when the internet intervened in a very big way. Unfortunately, most business-to-business publishers first ignored and then mishandled the online opportunity.  Too many of them thought like the railroad companies who mistakenly defined themselves as the railroads rather than as transportation providers.  In the same... (more)

Ulitzer vs. Ning - a Quick Review

Having used both sites for about two weeks, there is still a great deal I am learning to do with both Ulitzer and Ning, but a reader asked if I would do a quick comparison, so I will. The obvious point for me is that the sites have two different objectives for the writers.  For Ning, the writer is trying to be involved in a niche social network from scratch.  For example, I have built my own social network for marketers and salespeople called BuyerSteps.  I created BuyerSteps as a way for other professionals to join in a conversation around the 21st century buyer.  So, Ning represents a way to build a community. In the case of Ulitzer, as a writer I am focused on getting readers from within an existing audience.  There are already thousands of readers coming to the Ulitzer site, so if they are interested in my topics such as marketing, they will find my articles as ... (more)

IT Lessons from the King of Pop

Want to change the face of IT in your organization? You might find inspiration from a very unlikely source: Michael Jackson. You don't have to be a fan of the late superstar to recognize how the mega-successful Jackson changed the face of music. Can the face of IT be changed by following some of Jackson's best practices? Here are some insights straight from NeverLand that IT managers can consider to help change the perception of IT within their organizations. 1. Innovate by looking internally.  When Jackson changed the world of dance, he did not seek inspiration from areas outside the world of contemporary dance. He looked to a familiar and close community for creativity:  hip-hop dancers. That's where much of his innovative choreography came from. From an IT perspective, some IT managers look outside their organizations for innovative best practices and inspiration. ... (more)

What To Do When E-Marketing Engagement Levels Drop

I've been doing a lot of thinking about how marketers can optimize their lead engagement to deliver more opportunity-prone prospects to their sales departments. A growing number of B2B marketers have marketing automation technology to help them track, score and connect better than ever with their lead database. Discovering who your hottest prospects are and getting them to sales at exactly the right moment is becoming easier. This is a great thing for both quantifying marketing efforts and for generating higher alignment with sales, but what I'm wondering is what happens when the frequency and recency of a lead's engagement stalls? Mostly what I'm seeing is that these leads are rolled into a "general" touch campaign with the intent of keeping your company in the lead's mind so that when something changes, they can re-engage. But, I'm not sure that's the best first r... (more)

Twitter, Linked In, Ning and Ulitzer: Easy Personal Branding Strategy

Social Media on Ulitzer I use all of these social media tools and although they haven't put me on my own island in the Caribbean yet, I'm very pleased with the combined results. 1. Twitter – It’s the fastest way to share that you have created something of value. As a bonus, Tweetdeck or CoTweet are good ways to manage your Twitter efforts and research. Huge audience with lots of active participants. There are a few shady characters on Twitter but just like being at Grand Central Station, you just step aside and keep moving. It doesn't mean you eschew the benefit. Micro-blogging is probably here to stay so it's a good idea to get up on good habits regardless of what future tools look like. 2. Linked In – It’s the professional network standard where people will find you. A terrific way to maintain knowledge of what former colleagues are doing now. You can also join gr... (more)