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Digital Marketing News & Analysis

5 Reasons Google Beat Apple to Become the Top Brand

2014-5-june-arm-wrestling-champ.jpgYou just can't block the buzz about Google. In the past few weeks, the company surpassed Apple as the world's most valuable brand, according to Millward Brown Optimor's 2014 BrandZ ranking.

It was a big blow for Apple, which had held the top spot for the previous three years. But Apple fell 20 percent in brand value in the past year to an estimated $147.9 billion. Even worse, there is a "growing perception that it is no longer redefining technology for consumers," according to Millward Brown, a New York City-based research firm.

Meanwhile, Google's brand value rose 40 percent from a year ago to $159 billion. Apparently it's pretty profitable to avoid evil, even as regulators here and abroad are taking a closer look to make sure that slogan is true.

What's behind Google's climb, beyond Apple's loss of founder Steve Jobs?

Marketing Automation is No Excuse for Lack of Strategy

2014-05-June-Conch.jpgThe gap between marketers and their audiences is growing. With more access than ever before to information, product reviews and social recommendations, many see our current stage of marketing evolution to be the “age of the consumer.”

Thinking of audiences as empowered consumers, while accurate in many ways, clings to an old paradigm in which marketers held the conch. We are not an Internet of consumers to be manipulated into one-off transactions -- we are an Internet of always-connected individuals with an ever-growing array of tools and technologies that empower our ability to engage with life. And yes, these individuals at times buy things.

8 Things You Can Learn About CX on Your Summer Vacation

2014-4-June-Austin-Handshake.jpgI fell in love with traveling when I ran away from home at the age of five. (You would have run, too, if you were forced to eat my sister's creamed chicken.)

Years later, when I made a trip across the United States in a 1975 VW Super Beetle, I fell in love with technology, too.

There's nothing like a car without air conditioning to prove that simplicity has its limits — and that innovation is essential. 

Travel is one of the few things I suspect I won't regret on my death bed, at least now that I drive a car with all-season climate control — as well as GPS navigation, Bluetooth connectivity and a 120-volt power outlet. (Did I mention it's also Internet ready?)

And here's the thing: You can learn a lot about customer experience by traveling, regardless of whether you go by car or air. 

Google Joins Publishers, Marketers in Video Ad Marketplace

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There's no denying the power of television advertising.

Josh Jacobs, global CEO of Accuen and president of Platforms and Partnerships at the Omnicom Media Group, admitted this in a videoconference today with Google.

Television offers "great story-telling," Jacobs told the Google customer advisory board audience today. "It's a canvas for wonderful things."

But online can be even better for marketers, he said.

Google feels the same.

Google announced today "Google Partner Select," a premium programmatic marketplace they said connects a select set of publishers investing in top-quality video with the brands that want to buy against it. Google discussed its latest Ad venture at the DoubleClick customer advisory board live-streamed from Scottsdale, Ariz. 

It's putting stock into making online video marketing and advertising a "true alternative to television," as Jacobs, a Google partner, put it.

Measuring Social Marketing ROI: Possible or Pipe Dream?

2014-04-June-Windmills-La-Mancha.jpgPretty much any company worth their salt is engaged in using social media in some capacity for business purposes at this point. As someone who has built a solid consulting agency using social media and content marketing, I can attest to the value of it holistically.

But as with any marketing channel, return on investment comes into the conversation especially when discussing social strategies with medium and large business clients. Businesses as a whole have become metrics obsessed, and the day of saying we “have to do social media” regardless of the numbers is past (for the most part).

So how exactly does one measure social ROI? Is it even possible, or should we be evaluating its performance in some other way?

Finding the Perfect Balance Between SaaS and In-House DAM

2014-04-June-Bearded-Juggler.jpgIt's a delicate balance to develop a hybrid strategy for Digital Asset Management. While Cloud SaaS solutions appeal to many organizations as a way to reduce costs and infrastructure, there are compelling reasons not to move all assets to the cloud. The secret to finding this balance lies in understanding what assets should be moved to the cloud and what should stay in-house.

The Latest Marketing World Casualty: Mass Marketing Campaigns

2014-04-June-Police-Line.jpgNo one is waiting to be wooed by your elaborate campaigns.

Marketing success today depends on customers seeing, engaging with -- and sharing -- your content within their trusted social networks. The path to purchase no longer looks the same to everyone, and it requires a very unique level of engagement. 

Q2/Q3 Planning: Top Marketing Technology, Social Business Conferences & Events (04-Jun-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

Webinar: Digital Asset Management Best Practices
Join us as we explore the latest DAM best practices, with a focus on operational simplicity and consistent customer experiences. This is an exclusive one hour webinar on June 11th.
 

> Reserve Your Seat Today

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Mobile Helps National Brands Master Local Marketing

2014-03-June-Brands.jpgAs a career-long marketing vendor, I've always been taught that large national brands and small-to-medium companies behave differently. They cannot be sold, marketed or serviced with the same principles. They have different targets, ideals, KPIs and most importantly -- budgets.

While this remains largely true, today’s always-connected consumer means that any size brand, anywhere, needs to be more mindful of a very important consumer detail: their location.

Watch Out! Microsoft Released Dynamics Marketing Today

customer experience, Watch Out! Microsoft Dynamics Marketing Released Today

Hey Oracle, Salesforce, Adobe and other big marketing software providers who feel they should be mentioned in this sentence:

Microsoft's here. Today. Consider the space shaken up.

Living up to its promise to deliver on the new Microsoft Dynamics marketing platform by this quarter, Microsoft announced today new capabilities in marketing, customer care and social listening. It comes as part of the Redmond, Wash., giant's Microsoft Dynamics CRM spring wave of updates in 54 markets and 42 languages.

This new releases are integrated with Microsoft Office 365, Yammer, Lync, Skype, SharePoint and Power BI for Office 365. 

Marketing Automation: Don't Build It If You Can't Use It

2014-02-June-Construction.jpgThe problem with marketing automation is that it takes people and processes to use the technology and companies often treat that as more of an afterthought. The result is a much higher percentage of failed programs and implementations.

The problem is not the technology. The problem is being prepared to use it.

B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?

customer experience, B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?

Dag Holmboe trekked along the 26.2-mile running route from Hopkinton, Mass., to Boston for the 2014 Boston Marathon in April.

Meanwhile, Holmboe put his Twitter analytics engine to work.

Holmboe, CEO and founder of Klurig Analytics in Boston, had a deep interest in the Twitter sentiment around the 118th running of the Boston Marathon.

He's done about a handful of them now, including the 2013 race when two bombs were detonated around the finish line, killing three and wounding close to 300.

Not deterred, Holmboe, 55, came back this year again and completed this year's race, finishing in three hours, 23 minutes and 42 seconds.

Meanwhile, his Twitter engine was picking up stats on the #BostonStrong and #BostonMarathon hashtags while analyzing top words, top tweeters and sentiment both positive and negative.

Google Wants to Tap Your Brain

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While the quest for the ultimate in marketing automation technology continues, I'm still struggling to get my email spam filter to work properly. But Ray Kurzweil, Google's director of engineering, says that more intelligent systems are coming faster than we think.

By 2030, computers will be able to handle natural human language and experience emotions, Kurzweil said in an interview with the Wall Street Journal this weekend. But that's just the tip of the iceberg. By 2045, we will attain "full singularity," he continued, which means that humans will be completely integrated with technology — with direct links to the cerebral neocortex.

NYC Media Lab: Using Technology to Save Media Companies

Connecting with Bill Sobel

Justin Hendrix is a man of many interests — media, Americana music, space news … oh, and he plays the banjo. But the real story is that he is executive director of the NYC Media Lab, where he "helps companies discover."

The NYC Media Lab "connects technologists in digital media and technology companies with bright minds in New York City's universities" to drive innovation and talent development. A public-private partnership launched by the New York City Economic Development Corp., Columbia University and New York University, the Lab hosts events and seeds projects "to foster collaboration across a range of disciplines core to the future of media."

With an impressive roster of corporate members — HBO, Time Warner Cable, Hearst, AT&T, Verizon, News Corp. and NBCUniversal — the Lab is designed to spur innovation. More specifically, in its own words, "generate fresh thinking that creates value through research, prototyping, knowledge transfer, talent development, and human relationships."

Segmentation Is About to Get Interesting

2014-30-May-Halloween.jpgFor marketers willing to ask the question, “Who is my customer?” the response now comes as billions of data points. Few of these fit into the neat set of demographics that once defined marketing. It’s age, race, sex, weight, height, marital status, education level, politics, buying habits, household health worries, vacation dreams and much much more. Understanding this deluge of data -- and the people or segments they represent -- means a whole new way of understanding customers.

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