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Marketing Automation Has Plenty of Room for Growth

We talk a lot about marketing automation these days and for good reason. In the new world order of Internet marketing it is a volume game.

Marketing is no longer about creating an ad or even a series of ads that will ‘run’ in a variety of places in the hopes of someone seeing it at the time they had a need. Those were the easy days because the standard line was that it was for branding and it couldn’t be measured very well at all but it had to be done.

Those days are long gone and have been replaced by highly measurable techniques in the online world that require marketers to create ridiculous amounts of content that are aimed at specific groups and designed to ‘show up’ when someone is looking for that product or service at the time of their need.

There are now many marketing automation systems that help marketers manage and measure these efforts and you would think that with the level of importance it has in the process of gaining new customers that everyone would be getting involved. Well, on some levels yes and but on others no. Look at these numbers from Research Underwriters and Ascend2.

Marketing Automation

Blurring the Lines: Harper’s Invites Advertisers to Join #The List

Harpers List

The first issue of Harper’s Bazaar was published in 1867. No, that’s not a typo. For more than 100 years, women have been flipping the pages of this magazine to find the latest news and trends from the world of high fashion. The magazine, which is now owned by the Hearst Corporation, is available in 43 countries and there’s a digital version for the iPad.

Starting next month, the web version of Harper’s Bazaar will contain even more content as part of a snazzy new site design. The New York Times says the new design will make it easier for readers to share content socially. It will also include a new collaboration between editorial and advertising called #TheList.

For B2B Marketers It’s A Matter of Time

Content marketing works and it is gaining more and more traction in the B2B space.

It’s not a matter of whether or not someone is going to do some form of content marketing. Now it’s a matter of how much is being done. Apparently according to the “2013 B2B Content Marketing Benchmarks, Budgets and Trends” which was put together by The Content Marketing Institute and Marketing Profs B2B marketers wish they could do more but it’s a matter of time.

Not in a “Oh we will get to it” sense either. No, instead it’s in a “We don’t have enough time to do this!” manner which is troubling. (Click image to enlarge)

Challenges Facing B2B Content Marketers

Content Marketing Continues to Evolve

Maybe we should modify the clarion call of the Internet marketing space from “Content is king!” to “Content marketing is king!”?

Content marketing has a broad definition and it is likely that no two marketers would have the exact same definition if asked what the term means to them and their marketing efforts.

But no matter how it is defined, content marketing is being used more and more. A recent study from Unisphere Research and reported by eMarketer shows that just the budget that is allocated to content marketing alone is enough evidence to show that content marketing is no longer just a buzz word.

Content Marketing Budget

With 41% of the respondents saying that somewhere between 10 to 50% of budget is being allocated to content marketing that should make many stand up and take notice.

Don’t Just Look at the Pictures: Pinterest Invites You to Read This

read this pinterest

Writers rejoice! Pinterest is now promoting reading.

Yes, the site that is all about the pretty pictures, is now making it easier for visitors to see that there’s more to the story with article pins.

Like movie, recipe and product pins before it, article pins are designed to pull in data sets that are specific to that category. In this case, it’s headline, author, story description and link.

Pinterest’s announcement post makes it sound like all of these fields will populate automatically but so far that’s not the case.  The author is the most illusive piece of information and that’s probably because blogs use a variety of ways to attach the name to the post.

Neil Young’s Pono to Launch in 2014

pono_2014-313x234In Internet marketing we tend to be very visually oriented. Everything is read or seen or viewed. We measure impressions. We often act as if there are no other senses any more.

Enter Pono. This is Neil Young’s pet project to make digital music sound as close to the studio rendering that only the musicians themselves experience. Young has been working on the service and device offering that he claims will bring music back to its fullness. Young for years has bemoaned the advent of CD’s and all things digital music claiming that what consumers ultimately hear is only about 5-10% of the actual sound of the music that is created in a studio.

Twitter’s Related Headlines Help Readers Go Beyond the Tweet

Twitter is often used as a source for breaking news but once a story gets rolling, you usually need more than what you can fit in a Tweet. Twitter’s new Related Headlines feature gets the job done by linking Twitter followers to the news outlets covering the story. Sort of.

At first glance, I thought I understood this new feature but the more I read, the less I know. Let’s work through this together.

In the announcement post, Twitter used this example from NBA star Jason Collins.

jason collins tweet

This is a screencap of the permalink page for this Tweet. The bottom half has the “Related headlines,” that’s followed by the Reply box and then the reply responses. (It was too much to feature here, click the link if you want to see it functioning live.)