There’s no astute modern marketer who doesn’t know the name Scott Brinker. In 2011 the CTO of ion interactive and author of the Chiefmartec.com blog produced his first Lumascape-esque logorama of marketing tech solutions. Digitally overwhelmed marketing executives glommed onto it like Web shoppers to free shipping offers. Brinker had boiled down the tech solution […]
Most travel brands saw their industry with tunnel vision this year through the ambient ‘authentic,’ ‘millennials’ and ‘personalization’ catch phrases as marketing campaigns rolled out, flights and hotels were at capacity and some destinations welcomed a record number of visitors. Most came as close to perfecting their millennial marketing as they’ll likely get and several […]
In a recent set of keynotes and consulting engagements in the US, UK and Canada, I’ve had an overwhelming feeling that in very fundamental ways some companies make imprecise choices when it comes to their digital strategy. Not because they don’t have enough money or opportunity or people. But, simply because their broader framing of […]
In 2015, news on the Internet no longer belonged to the web alone. This was the year that Snapchat, previously best known as a messaging service for ephemeral photos, launched its own version of the news called Discover. It was the year that Facebook figured news articles on the web loaded too slowly, so it […]
With Net-a-Porter, founder Natalie Massenet set out to close the gap between fashion content and commerce. So in 2014, it launched Porter magazine in print and iPad app, with long-form articles and 7,500 products that could be bought through the iPad app or by scanning the print edition with a smartphone. Now, with mobile commerce […]
The holiday season is upon us and ShareThis has distilled five essential rules for reaching socially engaged consumers. Knowing what your consumers are talking about heading into the holidays with pre-holiday shopper insights can make all the difference. With the digital world being the primary driver of both online and in-store traffic, ShareThis used a […]
BBC World News gets over half of its traffic from mobile devices. During the Paris attacks earlier this month, that number rose to 80 percent. When big news breaks quickly, increasingly it is a mobile game now more than ever — and it’s a game the BBC is playing well. Last week, it overtook CNN […]
Digitization is a profound transformation.1 When a global bank reinvented its onboarding process for commercial clients, the results included dramatically reduced costs, a market-beating customer experience—and an exhausted organization wondering how ambitious it should be. Could it repeat what it just went through for the rest of its business? How could it possibly do more […]
The number of social media channels out there is not slowing customers down. But as consumers move fluidly from one app to the next, marketers are struggling to keep up. A study released this month, “Brand Attraction from Enriched Interaction,” from the Chief Marketing Officer Council and sponsored by IBM Digital Experience, found marketers are […]
Five years ago, Forbes Media’s total traffic amounted to 12 million visitors a month. Now it gets close to 36 million visitors, with 18 million on mobile. Mark Howard, chief revenue officer of Forbes Media, talked about making that growth happen with Matt Marshall, chief executive of VentureBeat, at our MobileBeat conference today. “We came […]
With more than half of digital content now consumed via mobile devices, approaching its creation with a mobile mind-set has become a must. The problem is, taking desktop content and merely porting it over to mobile is not going to work, experts said. So where is a marketer to start? The first step is to […]