Up Close @ SMX East: The 4th Wave of Content Marketing

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Up Close @ SMX East: The 4th Wave of Content Marketing

Right now, everyone is engaging in content marketing. Everyone wants to create more content, and so they spend more on content. This leads to a vicious cycle. Only a small number of content assets will break through – most become part of the long tail and vanish.

Consuming the content isn’t much better. For the consumer, it’s an overwhelming and bewildering sea of information with no way to take it all in and no easy way to separate the wheat from the chaff.

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Marketing Apps Get Users Engaged

Marketing Apps Get Users Engaged

Leveraging marketing apps is one way marketers can help optimize their web sites for lead generation purposes, because these apps get users engaged with content that they’re interested in.

Ion Interactive cofounder and CTO Scott Brinker dove into the subject of website optimization for lead gen at B2B LeadsCon 2014 in New York last week, and said that conversion optimization is an increasingly broad space. Marketers can take cues from salespeople when it comes to understanding customers.

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B2B Innovators Series: Scott Brinker

B2B Innovators Series: Scott Brinker

Scott Brinker is the co-founder and CTO of ion interactive, a SaaS provider of marketing software. Brinker also writes the Chief Marketing Technologist blog and is the conference chair of MarTech: The Marketing Tech Conference. The inaugural conference, which is being held August 19-20 in Boston, is sold out. The next edition is slated for San Francisco, March 31-April 1 of next year. In this Q&A, Brinker discussed how the rise of digital technology has transformed the role of the marketing department.

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What Games Can Teach Everyone About Customer Acquisition

What Games Can Teach Everyone About Customer Acquisition

At VentureBeat’s GrowthBeat conference in a session that DominateFund’s Ben Parr moderated, Kabam marketer Kimberly Pointer offered some tips about user acquisition that can help just about any company. And her fellow panelist and marketing partner, Scott Brinker of marketer Ion Interactive, also passed on advice about the insights that games can give to the larger community of app makers, and in turn give them a better chance at success in mobile.

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Scott Brinker: Technology is as Much a Part of Marketing as Creative

Scott Brinker: Technology is as Much a Part of Marketing as Creative

Not every marketer needs to be a technologist, but they should recognise technology is now as much a part of marketing’s DNA as creative and must be represented in the marketing function.

That’s the view of Scott Brinker, CTO of Ion Interactive and blogger for ChiefMarketingTechnologst.com, who opened today’s ADMA Global Forum at the Hilton Hotel in Sydney with a presentation on complex ecosystem of software and technology that has arisen around marketing today.

For full article, click here.

5 Things Digital CMOs Do Better

5 Things Digital CMOs Do Better

But digital CMOs can’t go it alone. Digital CMOs need to hire the right people to lead and execute. As my colleague Laura McLellan and Scott Brinker wrote in their July-August 2014 Harvard Business Review article “The Rise of the Chief Marketing Technologist,” Gartner finds that 81% of enterprises have a chief marketing officer in place today, up from 70% last year. Seventy-seven percent have a chief customer officer as the primary advocate for the customer and final arbiter on customer experience. Forty-eight percent of the time, this role reports into the CMO, which supports yet another finding: the CMO is on the rise in strategic importance.

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Top 5 Reasons to Invest in Interactive Content

Top 5 Reasons to Invest in Interactive Content

Interactive content does come with limitations and considerations. For one, the novelty effect – interactive content is fresh now, but so were infographics in 2010, and so were blogs in the early 2000s. Soon, a lot of marketers will be using interactive content, and only the highest quality examples will stand out.

But going forward, content marketing will be less about words and images, and more about the holistic experiences that you create for the consumer of your content. As interactive content becomes more commonplace, consumers will come to expect active, powerful experiences of your brand.

For full article, click here.


 

The New Reality for CMOs: Marketing is a Massive but Fragmented Landscape

The New Reality for CMOs: Marketing is a Massive but Fragmented Landscape

Scott Brinker has been tracking the marketing technology landscape and released his first map of vendors in 2011 with just 100 companies. Only three years later, the landscape has expanded to 947 companies across dozens categories. Even if the field thins out a little through inevitable company closures or acquisitions and roll ups, this is the new reality: the CMO is forecasted to spend more on IT and analytics by 2017 than the CIO . The pace of change for marketing is accelerating — this moment is the slowest it will ever be.

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Digital transformation: CIO / CMO and the crisis of confidence

Digital transformation: CIO / CMO and the crisis of confidence

Although Gartner phrased its prediction to gain attention, the detailed explanatory presentation offers vague and rather inconclusive data to support the core assertion. In fact, during an episode of CxOTalk, Gartner Fellow, Mark P. McDonald, told me he was somewhat uncomfortable by the whole thing; if you are interested in background about that famous Gartner prediction, the conversation is worthwhile.

Nonetheless, it is clear that marketing technology will consume higher budgets over time, and a quick look at Scott Brinker's Marketing Technology Landscape super-graphic tells the story. With so many companies and segments related to marketing technology, it's obvious that this is a rich and important field.

For full article, click here.

The Rise of the Chief Marketing Technologist: Does Your Business Need One?

The Rise of the Chief Marketing Technologist: Does Your Business Need One?

Marketing is rapidly becoming one of the most technology-dependent functions in business. In 2012 the research and consulting firm Gartner predicted that by 2017, a company’s chief marketing officer would be spending more on technology than its chief information officer was. That oft-quoted claim seems more credible every day.

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Why Your Content Marketing Team Needs a Marketing Technologist

Why Your Content Marketing Team Needs a Marketing Technologist

Content marketing is evolving quickly. First, it’s growing in scale. Second, it’s becoming much more sophisticated. Third, it’s facing ever-greater competition. A common thread that spans these challenges: technology. Managing a large content marketing team at scale, implementing more sophisticated content-driven experiences, and inventing novel ways to break through the noise are all aspects of content marketing that can be aided by technology.

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Why Your Content Marketing Team Needs a Marketing Technologist

Why Your Content Marketing Team Needs a Marketing Technologist

Content marketing is evolving quickly.

First, it’s growing in scale. As quality content proves to be one of the most effective assets in modern marketing, organizations are developing a near limitless appetite for producing it. As brands truly become publishers, the size of content marketing teams and the volume of work for which they’re responsible are expanding rapidly.

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18 People in Marketing You May Not Know...But Should

18 People in Marketing You May Not Know...But Should

Scott Brinker is the very definition of a subtle-yet-prolific influencer. By day Brinker is CTO and cofounder of marketing apps company Ion Interactive; he moonlights as the owner and founder of one of the top marketing-tech blogs in the business, chiefmartec.com.

For full article, click here.