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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.

For full article, click here.

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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.


 

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

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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.

For full article, click here.

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Digital transformation: CIO / CMO and the crisis of confidence

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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.

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Why Your Content Marketing Team Needs a Marketing Technologist

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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.

Click here for full article.

 

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Why Your Content Marketing Team Needs a Marketing Technologist

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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.

For full article, click here

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

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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.

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Feed the Marketing Automation Machine with Interactive Content

Feed the Marketing Automation Machine with Interactive Content

Pioneering marketers in both B2B and B2C have already started deploying interactive content to good effect. Recent research from the analyst firm Demand Metric found that 70 percent of marketers who used interactive content in their marketing reported that their content converts "moderately well" or "very well" — in contrast with only 36 percent for marketers who relied primarily on passive content.

For full article, click here.

The Rise of the Chief Marketing Technologist

The Rise of the Chief Marketing Technologist

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.

For full article, click here

Don't Be a Content Marketing Noob

Don't Be a Content Marketing Noob

When it comes to finding the right content, it's on like Donkey Kong.

Marketers are always trying to up their game, and leveraging the right content can help them advance to the next level. According to the Demand Metric “Content and the Buyer Journey's Benchmark Study,” sponsored by ion interactive, 44% of employees surveyed, most of whom are marketers, say that buyers convert very or moderately well because of content.

For full article, click here. 

Interactive Content: The Successor of the Landing Page

Interactive Content: The Successor of the Landing Page

I’ve written about marketing apps and their role in the 4th wave of content marketing in my past two columns, describing some of the concepts behind them.

To me, they are the interactive successor of the landing page — the next generation of lightweight web experiences for marketing campaigns.

This month, I’d like to share some independent evidence about how well interactive content performs in that role.

For the full article, click here!

4 Ways Brands Can Battle Facebook’s Fast-Decreasing Organic Reach

4 Ways Brands Can Battle Facebook’s Fast-Decreasing Organic Reach

ion interactive co-founder and CTO, Scott Brinker, is bullish on mobile and web apps—so much so that he bet his entire company on it. Just make sure you focus on something that your audience actually needs. As Brinker wrote in a blog post:

“Marketing apps can be things like wizards, configurators, calculators, assessment tools, contests, interactive white papers, games, quizzes, surveys, guided tours, portals, social hubs, diagnostics, workbooks, galleries, utilities, sweepstakes, learning exercises — any kind of digital experience that actively engages prospects in a helpful or entertaining way.”

For full article, click here.

Growing, Optimizing, and Winning with Marketing Tech: GrowthBeat

Growing, Optimizing, and Winning with Marketing Tech: GrowthBeat

We’re bringing in some of the best and brightest in modern digital marketing to unclutter the landscape, simplify the functions, clarify the goals, and point the way to success. That includes the Chief MarTec himself, Scott Brinker. Salesforce VP of product marketing Gordon Evans will be speaking. VCs who invest in growth and marketing technologies will be there, as will Adam Marchick, CEO of the first mobile-focused marketing automation system, Kahuna.

For full article, click here.

Anna Talerico, ion interactive, Woman Entrepreneur

Anna Talerico, ion interactive, Woman Entrepreneur

Anna sent me an email that totally resonated with me.  The title of the email was “a rambling on women and the reality of life, part 2″.  She wrote about the stress of being an entrepreneur, having kids, being concerned that she wasn’t being a role model to the women working for her in the office, and of course wrote you know the drill.   That email made me want to hear more about Anna’s story and how she came to build IONInteractive a marketing app platform that helps companies generate better leads that turn into revenue.

For full article, click here. 

Marketers, Take Note: Interactive Content is King

Marketers, Take Note: Interactive Content is King

Content may be king, but unless it becomes more engaging, its reign will end. That’s the trend the team at Demand Metric found in their new study “Content and the Buyer’s Journey.” The study was sponsored by ion interactive, and it culled responses from 185 marketing/sales and product management specialists from B2B brands, B2C brands and agencies. The team’s  findings suggest that content marketing is about to move in a drastic new direction, and that content marketers are, likely, not equipped for it.

For full article, click here.