"Content is still king, but data is going to make you rich," says Ronda Hughes, a B2B media veteran who has led audience data strategy at companies including EnsembleIQ and UBM Americas. The caveat: “Every team within your organization has to buy in to the importance of data collection, audience segmentation, quality over quantity, and a content strategy that drives engagement."
B2C marketers have long taken advantage of the ever-increasing phone addiction to meet people where they are via highly effective text message marketing campaigns. But B2B text message marketing also is growing in popularity, and for good reason.
While Millennials and Generation Zers are adjacent generations with much in common, they have key differences as consumers.
A recent branded content campaign that Optum created with the Washington Post’s WP BrandStudio made the bold move of educating health system stakeholders and consumers about the opioid epidemic and advocating for a point of view about how to solve the crisis.
A seismic shift happened in the 2010s: Platforms took control of audiences away from publishers and brands. The result is the need to pay-to-play, which comes with a host of challenges. Brands need to find ways to efficiently expand their reach, while publishers need to create sustainable revenue streams that don’t fully rely on volatile…
Forecasting the future is a dangerous but irresistible practice for observers like myself. So let me plunge ahead with seven bets on likely new developments in the world of B2B marketing. Just don’t look at my predictions from last year to check my record for accuracy, please. “My crystal ball is on back order,” as…
As publishers, our relationship with Facebook is… complicated. In 2019, Facebook traffic returned for a lot of publishers, and many now consider the platform a reliable source of traffic. However, there hasn’t been much consistency in regards to Facebook’s Ads Manager platform in the last several months, amiright? Facebook Ads Manager Continues to Evolve First,…
CCPA entered the alphabet soup of laws for marketers to follow on New Year’s Day. But what they need to follow isn’t yet set in stone.
I have a prediction for 2020. I think 2020 will be the year when influencer marketing becomes a “big time” tactic.