Even as ad spending growth has stalled in most traditional media, digital continues to climb. eMarketer recently hosted Digital Advertising Trends for 2013, an interesting webinar that examined major developments in US online, mobile and social ad spending, including 2012’s key More
We’ve all encountered retargeting. Remember that time you spent a few minutes browsing a website, mostly likely retail – let’s say you were looking at shoes on Zappos – and the next day an ad featuring the very pair of More
There’s a lot of buzz around the term ‘Big Data’ right now. For the most part, B2B marketers know it’s something that should be on their radar, but it’s very easy to get stuck in the weeds. So, what is More
In 2012, B2B marketers took a more active role in social media, increasing usage and participation, and experimenting with new tactics for engagement. From CEO involvement, to online video, to content marketing — B2B marketers understand the importance, effectiveness, and More
Are CIOs using social media? This is a question we hear frequently – with any C-Suite audience actually. Most recently it came up while we were working with an IT consulting firm to develop an integrated marketing campaign aimed at More
It’s been a little over a year since we launched our BrandEd blog. In that time we have focused on a range of topics specific to B2B branding and marketing – from advertising and online video to employee engagement, mobile More
The “Best Content” series brings you a handful of the most thought-provoking and informative articles and webinars related to B2B marketing and branding published over the last year, broken down into bite-size pieces for your convenience. 1. Content Marketing Trends: More
“Asking ‘why’ is one of the most important strategies children have for connecting with their caregivers and learning about the world around them,” explains child psychologist, Dr. Dawn Taylor, in an interview for the Content Marketing Institute. But, why is More
In late September, we attended the Journal of Financial Advertising & Marketing Forum, a gathering of thought-leaders and experts in the world of financial marketing discussing the current state of the industry, and where financial marketing is headed in the More
For B2B technology marketers, social media is not only an effective marketing channel, its essential to establishing a firm place for your company in the digital landscape, as well as staying in touch with industry trends. While all companies should More
For professional services marketers, LinkedIn is an ideal platform for building brand visibility among prospects and recruits, and sharing knowledge with peers. In particular, the plethora of public “groups” provide a valuable tool for connecting with key audiences and sharing More
In this day and age, there’s no question that social media acts as a valuable marketing tool for companies. Whether it’s engaging with customers and prospects, sharing insights and opinions, putting forth a brand message, or understanding how your audiences More
In a recent blog post we examined why tablets are the ‘best new content marketing device,’ and how B2B marketers can ensure their content is tablet ready. On a tablet, professionals want to watch, learn, and read. They use tablets More
We recently attended the Journal of Financial Advertising and Marketing Forum on the Future of Financial Media, held at the NYSE. Compared to last year’s forum, there was a noticeable shift in the mindset of the financial marketers present — More
Much like the tablet, mobile use is on the rise and a key touchpoint for engaging with customers. Below, we have compiled 10 of the most informative and useful articles relating to B2B marketing in the mobile space; how to More
Last week, IBM released the results of their 2012 Global Survey of Marketers, an annual report that surveyed over 350 marketing professionals across the globe, offering a wealth of new data from a balanced mix of B2B and B2C companies. More
With new devices come new ways in which people interact with and consume information. On a smart phone, professionals are likely to exchange emails, text message with colleagues and use applications. On a laptop, they’re likely to conduct research and More
Last week, we attended the Business Marketing Association’s Annual Conference in Chicago. It was 48 hours of intensive discussion with B2B leaders who are making their companies grow – marketing heaven! While many of the presentations provided important insights, there More
They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content. More
What do professional services firms and media companies have in common? In one word: Content. It is impossible to ignore the increasingly important role that content is playing in B2B marketing, especially for professional services brands. In a world inundated More
If 2011 was the year that content marketing exploded onto the B2B marketing scene, then all signs point to 2012 being the year of online video. Video, with its immediacy, popularity, and viral potential, represents a unique opportunity for B2B More
The lowest common denominator (LCD) can be defined as “the broadest or most widely applicable requirement or circumstance.” It’s often difficult to acknowledge, but LCD can be a valuable tool for marketers when developing advertising campaigns. Larger ad sizes allow More
Online technology community ZDNet.com recently published “Consumerization of Tech: The New Enterprise Disruptor,” an intriguing article that examines the growing trend towards the “consumerization of IT” and what this shift means for the future of technology as it is used More
Marketers should never assume their clients or prospects are aware of all the products and services that fall under their corporate umbrella — even with those clients for which there are long-term, established relationships. By developing marketing and sales strategies More
The technological options for financial service companies today seem endless, which means that technology brands need to work that much harder to stand out. So what are financial service technology buyers looking for? InvestmentNews interviewed a panel of professionals working More
As the old saying goes, a picture is worth a thousand words. But it seems the newly viral online bulletin board site Pinterest, has brought new meaning to this idiom as more and more businesses are adopting the online forum More
HTML5 is the most recent update to the language used to write web pages. It has recently become a popular topic of conversation: many are commenting how the revised markup language, once finished, will change the Internet for the better. More
In today’s content-fueled B2B marketing environment, we’ve all turned into writers and publishers. Between Twitter updates, emails, blog posts and LinkedIn group discussions, we’re all trying to get people interested in what we have to say. Most of these forms More
It’s no secret that B2B marketers have been slow to incorporate social media into marketing programs. It’s almost as if we are wading into an ice-cold pond, inch by inch. Right now, we are up to our waists: we know More
Recently, we examined the increasingly important role that content is playing in B2B marketing that we published in a whitepaper. The proliferation of content is especially apparent in professional services, where eight of the top ten accounting firms have content-driven More
In today’s connected marketing environment, where the conversation never ends and every message can link across platforms, the static Integrated Marketing model that has guided marketers for nearly 20 years needs to be upgraded to a less linear approach. Smart business marketers with high stakes riding on the success of their singular brand message reaching customers at all touch points ought to synchronize, not integrate, their marketing plans. More
A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. This whitepaper examines how smart marketers are leveraging content to break through the clutter and make meaningful connections with customers and prospect. More
Corporate social media is currently in an awkward stage right now. As a study recently published by eMarketer points out, while executives may realize the importance of a social media marketing strategy, they are hesitant to “start implementing a plan.” More
As a company grows, its communication needs become more intricate. There’s the sales team, which needs a variety of sell sheets, updatable on the fly yet coordinated and professional looking. Human Resources plans to develop a recruitment packet for college More
As we examined in our recent whitepaper, content is becoming the lifeline B2B marketers need to break through the clutter and make meaningful connections in an increasingly complex environment. And for many companies, their website is the main platform for More
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