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Gartner for Marketers

Gartner for Marketers

Tag archive for: digital marketing

Pepsi Brings Social Responsiveness to the Analog World

May 12, 2015 | 0 Comments

In the age of the social web, examples of the responsive brand are legion. Oreo with its now infamous tweet heard around the world. Arby’s clever shout out to Pharrell Williams. Consumer and service-based brands, in particular, are listening and…

@Twitter Files for IPO #KA-CHING

September 13, 2013 | 0 Comments

It’s said that Twitter’s early incarnation, Odeo, floundered so badly that founder Evan Williams offered to return investors’ capital. Some gladly accepted. The big fish that got away: these stories are legendary in Silicon Valley investor circles. There are dozens…

Brand Storytelling as “Narrative Transportation”

September 10, 2013 | 1 Comment

Having done my part to raise two daughters, I know the value of storytelling. I know the transportive power of a richly rendered narrative, delivered with commitment to its intent. I know that the faraway look in my daughters’ eyes…

A Picture May Be Worth a Thousand Words—But How Do You Make it Worth $1000?

September 4, 2013 | 2 Comments

Beyond its well-deserved place in the canon of tired clichés, that a picture is worth a thousand words is perhaps still the best explanation for why marketing’s content supply chain has become so image rich. Who wants to parse text…

The Three Cs of Content Marketing

August 29, 2013 | 0 Comments

A couple weeks ago, I introduced content marketing’s iron triangle, the inexorable force that makes content foundational to three interrelated disciplines: search, social and multichannel marketing. Today, I’d like to offer another trinity for your consideration. The Three Cs of…

What’s it Take to Be a Creative Marketer? Start By Embracing Your Inner Goofball

August 26, 2013 | 0 Comments

This week’s New York Times Sunday Business section featured an interview with Glenn Kelman, the CEO of Redfin, an online real estate brokerage site. I don’t know Glenn and I know little about Redfin. But the headline certainly caught my…

The Iron Triangle of Content Marketing

August 19, 2013 | 0 Comments

For digital marketers these days, content marketing is hard to ignore. Why? Because it’s at the center of an iron triangle, a mutually reinforcing set of requirements that make great content foundational to so many digital marketing practices. Political scientists…

Book Review: Best Practices Are Stupid

August 12, 2013 | 4 Comments

Vacations can be an ideal time to put a dent in the reading backlog. Bill Gates made a tradition of his “think weeks,” reading *vacations* during which he’d famously speed read through the densest of tomes with his inimitably serious-minded…

Big Data Promises Overstated? Yes and No. Stopping by the Data Ops Neighborhood in Search of the Truth

August 1, 2013 | 1 Comment

When you ride the rails of the digital marketing transit map, be sure to stop by the data ops neighborhood. Here, you’ll find an eclectic mix of serious-minded folks engaged in disciplines ranging from the well established—media metrics and campaign…

Gartner’s Digital Marketing Hype Cycle Separates the Signal from the Noise

July 26, 2013 | 0 Comments

What’s frothier than digital marketing these days? Brands now recognize that the connected consumer is a game-changer. How marketers find, engage, convert and retain customers will never be the same. Product and service alternatives are abundant. Brand loyalty is fleeting.…