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6 tips on marketing from the experts

6 tips on marketing from the experts | What's changing? The marketing and brand industries in flux | Scoop.it
Looking to give your marketing a much-needed boost and want expert advice gathered in one place? Katie Burke at HubSpot spoke to the experts and found six great pieces of advice as well as how you ...
MTD's insight:

How can you create marketing that differentiates and affects change in a dynamic world of consumers, buyers and business change? Six simple tips here. 

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Myths of Technology Series: "Technology Will Replace Face-to-Face Interaction"

Myths of Technology Series: "Technology Will Replace Face-to-Face Interaction" | What's changing? The marketing and brand industries in flux | Scoop.it

We have to see that for some students, technology actually can provide them the voice that they have never had before.  I spoke to one student that said the use of social media actually inspired them to start speaking publicly because they developed confidence through a medium that worked for them.  I think of how many students would benefit and feel more comfortable talking in public when they would be allowed to use a medium that works for them first.


Via Nik Peachey
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Nik Peachey's curator insight, April 15, 3:38 AM

Well worth reading to get a view of the human side of technology.

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IDG Connect – Telecity’s Tobin Takes Odd Roads To Success

IDG Connect – Telecity’s Tobin Takes Odd Roads To Success | What's changing? The marketing and brand industries in flux | Scoop.it
Mike Tobin, CEO of datacentre operator Telecity has a trove of stories — and now he has written a book
MTD's insight:

Mike Tobin's 'ignore strategy, get results' is of course a robust, action-oriented strategy in itself. Let's not get over engaged with the irony; the business world is full of leaders whose natural strategic and brand sense is such that they eschew and even throw out 'brand' or 'strategy' as conscious ideas. They're too busy BEING the brand and BEING the strategic centre to give these things conversational air time. 

 

That doesn't make their thinking less strategic or their brand strategic understanding less powerful. People like Tobin are people who can't sit still; who believe in dynamism, change and coping with them as the norm; who believe in inspiring everyone to engage with these ideas; who create the structures and processes to get everything moving; and who don't spend their time worrying about detail. 

 

They are in short, leaders. 

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Simple Kills, and The Top 14 Marketing Technology Articles Curated Tuesday, 12/3/13

Simple Kills, and The Top 14 Marketing Technology Articles Curated Tuesday, 12/3/13 | What's changing? The marketing and brand industries in flux | Scoop.it

Marketing Automation offers many features, and the basic features are simple to setup, simple to use, simple to measure. And if you’re not careful, the simplicity will trip you up.

 

If you’re just using MA basics, e.g., lead scoring, lead nurturing, etc., what are you really doing? You’re replacing human capital from Sales with automation. And who’s more capable of sales activity than Sales? If your marketing is really sales activity, shouldn’t Sales manage that activity, especially given the low barriers to mastery? Of course it is, and you’re teeing up MA ownership to Sales where usage will never get deeper than Sales activity.

 

MA is there so that you can deep dive into significant functionality that allows you to take steps towards becoming an ROI and data-driven function: analytics, segmentation, content management, A/B and MVT, social media measurement, etc. It’s beyond the basics, but it’s what you need to demonstrate the value you can bring to the company. And if you delve into all the features that MA has to offer (as well as 3rd party applications, e.g., Predictive), you’re protecting yourself from ceding MA control to Sales.

 

In the shallow waters of MA usage, you’ll get pulled under. Get deep.

 

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles summarized for your quick review:

-- >  Why "Full Stack" Marketers Are The Future of Digital Branding - Fast Company  http://sco.lt/6bkCUD

-- >  10 Reasons 2014 will be the Year of Small Data | ZDNet  http://sco.lt/7SFzY9

-- >  2013 Lead Generation Marketing Effectiveness Study - Lenskold Group  http://sco.lt/50tfUH

-- >  The Five Superpowers of Marketing - HBR  http://sco.lt/5WP8vR

-- >  As Twitter Grows Up, Its Users Don’t - AllThingsD  http://sco.lt/7TbrSz

-- >  B2B Lead Generation: 5 Steps To Improve Results @wittlake — B2B Digital Marketing  http://sco.lt/6zwmNF

-- >  Marketing Automation Sounds the Death Knell for Cold Calling - ClickZ  http://sco.lt/7fxPcn

-- >  Marketing automation can help B2B marketers leverage content - FierceCMO  http://sco.lt/8wmfr7

-- >  Social Media: Creating an Early Warning System | SiriusDecisions Blog  http://sco.lt/8PVCr3

-- >  3 Pitfalls to Avoid with Lead Scoring - MarketBridge  http://sco.lt/6ZXXBB

-- >  5 Small Business Marketing Automation Myths Smashed - Optimax  http://sco.lt/6I0nth

-- >  Pardot v. Eloqua v. Marketo v. HubSpot - FindTheBest  http://sco.lt/5xiU65

-- >  How to Build Links to Your Social Profiles - Search Engine Watch  http://sco.lt/844laD

-- >  7 Steps for an Optimised Content Marketing Strategy - Intergage  http://sco.lt/7vCnlh

 

See ALL Top Curated Marketing Technology Articles here.

 

___________________________________

► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

 


Via iNeoMarketing
MTD's insight:

Some excellent marketing insights into how to use technology. and the tech-driven changes that are hitting our industry now... 

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Stanford vs. MIT: How Marketing Trumps Technology In Startups

Stanford vs. MIT: How Marketing Trumps Technology In Startups | What's changing? The marketing and brand industries in flux | Scoop.it
"Technology is not a prerequisite for business success, but marketing is," yet "the best startups develop technology and a market simultaneously."
MTD's insight:

We recently did a blog on the importance of marketing to high -tech companies and how forgetting the marketing element (which high tech companies are often wont to do) is a major failing that has enormous market impacts. 

This post by a Forbes writer doesn't just add to this, it supports it with a quite lovely analysis of 'MIT' style businesses (that focus only on tech, tech, techity tech) and Stanford businesses (which focus on product development, distribution). 

What's interesting and perhaps in the 'ether' is that this is also about the difference between organisations that favour 'leapfrog' technology (they try to develop, all the time, the technology that 'busts the market open' and 'incremental innovators'. The latter, almost always, win and continue to do better. Remember the problems Apple had when a public used to massive, epoch-shifting technology got (last year) a damp squib of incremental improvement to the iPhone. They had to ramp up their game a lot. 

These 'incremental' businesses are still capable of massive leaps. And they are the same kind of businesses (with some notable exceptions, Apple again) that in general favour the marketing led approach.  

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40 Infographics & Cheat Sheets For Social Media Marketers | Useful Online Resources for Designers and Developers

40 Infographics & Cheat Sheets For Social Media Marketers | Useful Online Resources for Designers and Developers | What's changing? The marketing and brand industries in flux | Scoop.it

In this round up, we are presenting for you some useful cheatsheets and infographics for social media marketers especially. These infographics and cheatsheets will help you learn more about trends in social media and how you can give your brand an increased exposure and let your message spread all over the world. Enjoy...


Via Jeff Domansky
MTD's insight:

A lot of interesting guides, in visual form, for the marketer looking to get ahead in social. Of course, we are in a middle stage with social: it's now no longer about whether to get into social, but whether you can get real long term value and ROI from the considerable effort and expense of maintaining a strong social presence. 

 

As many are finding, the right approach to social can power your business forward. Too often, however, like other phenomena we all thought would bear fruit easily (such as marketing automation) it's a case of buy in haste, repent at leisure - as the actual costs of running it don't lead to real benefit for the business. 

 

Nevertheless, if you can find a way to make it work you should, as it's still the best way of taking your culture out into the world - and your brand - direct to your buyers, circumventing all those inconvenient layers and barriers. 

 

Take a look at these infographics and visual guides - some great, some not so much - to see what you can get out of them!

 

 

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Wendy Flanagan's curator insight, November 11, 2013 5:02 PM

I love useful cheat sheets!

Cloe Blanchet's curator insight, November 11, 2013 5:56 PM

Really nice info graphic showing how internet marketing works as a tactic of branding

Lori Wilk's curator insight, December 28, 2013 3:24 PM

Most of us need lots of  help so these tools are appreciated.With new social media platforms launching all the time, it's hard to stay on top of all of your online participation.

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Don't Have A Big Data Strategy Yet? Good.

Don't Have A Big Data Strategy Yet? Good. | What's changing? The marketing and brand industries in flux | Scoop.it
The broad demand for big data technologies is simply not there yet (Social & mobile data are actually a pretty low priority in orgs' business strategy.
MTD's insight:

BIg Data is quite small at the moment. Despite it being hte big push for tech industries everywhere, the demand for Big Data tech is too low at the moment for it to amount to a key element of corporate and other strategies. Why? Perhaps a fear that it will prove to add simply to the chaos - or that it may become so rapidly 'hygeine' that having a separate process for it will be irrelevant. 

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9 Mobile App KPIs to Know

9 Mobile App KPIs to Know | What's changing? The marketing and brand industries in flux | Scoop.it
Carl asks,
What metrics are most important to my mobile app business?
Great question, Carl — this is both an easy and difficult question to answer. There isn't a one-size-fits-a...
MTD's insight:

When putting together your mobile apps, ensure the right KPIs are in place. If you aren't measuring usage, retention and length of sessions, you're not really understanding how effective your app is and the likelihood of longterm monetization. 

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Stephen Elop Is Now the Microsoft CEO Candidate to Beat

Stephen Elop Is Now the Microsoft CEO Candidate to Beat | What's changing? The marketing and brand industries in flux | Scoop.it
Well, it only cost $7.17 billion, but Microsoft now has a pretty obvious candidate to lead the company as soon as CEO Steve Ballmer vacates the seat he said he would within the year.
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5 Big Data Projects That Could Impact You

5 Big Data Projects That Could Impact You | What's changing? The marketing and brand industries in flux | Scoop.it
It's huge. It's number-heavy. And many say it has the potential to drastically change the way our business, government, academia and healthcare fields operate
But what does "big data" really mean?
MTD's insight:

Big data projects are taking place everywhere. Some are obvious, some are hidden, often by virtue of being in plain sight. Across every sphere of human endeavour, the way we use information to take action is being deepened, affected and often utterly disrupted by the systems, devices and sheer processing power we now wield, often without realising its impact on government, business, health, care, even culture and the very nature of our species and planet. Take a look.

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The Basic Flipboard Curation Guide

The Basic Flipboard Curation Guide | What's changing? The marketing and brand industries in flux | Scoop.it

Via Robin Good
MTD's insight:

We like Scoopit, but Flipboard is good too. Take a look!

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Stephen Dale's curator insight, June 16, 2013 5:02 AM

Flipboard (an App available for iOS and Android) is my favourite app for consuming and sharing inrormation. Relevence is improved by being able to choose the topics you want to follow, and liking or favouriting specific articles.

 

The recent addition of the Flipboard Editort now enables you to create and curate your own magazine, which you can share with others, or keep simply as a place for bookmarking.

 

In this article, Sue Waters provides a step by step guide on how to use and make the most of the Flipboard features. 

Stephen Dale's curator insight, June 16, 2013 5:05 AM

tephen Dale's insight:

Flipboard (an App available for iOS and Android) is my favourite app for consuming and sharing inrormation. Relevence is improved by being able to choose the topics you want to follow, and liking or favouriting specific articles.

 

The recent addition of the Flipboard Editort now enables you to create and curate your own magazine, which you can share with others, or keep simply as a place for bookmarking.

 

In this article, Sue Waters provides a step by step guide on how to use and make the most of the Flipboard features. 

Nick Mortel's curator insight, June 21, 2013 7:32 AM

add your insight...

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3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer ... - Customer Think (blog)

3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer ... - Customer Think (blog) | What's changing? The marketing and brand industries in flux | Scoop.it
3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer ...
Customer Think (blog)
The CMO's of today are facing the challenge of surviving in a new world. This new digital age has marketing in the throes of a buyer revolution.
MTD's insight:

We know we're in a buyer revolution. Everyone does. The question is, what to do about it? We have a practical answer - we think - to the challenges. Here are some other thoughts. 

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Social@Ogilvy: How Brands Brace for #Crisis in the Social Media Age: The Playbook

Social@Ogilvy: How Brands Brace for #Crisis in the Social Media Age: The Playbook | What's changing? The marketing and brand industries in flux | Scoop.it
The recent hack of @AP and subsequent Wall Street panic slash Dow plunge has once again showed how an alarming event in social media can have a damaging effect.
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The World's Most Bizarre Aircraft Graveyards

The World's Most Bizarre Aircraft Graveyards | What's changing? The marketing and brand industries in flux | Scoop.it
Where do aircraft go to rust away after death? Often, their final resting places are more emotionally evocative than human cemeteries.
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MTD's curator insight, June 6, 2013 12:15 PM

Final rusting place. When aircraft are decommissioned they are laid to rest (rust, ha ha) in beautiful arrays. A lesson in alignment and waste. 

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How Much Is Your Brand Worth, And Do You Care? - Forbes

How Much Is Your Brand Worth, And Do You Care? - Forbes | What's changing? The marketing and brand industries in flux | Scoop.it
Forbes
How Much Is Your Brand Worth, And Do You Care?
Forbes
Six of the top 10 brands are tech companies' – seven if you count GE.

Via Dennis Bailen, CMO, Chief Outsiders
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The disruptive power of collaboration: An interview with Clay Shirky | McKinsey & Company

The disruptive power of collaboration: An interview with Clay Shirky | McKinsey & Company | What's changing? The marketing and brand industries in flux | Scoop.it

How we collaborate has profound implications for how we live and work. The author and New York University professor explains how social media has upended traditional norms.  

 

The disruptive power of collaboration: An interview with Clay Shirky

 

How we collaborate has profound implications for how we live and work. The author and New York University professor explains how social media has upended traditional norms.

 

Sharing changes everything. CUpending supply and demand. Creating success from failure.

 

From the invention of the printing press to the telephone, the radio, and the Internet, the ways people collaborate change frequently, and the effects of those changes often reverberate through generations. In this video interview, Clay Shirky, author, New York University professor, and leading thinker on the impact of social media, explains the disruptive impact of technology on how people live and work—and on the economics of what we make and consume. This interview was conducted by McKinsey Global Institute partner Michael Chui, and an edited transcript of Shirky’s remarks follows....


Via Jeff Domansky
MTD's insight:

In an age of increased scarcity, we need more energetic ways of working to achieve results. When you add in the changing requirements of businesses, technology and society and the evolving consumer, it's easy to see that collaboration is not just the preferable way forward, but the only way to achieve. 

 

This interview looks at ways in which collaborative technologies and working practices can enable teams and organisations to succeed and adapt more effectively, faster and with less cost and time.

 

The question is whether you can embed these practices into your organisation well enough to make the changes you need to see. 

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Jeff Domansky's curator insight, March 6, 4:04 AM

Collaboration, scarcity, and disruption. This is a must-read for social media innovators.

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All markets are political. The view of Larry Fink.

All markets are political. The view of Larry Fink. | What's changing? The marketing and brand industries in flux | Scoop.it

Think you don't know why the markets move the way they do? You're in good company. 

MTD's insight:

The moment you change one rule, everything else shifts - and you may not see even the immediate effects coming, let alone the ripples of the ripples...

 

Our growing proximity to the processes of the way that we're governed, our societies are organised, and the way key sectors move, means that inherently everything becomes more personalised. We know not only that we are organised, or that there's a process underneath that, but WHO RUNS WHAT. We know who is in charge - and we know much more about them. 

 

Add to this the fact that we are becoming more savvy and connected with the processes of review and feedback and control, and you make panicked politicisation of every process in every macro-sphere almost inevitable. This isn't THE reason for every market becoming more politicised (that would take more words and qualifications than this writer has) but it does inform it heavily. 

 

Leaders within organisations of all kinds need, urgently, to understand that they are no longer shielded and take steps to engage. Nobody can really hide any more. That's a GOOD thing - if leadership in organizations can take the steps rapidly to engage with this and change the way they interact with their audience (markets, people, etc) to take account of the fact. 

 

Time for leadership marketing, anyone? 

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Don't forget incremental innovation. It's what makes the tech market move

Don't forget incremental innovation. It's what makes the tech market move | What's changing? The marketing and brand industries in flux | Scoop.it
Image: brunkfordbraun/Flickr The idea of incremental improvements normally causes experts to cringe. The pace of innovation is incredibly high today a
MTD's insight:

We’re always fascinated with the next big thing. That’s natural enough. But most real innovation happens incrementally. The problem is that we’re so geared towards the NBT that anything else feels like we’re being shortchanged (remember when Apple only slightly tweaked the iPhone, leaving even Apple users bemused? Incremental advances delivered in the wrong way). A good article here on how we must see incremental advance in its proper place: as the engine of how technology evolves, not as a poor second best to real innovation. The question is how to explain incremental change to your buyers (who like everyone are always looking for the next most-shiny object) in a way that doesn’t sound like an excuse, or a failure.  And that, again, is about communication and expectation management – not innovation alone. High tech industries face a challenge when they forget that innovation is only part of their business, and better buyer communications and brand cohesion are all part of the mix. 

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IBM uses Big Data to predict outbreaks of Dengue fever and Malaria

IBM uses Big Data to predict outbreaks of Dengue fever and Malaria | What's changing? The marketing and brand industries in flux | Scoop.it
Researchers team up with Johns Hopkins and UCSF to help model and track public health threats.
MTD's insight:

We recently aired some stats that spoke about how Big Data wasn't being used a huge amount - owing to the difficulties of putting in big programmes, the complexity involved and the lack of a real business case in some areas. 

 

However, it is cases like this that really show its potential to not just quantitatively enable us - to do more, do it faster, handle just 'more' data - but to change the nature of how we find things out that matter to us - and are able therefore to do something about them. The IBM study here shows how complex issues such as the spread of disease can be studied more effectively - especially when dealing with international epidemics - by crunching some relatively basic numbers in volume and by pulling in data inputs from wider and more creative areas.

 

It's a lesson that the way to see how important something is (even, or perhaps especially, in the world of something abstruse like big data) is to see it in the context of an issue that is real, emotive, and present. 

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Led By Pixar Alum, ToyTalk Debuts Its First Product: The Winston Show, A Game You Can Talk To | TechCrunch

Led By Pixar Alum, ToyTalk Debuts Its First Product: The Winston Show, A Game You Can Talk To | TechCrunch | What's changing? The marketing and brand industries in flux | Scoop.it
Two years ago, Oren Jacob left his role as CTO at Pixar after working at the studio for over 20 years. After a brief stint as EIR at August Capital, he announced that he was off to start his own company: ToyTalk.
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Why The Music Industry Should Be Thanking Illegal Downloaders

Why The Music Industry Should Be Thanking Illegal Downloaders | What's changing? The marketing and brand industries in flux | Scoop.it
Next month, people who download music illegally may start getting anti-piracy warnings from their Internet Service Providers. If recent research is any indication, maybe they should be getting "thank you" notes instead.
MTD's insight:

Neat analysis of why illegal downloaders are not quite the adverse influence they're painted as being. Also a good look at how the 'squeezed middle' idea has affected cultural producers as well as everyone in the wider world. 

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That CMO/CIO collaboration thing isn’t working out

That CMO/CIO collaboration thing isn’t working out | What's changing? The marketing and brand industries in flux | Scoop.it
Gartner says the CMO is going to take on IT decision making powers, but Accenture's found that the marketers and the IT people aren't collaborating enough to make this work.Author informationStuart LauchlanStuart Lauchlan has been tracking and...
MTD's insight:

why isn't everyone getting along? it could be because there's too much pressure for both to perform, and produce measurable results in a world where it's increasingly hard to show measurable results in one area of the business. As technology and marketing converge at every level, we might see - quite apart from the ongoing cooperation that sense would dictate - increasing Balkanisation of different roles defending their turf to the death, no matter whether it's logical or not. 

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5 Cool Ways Big Data Is Changing Lives

5 Cool Ways Big Data Is Changing Lives | What's changing? The marketing and brand industries in flux | Scoop.it
A few weeks ago, I wrote about big opportunities in Little Data. And while my stance on Little Data hasn’t changed, there are also very exciting and very surprising things happening with Big Data right now.
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Great Marketing is Not Made in Six Days; Give It a Week, at Least

Great Marketing is Not Made in Six Days; Give It a Week, at Least | What's changing? The marketing and brand industries in flux | Scoop.it
we have stopped taking the time to craft our messages, convinced that it's more important just to put out something -- anything. this culture has got to go.
MTD's insight:

At last, a reasonable picture of how long it takes to do good things. 

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Quants: The Rocket Scientists Of Wall Street

Quants: The Rocket Scientists Of Wall Street | What's changing? The marketing and brand industries in flux | Scoop.it
Blend math, finance and computer skills to command a high - and well deserved - salary.
MTD's insight:

Putting the data heads to work delivers real edge, advantage and power for today's financial services businesses. 

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Early detection of Twitter trends explained

Early detection of Twitter trends explained | What's changing? The marketing and brand industries in flux | Scoop.it

A couple of weeks ago on Halloween night, I was out with some friends when my advisor sent me a message to check web.mit.edu, right now. It took me a few seconds of staring to realize that an article about my masters thesis work on a nonparametric approach to detecting trends on Twitter was on thehomepage of MIT. Over the next few days, it was picked up by Forbes, Wired, Mashable, Engadget, The Boston Herald and others, and my inbox and Twitter Connect tab were abuzz like never before.

 

MTD's insight:

How can you detect twitter trends early? What does it mean to trend and how can it help your business to attract attention and buyers? Lots of questions, some answers here. 

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Gregory Piatetsky's curator insight, June 12, 2013 1:47 PM

nice analysis of twitter trends