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This infographic recommends three broad areas to evaluate when assessing content marketing success. With more than 90% of companies now doing some form of content marketing, the logical question is: how do you know if you’re doing it well?

In terms of “what” to measure, this infographic from Brandpoint recommends three broad areas to assess:

• Awareness (e.g., search engine rank for target keywords,  social metrics such as likes and followers);• Consideration (longer average visit duration, social shares); and• Conversion (increased conversion rate, growth in newsletter subscriptions).

In terms of “how” to measure success, CMOs utilizing a sophisticated web presence optimization framework for maximizing content marketing results will likely embrace tools for measuring competitive multi-channel marketing metrics—not just “are we making progress?” but also “how are we doing compared to our competitors?”

Read more at the article link...

The video game industry is worth more than $100bn worldwide, so it's no surprise that businesses are using gamification to try to boost sales.

The idea is that by adding gaming elements to the sales process, such as small challenges and rewards, you can increase customer loyalty and advocacy.  

As in every game or competition, the participants have to be motivated by a worthwhile reward. It’s also true that the greater the reward, the more you can ask people to do to earn the reward.

Deloitte publie son étude mondiale des prédictions 2013 pour le secteur des Technologies, Médias et Télécommunications (TMT).

Jon Jantsch at Duct Tape Marketing as a valuable article on listening, one of the key skills every individual or company needs to further refine in the near future. He writes:

"...I believe that one of the master skills of any marketer, manager, or educator is the ability to listen perceptively to what our prospects, customers, staff and community members are saying.

...there are many forms of listening.

a) Passive listening – the kind we do when we are listening to a seminar but we’re really scrolling through Pinterest.

b) Selective listening – the kind that I might practice when I’m discussing something with someone and mostly I’m thinking about what I’m going say next.

c) Active listening – the kind where we are discussing something with someone and reacting only to the words being said.

d) Perceptive listening – the kind where I hear and interpret the words, but I also consider what the person is thinking and perhaps how they are acting as they say the words.

Perceptive listening is by far the most complex because it requires you to be totally focused, completely mindful and, well, perceptive of what’s really going on."

Useful. 8/10

Read the full article: http://www.ducttapemarketing.com/blog/2012/01/11/5-exercises-in-perceptive-listening/