'Emerging Platforms' Category

Integrated Marketing: A Better Approach to Building Leads

Posted by Winnie Brignac Hart on November 17th, 2014 at 2:35 pm

As long ago as 1989, the American Association of Advertising Agencies defined an integrated marketing campaign as “an approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. A comprehensive communications plan combines the strategic roles of advertising, public relations and sales promotions to provide clarity, consistency, and increased impact.” Basically, integration is the application of consistent brand messaging across both traditional and nontraditional marketing channels.
Inbound Marketing: Making Integrated Marketing Easier
While social media and online marketing channels have provided opportunities to expand the definition of non-traditional marketing, the real breakthrough in effective integration has been the development of computer based, technology driven Inbound Marketing platforms. Giving new meaning to CRM, these platforms not only make consistent communication across channels easier, but provide critical reporting and measurement features in real-time to exponentially increase the effectiveness of campaigns.
Learn the ABCs of Inbound Marketing
Seems  simple—but developing an Inbound Marketing campaign takes time, resources, and commitment to building lasting, long-term results. Our e-Book The ABC's of Inbound Marketing will help you get started.

Check Out the Marketing Tech Tools You Can’t Ignore

Posted by Anna Johansson on November 13th, 2014 at 11:43 am

At the moment, there are well over a thousand businesses hungry to sell you their latest, greatest, most innovative marketing technology. In total, they make up over 40 categories and come from major companies everyone knows as well as tiny startups that have promise of becoming the next Microsoft. However, The Harvard Business Review just reported that in a survey of over 350 B2B companies, they executives are so overwhelmed that they’re choosing not to focus on marketing technology tools at all.
These B2B companies include all industries from personal injury attorneys to paper goods providers and everyone in between. Specifically, the B2B crowd shies away from marketing technology because they think they have a “good enough” handle on things. Unfortunately, these late adopters are doing more harm than good. Many studies, such as Gigaom Researchers, have strongly linked marketing technology to a better ROI.
However, when executives have the final call on adopting new technology and they’re scared off, what does that mean for the business? What does it mean for the future of these marketing tech manufacturers and providers? The reality is that you don’t need as much marketing tech that’s as cutting edge or confusing as you think. All... Read more

The 5 Phases of Programmatic Adoption

Posted by Bill Guild on November 6th, 2014 at 1:26 pm

While the programmatic trend gains steam, brands and agencies are evolving, but each advertiser evolves at a different pace, passing through five key phases of evolution. With this in mind, ad tech partners should adjust services and advice to the each advertiser’s current phase of evolution.

Report: How Tourism DMOs Are Using Instagram

Posted by Doug Schumacher on November 5th, 2014 at 10:54 am

This report provides an insightful look into the posting calendars, engagement levels and campaign themes of the Instagram accounts of 9 state tourism DMOs.

Brand post engagement rate averages on Instagram are 5.48% compared to .39% on Facebook, and .04% on Twitter
Instagram pages on average are growing followers at over 8% for the month of October, compared to .62% for Facebook pages.
Between Facebook, Twitter and Instagram, Twitter gets the most posting volume, but the least engagement.
Pure Michigan’s Instagram page generated more engagements than their Facebook page, despite having less than 20% as many followers.
Pure Michigan’s top campaign theme #upperpeninsula featured community-generated content.

State DMOs in the report: Alaska Travel News, Explore Georgia, Go Hawaii, I Love New York, Pure Michigan, Texas Tourism, Visit California, Visit Colorado and Visit Florida.

The Broadening Use of Sensor Technology

Posted by Anna Johansson on October 28th, 2014 at 9:53 am

In recent years, tech developments have involved some pretty cool products and devices. As we proceed toward increased automation in every area of our lives, the value of sensor technology is becoming increasingly apparent.
It takes only a quick glance to recognize that sensors are taking over our world and improving our quality of life.
The state of sensor technology
Sensors are everywhere, though we rarely notice them. Inside your phone, at traffic lights, on your refrigerator, in your smoke detector … the list goes on.
Sensors have long been a favorite tool of technology for product development teams, but never have they been put to better use than now. Nearly every electronic gadget is equipped with some sort of sensor tech; we’re moving toward a society where nearly everything is monitored by or dependent upon the capabilities of sensors.
According to a Forbes.com article by Chunka Mui, sensors will be one of the six most important technologies over the next few years. Mui asserts that every company, regardless of its field, will need to familiarize itself with cloud computing, mobile devices, social media, cameras, sensor technology, and emergent knowledge if it wants to stay competitive in the long run.
While sensor technology and its utility... Read more