Study: Content marketing investment on the rise

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A recent study 2015 Content Marketing Survey by content marketing agency Castleford states that the amount of marketers committed to content marketing is increasing. According to their results 65% (compared to 48% one year ago) of marketers want to boost their content marketing next financial year. Their plans is to invest more in time and resources.

Even more, 97% of participants of the survey said they will increase or retain their current level of investment. And the respondents also face the support of their C-level executives. Of the responding marketers 76% replied their C-level executives viewed content marketing „quite positively“ or „very positively“.

Obviously, there are also some challenges involved in content marketing creation wit time (45%) and budget (29%) being the biggest problem. Just, 3% that mentioned their C-level buy-in is their biggest challenge to content marketing will be probably persuaded over time, we think.

In terms of content marketing tactics the study shows that social media (81%) is still the favorite online marketing tactics in this field. However, the biggest growth opportunity shows video marketing and paid promotion of content for the next year. 61% are already using video marketing, (increase of 13% compared to last year). This is probably also driven by the main players Facebook and Google.

The variety of content marketing is also growing though. Almost every second marketer said that they use five or more different online marketing channels (45%).

Although Castleford director Rob Cleeve is confident with the development of content marketing, he also makes clear that marketers need to deliver results with it as well: „In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it’s benefiting the bottom line.“

Spot On!
Content marketing definitely has changed the advertising industry drastically. However, the main challenges involved are the appropriate use of data with content to drive the right story in the right context to the right user at the right time. Here we see massive problems for many marketers still in our work with customers. Post-it recently explained it nicely in a video that leverages their banner and ask many question in terms of how retargeting actually kills good content marketing in terms in the example of banner ads.

The infographic of the study carries all relevant results of the Castleford study.

Castleford-Content-Marketing-Infographic-2015

Study: Many executives cannot stop working in spare time

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Last year’s CNBC study examined that C-level execs were more mobile than their senior counterparts in middle management. This year’s CNBC’s Mobile Elite survey -based on more than 600 online interviews across Europe, Asia and North America – shows that the usage and impact of mobile devices amongst business executives is higher than ever. Six in ten executives admitted they are still busy checking their mobile devices when its weekend time and the stock-market is closed.

Managers are even more busy consuming news during the mornings. For those vendors seeking to address the European business decision maker the weekday evening is said to be the right time to get in touch, according to the study. Obviously, many managers have more time during their weekend leisures to digest articles and information. Almost every second executive (48%) reads ‚in-depth articles‘ and 38% has a close look at business profiles.

In that field, LinkedIn has achieved the number one position in Europe as a ‚useful business and recruitment tool‘ (59%) with the highest scores for the ‚respected brand‘ (64%). However, Facebook is also under the top-performers as a ‚useful marketing tool‘ among Europe’s Business Elite. In Europe Twitter scores highest European executives for ‚use for both work & leisure‘ (55%) increasing from 32% in 2013.

TV and tablets are moving more and more together in terms of business impact and parallel screen usage for decision-makers: 80% of US executives stated they were watching TV while using their tablet. Europe is with 71% and Asia with 70% behind the US results. Still, 56% of global executives use their mobile device as a direct result of watching TV.

Their predominant reaction after watching TV content is…
– Web browsing for products or services (69%)
– Purchasing products, stocks or shares (55%)
– Responding to advertising (42%).

„An ongoing trend where work life and private life is bleeding into one another“, thinks Professor of Organisational Behaviour, Cass Business School London, Andre Spencer.

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Not surprisingly, business executives are massively using their mobiles and second screens. The more business turns international the more „global business environments work on a 24/7 basis“, thinks Spencer. Staying in touch is possible and needs to be done the more people are engaged in being on the road. The work-life balance gets challenged when organizations are increasingly expecting their top executives to be online and working.

CNBC Mobile Elite Study 2014

My quote of the year 2013 – Social Media, Social Networks and Social Business

17.05.2013 von  
Kategorie Daily Top 3

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Credits: © Mirma - Fotolia.com

Credits: © Mirma – Fotolia.com

In 2010, I started pinning down my main message to companies and their C-level managers in one quote. Thereafter, different quotes evolved which I collected in the vision area of the „About“ page.

The value of such a quote is for some managers marginal and for others massive when using it to explain the transformation of the business into a digital community-centric company or brand. Take it for what it is, and for what it’s worth for you, or let’s discuss it.

For this year the quote will be about social business strategy…

„Social Networking is business intend. Social Media is business duty. Social Business is business freestyle.“

Just before you start asking… By „business freestlye“, I address all departments in your company (like marketing, sales, customer service, HR, or other) that are responsible for planning, using, handling, and organizing the business tactics and strategy around the brand, product line or service offering of business relevance.

Some facts that might be interesting for each one of those..
Social Networks – Which are growing fastest?
Social Media – Facts, Figures and Stats 2013
Social Business – Some Facts 2013

PS: If you do it right, your workforce will freak out like the guy in this post. Believe me…!

The CEO of the future is social

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This new infographic from CEO.com illustrates that more and more CEOs are figuring out social media and finding great benefits as a result. Some weeks ago, we could see in a study that European business chiefs understand the power of Twitter and support its use these days. It seems Social Media is making its way to the C-levels.

Will the CEO of the future really be more social…? Let’s see…

Study: Twitter becomes popular among business chiefs

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Is this a good sign for the acceptance of social media in the business world? The use of Twitter as a business and marketing tool has increased from 31% to 61% among Europe’s top business leaders, finds a recent study by CNBC.

Even more, 61% of the business leaders see the growing impact of Social Media. They believed Social Media was changing the way their business is done today. 77% of the business executives have Facebook accounts (from 81% in 2010). LinkedIn gains tracktion from 52% to 56%.

The study polled 650 European business chiefs as part of their CNBC Europe Mobile Elite 2011 survey. The idea was to get more knowledge about the use of the latest technology features in the C-Level area of companies at work and in their free time.

Although the increase of Twitter popularity among business leaders is obvious, the busiens decision makers admit that the are unable to keep track ith the latest technological innovations. Apart from that, another study some weeks ago showed that they are also not sure how to leverage Social Media for business.

The most popular device is the iPhone which 21% of the business chiefs call their own now – up from 19% in 2010. Similar numbers gets the Blackberry in terms of popularity – an increase from 18% to 20%. The iPad is also becoming more popular among business leaders, with 15% of them now owning one.

„In a rapidly changing world, Europe’s decision makers are challenged with not just keeping up with technology change, but also ‚driving change‘ within their respective sectors. Throughout 2010, Europe experienced some the most advanced innovations in mobile technology the region has ever seen.“ Mike Jeanes, Director of Research, CNBC EMEA

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The CNBC study states the importance and changing development of mobile use for the business decision maker. The message is that websites will continue to lose value against apps on mobile devices among business leaders. News apps are the most popular application segment for the respondents. 75% of respondents said they use them followed by weather (54%) and social networking (39%). The study makes clear that top management is trying to get in touch and keep up with the pace of technology innovation. However, time still seems to be their biggest enemy…

Study: C-level executives still unsure how to leverage Social Media for business growth

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It seems to be a love and hate relationship: Executives and Social Media. On the one hand, companies see how critical a social business strategy is for their business. On the other, they still don’t know how to harness the value of the new modern media landscape and the feedback channel online world. This is the insight we get from a survey of C-level executives conducted by Harris Interactive for Capgemini.

The findings, which are part of Capgemini’s Executive Outsourcing Survey, were published with their launch of the social media management service. The survey asked 302 senior executives at Fortune 1000 companies.

The question where to position Social Media inside the company seems to be omnipresent: Marketing? Customer Service? Corporate Communications? Or really change the company to become a social business operation? Does someone have a crystal ball? More than half say that Social Media is a part of their company’s customer care operations. However, 64% of those responded that it is a pure responsibility of their social media marketing department.

Surprisingly enough, 74% executives stated in the study they were not even sure how many employees are dedicated to customer care via the Social Web activities of the company. The value of Social Media can be seen by 57% of responding executives who think that it is „inviting customer input on product and services, lead generation, responding to complaints, internal reporting, and measuring customer satisfaction.“

And it is best to forget the 13% who still believe that Social Media is not important for future success of the company.

Spot On!
The attitude from executives towards Social Media also describes the fact that less than half of executives (41%) are monitoring online conversations about their brand, product and/or services. They only respond to an online conversation when a customer poses a direct question, representing a significant missed opportunity for companies to proactively solicit feedback and enhance the customer experience. The ooportunity to engage with the customer is there but executives (and probably their management teams) need to embrace the opportunity and change their business into a social business strategy and align it with their web strategy team.

News Update – Best of the Day

28.04.2011 von  
Kategorie Daily Top 3

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Is Social Media a sales tool for retailers? A study by Forrester Research and GSI Commerce says Social Media has almost no influence on online purchasing behavior. The survey shows that social media rarely leads directly to purchases online — less than 2% of orders were the result of shoppers coming from a social network. The question is what the ideology of Social Media is for companies… and there are examples like Threadless that can deny such studies. If retailers see it more like listen-to-act approach, pre-selling, sensitising and serving their consumers, then they will be successful in also selling through Social Media.

C-Level is engaging in Social Media! A recent study by Useful Social Media – State of Corporate Social Media 2011 – gives us some compelling charts that describe the trend how the C-Level increasingly gets into Social Media.

Although the European managers are still not completely behind the Social Media vision, the following chart suggests that it won’t be long until European senior C-Levels understand the advantages of Social Media.

How does the future of shopping look like? Mobile will definitely play a massive role for the consumer 2.0, or 3.0?! Where can I get the best bargains? Which company or retailer has the product I want in stock – now and not in 5 days? Sumi Das explores the „ultimate personal shoppers“ of tomorrow.

Productivity! – Hardly working, or working hard?

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The main fear of C-level management is loss of control when it comes to the new media. The truth is the younger generation expects to have access to social media at the workplace and they use it, too.

Management wishes you are working hard, but you are hardly working? Management finds Facebook and their different derivats of social media are critical for productivity, and you are just eager after latest information and trends while you find the information needed through the latest technology better than years ago because people are less ego-centric? Management sees your distraction at work coming from Twitter but you were one of the people that helped the marketing, PR and sales department spread the message. Maybe they better watch out, that some of your colleagues are not playing PacMan in 2010 during working hours anymore?

See what affects productivity at the working desk…

Source: Good Men Project

So, my question would be: Is loss in productivity really coming from social media and social networking? Or what is your explanation…?

Evolution by Revolution – a phrase or a case?

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CFalk / pixelio.de

Yesterday, I came across a good post by Adam Singer that inspired me (as well as his comment to my comment) to finally explore a bit on the phrase: „evolution by revolution“. I don’t know whether this phrase is new, or invented by me but I would love to claim it as my invention. And as Google did not have any results on the phrase for me, I herewith put my trademark behind the phrase – maybe to make a case… „evolution by revolution“.

The phrase is one of these thesis I use for educational courses to discuss and leverage a modern social web world approach with C-level management teams in Europe. I have used it in many seminar or webinars when I was talking about the change management challenges that the Social Web, Social Networks and Social Media bring to live these days.

In the past of human kind, revolutions were often a way for the lower class or segments/departments in an organization to state their case. For them, the challenge to be heard, to get access to the higher education, to have enough food or to benefit from any other kind of wellness or upper (business) lifestyle was often only accessable by a revolution. Revolutions cost money. Revolutions are tough. Revolutions sometimes make sacrifices. Revolutions change habits, perspectives and … business objectives. And revolutions always happened publicly – via newspapers, magazines or even flyers in the streets.

Today revolutions spread faster. In our social web world today, the traditional print media opportunities are added (or replaced?) by new media formats that every individual can use to state their case. And sometimes it „pisses people off“ as Adam would have put it. But it makes the case of the unhappy, unsatisfied and underdogs. Suddenly, somebody writes something that is not mainstream, not the evolution strategy of the leadership but becomes the new revolutionary fruits of growth for the management if these people listen, communicate and collaborate, if they pay attention – whether it be the clients, the partners or even employees that start the revolution.

Their voice might be found on all kinds of platforms, in a tiny revolutionary statement in a blog post, a comment in a LinkedIn group (think about the impact for B2B business) or in a Facebook fanpage. Think about it! No! Think about it! Rest…

Some companies put all their PR & marketing budgets in the effciency of search marketing but then forget about the power of blog posts, and what it could do to them. They don’t think of it as negative cases. Think positive! Think ahead! Think about how to leverage the power of social options!

Spot On!
This modern world of communication is all about humans – the past, the present and the future. Evolution follows every revolution (…in my eyes). Consumer or end user buzz for positive and negative business impact always starts an evolution whilst being embraced as revolution first. It changes the mindset. And evolutions can be positive and negative. It needs to be seen as a turn around opportunity, as a business review option, and as a way to think ahead to prevent revolutions.

„Evolution by Revolution“ is a (business) challenge – not a phrase! C-level management should forget that… That’s my case!

What’s yours on this topic…?

Book Review – Marketing in the Age of Google

19.11.2010 von  
Kategorie SEO

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When somebody used to work for Google there is a lot of knowedge to be shared. And I thought, I could learn more about SEO techniques and tactics. Vanessa Fox did work for Google (apart from inventing Webmaster Central), and so I thought, I need to read the book Marketing in the Age of Google. As a web-strategist I should know the secrets of ranking high on Google for my clients.

Getting Vanessa’s inside view on how Google and their search technology operates, gives an aggregated insight on the evolution of search topics. It is saving time and presumingly more efficient than following or reading many SEO experts thoughts. And then let’s help clients to optimize their site fropm a SEO point of view.

To write a review is a challenge. As I follow some of the most interesting SEO cracks, I knew some content topics already. But there is much more quality thoughts and knowledge in it that makes the book worth reading. If companies want to optimize their top rankings, the book offers good tactical approaches and a clear structure how to start and evolve your content strategy as well as how to conquer the top positions in Google. 

Having said this, the book is based on the theory of having a web-strategy in place that is aligned to the company’s business strategy. If your company has the consumer approach understanding the needs, desires and motivation why consumers go online to evaluate products and services, then the book is a must read.

The way people used search engines has changed in the last years as the web has become mature from an information platform to a consumer generated content base. It is not about what the company spreads but what the users are looking for and the content they share and create. People hear something about a person, a brand or a campaign and instandly start going to search for more information. Not seldomly they are finding consumer input. And often the initial search entry point starts with offline marketing, PR or customer service conversation – in print ads, TV commercials or an wallpapers.

Business that know how to connect offline and online efforts will succeed in the future. Happy that this was my main claim when I started this blog and thus gets now backed up by a Google specialist… Thanks Vanessa!
 
Spot On!
The amount of input the book Marketing in the Age of Google offers is probably only handable for a SEO specialist. And this person has to have the buy in from the C-level to manage the online strategy accordingly. A lot of the strategy is based on content creation and content framework which is a PR, marketing, HR, R&D and Customer Service topic in the future in my eyes. These departments need to learn how to place content effectively in the search world. It will affect the way peope perceive the business strategy of a company and the way the companies and brands interact with their clients, partners and employees. What I missed was the effect taxonomies and social tagging might have on search in the future but maybe this comes with the next update. 

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