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The growing importance of content analytics - MarTech Today

The growing importance of content analytics - MarTech Today | The MarTech Alert | Scoop.it
“Now marketers are really measuring content on how much it correlates to brand value, and the past six months has brought us to a place in analytics that normally would have taken five years,” said Meggie Giancola, Head of CPG Sales and Strategy for Valassis. “How content is being used to motivate shoppers is much different than when this year started, so your analysis and measurement has to change.” 

Content analysis and measurement needs to focus on the specific shift in consumer behavior and mindset that has occurred. 

“Every analysis is different. So as long as the analysis is data-driven that is a quality start,” said Giancola. “When you are seeing a high volume of content or impressions with minimal purchasing you need to ask if it is a content issue, brand issue or pricing issue.” 
CYDigital/marteq.ios insight:

Consider the article as a case study: it tells a compelling story around a topic that should already be in place.

 

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The Marketing Funnel is Dead and the Flywheel Has Arrived - New Breed

The Marketing Funnel is Dead and the Flywheel Has Arrived - New Breed | The MarTech Alert | Scoop.it
The flywheel highlighted a major flaw with the funnel: the prioritization of marketing and sales above serving your customer base. With an increased emphasis on buyer and customer-centric business practices, it was easy for marketers to attempt to abandon the funnel visualization, which literally illustrates customers being dropped out of the bottom with no further attention given. 

While the flywheel is more than just a buzzword — it is an ideology that should guide your company’s growth — it’s also not the end-all, be-all for marketing strategies. While the flywheel is here to stay, the funnel isn’t going away. 

The two models work in conjunction with each other. While the funnel is critical for measuring how you're attracting new business to your company; the flywheel is the overarching methodology that shows how those individuals experience your company.
CYDigital/marteq.ios insight:

To whichever you subscribe, if not both, the basic tenet is similar: guidance as to what content is delivered at what time.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

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Opinion: Why direct-to-consumer content is the next big influencer trend | Ad Age

Opinion: Why direct-to-consumer content is the next big influencer trend | Ad Age | The MarTech Alert | Scoop.it
And as brands cut back on spending and affiliate programs like Amazon cut commission rates, content creators are increasingly using subscription sites as part of a new revenue model: direct-to-consumer.

D-to-c influencer content bills at a small rate compared to the typical brand partnership, but creators with truly engaged fan bases are positioned to make bank. This also means that the days of buying fans may be limited; what good is a large audience of bots who won’t buy your work?

Influencers are in some ways defined by their relationship to brands, to a point where aspiring influencers will tag brands just for clout. But while the d-to-c trend is emerging, it could lead to an eventual shift away from a reliance on brand relationships.
CYDigital/marteq.ios insight:

The purchase of followers was always a panacea. 

 

marteq.io delivers zero party data solutions that significantly reduce digital advertising costs. Learn more: https://www.marteq.io #martech #marketing #adtech

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