Producing and distributing engaging content, and measuring the effectiveness of that content, are the top challenges faced by Australian marketers, according to a new study from the Content Marketing Institute, conducted in partnership with The Association for Data-driven Marketing and Advertising (ADMA) and sponsored by Brightcove (NASDAQ: BCOV).
The study outlined that more than half of Australian marketers employ content marketing strategies and place a high importance on being able to create more engaging, visual content and optimising content for their target audience.
The study also showed that 46% of marketers believe that ROI measurement was an immediate and important criteria to address, identifying a wide variety of parameters they believe are essential for ROI measurement. Australian marketers measure the effectiveness of a content marketing program through changes in website traffic (60%), higher conversion rates (46%), changes in their sales efforts (46%), shifts in SEO ranking (39%) and assessing the time their customers spent on site (38%).
If you’re in the process of planning future marketing for your organisation it is handy to understand where things are heading in the fast-moving marketing world. That’s why Wheelhouse Advisors have made this infographic on marketing predictions for 2015 relying heavily on market and customer data.
Which of these predictions is your organisation ready for?
While the continued rise of social media is delivering extraordinary benefits to the widest cross section of the community, it also exposes individuals and organisations to enormous risks making the newly published Social Media and the Law an essential reading not just for legal practitioners and academics but also business and corporate managers, HR departments and the broader business community.
For example, the chapter Social Media and Employment Law explores the balance between social media and workplace relations. At worst, employees face dismissal while employers who don’t have a comprehensive strategy on social media in place are at great risk. The reality is that social media blurs the boundaries of what can be considered ‘conduct at work’ and ‘conduct at home’, yet at the same time magnifies the consequences of ill-judged comments and actions. Existing workplace issues including bullying, harassment and vilification continue to take place on social media while the temptation for employers to use social media platforms as a means of pre-employment screening and workplace surveillance raises fresh issues.
One of the unanimous highlights of the 2014 DiG Festival was Jed White’s passionate keynote, The Boulder Experience: Creating a tech-city ecosystem.
Jed is a start-up veteran having launched a successful business in Sydney then moving his family to Boulder, Colorado to work on his next venture Tribe Vibe. During his time in the USA he has had the opportunity to observe start-up capitals like Silicon Valley / San Francisco, Austin and of course Boulder. It was through this lens that Jed came to Newcastle with observations about what makes a great tech-city and how to create a tech-city ecosystem.
Jed is a big fan of good cafes with a quality wifi connections as they are locations where ideas collide.
He noted that most start-up cities are very eclectic and embrace people from different backgrounds. It’s good to be a bit weird. He cited ground level concepts like Renew Newcastle as being important for fostering that culture.
He also stressed that we shouldn’t all aim to create another Silicon Valley, but rather to leverage our own natural assets.
Jed feels that with the Dig Festival, Newcastle has a hook to hang an ecosystem from.
Here is his To-Do List for Newcastle to Create a Tech-City Ecosystem:
1. Support the leaders, the entrepreneurs leading the charge.
2. Get some bandwidth. Our slow internet is a major problem. It is oxygen for business.
3. Build on DiG. It’s only the start, fill the other 51 weeks of the year with activities.
4. Round up the “Feeders” Ie. local, state and federal government and agencies. Lobby for tax breaks, grants etc
5. More caffeine and more wifi. Informal places to meet and work. Newcastle is well-caffeinated already, we just need to add the wifi.
6. Make stuff now!! Don’t await for others, start creating.
The good news is that some of these things are happening already in the region, but they probably need to be more coordinated to enable the full effect.
There is also a growing list of co-work spaces and hubs emerging.
The recent announcement of the latest NBN FTTN roll-out (yes I know its not as good as FTTP but its something better than we have today) means that a large chunk of the region will have improved bandwidth in 2015 and that can only help.
I am also mildly encouraged that some of our local political and business leaders might be finally realising the potential for the region through fostering innovation and start-ups.
At the end of DiG Festival quite a few people approached me to say they would like to do more to foster innovation in the area via events and other initiatives. That’s great news. Now we just need to decide how to coordinate and share this enthusiasm. I don’t want to get involved in every activity, I’m busy enough with Sticky and doing DiG with Steph and Tracy, but I’m very happy to help start the conversation and help spread the word.
For many people the idea of being a social media manger is a dream job, and certainly one that wasn’t even considered a decade ago. But as the web becomes even more reliant on social networks, where content is abundant, and competition for attention is extremely fierce, how do social media experts utilise their time and skills to get the best results?
These days, with so much data available and easily accessible, choosing the right type of metric to monitor can be daunting for marketers. Quite often I see marketers who are too engrossed in focusing on “vanity” metrics rather than analyzing data that can actually make a difference to their business. And this applies equally to the most important metric of all – revenue.
This infographic from Digital Marketing Philippines lists the key metrics to focus on when reviewing a digital marketing campaign. I like that they focus on the big 3: traffic, conversion, revenue.
File-sharing website TorrentFreak reported Game of Thrones set a new record for illegal downloads this week, with about 1.5 million file sharers downloading a pirated copy of the season four finale of the show in the 12 hours after it was released in the US. Data was released showing Australians have increased their lead as the world champions of piracy.
The outcry, of course, was led by the company most affected by the downloading of the program, Foxtel.
Every year around this time Mary Meeker, from Kleiner Perkins Caufield Byers, releases her Internet Trends study. I personally saw Mary present this in San Francisco a few years ago and was fascinated by her insights and knowledge. The whole industry stops and listens when Mary Meeker delivers her annual report.
Which brings me to the 2o14 Internet Trends report Meeker has just unveiled. As usual it is packed with great information, plenty of perspective and a few pointers to what is next. It’s long but it is worth the time to read.
Here’s a novel concept attempting to capitalise upon several ideas.
Do you feel ripped off every time you buy bottled water? It’s amazing to think that what we once drank freely from the tap now costs more than petrol per litre.
Did you know that the average “dwell-time” of a bottle of water is around 60 minutes. In other words every time you buy a bottle of water you carry it around, hold it, place it on your desk etc for around an hour.
What if the bottle became an advertising medium and the water was free?
That’s the idea behind Free Is Better, which has just launched in Australia.
Read their media announcement (below) and tell me what you think. Can using a water bottle as an ad medium interrupt the industry?
There has been a lot of buzz about Netflix in the last year, even here in Australia where the video streaming service hasn’t officially launched (yet is watched by many who find ways around the geo-blocking).
Award-winning new programs like House of Cards, Orange is the New Black and Lilyhammer, created and aired on Netflix have transformed the one-time DVD mailing service into a new media force to be reckoned with, causing yet more anxiety amongst TV networks and subscription television and acting as a pointer to what could soon trouble the major movie studios.
Netflix is now so popular that it gobbles up a third of peak internet traffic in North America.
So how does this brave new world of streaming content work and how does Netflix make money? This new infographic explains the economics of Netflix. Read the rest of this entry »