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Principles of Marketing 1.0 About the Authors Jeff Tanner Source: Photo by Lilly Tanner, used with permission. John F. (Jeff) Tanner, Jr., is professor of marketing and associate dean of faculty development and research at the Hankamer School of Business, Baylor University. He is an internationally recognized expert in sales and sales management. Study: Which Content Marketing tasks are typically in-house or outsourced A team of online marketers usually have a lot on their plate, especially when campaigns are using multi-channel strategies that involve social media, blog content production, email and pure SEO. These tactics thrive on content, and because the demand for quality has been escalating in the past few years, there has also been a call for expert writers, graphic designers, and content distribution marketers that are competent enough to compete against thousands of other online marketers. However, you can’t rely on outsourcing for the entire content marketing operation, because would deprive you of managerial control and supervision. You need to do some of the things in-house to keep you in touch with the activities of the campaign. So which of the usual tasks are better off delegated to an outside firm? For reference, let’s take a look at a study conducted by MarketingProfs and Content Marketing Institute.
What is Your Marketing Data Culture? Jayson DeMers, founder and CEO of AudienceBloom, recently wrote an article for Forbes entitled, “2014 Is The Year Of Digital Marketing Analytics: What It Means For Your Company.” The article takes a quick look at some strategic approaches digital marketers can take to improve their performance in 2014. All of the approaches involve data and analytics, and one concept particularly caught our eye - corporate data culture. The Wal-Mart/Facebook Social Genome You are what you tweet. And blog. And post. It's part of your social genome.
Internet Retailer : Top 500 U.S. E-Retailers - Gap merges e-commerce and mark... The apparel retailer has named Gap Inc. veteran Scott Key as senior vice president and general manager of customer experience. With new CEO Art Peck officially taking the helm of Gap Inc. this Sunday, the apparel retailer yesterday named a new executive with responsibilities for e-commerce and marketing. Scott Key is now senior vice president and general manager of customer experience, which includes oversight of a combined e-commerce and marketing group for the Gap brand.
Content Marketing and the ‘Attention Economy’ The goldfish has an average attention span of nine seconds, which now is one second longer than the average attention span of the modern-day consumer, according to the Statistic Brain Research Institute. We have lost one-third of our attention spans since 2000, when we’d stay engaged with a piece of content for a plodding 12 seconds. That’s not surprising given the ubiquity of smartphones, social media, mobile apps and streaming content, all of which have combined to create what some call the “attention economy,” a marketplace in which the ability to hold consumers’ attention holds significant value. We simply are over-stimulated with content, and our brains are fighting back with natural survival instincts. Consider this: We can go weeks without food and days without water, but only about 35 seconds without finding meaning in something. Our minds constantly scan our environment, probing for clues hidden beneath the surface with an embedded “app” called curiosity.