Technology | Media | Telecommunications

Friday, December 30, 2011

2011 Highlights: the Digital Lifescapes in Retrospect


The global Technology, Media and Telecommunications (TMT) marketplace was very eventful during the past year. The vast majority of TMT sector product and service marketers have experienced both great challenges and unprecedented new opportunities in 2011.

That being said, I've selected a few stories from the Digital Lifescapes archive that I believe are noteworthy, from a marketing practices point of view -- both in retrospect and a forward-looking perspective.

Spending on Under-Performing Ads is Still Foolish

The media-buyer mentality is still pervasive with most marketers. Given what we know about the typical ROI results from advertising, when compared to quality editorial content publication, why do marketers spend their budgets on under-performing ads? It's easier to buy advertising placements than create meaningful new content that appeals to your customers and prospects.

More >> Legacy Marketers Provide a Windfall for Facebook

Transmedia Storytelling Creates New Opportunities

Brand marketers in a variety of different industries are beginning to accelerate their multimedia production and distribution efforts. They're acting more like non-fiction storytellers and commercial publishers, as they create new forms of digital content.

More >> SXSW 2011: Transmedia Content Marketing

There is No Substitute for Meaningful Content

Today's technology-centric business success often hinges on the ability to inform and guide prospective customers who are entering the buying-cycle for complex products and services. However, few marketers have mastered this essential skill -- informing and guiding via digital multimedia content -- in a meaningful way.

More >> Inform and Guide Customers with Crossmedia Content

Social Media Marketing Hype was Anticlimactic

Many senior executives may want to believe that an investment in social media marketing is strategic to their business, but they're apparently still not convinced. They've read all the hype about the huge amount of people that registered on Facebook, but they question how many of their customers or prospects access the social network regularly.

More >> Google+ Avoids the Bad Perception of Social Media

Smartphone, Tablet and Cloud Service Transformation

The popularization of smartphones and the introduction of tablets and other web-enabled devices have contributed to an explosion in digital media consumption. As these devices gain adoption, we have also seen the rise of the ‘digital omnivores’ -- consumers who access content through several touch-points during the course of their daily digital lives.

More >> Digital Omnivores Feast on the New Media Landscape

Real Thought Leadership is Truly a Rare Commodity

Customers and prospects are more likely to "follow" the authentic employees that they can relate to, not merely the companies or organizations that they represent. That's how you can really make your people-centered marketing strategy more meaningful next year.

More >> How Marketers Can Humanize B2B Outreach in 2012