See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.
Despite the widespread popularity of content marketing, research shows that most marketers are not confident in their ability to measure its effectiveness. For example, in a 2014 survey by Contently, only 9.4% of marketers said they are very confident in their ability to measure the business impact of content marketing.
As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of looking at companies, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest, and other platforms. For these reasons, many believe influencer marketing to be the next big thing in advertising.
During my childhood my best friend used to love Legos. He built huge spaceships, visited Lego stores, and joined a Lego club. He now wants nothing to do with Legos. It’s all about Minecraft. I asked why he can’t play with both at the same time. He said, “Legos are no longer cool.”
Recently, similar discourse about technology and creative within marketing has been seen. The comments allude to one function being better than the other. But really the technical aspects of marketing (martech, automation, big data) are just as cool as the creative aspects (content development, campaign design, layout for an advertisement). Together they create, find, uncover and convert leads.