Alla Bogdan says, “In his seminal blog post about social media marketing, Neil Patel writes that “social media marketing is the process of creating content that is tailored to the context of each individual social media platform, in order to drive user engagement and sharing.” He goes on to say that while it’s important to create content that works, it also has to make users want to share it. What better way to do that than by delivering the content people want to see, via the channel they want to use, at the time they want to see it? Understanding the basics of contextual... [...]

Laura Ramos says, “I attended the “Galvanize” conference sponsored by Bulldog Solutions last week and had the pleasure of hearing Scott Brinker explore the changing landscape of marketing technology.  Investment in new marketing start ups and ideas is clearly at an all time high, as one look at the ChiefMarTec supergraphic will show. This is both good and bad for B2B marketers. Good: so many technology options make marketing an exciting place to work and to deliver more impact on the business.  Bad: wow, that’s a lot of stuff to worry about investing in. My colleague... [...]

Spencer Kollas says, “In one of my college communication courses, the professor began every semester by writing C=f(p) on the blackboard — communication is a function of perception. This couldn’t be any truer in today’s world of digital marketing, where communication can only be effective if the customer perceives value in both the message and in the communication method. Contextual marketing seeks to solve this problem — providing value to the customer by offering them the perfect message at the perfect time and place. Ultimately, it will provide value to the business as well. To... [...]