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- Drawing B2B lessons from the Super Bowl's top mobile efforts
B2B marketers can learn from how B2C brands such as Oreo, GoDaddy and Coca-Cola used mobile during this year's Super Bowl telecast, writes John Koehler. Oreo's spot about a library fight ended with a decisive "cookie" or "cream" call to action tied to Instagram, and the Coke Chase, in which voters determined the ending of a commercial, used gamification techniques that resulted in strong viewer response. Oreo's follow-up graphic on Twitter during the Super Bowl's prolonged blackout showed the benefit of "monitoring and being proactive with mobile trends," Koehler writes. Sales Benchmark Index/Sales & Marketing Effectiveness Blog
(2/5)     
 | 2024 SmartBrief Reader Survey
SmartBrief is running a quick five-minute survey to better understand our readers' interests to develop the next iteration of our newsletter. As a thank you for completing the survey, you will be entered to win one of three $150 Amazon gift cards. Start the Survey Now |
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- AOL renames Advertising.com as AOL Networks
AOL is rebranding its Advertising.com Group as AOL Networks. "The Ad.com brand made people think of the display business" and tended to not be associated with video, says Ned Brody, AOL Networks' CEO. AOL also has new names for its other divisions: AOL Membership Group will be composed of AOL Mail and search, and the Content Brands Group will house online publications such as The Huffington Post. The moves are part of an overarching effort to consolidate and reduce the number of brands the company refers to publicly. Adweek
(2/5)
- As digital budgets rise, agency and client grasp of ROI erodes
Marketers are increasing their digital budgets while fewer of them grasp their return-on-investment, according to an Econsultancy survey for Responsys. More than 7 in 10 companies say they will spend more on digital, but the number of them saying they have a "good" or "very good" understanding of ROI dropped from 55% to 50%, the study showed. Agencies report that their clients' understanding of digital ROI is also eroding, with 36% ranking it "poor" or "very poor." MediaPost Communications/Online Media Daily
(2/5)
- MEC's LaMontagne: "Machines don't develop insights, people do"
MEC data veteran Theresa LaMontagne says that making optimal use of data requires close integration of data units within a marketing business. "The full potential of data cannot be realized unless the people sitting on the data are grounded and trained in the business and have a handle on the questions being asked. In short, machines don't develop insights, people do, so don't put your data people in the corner," LaMontagne says in this interview. Advertising Age (tiered subscription model)
(2/5)
 | Understanding Post-Cookie Measurement
Is your measurement strategy ready for the cookieless world of digital advertising? Be ready for today and tomorrow's media landscape in four steps — get Measurement Tactics for a Cookieless World.
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| Tech Edge | | |
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- Prepare your website for Panda to prevent a rank mauling
How do website owners prevent Google from virtually mauling them with its latest Panda update? First, take duplicate content seriously, and purge it from the site, using Screaming Frog or another utility, writes Ken Lyons. Then take Google guidance on what constitutes "low-quality content" and purge it. Also, look hard at low-value, aggregating pages such as directories and try to thicken them up with great original content, shooting for highly informative and easy to understand content. SearchEngineWatch.com
(2/5)
| Innovation | | |
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- What the most innovative companies have in common
The most innovative companies tend to share a few key characteristics, according to researchers at The Boston Consulting Group. They gather feedback from customers, use data to inform their decisions and understand the trade-offs involved with new initiatives. "They make decisions based on the size of the opportunity that lies ahead," writes Harold L. Sirkin, a senior partner at The Boston Consulting Group. Bloomberg Businessweek/The Management Blog
(2/5)
- An integrated life may be secret to less stress
Technology can reduce stress because it allows you to work anywhere, anytime, but that can also lead to anxiety because you're unable to turn it off, Alexis Rodrigo writes. The key may be in not trying to achieve work-life balance, but rather a borderless life that integrates all the demands on our time, he writes. B2C Marketing Insider
(2/5)
| Association News | | |
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- BMA New York City -- Event -- BMA:FWD Digital Face Off: To tweet, share, or +1?
This event will be held Thursday, Feb. 21., from 6 to 8 p.m., at Google New York, 76 Ninth Ave., in New York City. Online ubiquity isn't a prediction for the future of B2B. It's the reality of the present. But which social network is right for your needs? In aid to this question we are proud to present the BMA:FWD Digital Face Off. LinkedIn, Google+ and Twitter will engage in presentations of their capabilities and service, in a competition addressing a specific communication challenge presented by Verizon Wireless. The event will be moderated by Forrester's Nate Elliott and followed by a Q&A session with the audience. Read more.
- Calling all young professionals!
Just starting out in business-to-business marketing? Need immediate access to a network of professionals who can offer guidance, resources and support? The Business Marketing Association is here to help. If you are 30 years old or younger, we offer a full year of membership in our Young Professionals Program for just $75. This is $135 less than the standard membership fee and is available only to new and renewing members who meet the criteria. Sign up now!
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 | I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
--Maya Angelou,
American author and poet
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