Marketing Technology for Growth

Is it Time to Ditch the Term “Social”?

Is social media, social?

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Topics: Social

Facebook Doubles Down on Social Virtual Reality: What it Means for Marketers

By my reckoning, the history of digital technology can be broken up into four distinct epochs. So far we’ve experienced three, but the fourth, virtual reality, is just around the corner. It all began with the personal computer, a paradigm-shifting platform that added efficiency to our daily lives and reordered how we do business. Then along came the Internet and social media, novel technologies that connected an isolated patchwork of individual computers together to form a global network of information exchange and human interaction that proved to be greater than the sum of its parts. Not long after we had smartphones and tablets, which imbued our networked lives with a newfound mobility and gave birth to the attendant notions of proximity, relevance, and convenience. Here is where we sit today. Next up is virtual reality, a digital technology that, by holding the promise of creating fully immersive experiences that will fundamentally reshape how we socially interact with (and even conceive of) the world around us, may prove to be the most significant of them all.

At least Mark Zuckerberg and Facebook would have us think so.

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Topics: Social

What is an Inbound Marketing Campaign?

According to HubSpot, inbound marketing campaigns are concentrated efforts that align all of your marketing channels around a single message and goal. After determining the message and goal, the campaign kicks off with a marketing offer—something valuable and relevant for your audience that you promote through your marketing channels. Next, you nurture the leads from that offer and move them down your sales funnel so they can become your customers. Throughout this process, it is crucial to measure and analyze all the moving parts of your campaign.

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Topics: Inbound Marketing, Lead Nurturing, Email Marketing, Lead Generation, Content Marketing, Social

Benefits of HubSpot's Social Media Tool

To this day marketers are racking their brains on how to prove social media ROI to upper-management and get buy-in. Typical Key Performance Indicators or KPI’s such as follower growth, engagement, reach or brand equity are viewed as qualitative measures rather than quantitative. Don’t get me wrong, they still prove to be valuable in the big picture. However, when you’re dealing with small-to mid-sized organizations, the bottom line always comes down to questions such as:

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Topics: social media management, HubSpot Tips, Social

Facebook Goes Mainstream, Which Isn’t Such A Bad Place To Be

A few weeks back I wrote a blog arguing, in essence, that Facebook’s adroit shift to mobile and video in recent years has put the social platform on a clear path to dominate the digital marketing world. Ever one drawn to a dramatic and snappy headline, I titled the piece Facebook Uses Mobile Video to Take Over the World. Though syndicated to a handful of MarTech/blogger sites, for whatever reason the article got the most traction on Linkedin Pulse, where I received numerous comments both in support of, and against, my thesis.

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Topics: Social

Facebook Uses Mobile Video to Take Over the World

Ever one to seek out brevity, I think I’ve finally come up with a pithy way to sum up the last few years of digital marketing in a single sentence. Here goes. The world goes mobile; mobile is fast dominated by video; Facebook sees both trends coming and jumps in first; Facebook takes over the world. Ok, maybe taking over the entire world is a bit much, but with each passing day it’s becoming harder to argue with the notion that Facebook is on a clear path to dominate the digital marketing world.

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Topics: Social

Revenge of the YouTubers: The Growing Power of Social Influence Marketing

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Topics: Social

Is Social Advertising Subverting Social Media Marketing?

Fueled by new technologies and widespread corporate adoption, social advertising is finally hitting the mainstream. According to a recent report issued by Strategy Analytics, ad spend on social networks grew a robust 41% globally in 2014, totaling over $15.3 billion, and now accounts for 11% of global digital ad spend. A similar report by eMarketer was even more sanguine, projecting that social advertising spend will reach $23.68 billion in 2015. Regardless of which figure you go with, the trend line is clear: brands are shifting their ad dollars into social media.

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Topics: Social

Facebook Uses Ad Tech to Dominate the Social Advertising Ecosystem

Not only is Facebook the biggest social network on the planet, it’s also the dominant force in social advertising. This is the upshot of a recent report issued by Strategy Analytics, which reveals that Facebook accounted for three-quarters of global social network ad spend in 2014. Overall, ad spend on social networks grew a robust 41% globally in 2014, totaling over $15.3 billion, and now accounts for 11% of global digital ad spend. The report also notes that ad spend on social networks is expected to grow by 29%, totaling $19.8 billion, by 2015.

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Topics: Social

Meerkat Brings Live Video Streaming to Twitter (and Beyond)

Is it just me or is social media getting progressively more, well, social? You’ve got Instagram for sharing pics, Snapchat for pics and vids, and now Meerkat for live video streaming. For those of you scratching your head, Meerkat is a live video streaming app that has made quite a splash on Twitter in recent weeks and, more importantly, may represent the next stage in the evolution of social media.

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Topics: Mobile, Social