90% of Marketers Know the Importance of Content, but only 38% Have a Strategy


Author: Ally | http://blog.scoop.it
http://goo.gl/xHbP7

According to a recent survey conducted by Econsultancy, 90% of respondents (1,300 marketing professionals) believe that content marketing will continue becoming increasingly important within the next year, but a surprisingly low 38% of them actually have a content strategy in place.

It’s hard to say that a day goes by for marketers without hearing, talking, or reading about some type of content marketing strategy. This is clearly demonstrated by the 73% of respondents who believe that brands are becoming publishers. Why is it, then, that only 38% of companies currently have a defined content marketing strategy and only 55-58% say that they are planning one?

After seeing these numbers, I thought of a few reasons why companies wouldn’t have a content marketing strategy, and why those reasons are not acceptable excuses.

1. We don’t have time to create our own content…     Leer más “90% of Marketers Know the Importance of Content, but only 38% Have a Strategy”

Q&A: Yahoo’s Sue Hunt on real-time bidding


Econsultancy | http://bit.ly/KZ5zVX

Though real time bidding (RTB) has been around for a few years now, it has so far failed to revolutionise the industry as predicted when it first emerged.

Statistics vary, but overall RTB made up about 10% of the overall UK display advertising in 2011.

While this is predicted to grow rapidly during 2012, there is a feeling that ad exchanges still need to convince marketers of the benefits of investing in RTB.

On the face of it, the positives are obvious: it allows advertisers to set the price they are willing to pay to target specific users.

Which, in theory, results in better ROI. However, critics of RTB suggest that it can be too complicated, results in inflated prices and is really just a way for publishers to sell off unwanted ad space.

To find out more about how RTB works I spoke to Sue Hunt, EMEA Director for Yahoo’s Right Media Exchange.

RTB seems like a great deal for advertisers and publishers. Why is the industry still fairly small?

It currently represents a small percentage of overall online EU ad spend, but the uptake in the US over the last couple of years is a good indication of what we can expect in 2012 and beyond.

The expected growth in RTB spend this year in Europe is likely to follow the same trend as in the US last year – 140 to 150% growth year on year.

Publishers have long worked with platforms (exchanges or SSPs) or networks to improve their revenue, and we are seeing the large agency and independent trading desks really gathering momentum now too. Leer más “Q&A: Yahoo’s Sue Hunt on real-time bidding”