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Posts tagged ‘future’


The Future of Marketing is Extreme Complexity


Are you in denial?

Marketing leaders in B2B and B2C are confronted with high customer expectations and a trend towards advanced technology that customers use during the buying process.

This is is turning marketing into an extremely complex discipline, providing challenges that need to be faced today. When is this complex future of marketing going to happen? Faster than you think…way faster…

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How to Leverage Big Data in Your Marketing Strategy?



Integrating big data in your marketing strategy is important in todays business strategies. The question is if big data is mature enough today to be usable, practical and beneficial to marketers. Isn’t big data a lot of effort, for little added value to the business? Let’s see…

No doubt data in general, within the field of marketing, is becoming more important. I’m not even talking about big data here, just data. As big data was reaching fever pitch sometime between 2011 and 2014, today the cool kids in data are moving on to obsessing over AI and machine intelligence and deep learning.

The basic idea behind the phrase ‘big data’ is that everything we do is increasingly leaving a digital trace, which we can use and analyse.

Early adopters have experimented with big data, with mixed results. They had to work with big data startups, and cobble solutions together. Today, these early big data startups went through multiple VC financing rounds, scaled their organizations, learned from successes and failures in early deployments, and now offer more mature, battle-tested products.

Is big data really sounding “3 years ago”, or has big data matured and is it more usable for marketers today ?

That’s the question I want to answer in this blog post.

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(SlideShare) Trends, Innovations and the Future of Smart Content Marketing

follow the frogConductive Ink, Big ass content, Robot writers, kinetic text motion graphics and marketing apps.

Those sound as the future, but they are not.

Which content marketing trends are on the verge of breakthrough?

Coca Cola, Cisco, Kraft Foods and many more have shown that content marketing is not just a hype type of marketing. For them it is considered modern marketing in todays world where digital and the internet surrounds our buyers.

Facebook has made numerous changes in 2014, ranging from Facebook Zero, and halting “click-bait headlines”  and “like-gating”. Also Google has changed their algorithm with Panda and Hummingbird, and Twitter is preparing itself to start filtering for relevance.

All these social network leaders are implementing measures to make sure the content explosion is not harming their users, by making sure users get relevant and qualitative updates in their newsfeed and search results.

Because of these changes in the digital and social bazaar, content marketing is rapidly becoming the default marketing tactic for the years to come.

But content marketing is changing rapidly, and marketers must go with the flow, and keep experimenting with new tactics, content formats, tools and technology.

This is why I have created a Slideshare presentation to keep you up to date on what’s happening in the land of content marketing! Read more »


What is the future of Native Advertising?

native advertisement future

RU into the latest “bling bling” Native Advertising thing? Should you?

The problem with marketers is that they are so passionate about what they do. Each time something new pops-up, they want to know.

Often “over-hyped”, and in a sense too young to go mainstream, we try these new “must-haves”.

As is the case with Native Advertising.

The first timid attempts tend to fail, as in the famous example of The Atlantic.

The 157-year old newspaper published an article in which they clearly supported the Scientology Church. Although the article was clearly marked as “sponsor content”, they received a lot of bad reactions, and had to retract the article and publish an apology to their readers.

But of course, we learn from this. In my previous blog post about Native Advertising I explored what Native Advertising exactly is, and how you should apply it.

This blog post is about:
• What kind of content you need when going for Native Advertising?
• How does the future of Native Advertising look like? Read more »


The Future of Advertising is Google’s “Don’t be Evil”

the future of advertising

Google’s über cookie

Marketers are trying to collect a lot of data, in a move towards big data. But Google and users are fighting against it : keyword not provided, cookie not accepted, location turned off, notification turned off.

On the other hand, we are leaving more data trails than we have ever done before. Even garbage cans are scanning our mobile phones to get the MAC address from your phone to understand how many times you came by (they’ve stopped that now due to protest).

Next thing is you’ll get an iBeacon  alert trying to sell you something because they know you’ll pass by on monday at 8u30.

Think about this for a second how addicted we are to our mobile devices and how addicted we are to using cool technology like Google. In many ways you could say Google knows us better than our wives or our husbands because all the stuff we put in there lasts seven years.

Google’s über cookie is coming

Google is in a way walking a very thin line. On the one hand they claim to protect our privacy (keyword not provided), but on the other hand Google is reinventing the bowser cookie into an über cookie: AdID.

The stuff you browse on your laptop and the stuff you browse on your smartphone could all be lumped into one big profile on you. Advertisers will be able to tap into this information, because that’s where the money comes from for Google. Some even speculate that Google will connect your online behavior with your real profile.

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When Content Marketers Lose Contact With Customers

content marketing

Content marketers behind bars, locked away from customer contact…

When Tammy Cannizzaro, Director of Marketing at IBM, wrote about “The Content Wars“, she talked how increasingly difficult it will become to ignite and connect with your buyers:

  • She talked about how people consume content in a different way. Only the best brands are finding ways to engage prospects by creating exceptional online experiences.
  • Prospects are jaded about marketing, she says. They are target of too much messaging. Only when your content mimics a conversation with your customers you will create meaningful engagement.
  • Only the exceptional will stand out. Your content needs to be relevant, differentiated and compelling.

Although she touches the very basic foundations of what modern marketing is all about, I couldn’t keep thinking about what’s going to happen when everyone is fighting for the attention of that same customer, all with these same tactics. Read more »