#contentconsumption

[marketing-technology]

Contextual Targeting: Definition, Types, and Advantages

Digital advertisers have traditionally relied heavily on behavioral targeting, using browser cookies to display ads. However, this method often neglects real-time content relevance and user resonance, leading to irrelevant ad displays that can hinder performance marketing campaign results.

According to a SurveyMonkey report, about 74% of users believe there are too many ads on digital platforms, with 44% finding these ads irrelevant to their needs. Marketing leaders are now exploring contextual targeting as a more effective advertising strategy, especially as the era of cookie-based targeting wanes. Contextual marketing is seen as a key method to ensure privacy and enhance ad relevance.

In this article, we will explore the definition of contextual targeting, its benefits, and how it compares to behavioral targeting.

What is Contextual Targeting?

Contextual targeting is an advertising strategy where marketers place ads based on the content of a specific web page. For example, if a company sells AI products, its ads would appear on pages featuring content about AI and its applications. This strategy ensures that ads are relevant to the content being consumed, thereby increasing engagement.

Types of Contextual Targeting

There are several types of contextual targeting that marketers can utilize:

Category Contextual Targeting: This type involves displaying ads based on broad categories such as automotive, finance, or beauty. It targets a wide audience but may lack precision.

Keyword Contextual Targeting: Marketers select specific keywords to target their audience more accurately. This method provides greater flexibility and precision in ad placement.

Semantic Contextual Targeting: Using advanced machine learning, semantic targeting analyzes the context of a web page to determine ad relevance. This method offers a more sophisticated and accurate targeting approach.

Contextual Targeting vs. Behavioral Targeting

While contextual targeting focuses on displaying ads based on the content of a web page, behavioral targeting relies on the user's online activities. Behavioral targeting tracks user behavior such as clicks, time spent on pages, and search history to serve ads relevant to past actions.

For instance, behavioral targeting might show ads for AI chatbots to a user who has previously searched for them. In contrast, contextual targeting would display similar ads on a web page discussing AI-driven chatbots.

Advantages of Contextual Targeting

Contextual targeting offers several benefits that can help marketers reach their audience more effectively:

Reaching the Right Audience: This method allows marketers to quickly engage with a receptive audience by displaying ads on relevant web pages, prompting users to take action.

Cost-effective Strategy: Contextual targeting is generally more affordable than behavioral marketing campaigns, making it ideal for businesses with limited budgets.

Easy Implementation: This strategy is straightforward to implement, requiring minimal time and data. Tools like Google Display Network facilitate quick campaign setups.

Customized Ad Experiences: Delivering personalized experiences is crucial in digital marketing. Contextual targeting enables tailored interactions, fostering trust and engagement with the target audience.

Increased Sales: By displaying relevant ads to interested users, contextual targeting can drive higher website traffic and conversion rates, ultimately boosting sales and business growth.

Compliance with Privacy Laws: Unlike cookie-based targeting, contextual targeting does not rely on user data collection, ensuring compliance with regulations like the GDPR.

Conclusion

Businesses are increasingly adopting contextual advertising strategies to connect with the right audience at the right time and place. This approach allows marketers to deliver relevant ads to users interested in similar topics, maximizing engagement and ROI. Effective contextual targeting campaigns can significantly enhance digital marketing efforts, making it a valuable tool in the advertiser's arsenal.

[phonemantra-blog]

The Indian smart TV market, once a growth engine in the consumer electronics sector, witnessed a surprising turn in 2023. While smart TV penetration reached record highs, overall sales figures dipped by 16% compared to the previous year. However, this decline doesn't paint the entire picture. A closer look reveals a market transformation, with a clear shift towards premiumization and a growing demand for high-quality viewing experiences. A Market in Flux: Smart TV Sales Decline, But Penetration Soars A recent report by Counterpoint Research sheds light on the contrasting trends shaping the Indian smart TV landscape. Despite a 16% decline in overall smart TV sales for 2023, smart TV penetration soared to a remarkable 93% – the highest level ever recorded in the country. This seemingly contradictory scenario can be attributed to several factors. Indian Smart TV Market Macroeconomic Challenges: The first half of 2023 was marked by global macroeconomic uncertainties, impacting consumer spending patterns across various sectors, including consumer electronics. Furthermore, excess inventory from previous years also played a role in the overall sales decline. Shifting Consumer Preferences: Even as overall sales dipped, consumer preferences within the smart TV market began to evolve. A growing interest in larger screen sizes, 4K resolution, and advanced display technologies like QLED fueled demand for premium models. This trend suggests a shift in consumer priorities, with value being placed on a superior viewing experience. Brand Landscape: Xiaomi Reigns Supreme, But Competition Heats Up The Indian smart TV market remains a competitive battleground, with established brands vying for dominance. Here's a breakdown of the current landscape: Xiaomi Maintains Lead: Xiaomi continues to hold the top spot in the Indian smart TV market, capturing an impressive 11.4% market share in 2023. Their aggressive pricing strategies and focus on value-driven features have propelled their success. Samsung Hot on the Heels: Following closely behind Xiaomi is the South Korean giant, Samsung. Renowned for its premium offerings and cutting-edge technology, Samsung remains a strong contender in the Indian smart TV market. LG, OnePlus, and TCL Round Out the Top Five: Rounding out the top five contenders are LG, OnePlus, and TCL. Each brand caters to a specific segment, offering a range of features and price points to attract diverse consumer preferences. Rise of the Premium Segment: High-Quality Viewing Takes Center Stage While the overall smart TV market witnessed a dip, the premium segment is poised for significant growth in 2024. This surge can be attributed to several key factors: Display Panel Price Hike: Rising costs of display panels, a crucial component of smart TVs, are expected to lead to an increase in overall TV prices. This price hike is likely to push budget-conscious consumers seeking a long-term investment toward premium models offering superior technology and value for their money. Demand for Larger Screens and Higher Resolutions: As consumers become accustomed to enhanced viewing experiences, the demand for larger screen sizes and higher resolutions like 4K is on the rise. Premium smart TVs cater to this growing demand, offering immersive viewing experiences that standard models might not be able to match. The Rise of OTT Platforms and Content: The burgeoning popularity of Over-the-Top (OTT) platforms like Netflix, Hotstar, and Disney+ is fueling the demand for smart TVs. These platforms offer a vast library of high-quality content, best enjoyed on a smart TV capable of streaming seamlessly. QLED Emerges as a Budget-Friendly Option for Premium Viewing One interesting trend within the premium segment is the growing popularity of QLED TVs. QLED technology offers a significant improvement over traditional LED displays, delivering enhanced brightness, color accuracy, and viewing angles. While traditionally associated with high price tags, brands like TCL and Kodak are now offering QLED TVs in smaller screen sizes (around 43 inches) for under Rs 30,000, making this premium technology more accessible to a wider range of consumers. The Road Ahead: A Market Poised for Transformation The Indian smart TV market is at a crossroads. While facing a temporary dip in sales figures, it's undergoing a crucial shift towards premiumization. Consumers are increasingly prioritizing high-quality viewing experiences, fueled by technological advancements, a growing appetite for premium content, and the rising popularity of OTT platforms. In the coming years, we can expect to see: Further Growth of the Premium Segment: Premium smart TVs are expected to experience significant growth, driven by the aforementioned factors and a change in consumer buying behavior. Navigating the New Landscape: Choosing the Right Smart TV in 2024 With the Indian smart TV market evolving rapidly, choosing the right TV for your needs can be a daunting task. Here are some key considerations to guide you: Understanding Your Needs: Before diving into specifications, take time to understand your viewing habits and budget. Ask yourself: How often do you watch TV? What type of content do you typically consume (sports, movies, etc.)? Do you prioritize screen size or features like voice control? Having clear answers will help you narrow down your choices. Screen Size and Resolution: Bigger is not always better. Consider your viewing distance – a larger screen might be overwhelming in a smaller room. Similarly, a higher resolution like 4K offers superior picture quality, but ensures your internet connection can handle streaming 4K content without buffering. Smart Features and Connectivity: Smart TVs boast a variety of features like app stores, voice control, and built-in streaming services. Assess which features are important to you and choose a TV that offers the functionalities you'll utilize most. Additionally, consider connectivity options like HDMI ports and Wi-Fi compatibility to ensure seamless integration with other devices. Brand Reputation and Service: Invest in a brand known for quality products and reliable after-sales service. Research online reviews and compare warranty terms before making a purchase. FAQs: Q: Is it worth buying a premium smart TV in 2024? A: If you prioritize a high-quality viewing experience, larger screen size, and advanced features like QLED technology, then a premium smart TV might be a worthwhile investment. However, if you're on a budget and prioritize basic functionality, a standard smart TV might suffice. Q: What are some popular OTT platforms in India? A: Popular OTT platforms in India include Netflix, Hotstar, Disney+, Amazon Prime Video, and Zee5. Q: What are the benefits of QLED technology? A: Compared to traditional LED TVs, QLED TVs offer improved brightness, color accuracy, and wider viewing angles, resulting in a more vibrant and immersive viewing experience. Q: How can I compare smart TVs before making a purchase? A: Numerous online resources offer detailed specifications and user reviews for various smart TV models. Additionally, visiting brick-and-mortar stores allows you to experience the picture quality and features firsthand before making your final decision.

[lovelypol]

Revolutionizing Entertainment: The Future of Pay TV

Pay TV is undergoing a transformative shift in the digital age, offering viewers unprecedented access to a diverse range of content through subscription-based platforms.

With the rise of streaming services, on-demand programming, and over-the-top (OTT) media, pay TV providers are adapting to meet the changing preferences of consumers. From live sports and premium channels to original content and personalized recommendations, pay TV services offer unparalleled flexibility and convenience for viewers to access their favorite shows and movies anytime, anywhere. As the competition intensifies and viewers increasingly demand customizable viewing experiences, pay TV providers are innovating with new technologies and business models to remain relevant in the rapidly evolving entertainment landscape. #PayTV #StreamingServices #OTT #Entertainment #CordCutting #DigitalTransformation #TVStreaming #OnDemand #SubscriptionServices #TVShows #Movies #ContentConsumption #CableTV #FutureOfTelevision #TechTrends

[zimdigital]

If you haven’t figured it out, it’s time you did. #WhistleBlower #CambridgeAnalytica #ThirdPartyData #Algorithm #HowIsWorks #ContentConsumption #Habits #GoodVibes https://www.instagram.com/p/CU1Xo7cgx0c/?utm_medium=tumblr

[i-xaj]

I.XAJ MEETS / THE CONCEPT / 

No longer are professionals and amateur’s separate entities – whether they have been educated for years, self-taught or possess an innate skill, creatives are continually self-actualising and diversifying the way we, as an online community, consume content.

[timecodemechanics]

Going to be reviewing the #agptek #bluetoothheadphones soon along with the #ipodtouch4. #ipodtouch4thgen #appletechnology #cheaptech #cheaptechnology #diamondintherough #ipodtouch #oldtech #contentconsumption #vlogger #vlogging #chicagovlogger #chicagovloggers #chicagocreatives #headbackinthegame #youtuber #youtube #techyoutuber #techyoutubers # (at Chicago metropolitan area) https://www.instagram.com/p/Bx5BlqhhVrR/?igshid=hx1xh0ktidws

[socialana]

Growing Trends of Content Consumption

Understanding where your own audience is in terms of these trends is important. You can use Google Analytics to find out what devices your audience is using to consume your content. If you’ve had a drop in visitors the last year, consider whether or not it could be because your content is not useful, relevant, or available in all formats.

Mobile Consumption Is on the Rise — It’s been said many times in many places. If your website isn’t mobile friendly now, you’re going to lose out big time. More people are consuming content via mobile devices today than they are via PCs. Many work places have blocked certain types of websites from their workers, so they’ve moved to their mobile devices during the day, and may use their home PCs in the evening — when they have time.

Content Must Be Original — Gone are the days of the spreading the same content throughout the web in the form of reused guest posts, article marketing sites and so forth. You can still participate in guest blogging, article marketing and so forth, but all the content that you contribute needs to be unique and not used again elsewhere — not even on your own website. If you want to attract people to consume your content, make it new, make it original, and make it frequent.

Content Needs to Be Targeted — You probably knew this before and it’s not really a “trend” as such. However, it needs to be repeated. Making original content that has nothing to do with your target audience is an exercise in futility. Make unique content that puts your target audience first and you’ll be more successful.

Content Needs to Be Useful — If you are spitting out content without any thought at all, then you’re not making useful content that will get your audience excited. Instead you’ve become nothing more than a content bot putting words together into word salad that makes no sense. Your content must put the audience first; remember it’s all about them, not you.

Content Needs to Be Multimedia — Video, infographics, images, audio, eBooks, articles, blog posts and more should all be used together to create a storm of new content that works together to promote the products and/or services that you want to promote. Content can still be repurposed into new forms, but you need to put a unique spin on it.

Responsive Content Is a Must — The comment earlier that content should be mobile doesn’t really do justice to what is happening. Creating a separate mobile website, and then a regular site, and then separate content and sites for each type of device is a waste of time and money. Instead, ensure that your content is consumable on all types of media.

Content Curation Requires Attention to Detail — Mobile devices offer apps to help deliver the type of content that your audience wants to see on their screen, often removing graphics and ads. How you deal with these apps and deliver your content to your audience your way will be up to you.

Capturing Attention Is Paramount — How you go about capturing the attention of those who may consume your content is changing. Your use of content, images, promoted posts, advertisements, video, audio, events and more all matter if you want your content to be seen.

It’s your job as an industry insider to understand what is happening in terms of content consumption. Read industry news so that you can get a better understanding of what your audience is consuming and expecting from you. If you’re not sure, poll your audience and ask them directly what they want. You might be surprised at the answers.

This article originally appeared here: https://www.socialana.com/growing-trends-of-content-consumption/

[babyawacs]

highfive william+wife @KensingtonRoyal @RoyalNavy  @KensingtonRoyal @Roy alFamily see it helped the royalbrand they did well no scandals shine ab it extra soemwhere else some grumpy things from ukside but h a r m that isnot easeburdens on katie ///// @evenmorebizzarro @BBCDrWho @ cosmicbooknews @bbc_whys  @drwobbc @drwhous @drwhousa  @cyberwomen   dalek s a steep breakoff seemstobe dakels (!)isthe audience disappointed about how d a l e k s plot turned o ut arethese a l o t more important fortheshow thanmanythink whereare da lek hightimes inshow @cyberwomen ////// core ofproblem is whatchanged int he audience/contentCONSUMPTION/competition? inthe (!)recent2-3, that they th ought they need a reform with a girl. and that this (!)stabilised only the co reproblem/audienceconsumption/ coreproblem: which is: that is a stable path not a sudden abysmal worst worse off. what are the identified problems and could this show setup fix it I am Christian KISS BabyAWACS – Raw Indepen dent Sophistication #THINKTANK + #INTEL #HELLHOLE #BLOG https://www.BabyAWACS .com/ Inquiry@BabyAWACS.com PHONE / FAX +493212 611 34 64 Helpful? Pay. Sup port. Donnate. paypal.me/ChristianKiss

highfive william+wife @KensingtonRoyal @RoyalNavy  @KensingtonRoyal @Roy alFamily see it helped the royalbrand they did well no scandals shine ab it extra soemwhere else some grumpy things from ukside but h a r m that isnot easeburdens on katie ///// @evenmorebizzarro @BBCDrWho @ cosmicbooknews @bbc_whys  @drwobbc @drwhous @drwhousa  @cyberwomen   dalek s a steep breakoff seemstobe dakels (!)isthe audience disappointed about how d a l e k s plot turned o ut arethese a l o t more important fortheshow thanmanythink whereare da lek hightimes inshow @cyberwomen ////// core ofproblem is whatchanged int he audience/contentCONSUMPTION/competition? inthe (!)recent2-3, that they th ought they need a reform with a girl. and that this (!)stabilised only the co reproblem/audienceconsumption/ coreproblem: which is: that is a stable path not a sudden abysmal worst worse off. what are the identified problems and could this show setup fix it I am Christian KISS BabyAWACS – Raw Indepen dent Sophistication #THINKTANK + #INTEL #HELLHOLE #BLOG https://www.BabyAWACS .com/ Inquiry@BabyAWACS.com PHONE / FAX +493212 611 34 64 Helpful? Pay. Sup port. Donnate. paypal.me/ChristianKiss

highfive william+wife @KensingtonRoyal @RoyalNavy @KensingtonRoyal @RoyalFamily see it helped the royalbrand they did well no scandals shine abit extra soemwhere else some grumpy things from ukside but h a r m that isnot easeburdens on katie ///// @evenmorebizzarro @BBCDrWho @cosmicbooknews @bbc_whys @drwobbc @drwhous @drwhousa @cyberwomen daleks a steep breakoff seemstobe…

[ralphlayton]

Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

Marketing leaders are at the forefront of a seismic transformation that continues to play out as we enter a new decade.  Organizational dynamics are realigning. Power balances are shifting. Trust – both internal and external – is emerging as the most essential crux in business success. For people like Adi Bachar-Reske, it's an exhilarating time to be leading the charge. Her history in marketing dates back multiple decades, so she’s been helping shape this evolution. “Twenty years ago, everybody’s in a suit. I was the only woman in the room, always,” she says. “It has changed a lot.” Today, she finds that she no longer tends to be the only woman in the room (though the balance is still a ways from where it needs to be), and that’s far from the only change she’s observed in her marketing leadership positions — most recently at Provenir, where she served as Vice President of Marketing before moving into a solo consulting role late last year.  Much of her experience, including at Provenir, has come in the financial technology (FinTech) space, so during my interview with her for the Break Free B2B series, we zeroed in on some key topics tied to the vertical: proving the revenue impact of marketing, staying on top of content consumption trends, and building trust with customers when sensitive data is in play. 

Break Free B2B Interview with Adi Bachar-Reske

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

1:00 — Introduction to Adi

2:00 — Provenir’s marketing philosophies

4:00 — How are content consumption trends changing?

10:30 — Building trust in the financial industry

13:15 — How technology helps with personalization and trust

16:00 — Building trust in marketing internally

18:45 — Which types of content help sales most?

22:00 — How can B2B marketers break free?

24:00 — How to balance taking risks with playing it safe

Nick: What are you seeing from your end in terms of shifting content consumption trends and shortening attention spans? Adi: I find that myself, I don't read books anymore, my eyes get really tired and I just don't have the time to sit down and actually read, but what I do do, I got addicted to Audible right? So I walk through a long airport, or I sit down and wait for my daughter to finish her guitar lesson, and I'll just put it in my ears. I read at least two books a month that way and I love it because of the way Audible, they've changed too right?  So you've got the authors now reading the story. It's a bit like a TED Talk that lasts for a few hours, which is brilliant. And the same for blogs. Blogs were the big thing a few years ago, but again, we don't have time to read, so we did this test here. We took some of the blogs and we kind of condensed them, shrank them up into a one-minute video. It was the same content, but obviously a lot less. And we captured the essence of it, and the engagement was just phenomenal. I think we're all very curious people in the same way we were 10 or 20 years ago, we just consume information differently. [bctt tweet="I think we're all very curious people in the same way we were 10 or 20 years ago, we just consume information differently. @AdiBacharReske #ContentConsumption #BreakFreeB2B" username="toprank"] Nick: Being in the finance industry, I have to imagine that trust, data security, privacy, those are big issues. What are you seeing from your perspective as far as the condition of trust between customers and brands Adi: Years ago the saying was, nobody's going to lose their job for choosing IBM. If you were a big brand, you were safe, and the financial institution had an immediate trust in you. Easy peasy. But if you were a small brand then it was difficult to get in. They didn't trust you. You were just small, maybe you'll disappear tomorrow. It's funny, things have changed.  I speak to my customers, large institutions and small institutions, all the time and I ask them: why did you choose us? We're not a big player, we're not an IBM. In the past year or so, the answer I get is kind of surprising. They say, we chose you because you are small. We chose you because we wanted to work with somebody who's nimble, who can work with us, who can focus on us, because all these large businesses, you know they have other things to worry about. They may not focus on us, they may not sit down, listen to what we need, build something special for us ...  So these days, the way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence. You have to look accessible, you have to look open. [bctt tweet="These days, the way you build trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence. @AdiBacharReske #BreakFreeB2B" username="toprank"] Nick: As a marketing leader who regularly interfaces with other leadership in the company, what are your strategies for building trust internally, across departments? Adi: Numbers, numbers, numbers. So again, I’ve been around for a long time and marketers used to be the first one — when the quota hasn't been met or something happened like that — the marketers were the first people out the door. Why? Because we couldn't really show any numbers.  You know, we spend all that money on an event, or we spend all that money on a beautiful site ... What did it do for us? What did we get back for it? Nothing, nobody knows really. I mean there were anecdotes here and there but we don't really know. So over the years they created all these beautiful technologies that help us measure that, and it's up to us to create the KPIs that ensure the bottom line.  So my strategy from day one was to show the bottom line. We spent X, and therefore as a result we had Y inbound leads that turned into whatever converted and whatever closed ... With management, the way I grew my team is, I was able to show the numbers and how they grew, and with that I got more investment, and I was able to show more and more and more. Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics

Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture

Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off

The post Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing appeared first on Online Marketing Blog - TopRank®.

Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing published first on yhttps://improfitninja.blogspot.com/

[samuelpboswell]

Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing

Marketing leaders are at the forefront of a seismic transformation that continues to play out as we enter a new decade.  Organizational dynamics are realigning. Power balances are shifting. Trust – both internal and external – is emerging as the most essential crux in business success. For people like Adi Bachar-Reske, it's an exhilarating time to be leading the charge. Her history in marketing dates back multiple decades, so she’s been helping shape this evolution. “Twenty years ago, everybody’s in a suit. I was the only woman in the room, always,” she says. “It has changed a lot.” Today, she finds that she no longer tends to be the only woman in the room (though the balance is still a ways from where it needs to be), and that’s far from the only change she’s observed in her marketing leadership positions — most recently at Provenir, where she served as Vice President of Marketing before moving into a solo consulting role late last year.  Much of her experience, including at Provenir, has come in the financial technology (FinTech) space, so during my interview with her for the Break Free B2B series, we zeroed in on some key topics tied to the vertical: proving the revenue impact of marketing, staying on top of content consumption trends, and building trust with customers when sensitive data is in play. 

Break Free B2B Interview with Adi Bachar-Reske

If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.

1:00 — Introduction to Adi

2:00 — Provenir’s marketing philosophies

4:00 — How are content consumption trends changing?

10:30 — Building trust in the financial industry

13:15 — How technology helps with personalization and trust

16:00 — Building trust in marketing internally

18:45 — Which types of content help sales most?

22:00 — How can B2B marketers break free?

24:00 — How to balance taking risks with playing it safe

Nick: What are you seeing from your end in terms of shifting content consumption trends and shortening attention spans? Adi: I find that myself, I don't read books anymore, my eyes get really tired and I just don't have the time to sit down and actually read, but what I do do, I got addicted to Audible right? So I walk through a long airport, or I sit down and wait for my daughter to finish her guitar lesson, and I'll just put it in my ears. I read at least two books a month that way and I love it because of the way Audible, they've changed too right?  So you've got the authors now reading the story. It's a bit like a TED Talk that lasts for a few hours, which is brilliant. And the same for blogs. Blogs were the big thing a few years ago, but again, we don't have time to read, so we did this test here. We took some of the blogs and we kind of condensed them, shrank them up into a one-minute video. It was the same content, but obviously a lot less. And we captured the essence of it, and the engagement was just phenomenal. I think we're all very curious people in the same way we were 10 or 20 years ago, we just consume information differently. [bctt tweet="I think we're all very curious people in the same way we were 10 or 20 years ago, we just consume information differently. @AdiBacharReske #ContentConsumption #BreakFreeB2B" username="toprank"] Nick: Being in the finance industry, I have to imagine that trust, data security, privacy, those are big issues. What are you seeing from your perspective as far as the condition of trust between customers and brands Adi: Years ago the saying was, nobody's going to lose their job for choosing IBM. If you were a big brand, you were safe, and the financial institution had an immediate trust in you. Easy peasy. But if you were a small brand then it was difficult to get in. They didn't trust you. You were just small, maybe you'll disappear tomorrow. It's funny, things have changed.  I speak to my customers, large institutions and small institutions, all the time and I ask them: why did you choose us? We're not a big player, we're not an IBM. In the past year or so, the answer I get is kind of surprising. They say, we chose you because you are small. We chose you because we wanted to work with somebody who's nimble, who can work with us, who can focus on us, because all these large businesses, you know they have other things to worry about. They may not focus on us, they may not sit down, listen to what we need, build something special for us ...  So these days, the way you build the trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence. You have to look accessible, you have to look open. [bctt tweet="These days, the way you build trust is showing how nimble and flexible you can be. Both in your development and your product, but also it has to be reflected in your marketing and your digital presence. @AdiBacharReske #BreakFreeB2B" username="toprank"] Nick: As a marketing leader who regularly interfaces with other leadership in the company, what are your strategies for building trust internally, across departments? Adi: Numbers, numbers, numbers. So again, I’ve been around for a long time and marketers used to be the first one — when the quota hasn't been met or something happened like that — the marketers were the first people out the door. Why? Because we couldn't really show any numbers.  You know, we spend all that money on an event, or we spend all that money on a beautiful site ... What did it do for us? What did we get back for it? Nothing, nobody knows really. I mean there were anecdotes here and there but we don't really know. So over the years they created all these beautiful technologies that help us measure that, and it's up to us to create the KPIs that ensure the bottom line.  So my strategy from day one was to show the bottom line. We spent X, and therefore as a result we had Y inbound leads that turned into whatever converted and whatever closed ... With management, the way I grew my team is, I was able to show the numbers and how they grew, and with that I got more investment, and I was able to show more and more and more. Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics

Break Free B2B Series: Maliha Aqeel on How to Ace B2B Company Culture

Break Free B2B Series: Amanda Todorovich on Creating Content that Pays Off

The post Break Free B2B Series: Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing appeared first on Online Marketing Blog - TopRank®.

from The SEO Advantages http://feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/auJdwRT8trk/

[b2binfographic]

The Rise of Multi Device Content Consumption [Gifographic]

The Rise of Multi Device #ContentConsumption [#Gifographic] @gogulf

This infographic from Go Gulf discusses about the rise of multi device content consumption which leads to the conclusion that you should be where your customers are.

[visualcontenting]

The Rise of Multi Device Content Consumption [Gifographic]

The Rise of Multi Device #ContentConsumption [#Gifographic] @gogulf

This infographic from Go Gulf discusses about the rise of multi device content consumption which leads to the conclusion that you should be where your customers are.

[babyawacs]

@evenmorebizzarro @BBCDrWho @cosmicbooknews @bbc_whys  @d rwobbc @drwhous @drwhousa  @cyberwomen   daleks a steep b reakoff seemstobe dakels (!)isthe audience disappointed about how d a l e k s plot turned out arethese a l o t more important fortheshow thanmanythink whereare d alek hightimes inshow @cyberwomen ////// core ofproblem is whatchanged inthe audience/contentCONSUMPTION/competition? inthe (!)recent2-3, that they thought they need a reform w ith a girl. and that this (!)stabilised only the coreproblem/audienceconsumption/ core problem: which is: that is a stable path not a sudden abysmal worst worse off. what are the identified problems and could this show setup fix it I am Christian KISS BabyAWACS – Raw Independent Sophistic ation #THINKTANK + #INTEL #HELLHOLE #BLOG https://www.BabyAW ACS.com/ Inquiry@BabyAWACS.com PHONE / FAX +493212 611 34 64 Helpful? Pay. Support. Donnate. paypal.me/ChristianKiss

@evenmorebizzarro @BBCDrWho @cosmicbooknews @bbc_whys  @d rwobbc @drwhous @drwhousa  @cyberwomen   daleks a steep b reakoff seemstobe dakels (!)isthe audience disappointed about how d a l e k s plot turned out arethese a l o t more important fortheshow thanmanythink whereare d alek hightimes inshow @cyberwomen ////// core ofproblem is whatchanged inthe audience/contentCONSUMPTION/competition? inthe (!)recent2-3, that they thought they need a reform w ith a girl. and that this (!)stabilised only the coreproblem/audienceconsumption/ core problem: which is: that is a stable path not a sudden abysmal worst worse off. what are the identified problems and could this show setup fix it I am Christian KISS BabyAWACS – Raw Independent Sophistic ation #THINKTANK + #INTEL #HELLHOLE #BLOG https://www.BabyAW ACS.com/ Inquiry@BabyAWACS.com PHONE / FAX +493212 611 34 64 Helpful? Pay. Support. Donnate. paypal.me/ChristianKiss

@evenmorebizzarro @BBCDrWho @cosmicbooknews @bbc_whys @drwobbc @drwhous @drwhousa @cyberwomen daleks a steep breakoff seemstobe dakels (!)isthe audience disappointed about how d a l e k s plot turned out arethese a l o t more important fortheshow thanmanythink whereare dalek hightimes inshow @cyberwomen ////// core ofproblem is whatchanged inthe audience/contentCONSUMPTION/competition? inthe…

[visualistan]

Mobile Media Consumption Around The Globe - infographic

With more and more content being consumed on smart devices than ever before, the folks at ourbrain put together this infographic that takes a closer look at how people around the globe are using and watching content on their mobile devices.Drawing on a network of over 100K sites and looking at an average week, Outbrain discovered that while worldwide there are similar content consumption habits (desktop reading peaks during the day, with mobile reading dominating in the evening) there are also some key international differences.The USA, UK and Australia are the only countries where Android is not the dominate operating system, with these English speaking countries reading much more on iOS.Find out more in this infographic, including top 5 content categories and hourly mobile content consumption peak times. photo credit: betabeatShow Your Love, Connect With Us On Social Media: Google+ Facebook Pinterest Twitter http://goo.gl/X3kNyW

[hashtag-academy]

4 #Consumer #Trends That Are Revolutionizin #ContentConsumption 📚 http://rite.ly/K19n