Comments on: Debate Team (Part 2): Does the future of media companies, ad agencies, and content marketers lie in technology or content?

By: MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas » Debate Team (Part 3): Does the future of media companies, ad agencies, and content marketers lie in technology or content?

Mon, 19 Sep 2011 16:00:15 +0000

[...] Grinkot and I have debated this content vs. technology topic on the blog in Part 1 and Part 2 of this series, and in Part 3 we’re going to take a look at what your peers had to [...]

By: Glenn Jewett

Glenn Jewett — Sat, 14 Aug 2010 02:31:53 +0000

There is no doubt, technology has been able to redefine what is “good content”. Keyword prominence, density and relevence have caused a shift in content, both structurally and in depth. Keyword Prominence pushes an exact word or phrase up to the first row. Keyword density isures that individual words can trump the expansive and thoughtful descriptive narrative. Then to forever seal the deal, Relevance strolls on in to be sure that we never deviate far from the keyword(s) for fear of damaging prominance or density. It is at this precise moment that the true artist emerges. Within these constraints, some can lament the straitjacket on their creativity while others manage to put together highly rated content that engages the reader and moves them to a desired outcome. Personally I have found a new use for images (with proper ALT TXT)to help flesh out the story wordlessly. We catch the eye with the proper image, cause the reader to assemble various thought threads, with artful casualness and yet leave the balance we create with the words untouched and count the anticipated actions.

By: Online Marketing and Advertising: How your peers provide and communicate value to customers

Fri, 06 Aug 2010 12:01:50 +0000

[...] or content? Boris Grinkot and I have already debated this topic on the blog in Part 1 and Part 2 of this series, but Part 3 will be written by you and your [...]

By: Debate Team (Part 1): Does the future of media companies, ad agencies, and content marketers lie in technology or content?

Mon, 02 Aug 2010 21:09:47 +0000

[...] July 30th, 2010 at 03:03 | #1 Debate Team (Part 2): Does the future of media companies, ad agencies, and content marketers lie in… [...]

By: Nick Van Weerdenburg

Nick Van Weerdenburg — Fri, 30 Jul 2010 21:07:02 +0000

Content is changing in marketing and become vastly more important. It's moved from the background, supporting the sales process, to the foreground, doing most of the selling. Content is more critical then ever because the Internet provides so much of it, the customer will only consume the best, most focused content to his needs. Without the Internet, there is no access to that content, and the customer needed to rely on the sales person and the sales process. But by removing the sales person, there is no feedback. Hence the need for analytics and A/B or multivariate testing. Lead nurturing to me is critical as value-add facilitation of the content to the customer. As a result, Marketing is Becoming Like Software Development.

By: Doug Kessler

Doug Kessler — Fri, 30 Jul 2010 13:54:27 +0000

Nice one. As a creative director, my appreciation for the power of technology is growing every day.

Three key technologies that are rocking our world these days: analytics, lead nurturing and A/B or multivariate testing.

All three can contribute more to the success of campaign than a clever headline ever could (though clever headlines are still valuable).