When it comes to content marketing, the first concern traditionally has been volume—developing enough content to feed the marketing beast. But marketers increasingly are moving beyond the more-is-better discussion. They're shifting their focus to determining the optimum mix of content types, understanding effective distribution methods, and...
Less than a year after Amazon.com debuted a dedicated e-commerce site aimed at businesses, in January Google Inc. quietly entered the b-to-b shopping space with the launch of Google Shopping for Suppliers. Read more
Cambridge, Mass.—E-commerce sales will reach $262 billion this year, up 13% over last year, making up 8% of total retail sales, according to a new report from Forrester Research. Read more
IEEE Spectrum received American Business Media's Grand Neal Award at ABM's 59th Annual Jesse H. Neal National Business Journalism Awards ceremony in New York. The IEEE Media publication was recognized for its story, “A Shocking Truth,” which also gained individual first-place honors in the Best Single Article (Class C) category. Read more
vCom Solutions faces a challenge: “We're in a young industry,” said Leslie Leach, VP-marketing of the San Ramon, Calif.-based company, which provides cloud-based software and services that help businesses manage complex telecom systems. “People just don't know that there is a better way to manage telecom. It's a huge market-...
Fueled by political and Olympic advertising, total ad spending in the U.S. reached $140.0 billion last year, up 3% over 2011, according to a report released last week by Kantar Media. Read more
Maybe it's time to stop “closing” sales. Read more
Webcasts are the most valuable content marketing tool in Bonnie Thomas' arsenal. As director of content strategy for software provider Lithium Technologies, she produces a virtual event to support each announcement, white paper or educational initiative that the company introduces. Read more
Views & Opinions
At last year's Interactive Advertising Bureau Annual Leadership Meeting—held in late February in Miami Beach, Fla., as the political campaign season heated up—IAB President-CEO Randall Rothenberg blasted the organization's members for their lack of involvement in public policy initiatives. “If you want the Internet to be changed, ...
Eighty percent of U.S. companies have fewer than nine employees, and with 23 million small businesses in the U.S. alone, marketers are spending considerable time and money trying to reach this massive group. Gaining traction with small businesses means marketers can't simply rely on methods such as programmatic buying and billboard ads. Now more...
SMM Feature/CMO Q&A
Since joining Juniper Networks almost four years ago, Lauren Flaherty, exec VP-CMO, has focused on establishing the networking provider as a category thought leader. Examples of this effort include Juniper's 2011 campaign to introduce its new data center network architecture targeting enterprises rather than telecom companies and stressing deep...