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Despite the numerous predictions about its demise, it is now clear that email is not going anywhere.
Most people's lives are so entangled with their emails that living without them would be unthinkable.
With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
But that isn't the case.
A growing number of companies are investing more heavily in content marketing, but not all of their campaigns will deliver the performance they're expecting.
There are a number of reasons content marketing campaigns don't succeed.
Here are six of the most common.
In our recent Quarterly Digital Intelligence Briefing 2016 marketers voted 'optimizing the customer experience' as the most exciting opportunity open to them.
But how is optimizing customer experience (CX) going out there in the real world?
Digital advertising remains very much a blend of art and science utilizing the flywheel effect of technology.
Within the art comes a lot of human decision-making fueled by data, intuition, or speculation.
Perhaps someday native advertising will mature into a viable alternative to traditional web advertising but today it creates more problems than answers.
Native advertising is one of the hottest marketing trends this year. From BuzzFeed to Twitter, the most admired businesses of our generation have been built on this supposedly new advertising medium.
However, from my experience, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.
Recently, the New York Times published a review of the Tesla Model S electric car.
The review, written by a well-known journalist, John Broder, was titled Stalled Out on Tesla's Electric Highway, and as the title suggests, was not favorable to Tesla. According to Tesla CEO Elon Musk, a well-known entrepreneur, Broder's review was, amongst other things, "bogus." Not one to shy away from the spotlight, Musk took to the web to prove he was right.
Smith & Wollensky is a high-end steakhouse located in New York City but the next time you're visiting the Big Apple, it might not be your top choice for a fillet if you're searching for a restaurant through a popular reviews service like Yelp.
That's because the restaurant is currently suffering from a bout of social media backlash after reports that it made a very bad customer service decision.
With advertisers set to pour more and more money into native ads, 2013 could be a great year for well-positioned publishers.
But publishers looking at native ads as a solution to ad blockers and paltry display CPMs should tread carefully.
Native ads aren't a panacea and the premiums advertisers may be willing to pay for them shouldn't distract from the fact that native ads can be risky ads.
In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.
And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.