23Tem

Most Companies Expect CMO to Lead Digital Transformation

Most Companies Expect CMO to Lead Digital Transformation
// Advertising Age - Digital

A world where marketing, sales, account management and finance all coordinate their interactions with the customer -- sharing notes and data to provide a unified experience -- is still far off for most businesses. But with the help of new digital tools, nearly every company is aiming to get there via a "digital transformation," according to new research from the Altimeter Group.

Eighty eight percent of companies said they are going through a formal digital transformation effort this year, according to the report. The trend is one marketers should pay attention to, as 54% of companies surveyed by Altimeter said the mandate to lead the digital transformation is driven by the CMO. CEOs, the report found, champion digital transformation 42% of the time, with CIOs coming in at 29%. Respondents were asked to select all that apply.

"The role of marketing is bigger than just awareness and discovery, it's about the relationship," said Brian Solis, principal analyst at Altimeter Group and author of the report.

Continue reading at AdAge.com

15Tem

Facebook To Provide Nielsen With Aggregated, Anonymized Data On TV Viewers

Facebook To Provide Nielsen With Aggregated, Anonymized Data On TV Viewers
// All Facebook

Facebook will begin sending anonymized information on the ages and genders of viewers of specific television shows to ratings-measurement outfit Nielsen this fall, the Los Angeles Times reported.

15Tem

SEO Tricks – Promoting modern websites for modern devices in Google search results

Promoting modern websites for modern devices in Google search results
// Google Webmaster Central Blog

Webmaster level: all

A common annoyance for web users is when websites require browser technologies that are not supported by their device. When users access such pages, they may see nothing but a blank space or miss out a large portion of the page's contents.

Starting today, we will indicate to searchers when our algorithms detect pages that may not work on their devices. For example, Adobe Flash is not supported on iOS devices or on Android versions 4.1 and higher, and a page whose contents are mostly Flash may be noted like this:

Developing modern multi-device websites

Fortunately, making websites that work on all modern devices is not that hard: websites can use HTML5 since it is universally supported, sometimes exclusively, by all devices. To help webmasters build websites that work on all types of devices regardless of the type of content they wish to serve, we recently announced two resources:

  • Web Fundamentals: a curated source for modern best practices.
  • Web Starter Kit: a starter framework supporting the Web Fundamentals best practices out of the box.

By following the best practices described in Web Fundamentals you can build a responsive web design, which has long been Google's recommendation for search-friendly sites. Be sure not to block crawling of any Googlebot of the page assets (CSS, JavaScript, and images) using robots.txt or otherwise. Being able to access these external files fully helps our algorithms detect your site's responsive web design configuration and treat it appropriately. You can use the Fetch and render as Google feature in Webmaster Tools to test how our indexing algorithms see your site.

As always, if you need more help you can ask a question in our webmaster forum.

Posted by Keita Oda, Software Engineer, and , Webmaster Trends Analyst
15Tem

STUDY: Facebook Ad Campaigns Should Tell Stories

STUDY: Facebook Ad Campaigns Should Tell Stories
// All Facebook

Every picture tells a story, but what about every Facebook ad campaign? The social network teamed up with Strategic Preferred Marketing Developer and social media advertising technology firm Adaptly on a study in which two separate campaigns were run this past May for independent fashion and lifestyle website Refinery29. The results were detailed in a post on the Facebook for Business page.

(more…)

14Tem

“TV is Video, But is Video TV?” [AD SUMMIT VIDEO]

"TV is Video, But is Video TV?" [AD SUMMIT VIDEO]
// VideoNuze Analysis

One of our early sessions at the recent Video Ad Summit was "TV is Video, But is Video TV?" which included Doug Knopper (Co-CEO, FreeWheel), Peter Naylor (SVP, Ad Sales, Hulu), Fred Santarpia (EVP, Chief Digital Officer, Conde Nast Entertainment) and Dan Suratt (EVP, Digital Media and Business Development, A+E Networks), with me moderating.

The question is highly relevant as it influences how ad spending will evolve and how pay-TV's value proposition will be perceived given the proliferation of online originals. Our panelists offer a range of perspectives, with some consensus that if it's long-form, high-quality, rights-managed and brand-safe online video, there's no practical difference vs. TV. One data point that Peter shares - that 62% of Hulu's content is now viewed on connected TV devices - underscores how mainstream online video viewing has become.

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