How context makes marketing come to life in the online and offline world. Brands can now target consumers using hyper-personalized marketing to enhance the customer journey. Research analyst, Rebecca Lieb, shares new research and key insights.
Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media. She works with many of the world’s leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.
Earlier, she was Altimeter Group‘s digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content’s role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company’s U.S. operations and grew the business to profitability in one year.
Rebecca was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She’s a frequent public speaker on topics related to digital marketing, advertising, and media.
Rebecca wrote The Truth About Search Engine Optimization which became an Amazon best seller. It was followed by Content Marketing, one of the first books on that topic.
Icebreaker
I used to be a film critic.
Think Like A Journalist Quote
“You have to understand that nothing appeals to everybody.” –Gene Simmons
Success Quote
The earmark of scholarship is not necessarily having the answers but knowing how to ask the right questions.
Career Highlight
Getting published in the NY Times.
When It Didn’t Work!
Rebecca worked at a company that was highly political. She stayed in the position when she should not have. Find out what this taught her.
Why Context Is Digital Content’s Next Frontier
- The time to experiment with contextual content is now.
- Have a vision and strategy.
- Don’t just do something with technology because you can.
- Campaigns must benefit consumers.
- Listen for several case study examples of brands using phygital marketing.
What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?
Internet
One book, documentary, or Internet Channel to watch?
Rebecca’s curate content on her RSS Newsreader.
Contact
Mentioned In This Episode
http://marketingland.com/context-digital-marketings-next-frontier-186962
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