In this week’s roundup, MTM looks at why content marketing matters, advertising on the Internet of things , the changing face of mobile ads and why video is top for B2B audience engagement.
CONTENT MARKETING MATTERS
Ninety-three percent of B2B marketers currently use content marketing, and almost 60% of businesses used content marketing in some form in 2013, according to Forbes. So it makes sense that what Customer Content Council cites as a $44 billion industry generates three times as many leads per dollar spent as traditional marketing tactics, according to Demand Metric.
See the infographic here: http://bit.ly/1hgnuXL
B2B VIDEO TOP FOR AUDIENCE ENGAGEMENT
The top objective for B2B video is ‘audience engagement’, according to new research by B2B Marketing and ITN Productions. This is followed by ‘brand building’, ‘lead generation’, ‘lead nurturing’ and finally ‘SEO’. Meanwhile, the research revealed the top B2B metrics used by marketers is still ‘views’. This is followed by ‘leads generated’, ‘click-through rate’, ‘brand awareness’ and ‘shares’.
See the infographic here: http://bit.ly/1i04HPZ
ADVERTISING ON THE INTERNET OF THINGS
The Internet of Things (IoT) is the phenomenon of all objects being connected to the internet and it is set to dramatically change the way we live.
IoT promises to revolutionise the ordinary through wearable tech, driverless cars, connected pill bottles which inform patients when they need to take their medication, smart fridges which let you know when you’re low on milk, through to British Gas encouraging its customers to save money by connecting their heating to the internet via its Hive product.
Read more: http://bit.ly/1n1CEaD
THE NEW FACE OF MOBILE ADS
In the past six weeks, three of the most visible companies in the digital world have made similar announcements, Google, Twitter and Yahoo have all have disclosed plans for dedicated advertising products for app marketers.
Why the sudden rush of activity? Simple: the incredible success of Facebook’s mobile app install ads can’t be ignored. App-specific advertising products are the future of mobile app advertising.
Here’s why: http://bit.ly/1hVPQ9d