Rebecca Lieb is an analyst at Altimeter Group, where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors.
Lieb previously launched and oversaw Econsultancy’s U.S. operations. She was VP and editor-in-chief of The ClickZ Network for over seven years. For a portion of that time, she... more
Every shiny new digital channel has its day, but social media is already fading into the background. Here's why that's a good sign.
When it comes to content, the narrative form is not as important as you might think. Here's how effective marketing goes way beyond storytelling.
If you don't provide a compelling idea for consumers to latch onto, your content will be forgettable. Here's how to give content marketing a specific direction.
Everything that's digital is measurable -- except when it isn't. Here's why you need to rethink how you're determining campaign effectiveness.
Content marketing is just starting to heat up, and some are already claiming the party's over. Here's the problem with the argument that there's too much content.
There are marketing solutions out there for creation, curation, collaboration, compliance, and more. Here's how to weigh in on what tools should be available.
Are you ready for an annual outlook based on actual industry analysis? Here's the list of marketing trends you can't ignore.
When it comes time to execute, real-time campaigns should be seamless and scalable. Here's why preparing for real-time execution in advance is the key to success.
How you plan for real-time campaigns will determine their success. Here's why it's essential to begin by listening to your customers.
A content audit is an important cornerstone of any content marketing strategy. Here's how to perform a qualitative analysis of all the content on a website.
Ten years ago, the magic marketing ingredient was search. Then it was social. Today, it's all about content. Here's why.
Social media buzz means more for TV success than ever. Here's how marketers can leverage the growing relationship between TV and Twitter.
Native advertising is still in its early stages, but some brands are already changing the game. Here's how Dell's sponsored content garnered the attention of a traditional publisher.
If you're not careful, a native advertising campaign can turn into a PR nightmare. Here are the worst offenders and what we can learn from their blunders.
Don't be embarrassed that several marketing terms have you confused. Here are the definitive definitions for two of the industry's most frequented buzzwords.
The FTC is beginning to take a hard look at native advertising. Here's what marketers should bear in mind regarding transparency, disclosure, and trust.
The benefits of native advertising can't be reaped without a solid definition and guidelines to follow. Here are both to ensure effective marketing with this contentious method.
Have you ever read the comic in a pack of Bazooka gum? Companies have been creating and distributing content for years. Here's how digital is changing the game.
Although many don't realize it, Jeff Bezos' acquisition is actually a case of history repeating itself. Here's the deeper meaning behind the recent buy.
We always hear about paid, owned, and earned. But what about shared? Here's why marketers need to start accounting for shared media.
Yes, you built it. But how can you be sure they will come? Here are the six essential components of audience development.
Are you struggling to come up with new material? Here are four reasons to include repetition in your content marketing strategy.
Marketers have long predicted the demise of the banner ad, yet it's holding strong. Here are the real issues that will determine its future.
While working toward a definition of what native advertising is, it is equally important to focus on what native advertising is not. Here's where some of the confusion lies.
Everybody's talking about it. But what is it exactly? Here's the latest on the nebulous definition of native advertising.
Despite the growing need to feed the beast, companies have yet to develop an organized approach to content marketing. Here's why this is a huge mistake.
Marketers are rushing to jump on the content marketing bandwagon, but the landscape continues to shift. Here's the latest.
Content aggregation has become integral to marketing and branding, but many organizations fail to follow some very basic rules. Are you one of them?
True success in content marketing requires both quality content and solid distribution strategies that will get that content "out there." Here's the latest.
The terms "digital media" and "social media" are quickly approaching insignificance. Your brand needs these six qualities to stay relevant.
This year, the AP ran sponsored tweets from Samsung during CES. Here's why this unprecedented move is an example of how quickly media convergence is shifting.
Rather than merely guessing what's next in digital, let's instead focus on what's important. Here are the areas to keep a close eye on in the coming year.
Digital marketers have access to more personal data than ever, but privacy concerns can be misleading. Here is the real deal with real-time bidding.
Opening the doors to branded content can be a Pandora's Box for publishers. Here are the eight critical points that you must define before jumping into the "pay to play" model.
As long as the internet is controlled by humans, fraud will exist online. It's time digital marketers face reality and act accordingly.
In order to keep up with consumers, marketing organizations need to adjust their efforts at lightning speed. Read on for why it's critical to work cooperatively and adapt.
As the world of places and things becomes increasingly sentient, marketers must be prepared for change. Here are the questions to start asking now.
An estimated $50 to $520 billion is spent on co-op advertising annual, but less than 1 percent flows into digital channels. Here's how marketers can rectify this clear imbalance.
Companies must flow learnings, functions, processes, creative, and analytics across all three media channels while eliminating redundancies. Here's why this is essential, now.
It's time to face the facts: Paid, owned, and earned media are converging. Here are the tools that agencies need to get out of their comfort zones and into the future of digital.
When marketing creative flows from multiple sources, the way advertising works must inevitably shift. Here's how the convergence of paid, earned, and owned media are shaking things up.
In theory, RTB makes retargeting more scalable, and it enables rapid optimization and creative testing. But reality often differs considerably. Here's why.
Yesterday, Google announced its commitment to going full-bore into the stack wars with the biggest upgrade in DoubleClick's history. Here's the inside scoop on what this means for advertisers.
Three days before the biggest IPO in U.S. history, one company decided to get noticed. Here's why you should take GM's very public proclamation against Facebook advertising with a grain of salt.
As consumers simultaneously peruse multiple devices, screens, and messages, the private space becomes a virtual Times Square. Read on for how marketers can harness attention, even when it's so fleeting.
The devices and methods that consumers use to access media and content are undergoing a seismic shift. Consider these marketing implications.
As mobile's value in the digital marketing mix continues to grow, it remains without a concrete definition. Find out why marketers need to get on the same page.
The lines are blurring between paid, earned, and owned media. Read on for why this confluence is happening, and how marketers can take advantage.
On the cusp of its very high profile IPO, Facebook is on a mission to attract brand dollars. Here's a marketer's guide to the new Facebook ad units presented at the recent fMC event.
More than ever before, marketers are becoming more ambitious technologically and less reliant on advertising -- meaning that the channel has become just as important as the content. Here's why.
As the biggest IPO in tech history shakes out, the question is "What's Facebook going to do with all that money?" Here's how Zuckerberg will invest in the growth of Facebook.
As the print industry continues its downward spiral, digital marketers must begin to make the changes needed for the future. Read on for how to deal with the rise of visual information.
While industry predictions are fascinating, they are merely a guessing game. Rather than asking what's next, a more relevant question is "what's important?"
It's essential to plan for continuity in content marketing. Read on for strategies and tactics marketers can adopt to ensure longevity.
With the proliferation of new technologies, audiences have come to expect ever-more sophisticated marketing techniques. Here are several examples of campaigns that nailed immersive advertising by providing a flawless interactive user experience.
In the effort to juggle ever-increasing digital marketing avenues, big brands are starting to work with multiple agencies. Here's why it's imperative that your company plays well with others.
Despite disparate skill sets and languages spoken by marketers and developers, both teams have to work together as colleagues, not enemies. Here's how to get everyone striving toward common goals.
Choosing what metrics matter, why, and how to actually measure them is a critical process for ensuring effectiveness. Here are some key insights for making that goal a reality.
When it comes to real-time marketing, it's important to be prepared for disaster. Here's why it's wise to have a plan in place and always know who's minding the store for your brand, day and night.
More and more media will be consumed within Facebook, given the size of its user base, and those who don't abandon advertising completely need to reassess how to reach consumers in this fragmented media ecosystem. Here's why.
Sure, Google bought the venerable Zagat guides to get a leg up in local and to go head-to-head with properties such as Yelp. But there's more to the acquisition than meets the eye.
Email newsletters are far from dead, but there are many other channels in which users find, consume, and share content. Here's how to drive more eyeballs to your web pages.
Scrupulous content management is critical to the success of anyone doing business online. Follow these steps to get down to the nuts-and-bolts of making this happen the right way.
Public relations is no longer just about media. The challenge now is to locate and target the influencers through SEO and social media. Here's how brand marketers can utilize this new-school approach to creating awareness.
When digital was newer, it had to work harder to prove itself. It still should. Here's why there has never been a greater need to integrate disparate business goals, technologies, platforms, and messaging.
Don't take a designer or web shop's word for it. Demand to see the evidence that they really have SEO chops before they build your brand's website. Here are the warning signs that you've been duped.
Publishing content on a website, blog, or social network can be effective, but it isn't enough. A strong distribution strategy can greatly amplify the impact and reach of content. Here's how to get started.
Performing a content audit is a painstaking and exacting exercise, but it helps determine if digital content is relevant to both the consumer and brand. Follow this guide to get started.
The digital landscape is evolving too rapidly for legislation to keep up. So why should marketers care about the privacy issue?
Managing quality content doesn't just happen by itself -- someone's got to actually do it. Discover how successful companies engage employees from many areas to create marketing content.
In an era where marketing is supplanting advertising and storytelling is an essential part of the marketing message, carefully curated content is an immense brand asset not to be overlooked. Here's why.
What do your customers need to do, find, or understand, and how can your brand help fulfill this need? It's your job to figure that out and provide the best utility to get them there. Here's how.
Content strategies are about repeatable frameworks, and content marketing is about building relationships. Here's how to navigate through the confusion.
Everyone knows that viral isn't something you can count on, but smart marketers who invest time and dollars in content know that reusing and recycling can far extend the reach and ROI of their spend. Here's why.
Contrary to popular belief, search can't always be blamed for customer disinterest. Here are some insights on managing a brand's reputation with content, while improving search rankings to boot.
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4 The best social media campaigns of 2013
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