Here are the 10 things you need to know to accelerate your innovation.
Today, every brand wants to do more with the content they own. They want to share it with more people, sell it to more people, or even just engage more of their company in reading it. And, this is no short-term task. The average company is expecting to work on this for at least five years before they feel their digital content distribution strategy is solid and effective. That said, no one person or company claims to know all of the answers in generating a proven path toward success and high-value brand equity. Everyone loves to hear what others are doing and innovate off of that.
After having been on the road for three weeks, speaking with CMOs and CEOs of companies - from B2B to B2C, and across all industries and countries, I felt there were 10 pieces of advice that could help everyone accelerate their innovation, or simply gain enough courage to get started. A few people asked me to share them in a broader forum, so here they are:
Good luck! And share you stories and learnings. At this point in the digital distribution lifecycle, things are going to keep getting better and more exciting!
This column was first published Sept. 30, 2011.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
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