Things I’ve Learned from Lately #64

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter marketer. Hopefully, they’ll help you, too.

The Evolution of Online Content – Andrew Wallenstein writes in Variety about the story of Demand Media, a content production company that went public, saw massive success and is now fighting for survival. The story speaks to how online content has shifted over the years with new approaches and perspectives, especially thanks to updates made by Google to its search algorithm.

The Battle for Customer Tracking – For retailers, the question isn’t only which store are you going to visit but also who will track you when you’re there. Digiday’s John Mcdermott writes about the struggle between Apple and Google to be the provider for customer tracking when they visit retailers.

The Insights are Waiting – Susan Fournier and Bob Rietveld write in Harvard Business Review about how to go from social listening insight to action. They lay out the steps to turn data into something a marketer can act on: ensure data quality, integrate it with existing research, think beyond ROI and share findings across the organization.

Evaluating Competitors to Gain Competitive Advantage - Kristi Hines writes in Social Media Examiner that one potential source for social media marketing ideas is looking at what your competitors are doing. Competitors can help you determine if your brand should have a social presence, where it should focus, audience, engagement approaches and profile needs.