Association hopes to launch a framework for measuring the ROI on content marketing in the next 9-12 months
The Association for Data-driven Marketing and Advertising (ADMA) has taken the wrappers off a new content advisory group aimed at helping brands improve their content marketing smarts.
The ADMA Content Collaboration will focus on providing tools and resources around content marketing practices, including developing an all-important measurement framework to showcase the ROI of content marketing initiatives.
The group’s founding members include a collection of well-known Australian brands including Australian Pacific Touring, REA Group, Bupa, Lend Lease, TAFE NSW, Nestle and Toyota Motor Corporation. Custom content houses such as Edge and Mahlab are also on the list.
The case study library is expected by the end of this year, while the measurement framework should be developed in the next nine to 12 months.
ADMA pointed to the latest Content Marketing Institute study, Content Marketing in Australia 2016, which found producing relevant content to be the number one challenge Australian organisations are facing (69 per cent). Other major issues include measuring the ROI of content marketing activities (54 per cent). In addition, the report found lea than one-third believe their content marketing efforts are currently effective.
“Content marketing plays an increasingly integral role in most organisation’s marketing plans but companies are struggling to fully understand its measure of success and impact on brand performance,” said ADMA CEO, Jodie Sangster.
“The ADMA Content Collaborative will help companies find a means of attributing the impact of their content as a part of the marketing mix while providing a valuable best resource to drive the quality and effectiveness of content marketing in Australia.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.
Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...
Engenius
Predictions: 9 digital marketing trends for 2019
At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...
Fraction Tech
Is artificial intelligence riddled with bias? - Customer Design - CMO Australia
https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...
savefrom
iSelect outlines new approach to arrest ineffective marketing as its reports full-year results
https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...
savefrom
The Star's first CMO creates all-new marketing team
Good tips to follow. Thank you!
Anna Travis
5 things every business can do to drive brand loyalty