Jessica Groopman

The Internet of Things is not some pipe dream, Jetsons-esque future state; it is an entirely new paradigm for building relationships. Yet determining when, how, and to what extent to apply connected products and other sensor-generated data to the customer experience remains poorly understood by marketers and digital strategists. Our research finds that the unique opportunity in the Internet of Things is that it has the potential to mutually benefit both enterprise and consumer. Enterprises gain… Show more

The Internet of Things is not some pipe dream, Jetsons-esque future state; it is an entirely new paradigm for building relationships. Yet determining when, how, and to what extent to apply connected products and other sensor-generated data to the customer experience remains poorly understood by marketers and digital strategists. Our research finds that the unique opportunity in the Internet of Things is that it has the potential to mutually benefit both enterprise and consumer. Enterprises gain visibility; consumers gain empowerment. This report reveals five use cases illustrating how consumer-facing brands can embrace the Internet of Things to create actual value for businesses and consumers alike. Show less

Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring. When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing… Show more

Companies that evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization are more successful not only across their marketing initiatives but also with other internal and external success benchmarks, such as sales, employee advocacy, customer service, audience engagement, thought leadership, and hiring. When content becomes an ingrained element of an enterprise’s culture, the culture functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process. Show less

The content marketing tool landscape is crowded, rapidly changing, and highly inconsistent. Evolution and change are rapid. Marketers struggle to select the right tools not only for their own content marketing needs, but also solutions that integrate with enterprise, process, and platform concerns. This report helps marketers make informed buying choices by mapping eight needs scenarios to the existing vendor landscape.

Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and… Show more

Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness. Show less

Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach –or risk connecting with the fleeting customer.

Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’… Show more

Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach –or risk connecting with the fleeting customer.

Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.

While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.

”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today’s media landscape, and provides a success checklist and actionable recommendations for converged media deployment. Show less

According to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal-- actively engage in social media.

Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.

This lack of a holistic view of social signals in the… Show more

According to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal-- actively engage in social media.

Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.

This lack of a holistic view of social signals in the context of other enterprise and external data can lead to partially-informed decisions, missed opportunity, and increased risk and cost, as the organization makes decisions without the benefit of critical input from external constituencies.

In this Altimeter Group research report reflecting input from 35 enterprise-class organizations and technology ecosystem contributors, industry analyst Susan Etlinger lays out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are already using social data in the context of other critical enterprise data to drive measurable value throughout the organization. Show less