#1: Content Curation Tools
With micro and
visual content giving the highest impact, tools to manage the
creation and publication of this content from different sources become
important to fuel the content marketing machine.
#2: Content Recommendation, Personalisation,
Retargeting and Effectiveness Review Tools
Even if you have won the battle to create outstanding
content, site managers still have the challenge of connecting audiences with
the most relevant content. Site
personalisation technologies have been used for
a long time for targeting products and offers to visitors to customer sites,
but these have not been used so widely outside the E commerce setting. New tools
make this possible.
Examples include:
- idio (B2B and B2C content recommendations)
- Barilliance (Ecommerce content and offer
personalisation)
#3: Content distribution services
Here content distribution means organic and paid
sharing via social networks. The tools featured here focus on organic
distribution
- Hootsuite
- Sendible
- Oktopost
There are surprisingly few tools to help advertise
or remarket across social media. AdRoll is one of the best
known featuring remarking via Facebook, Twitter, plus mobile and media sites.
#4: : Integrated SEO, Content and Social Media
Management?
There is a question mark here since this is an, as
yet unachievable goal. The tools I recommend here originated as SEO told for
reviewing keywords and back links, but are now expanding into social media and
content management. They’re also featuring more management tools and workflow
for multiple people in a tool. Analytics SEO is a leader in this area.
Examples include:
- Moz
- Raven Tools
- Analytics SEO
#5: User Engagement and value optimisation
Most businesses use a web analytics services to
track visitors to their site, with Google Analytics most popular as a free, but
very powerful service. While they can tell businesses the number of users,
their source and their journeys through the site, their limitation is that most
data is shown in aggregate for different segments. These tools, which have been
available for several years now offer a user-based, value-based focus which
Google has been applying.
- Kissmetrics
- Mixpanel (Mobile focus plus web)
- Chartbeat (Publisher focus)
- Ecommera (Ecommerce)
#6: Actionable Analytics and intelligent analytics
Google Analytics and the other analytics services
require a good deal of experience to know HOW to apply the data they present.
Only skilled analysts can really mine actionable insight. Tools that present
data more clearly to novice and management users and integrate action can help
here. Google hasn’t evolved its Intelligence service, but new tools are
becoming available including a new dashboard and recommendations service that
will launch from Smart Insights.
- Google Analytics Intelligence and Alerts
- Quill Engage
- Smart Insights
#7: Wearables, Augmented and Virtual reality
Finally we come to what’s cool and Hot in
technology. I’ve kept this ’til last since I suspect it will make the smallest
commercial difference to most companies. All of these are due to be launched in
2015, so watching the popularity of mainstream adoption and marketing
applications of their apps should be fascinating!
- Apple
Watch Apps
- Google
Glass
- Facebook
Oculus Rift
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