Google Plus for Business - Circlecentric Marketing: "How it works: People start by ‘following’ a brand – this being one of the main way to ‘opt in’ to the relationship using the Google+ tools. This can be done directly from a website if it has the ‘follow’ button, or from company information brought up in Google Search, from a Google ad in e.g. search, through promotion of the brand page, from a brand’s Google+ post, comment the brand makes, or the Page as a destination itself within Google+, to name a few. The principle Similar to movement down a sales funnel, through every interaction, people can be moved from an outer circle toward an inner circle, hence deepening the psychological relationship and in essence moving them to a point where there can be a ‘sales conversation’. This conversation could be started from any circle, but the deeper the relationship, the easier it will be to have that conversation."
B2B's Digital Evolution | Think with Google: "New research from CEB's Marketing Leadership Council shows that potential business customers are increasingly using digital channels to form opinions about major purchases. Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete. The challenge for marketers is to be present in these channels at all times with content that educates buyers and helps guide commercial decisions. . . . How do you solve the problem? Rather than investing the time and money to implement dubious models that attribute specific leads to specific pieces of content, Marketing should double down on two things: Simpler, more actionable models and analytics talent. If you can get digital integrated with your broader mix, get the message right, and pick the right format for those messages, you'll be well on your way to thriving in the digital landscape. . . ."
CBS’s Play for Online Audiences During the Super Bowl | MIT Technology Review: "With tablet ownership doubling in 2012 to 19 percent of Americans over age 18, according to Forrester Research, CBS is doing more than ever to lure those viewers to the so-called “second screen” and sell to advertisers who want reach that audience. The plan’s success—or lack thereof—will likely influence advertisers considering whether or not to buy interactive online and social media ads tied to live events. “We’re looking for some really big numbers,” says Jason Kint, senior vice president and general manager of CBSSports.com. A survey conducted by Harris Interactive on behalf of game advertiser Century 21 found that 36 percent of people who plan to watch the game also anticipate using non-TV devices."
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