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January 4, 2017

So Many Trends: Influencer Marketing, Social Media Marketing, Content Platforms

Ayzenberg Group Launches Tools of Influence

PR Newswire

It’s a slow news day, so I’m going to present some items that I wouldn't ordinarily cover but do illustrate themes I think are important.  Let’s start with Ayzenberg Group, a collection of marketing firms that comes perilously close to the line between cool and pretentious by calling itself a Communication Arts Orchestrator. They have launched “Tools of Influence”, which uses data and machine intelligence to drive influencer marketing campaigns. Influencer marketing is what I want to highlight here, specifically because it adds a human intermediary (the influencer) between the consumer and data-driven messages. Powerful as technology-based marketing is, that human connection is still very important.

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Tracx Social Media Marketing Platform Announces $12.5 Million Growth Equity Funding Round

Tracx

Tracx is one of many social media listening, analysis, and reaction platforms. They just raised another $12.5 million in funding. I’m including this because social media marketing is another important area outside the realm of machine-driven messaging.

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Rightpoint and Core DNA Combine to Deliver Digital Marketing Solution

PR Web

Digital marketing agency Rightpoint announced a managed solution based on Core DNA’s digital marketing platform. This is an excuse to mention the emergence of content management as a strategic capability almost on par with customer data management. That has come up in several consulting engagements and I've been meaning to write about it.  Done.  To be honest, Core DNA isn’t a good poster child for the concept: they are actually a comprehensive digital customer experience solution that manages content, people, interactions, and digital transactions. Systems like that are another trend worth mentioning. Come to think of it, so are managed services arrangements like the Rightpoint/Core DNA offering. So many trends, so little time, eh?

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