In its list of 25 Video Marketing Statistics for 2015, HubSpot reports, "Online video now accounts for 50% of all mobile traffic." That's one of many reasons marketers must embrace it. But if your video strategy doesn't include performance marketing, you're missing a huge opportunity.

Marketers all agree audiences are more fragmented than ever. There's a variety of content available to stream on a seemingly ever-increasing number of screens, making winning the attention of consumers exponentially more challenging. In entertainment marketing, quality content is more the rule than the rarity. Content may have been king, but he has been dethroned. As MediaPost's Bob Garfield noted previously, there's a new ruler in town, and his name is Attention.

The more time I spend with my nieces and nephews who are in their tweens and teens, the more I learn about how that generation communicates across devices and via the panoply of emojis. As I look at their texts, Instagram feeds and mobile device screens, I feel like I need to take a class in decoding short codes and hieroglyphics.

How to produce a flawless event.