2014-December-Top-10

For digital marketing, 2013 was the year of acquisitions — and 2014 was the year of putting those acquisitions into action. IBM and Silverpop. Insightera and Marketo. Oracle and Responsys.

Integration with acquisitions take time, and we didn't see a clear winner in 2014. Will we in 2015?

A Sample of Popular Posts

Who knows? But it's not as if vendors stood still in 2014. There was movement. And lots of it. And who better than us (shoulder pat on the back, if we may) to capture it all.

1) If you were looking for some "like" love, Facebook slammed the door on ya, as Lori Alcala wrote in her piece, Facebook Shuts the Gate on Likes. Tweet to Lori Alcala

Many experts agree that a high like count alone is not likely to provide the ROI that social media is capable of providing. “You could have a huge Like count, but that doesn’t mean that your cash register is ringing more,” said Jim Belosic, CEO of Shortstack. 

2) In another Facebook-centered piece, Joey Naddeo discussed how most Facebook posts are written at an elementary-school level in, Yep, Brands Talk Like 5th Graders on Facebook. Tweet to Joey Naddeo. 

For those of you who are active on Facebook, write long but simple posts, use plenty of pictures, hashtag often, and load up on the exclamation points. It's that #simple!!

3) Forrester's take on campaign marketing? It's dead, CMSWire's Tom Murphy wrote in, It's Official: Forrester Says Campaign Marketing is Dead. Tweet to Tom Murphy. 

Customers are "willing to interact" with companies, if the companies can recognize what is happening. "You must first accept a hard truth: All of the interactions your customers have with your brand define it, and it is the context of those interactions that determines if they'll interact and transact with you again," Forrester authors said.

4) Tomorrow's Agile will be fundamentally different because it will be just that -- fundamental, Ryan Lunka covered in, Why Agile As We Know It Will Disappear. Tweet to Ryan Lunka.

Agile’s history tells two stories. One is of evolution from eXtreme Programming, driven by hardcore engineers, to a more business-friendly flavor called Scrum. Now, it spreads to other disciplines, like marketing and customer service. The other story is a subtler and more important one, about the business world’s gradual willingness to let go of antiquated management philosophies.

5) In one of my digital marketing pieces, I covered the IBM acquisition of Silverpop and quickly learned that Adobe wasn't a fan of the deal in, Adobe: IBM's Silverpop Deal Could Trigger 'Nightmare'. Tweet to Dom Nicastro.

“This acquisition feels like an attempt to fix the failings in the Unica acquisition: namely email and cross-channel execution,” Adobe's Suresh Vittal said. “We think Silverpop is a partial answer that creates significant overlap problems for both Unica and Silverpop clients.”

6) Robert DeFrancesco questioned whether Marketo would be the next acquisition target in, Is Marketo the Next Acquisition Target? Tweet to Robert DeFrancesco.

“Based on its product innovations and growth, analysts think Marketo is the next big marketing solutions company ready to be acquired. Companies like SAP and NetSuite, which could benefit from Marketo's cloud computing offerings, have been mentioned as possible buyers.”

7) While investors boarded the Hubspot IPO train, Scott Raynovich was not convinced it was a good buy in his piece, Wait Before You Invest in Hubspot. Tweet to Scott Raynovich.

With Hubspot still losing money on business operations and insiders now waiting for an IPO lock-up expiration to sell their shares, there's a lot of risk in the shares. I would expect a volatile first year in the public markets for Hubspot.

8) In his piece, Should You Use LinkedIn to Build a Network or an Audience?, Carter Hostelley explained that LinkedIn changes left him unsure how to use the platform as a social marketer. Tweet to Carter Hostelley.

I used to believe that posting more than four or five LinkedIn updates a week seemed kind of self-important and obnoxious (at least to me). Now I wonder if I should be posting that many updates — or more — every day. This is in addition to my comments on other people’s posts, and in LinkedIn groups.

9) Marketing automation benefits are impossible to ignore, Bryan Brown contends in his piece, Marketing Automation: Three Trends to Watch. Tweet to Bryan Brown.

The future of marketing lies in understanding customers as individuals — not audiences — and using that knowledge to deliver one-on-one relationships at scale. 

10) Michael Coren explored the idea that knowing your customer will be the only source of competitive advantage in the future in his piece, Segmentation Is About to Get Interesting. Tweet to Michael Coren.

Customers are now self-serve. Empowered by the internet and access to global competition, customers are researching, comparing and choosing products long before they ever speak to the sellers themselves. Marketers must now assume roles once filled by sales.

Title image by ThatDudeWithACamera via a CC BY-NC-SA 2.0 license.