Digital Marketing News & Articles

CMOs and Marketing VPs are primarily focused on 3 goals:

• Connecting to new customers
• Building customer loyalty
• Clearly demonstrating the value of marketing

These goals are not new -- the tactics used to achieve them are.

The most important thing is that a link is clearly understood to be a link. That way, when you scan the page you can immediately identify the links.

Last week I sat in on a TweetJam hosted by CMSWire on the theme of Customer Experience Management. What stuck with me was the topic of customer experience consistency across multiple channels both offline and online.

Someone commented on the fact that the Starbucks brand is not just represented by their graphic image but it is also the smell of coffee when you walk into the store that helps to represent their brand.

We live in a multi-channel world that offers customers varied touch points across Web sites, microsites, print, email, mobile and social networks. Every channel adds to the customers’ total brand experience --whether they are reading through product reviews, walking through the mall, reading an email on their phone, passing a billboard on their way to work, or checking into a store on Foursquare on their iPhone.

The key to success is to ensure that you have the ability to measure, react and engage across these various touch points in a way that is consistent. Consistency builds trust and trust is what will lead you to a loyal customer.

At OpenText we have worked with several customers that struggle with brand consistency both as a result of introducing new channels as well as inheriting additional websites through acquisitions. People’s United Bank is an interesting case study. They wanted to present a unified perception of their brand even as they moved from 3 websites to 11.

They also needed the people who authored the content to be able to push it out in real time across a variety of channels. When all was said and done, they found that they increased channel performance by 70% -- a great statistic. Check out this detailed interview with the People's United Bank project team.

Adobe has released some interesting findings in its new Digital Marketing Insights Report. Executives involved in marketing, e-commerce and retail sales need to pay attention -- tablets are taking over the PC/laptop.

The Internet is helping us move towards a more educated, prosperous, healthy and wealthy world.

‘Tis the season to reflect on the year that’s quickly coming to a close. Definitive lists of all kinds abound, from Facebook Top 10’s, Amazon’s 10 Best-Selling Books and, of course, Baby Center’s 100 Most Popular Baby Names (hello Sophia and Aiden).

In that spirit, I offer up my own list of sorts: The Content Management Surprises of 2011. So without further ado…

We compare in order to make the best decision. To do that we need to consider the opinion of both experts and crowds.

In a struggle to maintain leadership, Adobe announced the restructuring of its business to focus on Digital Marketing and Digital Media. The move cuts hundreds of full-time positions in order to better allocate resources to these areas. 

Adobe has recently launched a SaaS offering that helps businesses conduct A/B testing for rich media advertisements, which take into consideration various network- and hardware-based factors, such as CPU usage and user experience.

In "Sizing The Cloud", a report published by Forrester Research this past April, the analyst firm predicted that the total size of the public cloud market will grow from US$ 25.5 billion in 2011 to $159.3 billion in 2020.

An increasing number of global enterprises are turning to Software-as-a-Service (SaaS) solutions because of the speed, innovation and cost effectiveness Cloud technologies provide. However, one angle on the cloud that is not so often discussed is the ROI on its relative agility for marketers and content managers.

If this topic captures your imagination, join us this Thursday November 10th for a live webcast with leading Forrester analyst Tim Walters, PhD.

Forrester's Tim Walters will present the rationale behind the success of Cloud technology and explain how e-marketers can leverage its power to build successful digital enterprises.

Topics include:

• Discussing the root cause of dissatisfaction with current Web CMS and customer experience tools


• Stepping into SaaS on a project basis as an alternative to rip-and-replace of legacy solutions


• Exploring whether cloud solutions are an integration concern or whether there could be an integration advantage


• When is the right time to consider SaaS? Is this still an early-adopter market option?

You can reserve your seat here. The conversation kicks-off this Thursday November 10th at 10am Pacific / 1pm Eastern.

If customers get the first click right they have twice as much of a chance of completing their task than if they get it wrong.

Talk about stubborn. The 2011 State of Digital Marketing Report from Webmarketing123 says SEO is the number one source of leads for both B2C and B2B marketers. Still, those surveyed say they plan to increase their social media marketing budgets in 2012, ahead of SEO and pay-per-click.

While some people were speculating that Yahoo! would be up for sale soon, the company was lining up an agreement to buy interclick, a proprietary advertising and technology solutions provider.

There is a growing resistance to traditional marketing techniques. Today's customer is more logical, less emotional.

The reason Amazon is so successful is that theirs is a services culture rather than a product culture.