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Digital Marketing News & Analysis

This Week: Microsoft Enters Marketing + IT Preps for IoT Assault

Integration Risk for IBM?
A direct competitor has some direct comments on IBM's acquisition of Silverpop and how it may lead to integration struggles. IBM, meanwhile, remains confident.

Microsoft Plans Marketing Splash
Microsoft's director of worldwide product marketing said the company is going to capture marketers’ imaginations with its new platform.

Life in Mobile Enterprise
We continued to examine the mobile enterprise this week, discussing among other topics IBM's take on becoming mobile first and the mobile mind shift.

Why SharePoint is Hard
Deploying SharePoint requires organizational discipline. Unfortunately, most organizations have historically lacked the discipline needed.

Get Smarter in Tech
Check out Gartner's top 10 technologies that make governments smart.

Prep IT for Internet of Things
IT departments will be on the front lines of the IoT assault, especially when it comes to configuring, managing and updating all the devices that need to communicate and interact.

Build a Thriving Customer Community to Realize the Community Effect
Become a customer experience leader with the help of your customer community
Download White Paper

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Why Content Marketers Fail to Impress Google

With more than 70 percent of online searches happening in Google, it is no surprise that content marketers are constantly looking for new ways to use the search engine to realize ROI, be it by getting leads out of organic channels or by other attribution based metrics or means. However, content marketing seems to be losing its luster when it comes to impressing the search engine giant.  

5 Minutes with Vala Afshar

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Ask three marketing executives to define "social business" and you'll get three different views.

One may see the potential of using the big data of social media to enhance the customer experience. Another explains how collaborative social tools like Yammer enhance productivity. Some may see social business as a way to enhance brand. And they all may be right in the context of their own experience.

One thing upon which they would probably all agree upon is that we're just beginning to understand social business. To help shed light on the topic, we contacted Vala Afshar, co-author of The Pursuit of Social Business Success.

Mondelez VP Offers Food for Thought on Empowering Customers

Connecting with Bill Sobel

Mondelēz International may not be a household name yet, but its brands are. Think belVita Breakfast Biscuits, Cheese Nips, Chips Ahoy! Cookies, Chiclets chewing gum — and the seasonally appropriate Cadbury Creme Egg.

As vice president of global media and consumer engagement at Mondelēz, Bonin Bough knows them all. But he knows even more about mobile, social and using both to reach and empower customers. He's been described as a leader of the digital marketing revolution —"integrating mobile and social into all marketing campaigns and embarking on the next wave of social – empowering consumers to socially endorse products they love."

At Mondelēz — better known as Kraft Foods until a separation from its parent company in 2012 — he's responsible for leading and developing partnerships and omnichannel customer experiences that span all forms of media. (In case you wondered, monde means "world" in several languages and delez an alternative to "delicious.")

A magazine fanatic and Lego advocate, Bough is Twitter champ, with more than 14 thousand followers. He co-authored the 2010 book Perspectives on Social Media Marketing and has been recognized as one of business' hottest rising stars on lists complied by Fortune, Fast Company, Ebony and The Internationalist.

Getting Started with Digital Asset Management

Getting Started with Digital Asset ManagementDAM education materials used to be scarce. We had Peter Krogh’s now legendary DAM Book, but the book’s “Digital Asset Management for photographers” subtitle left a sizable portion of would-be DAM professionals feeling left out. (Even though they should have read the book anyway.) There were a few other books, but they were either a. also for specific audiences or b. were so old that one had to wonder if, by press time, DAM’s best practices were still yet to be invented.

Things have changed. 

Important Innovation vs. Endless Expansion in WCM

Important Innovation vs. Endless Expansion in WCMWeb Content Management (WCM) is in the middle of an important innovation phase. That's right, I said it. “Innovation” because we are seeing new, as yet unmet, challenges being addressed with new capabilities. And “important” (as opposed to “trendy”) because our experience is that many of these new capabilities from WCM providers sit squarely on fixing things that don’t happen in a customer’s browser window.

Companies Fail to Follow Web Leads

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A third of potential customers who request information or quotes online never receive a phone call in response to their requests.

According to a new report from Velocify, a provider of cloud-based customer relationship management (CRM) sales software, that's just one indication that companies are dropping the ball when it comes to responding to qualified buyers online.

The report, Fortune 100 Online Buyer Experiences Study, was conducted to measure how well the largest companies in America address online inquiries from both B2B and B2C customers. And it shows most companies have "considerable room for improvement."

Marketers: Make Mobile Ads More Relevant, Compelling

customer experience, Breaking Through the Mobile Haze with Relevant Ad Strategy

Organizations that advertise in mobile using a comprehensive mobile-first strategy rather than waiting on flashy technology to do the trick will win, according to new research by Forrester.

The report, Mobile Advertising: It's Time To Get Personal, claims marketers are not delivering when it comes to mobile advertising.

Without mobile-first marketing, organizations miss the opportunity to make their ads effective, said report author Jennifer Wise, a Forrester Research analyst focused on mobile marketing.

"Your mobile customer turned to his phone in that moment to do something else, whether it was to entertain himself with Candy Crush, get directions or read an article," Wise said. "Since you are 'borrowing' from this experience with your ad, that ad has to be respectful of the experience and compelling enough to get them to switch gears and focus on your brand. This means they require a new level of integration and relevancy."

Microsoft Dynamics Will 'Capture Marketers Imaginations'

2014-16-April-Jamie-Fiorda

So the Big Guy is coming to marketing sometime this quarter.

Microsoft Dynamics Marketing. A 35-country launch. Ten languages. Scared yet?

“We’re really going to capture marketers’ imaginations around our customer and marketing analytics,” said Jamie Fiorda, director of Worldwide Product Marketing at Redmond, Wash.-based Microsoft.

“Every marketer is trying to prove his value and prove his investments are making an impact. What we can do with Microsoft Excel through Power BI is truly beautiful, amazing and simple.”

Will an industry drowned in marketing software bite on Bill Gates’ old stomping grounds? Has Adobe, Salesforce, Oracle, SAP, IBM had their heyday, and will Dynamics Marketing have the SharePoint effect?

Get Serious About Your Brand's Mobile Presence

Mobile gives brands a significant opportunity to reach consumers on the go, but many haven’t been able to figure out the right way to deliver a quality mobile experience. A poorly designed mobile site can create a disjointed, confusing and cluttered experience which doesn’t foster brand loyalty or drive sales -- all important goals for brand marketers. It’s not just about creating a great desktop website and squeezing that onto a smaller screen. Brands need to think about mobile first design.

Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (16-Apr-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

7 Key Features of Customer Community Platforms
Understand the benefits of customer communities, assess your readiness, and choose the right community platform.
> Download the Guide

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Is Marketo the Next Acquisition Target?

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Despite what seems like one acquisition after the next in the marketing automation space and the fact many analysts consider Marketo a likely buyout target in the group, the cloud-based solutions provider remains independent.

It’s not like the company isn’t delivering strong results: revenue last year jumped 64 percent to $95.9 million. The customer base now totals more than 3,000 and Marketo boasts a subscription dollar retention rate of 100 percent during the past four quarters.

There are also signs Marketo has plans to grow its business even more.

At the JMP Securities tech conference in early March, Marketo CEO Phil Fernandez said lead management is considered a top function in marketing automation because it helps marketers build personal, long-term relationships with buyers, something that’s critically important in the business-to-consumer (B2C) market in addition to in Marketo’s core business-to-business (B2B) market. 

5 Minutes with Forrester's Melissa Parrish

Thumbnail image for 2014-10-April-Melissa-Parrish.jpgMaybe it's a phone on a bus, or a tablet in a store or the laptop on your coffee table. Maybe you're wearing it on your wrist or over your eyes. Whatever it is, it knows who you are, where you are and the best way to reach you at any moment.

That may seem a little creepy until you consider you bought those devices to get helpful information, and in order to help you, they need to know the who-where-when-why of what you're all about. Of course, marketers want that info, too.

In the parlance of Melissa Parrish, this makes you "addressable," and it's transforming the very nature of marketing. About half of US online adults are now "always addressable," she says, and the number is rising oh-so rapidly.

Twitter Gets Its Grip on Gnip

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Twitter has just announced that it is buying social data harvester Gnip, but it hasn’t explained how it intends to make money on the back of the deal.

Neither has it explained how Gnip will sit with Twitter once the deal has closed, nor indeed, what is likely to happen in the future.

Maybe it’s a bit premature to be looking for answers to questions like those given that the deal was only announced this morning, but details about how this will unfold over the coming months are so scanty that you’d almost think Twitter doesn’t really know how it is going to incorporate Gnip into the fold. It hasn’t even disclosed how much it paid.

Adobe: IBM's Silverpop Deal Could Trigger 'Nightmare'

customer experience, Adobe Calls IBM's Silverpop Acquisition a 'Nightmare'

IBM’s acquisition of Silverpop will create “headaches” for marketers using Big Blue platforms because of “silo problems” that will lead to a potentially expensive “integration nightmare,” according to a top official at Adobe, a leading competitor.

Suresh Vittal, vice president of marketing strategy for Adobe’s Digital Marketing business, told CMSWire that IBM, which typically sells to CIOs, is trying to hand marketing to IT.

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

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