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Digital Marketing News & Analysis

Marketers Are Mastering Digital Advertising, Adobe Suggests

Adobe's fourth quarter 2014 Digital Advertising Report shows digital advertising is becoming increasingly efficient — and that smart advertisers understand the nuances of customer behaviors, including the top days of the week for search.

The report analyzed search and social media data and trends around Google, Yahoo/Bing and Facebook. It's based on more than 500 billion Google and Yahoo Bing ad impressions and some 400 billion Facebook post impressions gathered throughout 2014.

The key take-aways:

  • Google Shopping Ads grew dramatically over the holiday season as expected, outperforming text ads eight times over.
  • Digital advertising continues to become more efficient with click-through-rates (CTRs) growth outpacing cost-per-click (CPC) growth.
  • Certain days of the week are better than others for certain ads — for example, Sunday is best for mobile ads, Monday for desktop ads and Friday for Facebook ads.
  • Despite a change in Facebook's algorithm that forced businesses to buy more ads, retailers still turned to Facebook during the holiday season to drive sales.

News Bites: Celum, Xerox, Google, Oracle, More

The latest in processing, collaborating, sharing, restoring, understanding, integrating, expanding and joining from the Spinach Capital, the West's Most Western Town, Oyster Town, The Land of Milk and Honey, the Birthplace of Aviation, Powder City and the City in a Garden.

Retail Leads in Customer-Focused 'Modern' Marketing

Retail is leading the way when it comes to more customer-focused modern marketing practices, according to a Forrester Consulting study commissioned by Oracle.

Andrea Ward, vice president of marketing, Oracle Marketing Cloud, said the retail industry has a long tradition of being customer-centric. "By embracing new data technologies and taking an integrated marketing approach, retailers are able to create a digital dialogue with their customers and deliver the right messages at the right time," she noted.

Forrester surveyed 523 marketing decision-makers across a range of industries in the United States, United Kingdom, Germany, France and Australia to evaluate marketing’s maturity in targeting, engagement, conversion, analysis and technology.

The first part of the study, released last October, found that organizations embracing a modern marketing strategy make more money, are seen as industry leaders and create better workplace environments.

Further analysis of the data, released this month, found modern marketing adoption rates vary from industry to industry, with some industries embracing marketing technologies and associated best practices faster than others.

4 Ways Marketers Can Move Mobile Advertising Forward

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On the heels of recent research centered around how companies are falling short with mobile marketing, comes a new report — this time with similarly disappointing findings around mobile advertising, in particular.

The AdExchanger Research report, titled Mobile’s Unmet Potential (available for purchase), finds that although marketers, technology providers and agencies surprisingly share the same vision for the future of mobile advertising, no such agreement exists regarding how to achieve that vision.

Think Only Marketing Owns Customer Experience? Think Again

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Customer experience management usually lands in the laps of the marketing team. After all, they’re the ones who are responsible for fostering the relationship between the brand and the customer.

The idea that customer experience is exclusively a marketing problem is a little shortsighted for any business. For the multichannel retailer, it’s flat out incorrect.

Can Advertisers Reconnect With Cord Cutters?

Advertisers are struggling to reconnect with cord cutters — people who have abandoned cable and broadcast television in favor of online streaming services.

While TV advertising is in no real danger of going bust any time soon,  a new report shows that Internet ad revenues now surpass those of broadcast TV.

As a result, it's become more challenging to get advertisements in front of over-the-top (OTT) content viewers who have shifted to the screens of mobile devices. OTT refers to delivery of audio, video and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.

But Rick Miller, vice president of customer insights at Networked Insights, said this shift also presents opportunities for advertisers who can align their TV media buys with the right online programming faster than their competitors. “We expect the profile of the 'typical' OTT viewer to change a lot as the segment matures, but today these consumers have distinct habits,” he said.

Rev Up Your Content and Mobile Customer Experiences

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Congratulations. Your organization is moving down the digital transformation road with content and mobile strategies. There’s no turning back.

But are you exceeding audience expectations with a variety of digital, human and hybrid touches? If you’re unsure, your organization’s content engine -- or a more advanced stage known as a Culture of Content (CoC) -- might need oil or an overhaul.

How to Story-Sell without Annoying Your Customers

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Creating online experiences that are content-rich as well as easy to transact have become a holy grail for marketers and merchandisers alike.

Apple Profits Pop With iPhone 6 Sales at Home and Abroad

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Apple isn't breaking a sweat over slipping iPad sales: iPhone sales are making up the difference.

In fact, it sold 74.5 million iPhones in the past quarter, some 12 million more than predicted. And that helped generate the largest profit in Apple corporate history: $18 billion on revenues of $74.6 billion.

Apple's cash pile is now $178 billion, which means that if it was in the right frame of mind, it could buy IBM ... although IBM actually isn’t all that appetizing.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (28-Jan-15)

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.)

You're Invited: Live SharePoint Video

Join CMSWire and RAMP on Feb 3rd for a one-hour webinar to learn more about how enterprise video is going live.

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The Value Exchange Equation is Shifting

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Marketers are hungry for customer data. Every piece of information about a customer and their interactions with a brand helps marketers create complete customer profiles and guide the ultimate strategy behind the sell. From methodically timing each touchpoint with a potential lead, to personalizing digital content on a website to show each unique visitor what they’d most like to see, the link between data and marketing decisions is undeniable.

But this data isn't always readily available, and customers are hesitant to provide brands with the personal information needed to create this free exchange of profiling and personalizing. The reason is simple -- customers don’t see the value in sharing data.

2015 M&A Surges, Set to Break 2014 Records

It's fitting that 451 Research released a study on merger and acquisitions (M&A) on the same day CMSWire shared the news of yet another tech industry merger.

The new research shows that M&A will continue this year — even faster and more furious than in record-setting 2014.

Last year, about $439 billion was spent on tech acquisitions, the most since 2000. The two biggest deals: Comcast's acquisition of Time Warner for almost $70 billion to top the list in February and AT&T purchase of DirecTV Group for “only” $67.1 billion in May.

There were also a number of large M&As involving less well-known brands:  Medical device giant Medtronic acquired Ireland-based Covidien plc in June, and Swiss-based building materials company Holcim bought French cement, construction and concrete supplier Lafarge.

A Slimmer SDL Takes on the CXM Gorillas

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Sometimes less is more, as SDL claimed yesterday when it chopped its customer experience (CX) suite down to four parts from seven while boasting it now has the only global-ready CX suite.

SDL's Customer Experience Cloud V2.0 consists of Digital Experience, Knowledge Center, Customer Analytics and Language.

The strategy, which was first reported by CMS Wire in mid-November, plays off SDL's products in language to distinguish the US- and UK-based firm from bigger competitors on both sides of the Atlantic.

IDC Sees Steep Climb to Optimized Customer Experience

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If 2014 was the year when marketers added "customer centric" to  their vocabulary, this should be the year many of them turn those words into actions. 

But how? To help, IDC Research has published a MaturityScape report that presents a five-step process to go from the first tentative stage to optimizing the customer experience (CX). Sound simple? Actually, it's a pretty steep climb.

"Some of them are on the journey, and it's more about how to get started," said Mary Wardley, IDC's vice president for enterprise applications and CRM software. "This is to give them some sort of roadmap."

Week in Review: No More BYOD + Egnyte Ups EFSS Stakes

Ready for the CX battle?
One awful customer experience taught us lessons.

Mark Cuban: Wired for Competition
CMSWire's Bill Sobel sat down with the legendary NBA owner.

Forget BYOD, HP Says
HP doesn't want your personal devices at work.

Terminate the Status Meeting
It's time for more productive gatherings in the workplace. 

Stealing Box's Thunder?
Can Egnyte light an EFSS fire? 

US Crackdown on Cybersecurity
Security experts analyze President's State of the Union. 

The Definitive Guide to Engaging Content Marketing 
Create Valuable, Relevant Content to Attract, Acquire & Engage Your Audience

Get the Guide

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