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Digital Marketing News & Analysis

Wake Up! Your Businesses Needs A New Business Model

Every so often you find a “wake-up-and-smell-the-coffee-people” report. Gartner’s recently released 2015 CEO Survey: Committing to Digital is one such piece of research. The wake-up call here is for CEOs who think they're ready for digital business. Based on this research, it seems most are not.

Fixing this, according to Mark Raskino, research vice president at Gartner, will require substantial investment in the business itself. But that’s not all. What is really requires is a change in the way business is done.

Should You Open the Twitter DM Door?

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Man, do I hate it when I try to direct-message (DM) someone on Twitter, but can't because that person doesn't follow me.

First of all, who doesn't follow me? And secondly, why are they so privileged to not get my notes?

Alas, there's hope for me. Twitter opened that DM door this week.

Now, you can opt in and allow anyone to send you a DM. No need for them to be your follower to send them a message.

It's kinda like email -- if someone has your address, they can ping you, provided they opt in.

"We’re changing how direct messaging works so that it’s even easier for you to communicate one-to-one or with a chosen group of people, anywhere in the world," Twitter's Nhu Vuong wrote in an April 20 blog post.

I love this as a reporter. (So watch your Twitter inboxes, my trustworthy sources). 

I'm not the only one affected here. Think brands.

Are Your Execs Hindering Your Social Media Success?

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I've written often about the challenges B2B marketers face in turning the crank to generate social ROI. Specifically, how important it is to build quality social channels, set the right social media goals and create compelling content -- and how mobilizing your employees and brand advocates can help you get social traction much more quickly.

But maybe there's more to it than that.

SDL Banks on Data Integration in Latest Update

Digital marketers need tools that make it easy to orchestrate and optimize cross-channel interactions at scale. David Schweer, senior product marketing manager at SDL, provided that current industry snapshot in an interview with CMSWire.

It's the foundation of a product update Maidenhead, England-based SDL released today.

SDL released a new version of SDL Campaigns, a component of the SDL Customer Experience Cloud (CXC). Company officials claim it will help organizations orchestrate and optimize customer interactions across all channels through one single view of the customer.

The Latest Reality on Augmented Reality

Beacons have become the new black of 2015 — highly desired by retailers to enhance the customer experience.

Well, another technology, Augmented Reality (AR). is also gaining traction, although it’s more of an oldie that has come back in style.

Augmented Reality introduces new dynamics for strategy and analytics. Specifically, it offers opportunities for new customer experiences, and for new ideas in analytics measurement tactics that can make those strategies more valuable.

What if Marketers Got Paid By Commission?

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Imagine for a second that you run a sales division. Now imagine that your team’s goals are to show up for work, respond to emails, write compelling messages to their prospects and complete projects that their chain of command likes. The metrics they own are superficial, like how many emails answered, how many calls made and so on.

Do you think revenue would suffer with this approach?

Where You Need to Be in Coming Weeks (22-April-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: Why a Killer Website Starts with a Great CMS

Join CMSWire and DNN on May 7th for a one-hour webinar to better create personalized digital experiences using a focused CMS.

> Register Now

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Who Leads in Multichannel Campaign Management?

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Gartner made one change when it evaluated the leaders in its latest Magic Quadrant for Multichannel Campaign Management.

The Stamford, Conn.-based research firm upgraded Salesforce from a visionary to a leader.

Salesforce joins five leaders from the previous MQ — IBM, SAS, Teradata, Oracle and Adobe -- which analyzes vendors that promise to be multichannel marketing providers.

Gartner named SAP a challenger and cited Marketo and Sitecore as visionaries.

Ten vendors made it into Gartner's niche players quadrant for Multichannel Campaign Management (MCCM): RedPoint, Microsoft, SDL, Experian, Selligent, Infor, Pegasystems, Zeta Interactive, Pitney Bowes and AgilOne.

The Key to Analytics for the Masses

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When organizations discuss how to drive value from big data, they often focus on improving the customer experience through big data analytics. But they face a challenge here: Many of the employees who actually interact with customers are not sophisticated consumers of analytics.

Cashiers, call center agents and front line sales people rarely have analytics backgrounds or skills. And these same employees usually have little desire to dive into analytics.

So what’s an organization to do?

Does the Apple Watch Signal a Post-Browser World?

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The pre-orders are in, launch day is set and the Apple fanboys are lining up. On April 24 the Apple Watch will officially be available to the public.

But the fanboys aren’t the only ones watching out for this launch -- marketers are keeping their eyes on the Apple Watch too. It's billed as “an intimate and immediate communication device" which, for any marketer, suggests a goldmine of opportunities to connect with consumers on a device that is literally attached to them during most hours of the day.

PostUp: Our Email Is Better Than Yours

Email is the best marketing channel. So why not exploit it?

That's PostUp's thinking -- and today it announces an integration company officials claim will work better than anything else.

The email marketing provider has partnered with an email data platform to help its clients manage campaigns, optimize deliverability and analyze results within a single UI "with no technical effort."

Austin, Texas-based PostUp joins the Return Path partner program to bring its clients capabilities that include seed testing, render previews and device detection.

Officials at PostUp called email the "highest ROI of any digital channel."

They said their platform is designed for high volume senders and particularly suited to enterprise publishing, media and entertainment companies. 

Keith Sibson, vice president of product and marketing at PostUp, told CMSWire Return Path is a great fit because it is the "undisputed leader in email deliverability tools and intelligence," a fact Yesmail may dispute. He further claimed PostUp is the first Email Services Provider (ESP) to offer a "comprehensive integration of the Return Path tool set, fully baked into the email platform."

Where Are You? The Beacons Know

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Smartphones have become more advanced — and so has the promise of using them to deploy sophisticated location-based marketing technologies.

Location-based marketing is generally defined as the intersection of people, places and media. In this context, places range from the homes where we wake to the places we pass during our commutes to the offices or other venues where we spend our days — and back again.

One of the most exciting possibilities of location-based marketing is indoor location technology, which brings Internet-style tracking to physical spaces.

New technologies like indoor positioning systems offer not only new customer experiences, but also new analytics measurement tactics that can make marketing strategies all the more valuable.

Turn Your Data Into Smart Data

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Experts have proclaimed the end of the big data bubble for a few years now. Yet more and more companies want to be analytics-driven with analytics-oriented departments to take full advantage of the exponential growth of data points.

It's reported that marketers will spend an estimated $11.5 billion in 2015 on data and related solutions alone. Marketing, advertising and sales success hinge on back-end activities like analytics, collection and governance to predict and influence outcomes that impact the bottom line. 

To harness and convert data into stronger business strategies and overall profitability, approach data practices with a holistic integration of people, process and technology, following three key steps: collection, strategy and alignment.

Where You Need to Be in Coming Weeks (15-April-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: Why a Killer Website Starts with a Great CMS

Join CMSWire and DNN on May 7th for a one-hour webinar to better create personalized digital experiences using a focused CMS.

> Register Now

sponsored item

Marketo and LinkedIn Pair Up #MKTGnation

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Marketo stretched its marketing muscles today with a LinkedIn integration.

The partnership pairs Marketo's Engagement Marketing Platform with the professional networking site's lead-generation and nurturing solution. 

Officials announced the deal at the Marketing Nation Summit in San Francisco, San Mateo, Calif.-based Marketo's annual conference. 

The solution is designed to help marketers "bridge the gap between digital, social and offline channels" and generate "relevant conversations with customers."

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