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Digital Marketing News & Analysis

OneSource Creates New Way to Search Big Data

To help businesses find useful insights in every growing amounts of big data, Massachusetts-based OneSource is reinventing search  – and changing its name to Avention to reflect its new direction.

Jonathan Flatow, Avention's CEO, told us the new name implies "avenue of invention" — something he believes suits the new search application. Designed for sales, marketing and business researchers, it uses natural language and semantic understanding to conceptually sift through mounds of data sources.  

A Look at LinkedIn's New Publishing Platform

Linkedin publishing platform

B2B marketers will soon have another way to reach audiences via LinkedIn. The question, though, is when it will launch, who will have access and what it will look like.

LinkedIn has created a new publishing platform for its members, allowing them to essentially blog within LinkedIn and create a following. When members publish a post on LinkedIn, their original content becomes part of their professional profile and is shared with their trusted network, according to a LinkedIn blog post.

LinkedIn members can follow other members that are not in their network and build their own group of followers. 

A caveat: LinkedIn now is only allowing 25,000 members to publish content on LinkedIn through its new platform. "We’ll be steadily expanding the capability to all members in multiple languages over the next few weeks and months to come," according to LinkedIn. You can apply here

Digging Inside Oracle's Acquisition Strategy

customer experience, Digging Inside Oracle's Acquisition Strategy

Oracle’s latest acquisitions show it believes Software-as-a-Service (SaaS) is for real, that CRM is a major growth space and that it must strengthen its cloud-based applications, analysts told CMSWire.

In December, Oracle, one year after it announced its $871 million buy of marketing automation company Eloqua, announced plans to acquire marketing cloud player Responsys for $1.5 billion

And last month, Oracle, led by CEO Larry Ellison (pictured left) scooped up marketing technology specialist BlueKai for what some say is an estimated $350 million to $400 million deal. 

“The big picture is they clearly see an opportunity to establish themselves as a major force in two places,” said Tim Jennings, chief IT analyst who covers Oracle for Ovum Research. “On a macro level, it’s the broad customer experience space, and specifically, the marketing world.”

3 Ways Marketing Can Increase Revenue From Big Data

How can marketing departments leverage big data to help their organizations increase revenue? Quite simply, by preparing sales to lead with buyer's concerns rather than waiting for the buyers to ask questions. Big data systems use new mathematical models to quickly extract and deliver usable business information from the ocean of data that’s created every second. The insights garnered from this data can help your company identify buyer concerns and structure your value propositions around those concerns.

The Internet of Things Will Reinvent Real Time Marketing

When a lot of people talk about real time marketing, brands like Oreo come to mind -- brands that have had success in reacting quickly to external events. One of the most popular examples is when the lights went out in last year’s Super Bowl and Oreo quickly tweeted a “You can still dunk in the dark” image.

While that type of quick reaction time and cleverness is great and certainly boosts brand awareness, relying only on the current events approach to real time marketing is unreliable and not necessarily beneficial in the long term. What’s ultimately more impressive --  and results in bigger returns -- is the ability to succeed in real time customer communication.

Does Your Trade Show Booth Attract Enough Attention?

customer experience, Are You Standing Out at Your Trade Show Booth?

The No. 1 trade show booth at a convention I attended in Dallas in 2008 featured guys with a Nintendo Wii. Back then, the Wii was the rage, and so was this company.

You had to reveal your contacts to get a crack at Wii bowling, if I recall. People were gutter-balling it badly, by the way, but undoubtedly were rewarded with some follow-up email promos.

The company stood out then. Now? Wii is sooo six years ago.

How are you making your marketing stand out at events? It was the subject of a B2B marketing LinkedIn exchange, and CMSWire talked to two of the marketers.

5 Things to Lessen Your Anxiety About Big Data

tom davenport

Let’s face it.  Most people don’t know what Hadoop is, how big a petabyte is or can even explain what wins big data can provide for their companies

And that’s OK.

When it comes to big data and analytics, there’s the hype — and then there’s the reality, said Tom Davenport, one of the world’s foremost analytics experts and author of Big Data @ Work.

Best in Show: Winning with Brand Excellence

Tales of Westminster: Winning with Brand ExcellenceDog lovers everywhere look forward to the Westminster Kennel Club Dog Show. This year the show was a little different. For the first time, all dogs -- purebred and mixed breeds -- competed in a new Masters Agility Championship. This competition can offer some important lessons for those who pursue brand excellence.

Spend Time Where it Counts with Predictive Analytics

Spend Time Where it Counts with Predictive AnalyticsThere's a whole new world of marketing out there folks. The old ways of reaching prospects and reeling in customers are no longer enough. TV, radio, print and even internet ads are the price of admission for companies trying to reach and engage customers. Successful marketing professionals now have to contend with social media of many different forms, in-app mobile advertising, and community development and management.

Should the CIO Report to the CMO?

It was the "wow" moment of the business conference.

Meghan Walsh, senior director of eCommerce Platform System Management for Marriott International, told the Gilbane Conference in Boston in December that the CIO reports to the CMO at her organization.

“Ooh.” “Aah,” came murmurs from the crowd.

Well into 2014 now, the topic of CIO and CMO is still a hot one. Do people believe it's an effective C-Suite strategy? Depends on who you ask and what type of organization it is, information technology and marketing executives told CMSWire.

Rackspace Emphasizes Digital Marketing Infrastructure

Companies deploying digital marketing capabilities have the technology experts. And they have those who specialize in customer engagement.

On the surface, that's two "very different" disciplines, said Gerardo Dada, product marketing leader for open cloud provider Rackspace Hosting.

Rackspace wants to merge those two worlds and today announced the launch of a new practice focusing on digital marketing infrastructure needs, Rackspace Digital. The hybrid cloud platform, Rackspace said, will help marketers engage with customers via websites, portal/extranets, mobile apps or online stores.

Having an "online presence" is for marketers "becoming more important than ever," Dada told CMSWire.

The Digital Marketing Disconnect

disconnect.jpg

Spending time as analysts do -- closely watching the vision that digital marketing vendors extoll to their customers -- it is difficult at times not to be caught up in the art of the possible. Watching demonstrations of customer interactions that cross desktop and mobile, SMS and email, and digital campaigns that effortlessly meet goals with barely a moment of manual intervention, can make for compelling viewing.

Education Trumps Promotion in IT Buyer Marketing

customer experience, Education First, Promotion Last in IT Buyer Marketing

Courting experienced B2B IT buyers through marketing campaigns?

Don't promote yourself. Well, at least not right off the bat. Offer prospective buyers something educational — and that could be your ticket to actual product promotion.

"Educational works best," said Jonathan Handler, principal of Jonathan Handler and Associates and a specialist in healthcare information technology sales who has experience as an IT buyer. "Especially for experienced B2B buyers. They simply expect educational content."

CMSWire talked with Handler about IT buyer habits after IDG Connect released its report, "Connecting Conversations to Content." This is the third part of a three-part series examining ways to connect IT buyers with the right marketing messages. Wednesday, Erin Bolton told us it's important to use social media, and yesterday, Geraldine Gray stressed the need to show, and don't tell, buyers what makes products great. 

News Bites: Mobile Native Ad Exchange, More Salesforce Integration

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What's new? Well, there's the first global exchange for mobile-first native ads, another way to integrate Salesforce with Google Apps, a digital asset management (DAM) conference in New York and help for mobile users  interested in editing Microsoft Office documents and other common file types.

This Week: Marketers Depend on IT + Dropbox Strikes Gold

Survey Says? Make Surveys Better
Forcing survey-takers to opt-out. Creating surveys that take longer than 15 minutes. Not including any open-ended questions. Doing any of this? Here are five ways to make your marketing surveys better

Oracle Gets BlueKai. What's Next?
Oracle Corp. appears to have an insatiable appetite for marketing technology. Its latest deal is BlueKai. Marketing wonks should keep their eyes on Marin Software, a provider of a cloud-based digital advertising management platform, as a possible buyout target

Making BYOD Work
BYOD is all but inevitable today, but you must create a comprehensive BYOD strategy that identifies which mobile devices, applications and services to support. It should also provide policies and procedures to guide help-desk and customer-service employees. 

Long Live Email Collaboration
With all the anti-email push out there, we need to allow people to collaborate with the tools that they are comfortable using. Email is comfortable.  

Why IBM's Cloudant Acquisition Matters
Feeling the pressure to innovate, IBM bought infrastructure-as-a-service brand SoftLayer last year, and it’s why they purchased big data-database provider Cloudant this week.  

Golden Days of Enterprise IT
These are golden days for enterprise (and wanna be enterprise) IT vendors. You don’t have to look any further than the (now confirmed) $350 million Dropbox raised last month to prove it. 

Tech Brief: Agile Digital Marketing for the Enterprise
Learn how integrating your marketing tools into one system can benefit your business.
> Download the Brief

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