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Digital Marketing News & Analysis

Retargeting and Reengagement in Mobile App Marketing

With millions of mobile options in app stores, competition for attention is higher than ever. That's why it's so critical for marketers to engage key audiences to ensure the longevity and visibility of their apps.

Mobile has moved in leaps and bounds over the past year to make an attempt to catch up with other online marketing techniques.

Mobile app marketing success used to be measured by the number of clicks on an advertising source. Then the focus moved to how many people installed the app. Now the industry is starting to realize that engagement and retaining valuable users is key to marketing success.

Mobile marketers are looking beyond the install to get the best value out of their user base.

The Real Secrets About Content Marketing

Remember the good old days when a CMO could build a roster for his digital marketing team and fill it with search gurus and social media ninjas?

It wasn’t that long ago, but back then marketing was obsessed with channels, and more specifically, how ads could best be inserted into each of those channels.

Today, we operate in a converged media space. What we once thought of as a series of separate channels (paid, earned and owned) are really one big channel, and consumers, who see thousands of brand impressions a day, can’t remember where those impressions occurred.

While that might be troubling for an advertising model, the truth is that we live in a world dominated by content marketing. That means consumers don’t care where they find their content, and you shouldn't either, because what really matters is quality of your content operation — not the channel.

Measuring Community Success: More Than Just ROI

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Social leaders ready to take the next step in their community journey now have access to a new assessment tool to help them evaluate their community’s strengths and weaknesses, and make better decisions to build more successful online sharing spaces for their employees, customers and partners.

The Community Performance Benchmark (CPB), developed by The Community Roundtable and released today, helps leaders understand how effectively their community management efforts are performing against organizational objectives. 

“Community management has evolved to the point where organizations understand the impact of communities and the best have created roadmaps and ways to measure value,” Rachel Happe, co-founder and principal of The Community Roundtable and CMSWire contributing author, noted in a press release. 

“However, goals simply tell you where you want to be, not how to get there. The Community Performance Benchmark gives you an understanding of where you are, your management gaps and your opportunities.”

Give Your Customers to Amazon - Or Do These 4 Things Instead

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As the holiday season approaches, online retailers need to step up their efforts to win and keep the online retail market share that Amazon (mostly) and other large e-retailers are quickly gobbling up.

According to Growth Champions, Amazon accounts for one third of US e-commerce, and “is growing twice as fast as online commerce in general.”

CMSWire.com recently spoke with CommerceHub founder and CEO Frank Poore about ways that retailers can succeed in an e-commerce world filled with heightened customer expectations and shrinking market share.

The Trick to Content Marketing? Keep It Simple #OOW14

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Content marketing isn't that complicated. Just create content, attract customers, close sales. Right?

Not really. Most marketers either miss some of the basics or put too much effort into creating the content itself, according to a pair of Oracle customer success consultants who spoke at Oracle OpenWorld yesterday.

In two presentations, Clayton Stobbs explained the fundamental of content marketing and his colleague, Lee Jorgenson, told how to get better results with less effort.

Put Away the Pumpkins: It's Holiday Time for E-Commerce Sites

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It’s October ... time for ghosts, goblins and things that go bump in the night, right? Wrong. Think sleigh bells and shiny objects like holiday lights.

The winter holiday season triggers an exponential growth in online shopping volume. “Many e-commerce sites do 40 percent of their annual transactions during these holidays,” said Tom Caporaso, CEO of Clarus Marketing Group.

If you handle this demand correctly, the season can gift you with a heaping helping of new, year-round customers. If you don’t, you may watch future profits disappear right back up the chimney with the guy in the red suit.

The Line Between Creepy and Effective Marketing

2014-01-September-Creepy-Bob.jpgThere's a fine line between effective, personalized marketing and an eerie feeling that “big brother” is watching. Unfortunately, being creepy is one of the most common perils of data-driven marketing. In an online environment, retailers can observe every single nuance of an individual’s shopping experience.

Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (01-Oct-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.)

You're Invited: Build vs. Buy Marketing Cloud

Join CMSWire and Tealium on October 14th. In this one-hour webinar, get leading industry advice on marketing cloud technology.
 

> Register Now

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Enterprise Marketers Still Struggling with Tech Integration

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This part goes with that one. Now that one connects there. Wrap that one into the next one. And plug it in over there.

It's a minefield of digital marketing technology for enterprises — and a challenge they haven't quite mastered yet.

Teradata Corporation learned this in its survey of 400 enterprise digital marketers and subsequent report, "Enterprise Priorities in Digital Marketing," which hit the streets today.

Digital marketers confirmed "that there’s a long way to go in terms of integration, of both data and of technologies," Michael Lummus, director of digital marketing solutions of Teradata Marketing Applications, told CMSWire.

Oracle Seeds BlueKai into its Cloud #OOW14

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Oracle's multibillion-dollar buying spree of marketing technology companies bore new fruit today as it announced the integration of its BlueKai data management platform with Eloqua's marketing automation tools.

The move allows the use of anonymized data from Eloqua with the analytical tools in BlueKai. That, in turn, allows marketers using the Oracle Marketing Cloud to identify additional characteristics about the people who respond to particular campaigns. 

Act-On Marries Marketing Automation, Web Phone Calls

digital marketing, Act-On Software Marries Marketing Automation with Web Phone Calls

People still make phone calls?

Act-On Software believes so. And the marketing automation provider is teaming up with a company whose platform tracks calls from websites and provides call analytics.

Act-On and Ifbyphone partner today in a merger where marketing automation meets call tracking. The companies announced the news today at the SMX East conference in New York. The merger enables Act-On's digital marketing customers, officials from each company say, to leverage Ifbyphone’s data to track calls from website visitors.

How to Build a Content Marketing Program from Scratch

2014-30-September-Start-Up.jpgA lot can change in a year. One year ago, I was the lone attendee from SAP at Content Marketing World 2013. We were looking for a way to create content that would resonate with our target audience and a strategy that would align with our goals.

Starting a successful content marketing initiative is an exciting and sometimes overwhelming undertaking. There are different ways to go about creating a program and the key is finding what will work best for your business.

How Google's Universal Analytics Help Segment Customers

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Segmentation is not new in analytics. In fact, it’s not new to marketing. Every product or service is meant for a segment in one way or another.

But the concept of “another way” has grown substantially thanks to digital media – and marketers are still learning how to manage segments well.

Razorfish Exec Shares Tips on Data-Driven Marketing

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What today's marketers can do, want to do and intend to do often doesn't match what they actually do in data-driven marketing.

In yesterday's CMSWire Webinar "How to Avoid Failing as an Always-On Marketer," Jack Lynch, vice president for data science at Razorfish, shared observations and advice based on his 20 years of experience with marketing technologies and analytics. The webinar was co-sponsored by Razorfish and Adobe.

Sounds of Silence Hamper CEOs on Social

Maybe they’re stuck in their ways, busy or just plain shy. Whatever the reason, there’s not much tweeting going on at the top.

A new survey shows that Fortune 500 CEOs aren’t using Twitter and nearly 70 percent shun all five major social media networks. And the decision may be costing them.

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