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Digital Marketing News & Analysis

Google Enters Domain Market

Domains are being reborn into a marketer's dream come true. Having exhausted many of the best ones that end in .com, companies will now be able to explore new top level domains such as .guru, .wiki or .apple. And this market now has a new entrant -- the 800-million pound gorilla known as Google.

Before looking at the impact Google might have on this new domain market, let's review the new landscape of Generic Top Level Domains, or gTLDs.

Why Marketing Automation is a Must

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Imagine engaged and nurtured customers, who enjoy personalized, quality content that you deliver to them at the right place, at the right time, on the right device … customers who love your brand so much they just keep buying your products.

Meanwhile, your sales and marketing teams feel empowered to do their jobs better and act accordingly to sell your products more effectively.

Fantasy? Not exactly. One of the technological ways to get to this digital marketing Garden of Eden is marketing automation.

Time Warner Cable EVP and COO Shares Secrets of Great CX

Connecting with Bill Sobel

Mention Joan Hogan Gillman, and people in media and advertising tend to listen. Gillman is executive vice president and Chief Operating Officer, media services, for Time Warner Cable, where she leads the effort to deliver advanced advertising, data and interactive solutions for advertisers and network partners.

Gillman joined TWC in May 2005 as vice president of interactive TV and advanced advertising. But she's been on the cutting edge of new technology in media and advertising since 1995.

From 1995 to1997, she served as vice president of marketing for Physicians’ Online, an Internet Service Provider (ISP) for the healthcare industry. From there, she made the jump into digital TV when she moved to the UK to head the business development, regulatory and legal teams for British Interactive Broadcasting, the digital and interactive TV joint venture between BSkyB, BT, HSBC and Matsushita. After returning to the US in 2001, Ms. Gillman served as president of Static2358 when it was an interactive TV, games and production subsidiary of OpenTV.

Why Sitecore Invested in Danish Social Media Marketing Platform

Sitecore took a large minority investment into a Danish social media marketing platform two years ago.

It still likes it.

The San Francisco-based customer experience and digital marketing provider announced today it has acquired a majority stake in Komfo, the Danish social media marketing and community engagement application provider. Sitecore's investment, officials say, will extend Komfo's presence in global markets and forms the basis of Sitecore's social media product roadmap through a product called Sitecore Social Powered by KomfoTM.

Omnichannel Experience is a Matter of Perspective

2014-08-July-Eye-Exam.jpgOmnichannel is rapidly taking over the customer engagement conversation, but it's more than just a new label. Omnichannel, according to the Winterberry Group, is defined as “seeking to promote a long term, channel agnostic approach to managing and optimizing (customer) relationships.” Customer engagement (or experience if you prefer) is defined by New Business Strategies as “a buyer’s satisfaction and perceived benefit with or about a brand’s messages, people, processes, products or services, through any interaction across all touch points over a relationship’s lifetime.”

Both focus on understanding how to engage with customers across the entire lifecycle of the relationship. They differ in their perspective. Customer engagement centers on the customer’s behavior as a result of her emotions, opinions and reactions to brand encounters. Omnichannel focuses on how brands can and should engage with customers.

Digital Marketers Love Email, Track ROI by Site Visits, Still Use Print

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Digital marketers still use email marketing as a primary function of their marketing strategy, measure success by visits to their websites and have yet to abandon traditional marketing outlets like print.

Those are some of the findings in a new Sitecore trends report, "Uncovering the realities of today’s digital marketing landscape."

Do Omnichannel Principles Work for B2B?

2014-07-July-Magic-8-Ball.jpgYou may be familiar with the poster children for omnichannel B2C marketing -- Tesco, Macy’s and Nordstrom’s. The companies gained significant admiration for their ability to gain insights from shopping patterns and then offer that same user the perfect pair of shoes, or coupon, whenever they are ready to purchase -- be it in store, in-app or online.  

In the B2B world text messages, in-store shopping and coupons are close to irrelevant. Impulse buys never happen, acquiring a new customer unsolicited is unlikely, and while e-commerce does exist, its intent is entirely different. It’s not surprising that omnichannel is not a hot buzzword in this space.

The question remains “why?” Is it because it’s not relevant or because it’s relevant, but still too complex to generalize? Will omnichannel as a trend carry a significant shift in how we operate in the entire business world in the next few years?

5 Things Marketers Can Learn on the Fourth of July

2014-4-July-fireworks-in-Hobokan-NJ.jpgIndependence Day is an uniquely American holiday, replete with examples of exactly what happens when you give freedom to a rag-tag group of descendants of fanatics, misfits, debtors, dreamers and people relocated against their will.

There's Nathan's Hot Dog Eating Contest, held at the fast food restaurant's original location on New York City's Coney Island every year since about 1972. The world hot dog eating record is held by Joey Chestnut of San Jose, Calif., who ate 69 hot dogs and buns in 10 minutes — a feat that at best can be considered bewildering.

In a 'Troubled' WCM Sector, Analysts See 3 Innovators

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Fireworks may explode in the night sky as the US celebrates the Fourth of July weekend, but things are much quieter in the web content management market.

The frenetic pace of nine-figure WCM acquisitions of the past four years ended before Christmas, and the once-deep river of venture capital funding for fledgling players ran dry long ago.

Market shifts and technology trends -- the somewhat surprising strength of mobile, the stampede to Software-as-a-Service (SaaS), a growing infatuation with digital marketing -- were missed by many players, leaving the field "fragmented" and "troubled," according to fresh research by Matt Mullen and Alan Pelz-Sharpe at 451 Research.

This Week: The End of Disruptive Tech + Google's Dive into Enterprise

Goodbye to Disruptive Tech?
Is disruptive innovation crossing the chasm or jumping the shark

Set Social Media Marketing Goals
Most B2B marketers don’t understand there are four stages to social media.

You Could Work in Montana, Too
Working from home in rural remote areas has perks, too.

IBM's Social Software Advance
Forrester loves them. Gartner does, too. Now, IBM's Connections gets another boost.

Google's Enterprise Foray
Google just entered -- and may have won -- the file sync and share market in the Enterprise

Hadoop Vendor to IPO?
What will MapR do with $110 million?

Real ROI From Social in 5 Steps
Reap the Most Out of Your Investment
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So What's In An American Marketing Message, Anyway?

digital marketing, So What's In An American Marketing Message, Anyway?

Americans take a break this week to celebrate their country's 238th birthday.

Should marketers? Not really.

Thanks to technology, there are marketing opportunities at every moment of every day. "Happy Fourth, Sally. Enjoying your burger? Here's some software your company may want to munch on." OK, that was tacky.

But as we do in fact toast to ourselves and our independence, we thought we'd pick the brains of some pros about marketing to Americans:

Sales and Marketing Strategies from the #WorldCup

digital marketing, Five Ways Marketers Can Empower Sales With Strong Leads

World Cup soccer is a marketing goldmine. Just ask McDonald's.

So what lessons can we apply from this major sporting event to B2B marketing and sales? Officials at marketing software provider CallidusCloud say record-breaking viewership confirms that quality performance can deliver high returns. And this is a lesson that can be applied to sales and marketing.

Giles House, chief marketing officer at CallidusCloud, said marketers should try to balance the needs of sales when they pass on leads.

House shared five steps every marketer should take to keep the sales team supplied with quality leads.

Avoid Logic Wobble in Your Data-Driven Marketing

2014-03-July-Human-Tower.jpgOnline, offline, point of sale, attitudinal, media, advertising -- bringing together all of these disparate data sources to create a cohesive, accessible whole to produce actionable insights requires dealing with a tremendous amount of ambiguity. What data source to use? Which records to filter out? Which dimensions should be included for segmentation and drilldowns?

When multiple independent actors make these decisions without centralized guidance, logic will start to wobble.

Q2/Q3 Planning: Top Marketing Technology, Social Business Conferences & Events (02-July-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.)

Webinar: Forrester on Agile Marketing -- Creating a New Generation of Enterprise Digital Experience
Join Forrester Research, Zoetis and CMSWire on July 9th at 10:30am PDT / 1:30pm EDT. Hear from Forrester's Anjali Yakkundi about the lastest digital experience trends.
 

> Reserve Your Seat Now

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Social and Digital Channel Diversity Drives Engagement

2014-02-July-Mr-Softie.jpgMultichannel marketing -- interacting with customers through many channels at once -- is the flavor of the month in marketing. In theory, by communicating across social and digital (and perhaps physical and broadcast) channels, better engagement is possible. Like so many marketing buzzwords, one has to wonder if this is a lot of hype or if it is an important concept that everyone should integrate into their best practices.

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