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Digital Marketing News & Analysis

Q4/Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (10-Dec-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: Website Redesign - Strategy First, Tactics Second

Join CMSWire and Ektron on December 16th for a one-hour webinar on defining your brand and retaining customers through your web presence.


> Register Now

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Discussion Point: To Cross-Post or Not to Cross-Post on Social Channels

Discussion-Point-640x480.jpgMarketers are falling short when it comes to building real social relationships with their customers.

This from the recent Forrester report, "Social Relationship Strategies That Work," which suggests that more often than not, the carefully crafted messages they post on social media essentially go off into space. Customers either miss them or ignore them. “Top brands Facebook and Twitter posts reach only about 2 percent of their fans and followers, and less than 0.1 percent of fans and followers interact with each post,” according to the report.

It's a crowded field and businesses are looking for effective strategies to engage with customers on social media.

This means answering more detailed questions about how, when and what to post. To save time, some marketers cross-post content on social channels -- is this a good or a bad idea?

One-Size Fits All Selling Backfires with Small Businesses

2014-09-December-Too-Big.jpgThe sales process most B2B enterprise sales people follow is loosely based on a generic model of the customer decision journey for medium to large companies. The problem with that approach is this: Small businesses have their own purchase journeys and behaviors. To lump them together with larger businesses mean missed sales opportunities and increased churn.

While some small business purchase behavior is similar to their larger brethren, most B2B sales people don’t recognize they differentiations between how the “S” of SMBs purchase. That translates into frustration for the small to medium business owners, which means lost sales opportunities or a longer sales process with stops and starts for vendors.

Not a Rumor: Accel-KKR Invests in EPiServer

Say what you will, but sometimes the scuttlebutt that emerges through Twitter (and that we report on) happens to be the truth, or pretty close to it anyways. We can now confirm that Accel-KKR has made a “majority investment” in (and may very well own -- read on) EPiServer. This news comes to us direct from EPiServer, which says that it can’t provide further comment right now.

Hats-off to Martin Henricson, CEO of EPiServer, for letting his customers, partners, employees and anyone else who might be affected by the news know that there’s something significant going on.

Content and Commerce: Where Do We Go From Here?

2014-08-December-Weather-Vane.jpgForrester said it best in the title of a report: "Content and Commerce: The Odd Couple or The Power Couple?" According to the report, companies need cohesive digital customer experiences, but marketing and e-commerce groups often operate in silos with differing objectives, leading to a poorly integrated digital presence that confuses the customer, is difficult to manage and leaves revenue on the table.

IDC's Look at the Future of Social Technologies

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It’s that time of year when everyone is looking back to see how they've done and looking forward to see how much more they can do. And according to Framingham, Mass.-based IDC (International Data Corporation), social technologies can be a major driver of organizational transformation in 2015.

Want to Retain Your Customers? Get Personal

Many marketers are stuck in the personalization slow lane. Personalization is no longer a luxury reserved for big players like Amazon but is an expectation. So marketers who want to keep up with the competition must employ a personalization strategy. The good part? It's easier than ever to get on board with personalization. A number of tools exist that will amass customer data for you and provide you with opportunities to tailor your customers' online experience.

But there's one area where personalization can have impressive effects -- customer retention.

Videos for Experiences, Sounds for the Sightless, Pictures for Words

The latest in personalizing, opening doors and enhancing from the Melting Pot, Utah's Dixie, the Birthplace of American Liberty and The City.

Promoter.io Gets $1M to Grow Customer Loyalty

San Antonio, Texas-based startup Promoter.io has raised $1 million and launched a new software platform that it claims helps you better understand and leverage your most loyal customers.

The company will use an established loyalty metric and methodology known as the Net Promoter Score (NPS) to rank the loyalty of a customer database. Promoter.io's software will use NPS to help companies understand how loyal their customers are and cultivate the strongest "promoters" to help build the company's products and brands.

Marketing to Millennials: You're Doing it Wrong

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Millennials have it rough. Not only have they come of age in the worst economy since the Great Depression, but log on to any news site and you’re likely to find them assailed by older generations as selfie-taking, text-a-holic, unemployable idlers.

But perceptions of millennials are beginning to shift. A number of recent articles point out that millennials are not somehow worse than boomers or gen X, they’re just different. These differences touch many aspects of millennials’ lives -- from work ethic and prioritization, to spending habits and how they use technology.

As a demographic, they present obstacles for marketers. To understand these obstacles and overcome them, it’s important to first understand what makes millennials tick.

When Marketing Automation Meets Salesforce #Gilbane

The Boston-based WGBH Education Foundation relies on donations. It's a public media entity.

So it also relies on technology to manage donations. Salesforce CRM. Marketing automation tools.

Cate Twohill, senior director and managing partner of CRM services at the WGBH Education Foundation, has her hands on the pulse of the organization's digital network and management of its donors. It's a job that comes with challenges. It recently uncovered and corrected more than 80,000 duplicate donor profiles and must manage donor relationships in a way that powers engagement.

Dear Marketers, Thanks for Ruining My Holiday Shopping Experience

2014-04-December-vintage-christmas.jpgMy earliest memories of my late father include heading out to scoop up bargains on the day after Christmas. What, I wondered at the age of four, could be better than buying plastic reindeer and strings of fat multicolored bulbs for 50 percent off — 364 days before you'd ever want to use them?

Nothing, I concluded. It was fun, even exciting, a way to effectively extend the magic of the holiday just a little longer.

And now, through a flurry of ill-conceived marketing, the fun is over. Some Master Marketer who clearly lacked access to a calendar decided that After Christmas Sales would be even better before Christmas. And that triggered a rash of related, equally annoying decisions to accelerate sales of all kinds.

Black Friday on Thursday, anyone? How about Cyber Monday on Saturday? Why don't we just have sales all month long?

But that's not all. After the sales are accelerated, many of them are extended — so all those Cyber Monday specials are still out there on Thursday.

How to Engage Affluent Consumers

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With holiday spending in full swing, companies that are best able to engage affluent customers, especially online, will no doubt be a lot jollier than their competitors. In fact, according to a report on affluent audiences, online purchases by those with larger incomes have risen significantly in just the last year.

So, what’s the secret to getting (and keeping) the attention of affluent customers long enough for them not to abandon their online shopping carts?

From paid ads to guest blog posts, we gathered some great tips on the subject from four digital experts willing to share their ideas.

How a Juggler is Shaping the Future of the Internet

Thumbnail image for Connecting with Bill Sobel

Boris Veldhuijzen van Zanten is a serial entrepreneur, blogger, speaker — and a guy who likes to "link to things that inspire me or make me laugh."

What else would you expect from a man who went to the circus school when he was 15, and once, in 1987, held the distinction of being the only person in The Netherlands who could juggle 7 balls?

He's also co-founder and CEO of The Next Web (TNW), a company that manages several initiatives focused on international technology news, business and culture. More recently he startedTwitterCounter.com, which he describes as a combination of Feedburner and Google Analytics for Twitter.

Starting companies is apparently something the Amsterdam-based businessman just likes to do. In 1997, he launched his first company, V3 redirect services, a redirect service that was acquired by Fortune City in 1999. In 2001 he founded HubHop, a WIFI hotspot service, which was acquired by the Dutch telecom operator KPN.

Since he has started several projects and companies in addition to The Next Web, including TNW Conference and Fleck.com.

Q4/Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (03-Dec-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: Website Redesign - Strategy First, Tactics Second

Join CMSWire and Ektron on December 16th for a one-hour webinar on defining your brand and retaining customers through your web presence.


> Register Now

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