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Digital Marketing News & Analysis

News Bites: Qstream's New Scenarios, CredSpark's Social Quizzes, More

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August beckons, and, in the news over the past week: Qstream has updated its sales-based scenarios, Vidyard is now playing nicer with Salesforce's Pardot, CredSpark has released embeddable social quizzes, and Exponential Interactive unveils three new interactive ad formats.

The Future is Programmatic

Since the first banner ad was served in 1994, digital media has been on a steady course of evolution.

In the past 15 years, the ways in which digital media has been bought, sold and measured changed at a reasonable pace, making it fairly easy for advertisers and publishers to keep up with the latest trends. However, the last six years, specifically, have seen a rapid shift in the digital media ecosystem.

New technology-based solutions have continued to propagate in an effort to provide buyers and sellers with more efficient and effective ways to buy digital media, and the explosive growth of the Internet has provided publishers with an unprecedented amount of ad inventory.

To manage the massive scale of this digital adverting jungle, new technologies are now easing the process of buying and selling advertising through automation or, as it’s termed today, programmatic.

Shift Your Thinking About Content Marketing

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For B2B marketers, there’s no question that content marketing is a key initiative. And these days, it seems everyone is sharing his or her content marketing best practices, promising marketers that if they could simply do X, Y and Z, then success is all but assured.

But I’ll let you in on a little secret: you can never win at content marketing using best practices alone. 

Throwback Thursday: 10 Great Stories You Might Have Missed

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As a team that collectively suffers from FOMO — fear of missing out — we realize the angst that potentially missing great content can create. So if you've ever wondered: "What smart, insightful and relevant information slipped my attention on CMSWire recently?" ... We've got you covered.

On this summer Thursday, we invite you to kick back, relax and read (or re-read) 10 of our top stories from the past three months. 

CPM Rises, CPC Drops for Facebook Advertisers

Advertisers are becoming more sophisticated in their Facebook advertising strategy. That's one of the key takeaways in the latest data about global Facebook advertising from social marketing software provider SHIFT.

Of course, Facebook is a big target, with seven percent of the total digital ad spending in the world. The data in the report is based on activity from SHIFT's advertising platform, its Open Marketing Cloud for social ad campaigns that was introduced in spring of last year.

"Advertisers are beginning to learn how to leverage the user data available to them," SHIFT co-founder and CEO James Borow told CMSWire. They are also "applying that data to set the strategies around ad creative, content, ad type and device type," he said.

Salesforce Adds Mapping and Data Features to Journey Builder

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Salesforce announced plans for a new drag-and-drop mapping option to Journey Builder today, one of several new features that should make the tool more user friendly for marketers.

The new tool gives users a canvas that they can use to map the customer journey across channels such as social media, web, mobile and desktop devices.

Salesforce also added a Journey Triggers function based on predictive analytics that can automatically send special offers and other content based on shifts in customer behavior. The idea is to nudge consumers back onto the purchase path if they abandon a shopping cart, leave a web page or indicate a change in product affinity.

Annual Reports: Marketing's New Best Friend?

Boring, Drab. Interminable. And the next big thing in marketing.

Annual reports have traditionally filled a dull, unassuming niche in a company's marketing efforts -- if it held any place at all. That's changing. More companies are turning their annual yawn into a showcase for the company's culture, vision and business victories. And racking up sales and online influence because of it.

Survey Finds Gap in Targeting for Marketing Content

Thumbnail image for 2014-30-July-Target.jpgContent marketing is so perplexing to today's marketers that we've published 140 stories on the subject in the last year and a half. Yet a lot of marketers seem frustrated by lackluster results.

A new study (registration required) by the 614 Group and OneSpot may help explain why content often misses the target. Marketers aren't aiming for the target, or at least not very well.

Overall, 54 percent expressed dismay with their content marketing efforts. About two in three respondents said their content marketing efforts aren't driving business as well expected, and 56 percent were unhappy with the way results were measured. 

6 Ways to Derail Your Content Marketing Program

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Almost every business claims to have a content marketing program. But modern content marketing is not simply a matter of slapping up content as a part of your marketing program. Real content marketing is a modern thing, catalyzed by a combination of social technology, business analytics and the changing needs of customers.

A real content marketing program is developed in concert with the needs of both sales and marketing. It acts both as education and to generate leads. It should be interactive. And smart content marketers figure out ways to solicit ideas for content from the customers and from outside the business.

Q3/Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (30-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.)

You're Invited: How to Personalize Website Content

Join CMSWire and Clickability on August 21st. In this one hour webinar, learn how to take effective steps to target content to individual website visitors.
 

> Register Now

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Fragmentation Is Holding Marketing Back

2014-30-July-Broken-Egg.jpgWhat do omnichannel marketing and winning a Formula One race on flat tires have in common? Simple -- both are impossible.

Trying to compete at 300 mph on flat tires is not only impossible but dangerous. Trying to deliver omnichannel consumer experiences on top of a highly fragmented foundation is not just difficult, but impossible as well.

Despite a strong desire to drive seamless and frictionless omnichannel consumer experiences, most brands are multichannel at best, while consumers have become omnichannel in both behavior and expectations. Hence the disconnect.

What prevents brands from making their omnichannel goals a reality? Fragmentation. 

Twitter Claims It Offers Marketers Good ROI

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Twitter announced growth of 129 percent in advertising year-over-year in the second quarter. It signals an increase of investment in the social media platform and a strengthened belief in its results, Twitter executives said during a conference call. 

The platform -- now with 271 million users -- is becoming more appealing to marketers who continue to see more return on investment (ROI) from Twitter campaigns, said Mike Gupta, senior vice president of strategic investments at Twitter. 

"Marketers are increasing their budgets and spending based on the ROI they're seeing on our platform," Gupta told investors. 

5 Ways to Sharpen Your B2B Marketing on LinkedIn

digital marketing, Five Ways to Sharpen Your B2B Marketing on LinkedIn

Raise your hand if you've been told LinkedIn is the best platform for B2B social media marketing

So we've all heard that one.

And here is the thing. It might be true for your company. Or it might not be.

If it is, though, there are a few things you should know — not the first of which is the new marketing features LinkedIn itself produced last week that focus on testing and personalization.

And if your company is investing in it as a B2B marketing platform, here are a few things to know as you take the plunge.

Advance From Multichannel to Omnichannel Strategy

2014-29-July-Hopscotch.jpgComScore recently reported that 67 percent of consumers start shopping on one device, but complete the purchase elsewhere. In another survey conducted by TapAd and Forrester, more than 70 percent of consumers reported using three or more devices during their purchase journey.

In a world where consumers have so many choices and access to endless information, marketers must organize brand experiences so that they are tailored to the omnichannel customer.

So Many Channels - and Customers Still Like the Phone

Despite the fact that customers have multiple ways to interact with companies, they still prefer the phone. At least that's the finding of a new study by NICE Systems, which rated contact centers as the most important customer channel.

It's worth noting that NICE is a provider of contact center solutions. Even so, there does seem to be some validity in the research: It confirms another study by CX Act, a customer experience improvement firm, which showed the most frequently used and most effective customer touch point is personal contact by phone.

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