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Digital Marketing News & Analysis

This Week: Working During the World Cup + Launching SharePoint

Marketing Automation Done Right
Marketing automation has shown that it can be a smart tool — when done right

My Analytics Beat Yours
IBM claims its customer experience analytics top Google's and Adobe's.

Working During the World Cup
We deliver five ways to keep your employees productive during a major sporting event.

Kick Start SharePoint Implementation 
If you wait too long to deliver something, users get impatient and the project loses momentum.

Why ECM is Alive and Well
To talk about enterprise content management as dead or dying is just plain silly.

Inside Box's Streem Play
Streem can help Box be the place where you store, access and sync all your content. 

Evaluating DAM Needs and Vendors
How to be an Informed Buyer
Learn More

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Transforming Connections in an Age of Digital Change

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The goal of marketing still revolves around accelerating new and repeat sales. But the means to that end has shifted over the past few years.

This fundamental shift can be tied, in part, to digital innovation. However, it’s not just about technology. It’s about the lifestyle shift and what could be considered a "workstyle" shift, which I define as a person’s expectations and preferences in how they work and engage with a company.

How can companies transform the ways they engage with customers and partners and connect to their existing marketing automation systems? Here are three significant points to consider.

Hit the Digital Accelerator: 5 Reasons You Must Go Digital Now

2014-19-June-Skid.jpgDigital transformation describes how companies are using technology to add a digital dimension to customer or partner experiences, change the way employees do their jobs, or add new digital or data-based lines of business. These kinds of experiences are no longer just conveniences. They are becoming the de facto standard, and have created strong impetus for businesses who haven’t done so already to start on the path to digital transformation. These five key trends are making digital transformation an imperative for businesses today.

Context Defines the Future User Experience

2014-19-June-You-Are-Here-2.jpg"The better we know our customer, the more effectively we can market to them." This has been true since cavemen traded animal skins for berries. But it was with the advent of the Internet that marketers suddenly had the tools to truly understand their consumers in real time. First it was websites and email marketing, followed by social media marketing. More recently, marketers have turned to inbound marketing, in which they gently "prod" customers with valued content, until the customer signals they are ready to engage.

Now there’s "context marketing." Context marketing, in the words of one marketing firm, “uses technology to glean insight on the person behind your persona, and deliver customized messages in a way that most appeals to that individual.” But what do we mean by context?

Marketing Automation Tweet Jam: Meet the Experts #CXMChat

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The role of the modern digital marketer is not an easy one. Every day, another program, process or product is thrown their way claiming to be the one solution that will make or break their marketing strategy. As marketing automation continues to evolve, will providing customers with a positive experience become easier in the near future? What's preventing everyone from jumping on the marketing automation bandwagon? Find out at this Thursday during this month's Tweet Jam!

How Marketers Can Get a Better Handle on Data

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Web analytics means nothing without website content to measure. But over the past few years, web developers and designers have increased the ways in which website content can be curated and marketed.

The result is an overwhelming number of options for measuring how well digital media such as websites, social media and apps serve customer needs. But marketers can get a better handle around all this data by understanding data structure.

How can marketers do that? The solution starts with a light overview of HTML and object oriented programming protocols, which specify data type and format.

Escape Digital Experience Deja Vu

2014-18-June-Mimes.jpgDéjà vu, a French term that literally means “already seen” is defined as the phenomenon of having a strong sensation that you have already experienced something that is actually happening for the first time. Up to 70 percent of people report having experienced some form of déjà vu.

For me it happens all the time. Especially in terms of the marketing messages and offers I receive.

How to Blog - and Why You Should

What's the best way to reach consumers with marketing messages? An e-book from content marketer Uberflip has a one word answer: blogs. 

The e-book, "Blogging in the Age of Modern Marketing," states that blogs are "a proven, cost effective marketing channel for driving leads and generating customers – if done well."

Of course, "if done well" is the rub. It sometimes seems there are as many blogs out there as stars in the sky -- and they often seem as similar to each other.

Reading a blog is an investment of time by the user, and it's not easy to make it worth the effort. Uberflip points to the various reasons brands should attempt to establish a presence in the blogosphere – building brand awareness, supporting search engine optimization, thought leadership that makes your brand more visible and qualified leads.

Measuring Business Communities: Are We Doing It Wrong?

2014-18-June-Sandbar-Shark.jpg“What gets measured gets done” -- we've all heard the saying. And business communities are no exception. But how do you measure something that you don’t understand – or understand something that you can’t measure?

It's unfortunately still the case that most companies don't understand community, judging by job postings on job boards and attempts to measure its ROI.

But it’s not their fault. Because community is not a discreet set of activities but rather, a foundational communication platform. Calculating the ROI of community is a bit like calculating ROI of email – as difficult as it is pointless. And yet understanding the business impact of communities is critical to being taken seriously by company executives.

Q2/Q3 Planning: Top Marketing Technology, Social Business Conferences & Events (11-Jun-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: Agile Marketing -- Creating a New Generation of Enterprise Digital Experience
Join CMSWire, Zoetis and Forrester Research on July 9th at 10:30am PDT / 1:30pm EDT. Learn how marketing departments are evolving to meet the new web experience requirements of modern customers.
 

> Reserve Your Seat Today

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Why Digital Marketers Need Couples Therapy

2014-17-June-Ari-Brandt-MediaBrix.jpgDigital marketers sound like they've been going to couples counseling lately. 

They want emotional connections, a new survey finds. Emotional connections to digital media. And emotional connections between their marketing and their users. 

Cue the sappy Richard Marx tune, please. 

Millward Brown Digital, which polled 300 digital marketing decision makers at Fortune 5000 companies and US advertising agencies, found that 88 percent of digital marketers would increase ad spend for digital branding if they could make emotional connections with users.

It also found that 81 percent indicated that targeting users based on their emotions, or emotional targeting, would help address the issue of "banner blindness," when users surf past banner ads without acknowledgment.

Millward Brown Digital surveyed digital marketers 25 years and older in April.

Marketers: Embrace the Extended Customer Lifecycle

2014-17-June-Capilano-Suspension-Bridge.jpgIn the past, marketers had the job of using a handful of channels to create brand awareness and offers to engage customers on a broad level until a sales team could come in and take control of individual accounts, or until a customer visited a local store. Sales teams or store employees were then responsible for delivering a personalized experience and for building the relationship.

Not any more.

NextPrinciples: Bringing Context to Marketing Automation

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Marketing automation has its advantages, not the first of which is automating marketing channels and making things easier on marketers.

Satya Krishnaswamy gets it. But the CEO of NextPrinciples and former SAP vice president hears from marketers who say you miss context in automated marketing workflows.

Enter his company, which boosts marketing automation with its technology that generates better-qualified new leads and deeper insights into existing leads and customers. Its newest solution, an automated platform for social media marketing released this month, marries social media, marketing automation, demand gen and CRM.

Shaping the Future of Customer Responsive Marketing Automation

2014-16-June-Cast-Net.jpgMarketing automation (MA) has shown that it can be a smart tool -- when done right -- for shepherding and converting leads and automating marketing processes. As MA technologies have become more sophisticated, its near future role has evolved to deliver customer-responsive interactions on any channel. If this evolution continues, the name "marketing automation" will become inadequate to describe what can be accomplished when these technologies are combined with customer-focused processes, practices and strategies.

Why Transactional, Promotional Email Rocks for Marketers

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Numbers from Silverpop's survey on email marketing confirm what many vendors have touted -- automated messages triggered by behaviors work —and the success of manual, blind ones are fading.

The email service provider, who many say coined the phrase "behavioral marketing," released findings this month from its 2014 Email Marketing Metrics Benchmark Report that included emails sent by nearly 3,000 brands across 40 countries throughout 2013.

One of the big lessons from the results for marketers?

"Marketers really need to capitalize on transactional emails," Loren McDonald, Silverpop’s VP of industry relations, told CMSWire. "Don’t overload your customers with promotional offers, but try suggesting related products or encourage reviews within transactional emails. This allows marketers to gain better insight on their customers while also creating the opportunity for upsells."

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