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Digital Marketing News & Analysis

Marketo Hits its Mark, Delivers Strong Q3 Revenue Growth

It’s clear from the latest quarterly numbers out of Marketo that the company is sitting in the sweet spot of engagement marketing. Revenue in the third quarter rose 54 percent, billings advanced 50 percent and the addition of 140 new customers brought the company’s installed base up to 3,499.

More organizations are turning to San Mateo, Calif.-based Marketo after realizing that it’s now much more important to develop relationships with their customers instead of simply talking at them through advertisements.

Americans Prefer Free Apps with Ads, Poll Finds

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Two-thirds of Americans want to control which companies can send ads to their smartphones or collect data about them, according to an advertising industry-sponsored poll released today.

The poll, conducted by Zogby Analytics for the Digital Advertising Alliance (DAA), also found consumers would prefer free apps with ads over ad-free apps that cost money. Only 8 percent said they'd download all their free apps again if they had to pay for them.

Location Data Fuels the Future of Marketing

2014-22-October-Need-Caffeine.jpgWe've been hearing about location-based advertising in digital marketing since the mass adoption of smartphones in the late 2000s. Five years ago, marketers targeted ads based on broad data, such as a specific city where a consumer was located. Fast forward to 2014, and we've put those efforts in overdrive. Some technologies can now locate consumers down to the exact product they are perusing in a store.

It's being called “hyper-local” data, and it’s an exciting asset for digital marketers. Everyone from Facebook to Comcast is trying to get a piece of the hyper-local pie in order to make their messages, ads and information more individually relevant for consumers.

Young, Rich and Online: Digital Lives of Affluent Customers

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If you think luxury marketers have a monopoly on the affluent consumer market, think again. With higher spending power, extensive and growing use of the Internet for pre-purchase research and buying, and an open attitude toward native and sponsored content, the affluent consumer market is a goldmine for both mainstream and luxury digital marketers, reveals a new report.

The Martini Report: The Affluent Audience Online (Vol. 1: Autos and the Elite), conducted by Martini Mediaand Ipsos MediaCT, is the first in a series of quarterly studies focused on digital habits and spending of consumers with $75,000 or more of household income.

Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (22-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: The Survivalist's Guide to Data-Driven Marketing

Join CMSWire and Marketo on October 28th for a one-hour webinar on the best practices you may be missing in your marketing campaigns.
 

> Register Now

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No Morning Fog: San Francisco Giants Social Media Success

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Right now, Bryan Srabian is like the person charged with security in the SharePoint cloud at the Microsoft SharePoint conference during a live demo on SharePoint security.

He's the Dreamforce registration chief. He's Satya Nadella at the next women in business conference.

In short, Bryan Srabian's on stage. And everyone's watching.

That's what happens when you're the social media chief of the professional baseball team that calls tech country home and is playing on the world's biggest hardball stage.

The San Francisco Giants are in their third World Series in five seasons, taking on the Kansas City Royals tonight in the first game of the best-of-seven Fall Classic. Many call it "Destiny vs. Dynasty." The Royals won the World Series in 1985 but did not make the postseason after until now -- hence, the destiny tag. 

Look Before You Leap Into the Big Data Revolution

2014-21-October-Pre-Jump.jpgLike the proverbial elephant and five blind men, big data looks different depending on who's describing it: from holy grail for information in society, to dangerous step toward a world in which people are treated based on predictions of what they are likely to do instead of what they actually do. While neither of these extremes may turn out to be our future, big data is obviously more than a passing fad, and will be defined ultimately not by what it is but by what is done with it and what it does to those at whom it is directed.

IDC Predicts Big Changes, Fast Growth in Digital Marketing

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IDC expects the global market for enterprise marketing software to soar to $32.3 billion by 2018 -- a jump of more than 50 percent. But it won't come easy.

It will require a delicate balance of technology, creative talent and IT services for the market to reach its potential, said IDC Research Manager Gerry Murray, lead author of the IDC study. The 29-page report, which IDC sells for $4,500, is the first "comprehensive view of what the whole marketing technology envelope," said Murray. "It's a very big basket of technologies."

Due largely to multibillion investments by Adobe, Oracle, IBM, Salesforce and other giant software companies, the study predicts the marketing world will evolve from point solutions to marketing platforms. And, within a few years, we'll see Marketing-as-a-Service (MaaS) systems that will allow CMOs to farm out work in much the way they do now when they buy advertising, a shift that could trigger a shakeout involving many vendors.

Teradata's Marketing Marries Digital, Traditional Needs

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Teradata announced enhancements to its marketing cloud today that are designed to enhance both digital and more traditional marketing.

Michael Lummus, director of digital marketing solutions of Miami Township, Ohio-based Teradata Corp., told CMSWire that Teradata understands that customers don't differentiate between digital and non-digital interactions with brands. "They view it holistically," he said.

Busy People Need Help, Not Interruptions

Getting attention is getting harder. The Web is a place where busy people do things. Help them, don’t disrupt them. 

B2B Marketers Unite with National Advertisers #ANAMasters

digital marketing, B2B Marketers United in Merger with National Advertisers #ANAMastersThe technology's there, and the door's open for innovation. But everything is so complicated.

It's an interesting dichotomy for B2B marketers -- where technological advancements are met with increased difficulties in the world in which they market.

"Complexity is exploding," said Stephen J. Liguori, founder and CEO of Liguori Innovation and the global chairman of the Business Marketing Association (BMA), the 17-chapter, 2,500-member network of B2B marketing peers. "B2B marketers have all the opportunities and challenges in reaching their customers in new ways just like B2C companies."

However, Liguori continued, "we additionally work in extremely complex markets and companies. Examples: digitally connecting healthcare equipment in hospitals to support doctors, nurses and patients. Building apps for airline pilots to fly shorter, smoother routes to save money and time. So gaining new skills and expertise to successfully navigate this complex world is critical."

Content Targeting: It's the I's and O's, Not the 1's and 0's

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There’s no mistake that personalization and delivering contextual content to consumers across digital content platforms is a hot topic with marketers. As content and delivery of it in an omnichannel universe becomes an imperative that no brand can ignore, the need to target it to a specific audience (or even an individual) is becoming a business must-do.

The challenge, of course, is that consumers have learned about this as well. And their ability to filter out the noise and focus on the signal makes it increasingly hard for marketers to reach them.

6 Trends Dominate the Portal Space, Gartner Claims

In recent weeks we have spent a lot of time talking about data search and discovery. While there are many ways of finding content, access through portals is still one of the major pathways. This week, Gartner has published what it believes are the top horizontal portal vendors in a market that is changing rapidly.

While there are many trends in play, one of the most notable, Gartner noted, is convergence of Web Content Management (WCM) demands through lean portals that are also incorporating social technologies in the enterprise.

News Bites: Real Science, Easy Apps, Get Togethers and Tree Hugging

The latest in powering, streamlining, partnering, enabling, communicating and saving the world from the Swinging City, San Francisco, the Big Peach, the Tall Stick, the Empire City and Silver Sprung.

Do You Have to be 'Modern' to be a Great Marketer?

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Do things that are current. You'll win if you do.

A Forrester Research study commissioned by Oracle finds that organizations embracing a modern marketing strategy make more money, are seen as industry leaders and create better workplace environments.

According to the responses from 492 marketing decision-makers in the United States, United Kingdom, Germany and France, companies using "non-modern" marketing strategies are at a loss.

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