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Digital Marketing News & Analysis

IgnitionOne: We've Solved the Major Mobile Marketing Challenge

Marketers rely on cookie-based attribution technology to gain insight about customers on desktops. But they need better sources of information on mobile — and New York City-based IgnitionOne claims it can help.

IgnitionOne just debuted MobileAssist, a solution that helps marketers track cross-device conversions. IgnitionOne President Roger Barnette said MobileAssist solves a major mobile marketing challenge: determining how mobile advertising has supported conversions and sales.

The Problem with Programmatic: Too Much Secrecy, Too Little Trust

Publishers that take the time to understand and optimize sophisticated tools have the greatest potential to drive revenue in programmatic advertising environments. But their success hinges on greater collaboration and communication with ad agencies and clients.

According to a new Forrester report commissioned by Casale Media/Index Exchange, agencies and clients do not effectively articulate their goals and objectives, making it difficult for publishers to meet those goals, improve performance and maximize the true value of their inventories. “Publishers must take the lead on innovating the next phase of programmatic, because the buy side is continuing to move quickly and will not wait for them to figure it out,” noted Alex Gardner, vice president of Platform Solutions at Index Exchange.

Index Exchange, a division of ad technology firm Casale Media, markets a bid management technology designed to help publishers and suppliers to sell their ad impressions in real time. You can read the full report at the end of this story.

5 Technology Skills Every Marketer Needs Today

Marketers today are at a serious crossroads. Take this recent Gartner report, which shows that CMOs will spend more on IT than CIOs by 2017. Few marketers are technologists or IT specialists, but technology is changing everything about what they do and how they do it. The 21st century marketing landscape requires a whole new way of thinking about interacting with customers, adapting to technologies and translating insights into a return on investment for the entire organization. How can marketing professionals supplement their existing skill sets and get up to speed quickly and dynamically?

Kentico Version 8.2 Released

Kentico has released version 8.2 of its integrated marketing solution — just months after version 8.1 and less than a year from 8.0 last March. The company claims the update will make it easier and faster to launch and manage digital marketing campaigns.

Kentico Version 8.2 Released

Kentico has released version 8.2 of its integrated marketing solution — just months after version 8.1 and less than a year from 8.0 last March. The company claims the update will make it easier and faster to launch and manage digital marketing campaigns.

From Star Wars to Marketing: Challenges for Technology

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Technology enriches our lives, empowers consumers and makes it possible to share knowledge on an unprecedented scale. It also raises important questions on how much more we can do and what we should do next.

In fields like education, marketing, design and aging, we've just begun to understand the potential of technologies to serve society. As the new year dawns, TeleTech has published Technology of Us, a book that examines that potential through the eyes of 15 people like director George Lucas, designer Gadi Amit, marketer Don Peppers, architect Rachel Armstrong and aging expert Laura Carstensen.

CMSWire obtained permission to publish brief excerpts here. You can read the complete essays by all 15 contributors at TechnologyOfUs.com.

True or False: Social Media Marketing Works

As someone who earns a living helping B2B marketers make social media work, I was surprised by a recent claim from Forrester Research. Marketers use social networks like Facebook and Twitter to engage customers and prospects, Forrester noted. But then it added: it’s not working.

That's not the case, based on my experience.

Too Many B2Bs Fail to Track, Measure Social Media

Many B2Bs still have a lot to learn when it comes to social media smarts, according to a new report.

While most B2Bs know they should be engaging with their customers on social media, they're often not using available tools to harvest critical data and put it to use.

Rather, they treat social as a check box, said Jacques Begin, a research analyst in the technology practice at SiriusDecisions, a B2B research and advisory firm. The firm produced the report, SiriusView: Social Media Intelligence 2015 and Infographic.

“In some cases, marketers are mandated with creating a Facebook page. And once they're finished they check the ‘social box.’ Very little thought is given on how to effectively maximize a social presence afterwards in terms of intelligence, customer interactions and demand creation,” he said.

Microsoft Ups Its Customer Experience Play

Microsoft is flexing its customer experience muscles. Last night it announced the spring release of Parature will come with more than 30 new “high priority” customer capabilities. They're designed to help businesses streamline and improve their customer experience strategies.

The release follows the acquisition of Parature by Microsoft last February for a reported $100 million. The purchase price is a relative pittance in comparison to many current tech deals — especially since the value it will bring to Microsoft’s customer relationship management (CRM) portfolio is incalculable.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (08-Jan-15)

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: Total Economic Impact of a Workflow Automation Solution

Join CMSWire and Nintex on January 13th for a one-hour webinar to explore a Forrester study on effective workflow automation results.

> Register Now

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2014 Action Item: Did Marketers Master Blogging?

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We've all seen company blogs dash out of the starting gate like an Olympian sprinter.

Then it's a slow jog. A walk. A crawl.

And, finally, a death. It stops entirely, and your latest blog post is from the days of the Bush Administration.

Blogging -- and blogging consistently -- is critical for businesses, Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor, told us last year. It was an imperative for 2014, Clark said.

So how did businesses and marketers do? We caught up Clark to find out. (Check out yesterday's "2014 action item" catch-up with Carla Johnson on agile marketing).

Marketers Beware: Terrifying Pitfalls of the Viral Meme

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Viral content has gone viral.

Several people, including many of my Facebook friends, have referenced or forwarded the King of Clickbait article by Andrew Marantz in the New Yorker. It's taking off like wild fire. Yes, it's gone viral.

Readers here may have noticed I'm obsessed with clickbait and have written about how it is denigrating the value of media and advertising. But people love the story. They read about these young viral geniuses working in their underwear making millions of dollars, and they think, "I want in!"

Be careful. There's a lot of hype, but mostly the people making money off this are the viral hype artists, not the marketers or even the readers. One problem is the disconnect between viral content and real audience engagement. Viral content is low engagement content. The other big problem is whether or not viral content even aligns with your marketing goals. Chances are, if you are a B2B marketer or industry executive, viral content does not apply to you.

The Year B2B Marketing Stops Playing Second Fiddle to Sales

2015-07-January-Honkytonk.jpgAs a career-long B2B marketer, I notice and appreciate the way consumer brands speak to (or attempt to) speak to me. It’s easy as B2B marketers to get caught up in our own world, our own language, our internal nuances and what we “feel” will resonate with audiences. And often, the pressure to sell more or drive leads takes precedence over doing our research and really nailing the message.

Which is why, with every company I join, the first place I start is the story. Who are we talking to? Are we speaking their language? What do they really care about? And what challenges are we going to help them overcome? The bottom line: you’re never going to pass the class if you don’t first do your homework. So as we embark on another year, here a few reminders of B2B marketing strategies you can’t afford to leave on the table.

Got a Good Story to Tell? You Should - If You're a Marketer

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For some, marketing about products is so five minutes ago.

Today is the day of the story for marketers. Tell good stories and people will listen. When people listen, credibility rises. When credibility rises, you may have a customer.

Storytelling's hot -- Entrepreneur Magazine deemed 2014 the year of the story.

David Aaker is a strong believer of the storytelling concept for marketers. Aaker, vice chairman of Prophet, author and branding expert, told CMSWire that marketers must realize not everyone's going to be initially attracted to a brand. 

"People sometimes are just not interested in what you're offering," Aaker said during a phone interview with CMSWire. "So you find out what they are interested in, and you get involved with that."

2014 Action Item: Did B2B Marketers Become More Agile?

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It was just a year ago that B2B marketers had a clean slate, the whole year in front of them.

Now it's over. 2014's gone. No second chances.

We caught up this time last year with industry insiders about some absolute must-dos for 2014. Starting today, we catch up with some of them again to see, well, if B2B marketers DID the must-dos.

We begin with Carla Johnson, president of Type A Communications out of Parker, Colo. Johnson's message last year to B2B marketers was to become agile.

"Why, how and what marketers need to perform in our roles has never changed so much or at such a significant rate as it is now," Johnson told CMSWire last year.

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