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Digital Marketing News & Analysis

Marketing Software Selection: Find Your IT Champion

customer experience, Marketing Software Selection: Find Your IT Champion

The marketing technology landscape is crowded, for sure. 

But too crowded? That's a different question, said Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research.

"There are many, many different processes that are performed by the marketing organization," Wizdo told CMSWire. "These processes comprise many many different tasks. And, automation all of these processes and tasks will help marketers scale operations and drive consistent, quality execution, and results. So, it’s hard to say that there is too much automating technology out there."

CMSWire continues today its series examining ways to approach the thickly-settled marketing software vendor space. Yesterday, we discussed avoiding the vendor hype.

Remedies for 947 Marketing Software Vendor Headaches

customer experience, Remedies for 947 Marketing Software Vendor Headaches

So we know now the marketing technology landscape is jam-packed with 947 vendors. At least that.

Now as a digital marketer you have to figure out what to do with it. How do we weed out the pretenders from the contenders?

"Digital marketers must guard against getting seduced by the shiny new object," said analyst Richard Fouts, vice president at Gartner for Marketing Leaders. "While a new vendor’s approach might sound hugely exciting, you have to relax a bit and evaluate things, that while seem mundane, are hugely important."

Today, we start the first article in a short series examining ways to approach the thickly-settled marketing software vendor space.

Personalizing Customer Experience with Big Data

Personalizing Customer Experience with Big DataBack in 1991, I trained in a database marketing boot camp. I worked on American Express (AMEX), managing it’s Gold Card direct marketing efforts. AmEx, a leader in personalizing printed communications, had created its most successful program when it highlighted in direct mail pieces that someone was a “Member since XXXX.” Yes, membership had its privileges. But for American Express, this personalization triggered a lift.

5 Things You Need to Know About Location Based Marketing

asif khan.jpgThere’s something intriguing about wandering anonymously through the day, going wherever you want, doing whatever you want — no questions asked. But it's not something most people can do anymore.

Thanks to smartphones and a host of location based technologies, there's a good chance someone can pinpoint your location, give or take a few feet. For Asif Khan, that's not only a good thing: It's the key to virtually endless possibilities for retailers, advertisers, digital marketers and a host of related businesses.

How Does Lead Scoring REALLY Benefit Businesses? [Infographic]

How Does Lead Scoring REALLY Benefit Businesses? [Infographic]In their pitch for lead scoring, salespeople will name dozens of reasons why its adoption is crucial for your business. But you know that the proof is in the pudding. So let’s see what those already using it have to say. What benefits have they really gained? Which exceeded their expectations and which fell short?

My, How You've Grown: 20 Years of Digital Marketing

customer experience, Looking Back 20 Years on the Digital Marketing Industry

Scott Brinker’s marketing technology landscape report begs a question:

If the marketing software vendor market is 947-vendor deep, at least, what the heck was digital marketing like 20 years ago?

So we asked.

“We are now in what I call the second ‘digital decade'," said Forrester Research analyst David Cooperstein, vice president and research director.

Location, Location: Reinventing the Customer Experience with a $10B a Year Digital Marketing Technology

Mobile commerce.jpgBrace yourself for the next evolution of digital marketing — indoor location and place-based marketing, a fast-growing segment that could be worth more than $10 billion annually in the US by 2018.

Indoor location technologies bring Internet-style tracking to physical spaces. And their development is changing the way retailers, venue owners, manufacturers and brands think about operations, place-based marketing and the customer experience, according to a new report from San Francisco-based Opus Research, an IT industry analyst firm.

That's no surprise to people like Asif R. Khan, founder and president of the Location Based Marketing Association, or Don Dodge, a Google executive who has invested in several indoor location companies. Indoor location and positioning technology is the next big thing — "bigger than GPS” or online maps, Dodge contends.

So do you know enough about the technologies and the companies developing them to effectively incorporate it in your digital marketing plans over the next few years?

Big Data and Your Post Holiday Pounds

Big Data and Your Post Holiday PoundsLosing weight and getting fit are among the top five most popular New Year’s Resolutions every year. But resolutions tend to wear out by spring and many people struggle to keep up the energy, enthusiasm and motivation to stick to their goals. A very 2014 solution may be the answer to this problem: data.

Competitor: Oracle's Latest Acquisition Fills 'Major Gap'

Oracle's $1.5 billion acquisition of Responsys last month is the company's attempt to fill its “major gap” in the marketing technology space, an Oracle competitor told CMSWire.

“This announcement continues to provide validation and further attention to the importance of the marketing technology space,” Suresh Vittal, vice president of strategy at Adobe Campaign, told CMSWire. “However at its core, Oracle is a CRM company and doesn’t understand marketers’ daily issues. It realized it was missing market share. Through another acquisition, it is trying to fill a major gap as the stakes are continuing to increase.”

4 Ways Data and Analytics Improves Your Digital Marketing

customer experience, 4 Ways to Improve Your Digital Marketing Through Data & Analytics

As a digital marketer, you are asked to create display campaigns that positively affect brand awareness. You are asked to make optimal use of your advertising budgets by market. You are asked to analyze customer behavior and media consumption.

So how do you get there? Data and analytics are keys, according to Sandro Catanzaro, founder and SVP of Analytics and Innovation at DataXu — and shared four ways to use them to improve digital marketing.

This Week: Why a New Web CMS Won't Solve Your Problems + The World's Best Intranet Examined

A New Web CMS Won't Solve Your Problems
Stop looking to technology as the answer to your marketing woes. Here's a thoughtful look at marketing's situation in 2014.

Breaking Down the Marketing Tools Landscape
One way to get your head around 947+ marketing software vendors competing for your attention is to focus on one piece at a time. This week, Scott Brinker commented on the web experience part of the picture.

World's Best Intranet
How National Geographic got kudos for one of the best Intranets around.

Is SharePoint a Productive Platform?
A common question from executives to the teams and stakeholders who own and manage SharePoint is "How productive are our end users in SharePoint?" 

Building Your EIM Case
We’re seeing more openness to strategic content technology initiatives than we did during the brutal years following 2009, but it’s still imperative to demonstrate solid ROI for any IT initiative, particularly EIM.

Internet of Things Here to Stay
The Internet of Things isn't just a buzzword — and five years from now, the phrase will be as common as the words “digital” or “social media.”

Finding the Right Approach to Managing Global Websites
Three management approaches examined - find the option that works best for you.
> Download the eBook

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Title image by Asa Aarons/all rights reserved.

Marketers Fail to Align Customer Experience, Branding

customer experience, Marketers Failing to Align Customer Experience, Branding

Customer experience (CX) is all the buzz in marketing and business today. But not enough, according to Forrester Research's Cory Munchbach.

"CX needs to have a bigger role over marketing and other operations functions," Munchbach told CMSWire this week.

Good Workflow is the Foundation of Customer Experience

Good Workflow is the Foundation for Customer ExperienceOne of the most powerful ways of succeeding as an online business is to give your customers a seamless, easy to use service, no matter where in the world they’re located. Whether you’re a small distributor or a global megabrand, a solid workflow system will enable millions of people to easily connect to your company. Industry leaders such as Amazon and Netflix are good examples of websites that remain reliable and predictable, regardless of whether they appear in French, German or Finnish.

Marketing Isn't Your Social Media Slave

Marketing Isn't Your Social Media SlaveJust like golf clubs, mobile phones and martinis, social media has become essential to business. Yet despite a proven ability to build business networks, many business professionals still consider social media to be a “marketing thing.” These people need to be convinced or replaced.

Google, Nest Labs and Nagging Questions of Privacy

internet of things, Google, Nest Labs and Privacy: Oxymoron?

Google and Nest Labs must preserve customer privacy, avoid urges to collect personal data for marketing and advertising purposes and use their $3.2 billion merger only to improve the use and value of home gadgets, a privacy expert told CMSWire.

"Will the companies have the ethical compass to restrain themselves from taking all of this data and combining it with all the other data Google has?" asked Rebecca Herold, information privacy, security and compliance consultant and president of Rebecca Herold & Associates. "Or will they use it and share it for reasons that have nothing to do with and are far beyond any stretch of the imagination that could be linked to, the devices’ original purposes?"

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