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Digital Marketing News & Analysis

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?"

Privacy is Overrated: Ask Your Customers and They Will Tell

IBM Retail What  information consumers will share.jpg

Guess what? New research from IBM shows customers are willing to share their personal information, especially if they get something in return.

Excuse us while we yawn ... But doesn't it seem like anyone who ever signed up for something as innocuous as a store loyalty card could explain the same thing? How many people registered for a website during the heady dot-com days, just to get a free water bottle?

And don't even get us started on the phenomenon of too much information on social media, where everyone shares just about everything, for nothing but 15 seconds of fame in return.

So let's overlook the obvious, and see if there are any deeper insights in the research IBM released this week at the National Retail Federation's 103rd Annual Convention and EXPO in New York City.

Exploring the Potential of the Internet of Things

IoTTimesSquare.jpg

The Internet of Things (IoT) isn't a new phenomenon, but it’s certainly one that’s getting a second -- a third, a fourth, a tenth -- look in recent months. Think of the ways you integrated IoT into your every day: sensors in your car that alert you to check the engine, pacemakers and high tech, hands-free medical devices, red light cameras or even the microchip in Fido.

These commonplace devices work without direct human interaction, often sending substantial amounts of information or, in some cases, responding to their environmental circumstances on their own. Today these and other essential and far flung IoT connections account for 1.9 billion devices, with Business Insider predicting upwards of 9 billion by 2018.

9 Key Facts about Web CMS in the Marketing Technology Landscape

MarketingTechLandscape.jpgDom Nicastro recently covered my latest crowded marketing technology landscape. The key takeaway? It's big.

In fact, it's far bigger than this graphic portrays. In the flood of comments on my accompanying blog post, you can see the dozens of amazing companies that have chimed in to kindly point out that I missed them. (Mea culpa.)

Noreen Seebacher followed up with a post that expressed most people's visceral reaction to the scale of this landscape: "Pass the Infographic and the Excedrin: Digital Marketing is Too Complicated."

 It is complex. But one way to tackle it is to focus on one piece at a time. So let's zoom in for a moment on the platform layer, in particular the Website/WCM/WEM category -- i.e., the ever-expanding assortment of acronyms formerly known as "CMS." For shorthand, let's just call it the CMS category.

Why Google Invested $3.2 Billion in the Internet of Things

Iot head.jpg

Google is starting to make John Chambers' case. Chambers, Cisco's CEO, valued the so-called Internet of Things (IoT) in his 2014 International CES keynote last week at $19.1 trillion.

Less than a week later, Google buys Nest, the digital thermostat and smoke-detector maker, for $3.2 billion. Sure, there's a few trillion here and there to go. But what's that?

Welcome to the largest Internet of Things purchase to date.

"It's interesting to see just how quickly this will happen," Scott Strawn, International Data Corporation (IDC) senior analyst, told CMSWire about the growth of the IoT. "Google's acquisition of Nest will hasten the pace of the innovation." 

Internet Of Things Solutions Help Companies Transform Customer Experiences

Internet Of Things Solutions Help Companies Transform and Enhance Customer ExperiencesWe are in the midst of a 20 year business cycle Forrester identifies as the age of the customer. In this era, successful companies will leverage the power of mobility devices, services, applications and big data to transform customer experiences. Internet of Things (IoT) solutions help businesses achieve this transformation using sensors, networks and analytic software to connect objects with computing systems and provide insight and control of the status and activities of assets, products and even people.

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