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Digital Marketing News & Analysis

Oracle Pushes Social Platform into New Markets with New Languages

Oracle Pushes Social Relationship Platform into New Markets With New LanguagesWith the addition of seven new languages to its Social Relationship Management Suite (SRM) and the introduction of new capabilities and data sources, Oracle is extending the reach of its social platform so businesses can parler, sprechen and parlare with a greater global region.

How to Gain Social Media Momentum Now that the Holidays are Over

How to Gain Social Media Momentum Now that the Holidays are OverThe holiday hustle is officially over and, along with it, perhaps some of the excitement that was happening on your social media networks. Now it’s time to come back to social media reality and to come up with tactics that will keep your engagement and reach up, well into the new year.

Will 2014 Be a Turning Point for Marketing?

The 2014 Marketing Trends2014 looks like it could be a turning point for marketers. They are finally getting out of their own way in areas that have held back their own success. Yet in other areas they are stubbornly stuck to old habits.

Salesforce.com released its ExactTarget Marketing Cloud 2014 State of Marketing study (registration) this week. With over 2,600 responses from mid to senior B2C marketing managers, in large to small companies across all industries, the study reveals how marketers plan to spend their budgets, their strategies for success, along with some blind-spots.

Say What? Why Sentiment Analysis Continues to Fail Digital Marketers

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Technology can help filter the mighty river of unstructured data flowing into your company’s marketing department, especially from sources like social media. But does it really enable you to understand what your customers are saying?

Does a tweet about a "cool pool" mean a hotel offers ideal water-based recreation -- or simply keeps the water too cold? Does a Facebook post that claims "you have to see it to believe it" reflect sincerity or sarcasm?

It's not always easy to find out, according to Alison Smith, an analyst at Forrester Research who specializes in sentiment analysis.

Though networks like Facebook and Twitter offer goldmines of insight about what customers say and do, the bigger challenge is looking for the meaning behind the words. That means digging deep enough to uncover emotions, opinions and attitudes -- a potentially far more challenging task.

Digital Marketing Files: Crowded Technology Landscape? Bring It On!

customer experience, Digital Marketing Files: Crowded Technology Landscape? Bring It On!The marketing software vendor landscape is nine times the size it was a little more than two years ago. 

The flooded market was represented in Scott Brinker's latest Marketing Technology Landscape, which determined there were 947 marketing software vendors out there split into 43 categories around six major classes. 

And we trust the landscape's even bigger than that. Brinker himself admitted as much in an interview today with CMSWire.

2014 Must-Do: Blog, Blog and Blog Some More

customer experience, 2014 Must-Do: Blog Now, Increase Customer Engagement Later

Not blogging? Not good, said Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor.

"It is now beyond mandatory," Clark told CMSWire. 

Executives too busy? No excuse. Clark said organizations can link up with a reliable transcription service that allows executives to "blog" via voice memo, which is much easier for most of them.

"Even if you're recording video or podcasts, having a text transcription makes it accessible to far more readers," Clark said.

Today, we deliver the fourth piece in our "2014 Must-Do" series -- why you need to blog now. Yesterday, we talked about shutting up and listening in B2B marketing, and last week, we discussed getting back to basics in Web CMS and becoming agile in B2B marketing.

Customers Are Behind the Wheel on the Buying Journey

Consumers Are Behind the Wheel - and Why Not? It's Their JourneyMad Men’s Don Draper reminds us just how much the advertising world once ran on hubris (“What you call love was invented by me to sell nylons”). And how assured advertising executives were of their ability to control the message (“If you don’t like what’s being said, change the conversation”).

While the hit show surely exaggerates 1960s ad man behavior, there’s no doubt that overall, Don Draper is spot on.

Despite Faster Tools, Real Time Marketing Remains Elusive

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Rapid improvements in big data analytics have moved marketers closer to making personalized offers in real time, but analyzing fresh data fast enough to close a sale or retain a customer remains an elusive goal for most companies.

Tapping the power of real time personalization has been a key goal for marketers since the dawn of the dot-com era two decades ago, and many companies have mastered the art of tailoring web content to satisfy discerning visitors. However, real time analytics still hasn’t produced the type of actionable intelligence that can help an employee personalize a promotion during a conversation at a customer contact center or on a retail store sales floor.

Twitter Adds Another Ad Tool: Conversion Tracking

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Twitter has launched into general availability its private beta test that allows advertisers to track whether ads lead to a purchase. This  conversion tracking is the latest in its stream of new tools for advertisers. 

How does it work?

What the Responsys Acquisition Means for Oracle, Digital Marketing

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What company is next after Oracle’s $1.5 billion purchase of marketing cloud vendor Responsys? Some company for sure. And the next buy will come sooner rather than later, analysts told CMSWire.

The Redwood City, Calif.-based software giant's latest acquisition comes during a time of industry transformation.

“Marketing will be an extremely rich area of merger and acquisition activity for the foreseeable future,” said Robert Brosnan, principal analyst at Forrester.

6 Mobile Lessons Learned in 2013 to Boost 2014 Strategies

6 Mobile Lessons Learned in 2013 to Boost 2014 StrategiesMobile strategy and commerce is entering a new era of growth, spurred on by increased consumer usage of mobile devices for searching, shopping, promotions, marketing and buying both on-device and in-store. Campaigns are becoming more interactive, mobile traffic and search is gaining on web, and social media usage has shifted to a mobile-first activity.

Top 5 Marketing Tech Predictions for 2014

Top 5 Marketing Tech Predictions for 2014Technology adoption has become a competitive differentiator for CMOs who strive to out-innovate their competitors. There is so much opportunity for brands to strengthen consumer engagement through their digital channels. So, with 2014 upon us, it’s time to look at how websites and digital experiences will change in the year to come. What is the future of the branded website? How will technology change customers’ online shopping experience?

2014 Must-Do: B2B Marketers Should Shut Up and Listen

customer experience, 2014 Must-Do: Shut Up and Listen in B2B Marketing

Shhh. Your B2B marketers are talking. 

"These days there are so many ways to listen to our market and understand what people really want, but B2B marketers are still caught up in a one-way conversation," said Paul Gillin of Paul Gillin Communications.

Today, we deliver the third piece in our "2014 Must-Do" series — why you need to listen better in B2B marketing. Last week, we discussed getting back to basics in Web CMS and becoming agile in B2B marketing.

The Internet of Things: Do Customers Have a Say in Who Owns Their Data?

The Internet of Things: Do Customers Have a Say in Who Owns Their Data?There’s a lot of money being made these days by people professing to be experts in big data and the interconnected concept of the Internet of Things. Business leaders who have been converted into disciples of data and analysis eagerly imagine the possibilities of a thoroughly interconnected world in which individual customers’ behaviors can be determined and even predicted by data delivered direct from their devices -- ranging from their computers to their home appliances.

IDC: 10 Predictions on the Changing Role of the Chief Marketing Officer

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In this digital age, marketing responsibilities have expanded to include multichannels, big data, content management, customer experience and more. Does the C-suite title of Chief Marketing Officer (CMO) cover this — or has the role evolved into a Chief “Something-or-Other”?

International Data Corporation (IDC) has developed ten 2014 predictions about the CMO’s changing role. CMSWire.com spoke to with Kathleen Schaub, IDC’s vice president of the CMO Advisory Service, to get a better sense of the issues.

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