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Digital Marketing News & Analysis

Leveraging TagMan's Technology, Ensighten Launches 'Attribution'

2014-27-October-Footprints.jpgAs marketers track their customer's journey across channels, a key factor is creating tags that follow the footsteps.

Ensighten today released a new product called Attribution that is designed to make that easier while reducing spending when integrated with Ensighten's Manage and Agile Marketing Platform.

“Ensighten’s closed loop approach is unique in the marketplace,” Josh Manion, Ensighten's founder and CEO said in a statement. 

5 Ways Pitch Perfect Should Inform Your Content Strategy

After nine months spent writing a book about content, content marketing and content strategy, I felt brain dead. My husband lovingly suggested we take our family away to the beach so I could “recover” for a few days.

While buying the usual sunscreen and other beach necessities, I noticed the DVD of the movie Pitch Perfect. I had watched the movie on a girls’ movie night, and thought it was super cute. Having two girls, ages 10 and 7, I thought it would be the perfect movie to while away the time we spent driving to the beach.

Adobe Joins Campaign, Analytics for Faster Retargeting

digital marketing, Adobe Campaign-Analytics Integration Promise: Quick Retargeting

Retargeting and remarketing are not new concepts.

So there's nothing ground-breaking about today's announcement about Adobe Campaign's integration in the Adobe Marketing Cloud. The move allows marketers to retarget shoppers who abandon their online shopping carts.

So what's the wow factor? Speed, Adobe officials say.

The San Jose, Calif-based software giant's today released an integration between two of its six Adobe Marketing Cloud suites -- Adobe Campaign and Adobe Analytics -- that officials claim helps marketers grab shopping-cart abandoners before it's too late.

Officials say it's the first in a series of announcements Adobe will make regarding marketing cloud integrations between now and Adobe Summit in March. 

"The real time nature of the technology," Kerry Reilly, director of product marketing for Adobe Campaign, told CMSWire when asked of its unique proposition. "Remarketing has been around for a while, but not in real-time like this. You can leverage this technology to capture the right-time moment, if you will."

Length is Everything [Infographic]

All that stuff about size is silly. The real thing to worry about is "How long should it be?" — the question every student has asked since a teacher assigned a report on topic (fill in the blank) for homework. 

Length has grown nothing but more important in the online world, a fact anyone who has struggled to trim a too long tweet understands. 

So how many characters long should a tweet be to get the most engagement, or how many words long should a blog post be so that it actually gets read? The team at SumAll, a company that markets a social media analytics and business dashboard, knows.

Customer Success is a Failure

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Customer success is a stupid concept … a catchphrase that shifts the focus from people to profit.

Unlike customer experience — a phrase that suggests giving something of meaning and value to the people who matter most — customer success implies taking.

It shifts the focus from customers to companies. Or, as the Customer Success Association so bluntly states on its website, turns "customer relationships into strategic portfolio assets" with an emphasis on "sustainable corporate profitability and growth." It asks:

  • How can we gather and use personal data and market intelligence to get the most from our customers?
  • How can we lure potential new customers and entice the ones we already have to spend even more?

Customer success isn't about helping customers or resolving their complaints. It's not even about creating win-win scenarios for customers and companies. Rather, it embraces and celebrates the exploitation of customers for a company's own benefit.

At least that's how it seems. And in this so-called age of customer centricity, it's tiresome.

Consumer Packaged Goods: Stay Ahead of the Digital Marketing Curve

2014-24-October-Serpentine-Benches.jpgFor many years, consumer packaged goods (CPG) marketers didn't have much need to be on the cutting edge of digital innovation. But this is no longer the case, as the CPG industry now leverages digital technology to its full capacity. In areas such as mobile commerce and mobile measurement, it’s even ahead of the curve. And we’re continuing to move in the right direction: eMarketer projects that US CPG digital ad spending will top $4 billion in 2014 -- proof that the package goods industry has recognized the competitive edge entering the digital age gives marketers.

Sold! 5 Salesforce Apps to Transform Your Sales Team

2014-24-October-Auction.jpgAs a testament to Salesforce’s popularity, more than 100,000 sales professionals traveled to San Francisco for Dreamforce, Salesforce.com’s annual conference for customers and end users. A diverse group of business leaders, politicians and artists gave keynotes, but the focus for most attendees was how to make their own operation better by using Salesforce.com and the tools and applications that can be integrated with the system.

News Bites: Tweeting it, Rising Above it and Movin' Up

The latest in integration, innovation and transition from the Golden City, Silicon Beach, Gotham and the Great Wen and Athens of America.

Adobe, Nielsen Partner to Measure Digital Content Consumption

2014-23-october-watching-tv.jpgThe company that invented TV audience measurement is partnering with Adobe to tackle one of the thorniest problems of the digital age for broadcasters and video content creators: How do you measure and monetize TV ratings on a tablet?

Nielsen and Adobe announced a strategic alliance this week that's designed to deliver what the companies describe as "the industry’s first comprehensive, cross-platform system for measuring online TV, video and other digital content across the web and apps." 

The collaboration integrates Nielsen’s digital audience measurement products with Adobe's digital analytics and online TV delivery platforms. Through the arrangement, the two companies will jointly market Nielsen's Digital Content Ratings, Powered by Adobe, to deliver analytics and content metrics that "enable smarter buying and selling decisions," Nielsen boasted in a statement.

Data from the new service will be available in the Adobe Marketing Cloud, providing brands a way to use the data to optimize their marketing campaigns.

CMSWire Tweet Jam: Extracting Business Value From Big Data #CXMChat

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Big data may promise to carry businesses to the next level, but there's still a lot of confusion surrounding it. What's the happy medium between data driven personalization and appearing downright creepy? What tools and processes help businesses get the most out of the data they're collecting? Find out during tomorrow's Tweet Jam.

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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