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Digital Marketing News & Analysis

Customer Experience Is in Urgent Need of a Fix #MarTech

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SAN FRANCISCO -- Marketing and technology professionals joined forces this week at the MarTech Conference to reimagine what’s possible in the customer experience (CX) world and to share tips on how to win hearts, minds and sustainable transactions. More than 1,100 people attended, which was double the number at the inaugural event held in Boston six months ago.

The two day event included an impressive variety of participants, a balance between marketing and technology topics and a touch of March Madness and April Fools' themes. The single-track format was ideal to take in the breadth of the program.

Basketball coach John Wooden's quote, featured in one of the presentations, provided the best context for the event: 

Never mistake activity for achievement." 

Oracle Fattens Its Marketing Cloud #MME15

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Oracle takes its turn on the marketing cloud technology stage today by announcing enhancements to its marketing cloud suite.

The news comes during its Modern Marketing Experience conference at the Venetian Hotel in Las Vegas.

The Redwood City, Calif.-based tech giant announces integrations that marry its marketing technology acquisitions with its e-commerce and web content management systems.

"We have comprehensive solutions for any type of industry," John Stetic, vice president of products at Oracle Marketing Cloud, told CMSWire in an interview before the conference. "And the scale at which we can operate really does differentiate ourselves. We're Oracle from an enterprise scale point of view. We can orchestrate great experiences and unify data at an enterprise scale across all different types of industries. No one else can do that to the extent we do."

Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (1-Apr-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.)

Tweet Jam: Making Sense of the Collaboration Tool Landscape

As companies adopt one-size-fits all ESNs, employees are adopting lightweight context-driven tools so how can companies balance these two pulls? Find out at our upcoming Tweet Jam!

> More Information

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Strategic Leadership Sets CMOs Apart from Heads of Marketing

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The celebration was surely muted when Forrester Research predicted that in 2015, the average tenure for a Chief Marketing Officer (CMO) would reach five years. That’s not long, but it’s nearly double the average reported as recently as 2006.

Why are CMOs still being replaced so quickly?

It’s because many still aren’t acting like CMOs, but rather as heads of marketing departments. What’s the difference? Plenty.

Are You Ready for Market Consolidation and MarTech Spending?

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Foundation Capital General Partner Ashu Garg predicts that over the next 10 years, marketers will spend 10 times what they currently spend on marketing technology. Specifically, he wrote in “MarTech and the Decade of the CMO,” that the $12 billion that CMOs currently spend on martech will grow to $120 billion by 2025.

For CMOs, this shouldn’t come as a surprise. We all know that the need for organizations to drive superior customer experiences is greater than ever. Brands need to be personal and contextual, while at the same time being efficient and finding new ways to innovate and differentiate.

When 2 Worlds Collide: Marketing, IT Come Together at #MarTech

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The best products or services are only as good as the tools you have to market them effectively. That's a simple business reality, and one MarTech — the marketing technology conference — seeks to address.

Promoted as a vendor-agnostic forum, the second MarTech conference will take place tomorrow and Wednesday in San Francisco.

More than 1,000 delegates and 65 exhibiting companies will attend the event. The conference offers insight about marketing technologies and ways to integrate them into marketing strategies and operations

The inaugural MarTech conference was in Boston last year.

The CMO's Roadmap for Content Marketing Success

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Almost every marketing leader will tell you that content is essential to sparking meaningful engagement with prospects and customers. But content marketing as a practice is still evolving -- marketing teams don’t have a clear blueprint for how much investment to make or how to determine the ROI.

Success takes exploration, dedication and continuous testing. Content marketing is challenging. It takes time to grow your program into a steady and predictable growth engine.

The CMO plays a critical role in content marketing. We need to guide our teams to adopt an analytical approach and help them determine which topics, types, formats and delivery methods will be most effective. We can help content producers and program managers turn ideas into powerful audience-building campaigns.

Here’s how you can lead your team to success.

We're All In This Together: Share Your Cybercrime Stories

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What's the best defense against cybercrime? Surprisingly, it might be a big mouth.

Sharing information about threats and risks is quickly becoming the expected starting point for any credible defense. And as proof, you need look not further than recent examples in the public, private and non-profit sector.

Think of what's happened in just the past few days. Congress has moved forward legislation that would encourage information-sharing in the financial sector. The retail industry has introduced a portal for this same purpose. And a security company has introduced a new product that uses shared information as its base.

It is quite the turnaround from a few years ago when such information was carefully hoarded. Back then, if an attack occurred, it was only reluctantly shared with customers and competitors.

Sales: A Star Player on the CMO's Team

2015-27-March-High-Five.jpgMarketing has changed -- we all know that. But the business goals remain the same: to acquire and retain customers.

Well into 2015, marketers are more than ever contributing to that goal by discovering new prospects, filling sales pipelines and driving revenue. Part of accomplishing goals and objectives means all departments within the organization work as a joined force. Most importantly, CMOs must ensure marketing is in lockstep with sales. 

If Your Social Media Marketing Tools Could Think

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If you spend several hours a week trying to determine the best day and time to post to social media, posting content and trying to make sense of the analytics afterward, you might want to listen to Brennan White.

He’s the CEO of Cortex, a new artificial intelligence tool for social media marketing that he claims can save marketers so much time, they can finally get back to the root of social media: creating content.

White believes we’ve entered into an era where marketers should demand more from their marketing tools, and use less of them.

CMSWire Tweet Jam: Defining 2015's CMO #CXMChat

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The Chief Marketing Officer's role has grown in both significance and complexity in recent years. As the expectations and demands on CMOs continue to evolve, what new challenges await them? What can they do to stay ahead of the curve? Find out this Thursday during our "Defining 2015's CMO" Tweet Jam.

Mobile Performance Anxiety? You're Not Alone

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What can brands do to improve customer relationships on mobile? And why is brand engagement on mobile so important? The answer is rooted in two unavoidable realities.

Customers today are mobile – an IDG Global Mobile Survey last year found that mobile device use is now ubiquitous. Eighty-five percent of 25-34 year olds and 91 percent of 18-24 year olds use applications and social networking sites on their smartphones.

And with digital media consumption on mobile devices overtaking desktops, the choice is black and white: engage with customers through mobile channels or become a relic of the past.

3 Reasons a CMO's Digital Projects Fail

2015-26-March-face-plant.jpgIf you’re a CMO, you know better than anyone how your role has transformed over the past few years. CMOs are no longer an advertising cost center, isolated within their organizations with accountability for secondary digital projects.

Today, they are full-blown digital players, charged with profit and loss and caring for the entire customer lifecycle. If your company has a digital customer-facing project underway, it’s a sure bet that the buck stops with the CMO.

Adobe Helps Marketers Measure a Changing World

In recent years Adobe Systems has concentrated on refining Adobe Analytics into the Adobe Marketing Cloud solution.

Adobe shared its updates at the Adobe Digital Marketing Summit. The summit is a premier event for analytics practitioners, including many who still remember when Adobe Analytics was Omniture Site Catalyst.

The big deal this year was the transformation of web analytics tools to physical analytics solutions.

The latest Marketing Cloud changes, for example, signal that measurement must extend beyond a web or app page to share measurement insights.

Q1/Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (25-Mar-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: 7 Ways to a Competitive Advantage with the Cloud

Join CMSWire and OpenText with Guest Speaker Forrester Research on Mar 26th for a one-hour webinar on using the cloud to move faster and overtake the competition.

> Register Now

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