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Digital Marketing News & Analysis

Survey Finds Gap in Targeting for Marketing Content

Thumbnail image for 2014-30-July-Target.jpgContent marketing is so perplexing to today's marketers that we've published 140 stories on the subject in the last year and a half. Yet a lot of marketers seem frustrated by lackluster results.

A new study (registration required) by the 614 Group and OneSpot may help explain why content often misses the target. Marketers aren't aiming for the target, or at least not very well.

Overall, 54 percent expressed dismay with their content marketing efforts. About two in three respondents said their content marketing efforts aren't driving business as well expected, and 56 percent were unhappy with the way results were measured. 

6 Ways to Derail Your Content Marketing Program

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Almost every business claims to have a content marketing program. But modern content marketing is not simply a matter of slapping up content as a part of your marketing program. Real content marketing is a modern thing, catalyzed by a combination of social technology, business analytics and the changing needs of customers.

A real content marketing program is developed in concert with the needs of both sales and marketing. It acts both as education and to generate leads. It should be interactive. And smart content marketers figure out ways to solicit ideas for content from the customers and from outside the business.

Q3/Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (30-July-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: How to Personalize Website Content

Join CMSWire and Clickability on August 21st. In this one hour webinar, learn how to take effective steps to target content to individual website visitors.
 

> Register Now

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Fragmentation Is Holding Marketing Back

2014-30-July-Broken-Egg.jpgWhat do omnichannel marketing and winning a Formula One race on flat tires have in common? Simple -- both are impossible.

Trying to compete at 300 mph on flat tires is not only impossible but dangerous. Trying to deliver omnichannel consumer experiences on top of a highly fragmented foundation is not just difficult, but impossible as well.

Despite a strong desire to drive seamless and frictionless omnichannel consumer experiences, most brands are multichannel at best, while consumers have become omnichannel in both behavior and expectations. Hence the disconnect.

What prevents brands from making their omnichannel goals a reality? Fragmentation. 

Twitter Claims It Offers Marketers Good ROI

2014-29-July Twitter CEO Dick Costolo.jpg

Twitter announced growth of 129 percent in advertising year-over-year in the second quarter. It signals an increase of investment in the social media platform and a strengthened belief in its results, Twitter executives said during a conference call. 

The platform -- now with 271 million users -- is becoming more appealing to marketers who continue to see more return on investment (ROI) from Twitter campaigns, said Mike Gupta, senior vice president of strategic investments at Twitter. 

"Marketers are increasing their budgets and spending based on the ROI they're seeing on our platform," Gupta told investors. 

5 Ways to Sharpen Your B2B Marketing on LinkedIn

digital marketing, Five Ways to Sharpen Your B2B Marketing on LinkedIn

Raise your hand if you've been told LinkedIn is the best platform for B2B social media marketing

So we've all heard that one.

And here is the thing. It might be true for your company. Or it might not be.

If it is, though, there are a few things you should know — not the first of which is the new marketing features LinkedIn itself produced last week that focus on testing and personalization.

And if your company is investing in it as a B2B marketing platform, here are a few things to know as you take the plunge.

Advance From Multichannel to Omnichannel Strategy

2014-29-July-Hopscotch.jpgComScore recently reported that 67 percent of consumers start shopping on one device, but complete the purchase elsewhere. In another survey conducted by TapAd and Forrester, more than 70 percent of consumers reported using three or more devices during their purchase journey.

In a world where consumers have so many choices and access to endless information, marketers must organize brand experiences so that they are tailored to the omnichannel customer.

So Many Channels - and Customers Still Like the Phone

Despite the fact that customers have multiple ways to interact with companies, they still prefer the phone. At least that's the finding of a new study by NICE Systems, which rated contact centers as the most important customer channel.

It's worth noting that NICE is a provider of contact center solutions. Even so, there does seem to be some validity in the research: It confirms another study by CX Act, a customer experience improvement firm, which showed the most frequently used and most effective customer touch point is personal contact by phone.

BlueConic Reemerges

Some spinoffs come off as a desperate ploy to hold onto audiences. Did we really need The Golden Palace after The Golden Girls finished?

Others hold their own next to the original. The Mary Tyler Moore Show came from Lou Grant. The Daily Show begat both The Daily Show with Jon Stewart and The Colbert Report.

BlueConic falls into the latter category. Four years ago, web CMS provider GX Software introduced it as a complimentary web engagement solution. In the years that followed, BlueConic broke off as an independent entity, received $3 million in Series A funding from Boston-based Sigma Prime Ventures, moved its headquarters and two of its chief executives to Boston.

So why don't we hear more about it?

Stay on Track: Avoid Valueless B2B Content Marketing

digital marketing, Stay on Track: Avoid Value-Less B2B Content Marketing

Forrester's report on B2B content marketing concludes that B2B marketers don't focus enough on a buyer's lifetime cycle and need to establish a formal editorial board to advance content marketing programs.

So let's get to work.

CMSWire caught up with Laura Ramos, the author of the Forrester report, "Compare Your B2B Content Marketing Maturity," for a Q&A on the topic.

This Week: Forrester's Digital Experience Wave + Yammer Aversion

No Leaders In Forrester DX Wave
Forrester says no one leads in Digital Experience Delivery Platforms. Are they right?

Master Customer Experience 
Customer experience is morphing once again. Better keep up

Do People Even Use Yammer? 
The problem's not in the product, but with adoption.

Microsoft Wins in Apple-IBM Deal?
There may be a silver lining for Microsoft after the big deal.

Who's Who in Internet of Things
These 10 are the industry's leaders, said a marketing influence platform provider.

The Next EFSS Leaders
Who will succeed in enterprise file sync and share -- and who will fade away?

Real-Time Analytics Made for Content Marketers
Why it's crucial for marketers to respond in real-time.
Download the White Paper

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3 Things You Probably Forgot in Your Mobile Strategy

2014-25-July-Water-Test.jpgMobile has moved beyond a “channel” and become a behavior. A verb. A necessity. It’s safe to say that if you haven’t moved to mobile in some form -- advertising, app, responsive name, you name it -- you've fallen way behind. So I’m going to assume we’re all on the same page and have at least dipped our toe in the mobile waters.

Mobile is now the dominant channel in online advertising. And while many companies at least have a mobile site, most are missing that clear strategy for mobile customer acquisition.

News Bites: LinkedIn Buys Bizo, Appboy's Testing, More

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This week,  LinkedIn acquired Bizo, Appboy is offering Multivariate Testing, Interxion released a single cloud connector and there's an updated Certain mobile app for event management.

Marketo Q2 Results Show Growth of Marketing Automation

digital marketing, Marketo Reports Numbers Growth in Marketing Automation Space

It's probably too early to tell if Marketo's latest customer experience-driven offering will be a slam dunk.

But it isn't hurting the company.

On the heels of its latest major platform announcement -- its new customer engagement platform unveiled at its annual Marketo Nation Summit in April -- the San Mateo, Calif.-based marketing automation provider reported revenue growth this week for its second quarter.

“Across the board, we delivered a strong quarter as customers adopted our customer engagement platform and purchased new applications such as our Real Time Personalization product, which we released early in the quarter,” Phil Fernandez, chairman and CEO of Marketo, said in a statement. "From new customers in the business-to-consumer category such as Unilever and 3-Day Blinds, to major business-to-business leaders such as Cisco, Principal Funds and SGK, marketers are choosing our innovative solutions to build individual and personal long-term relationships with their customers.”

LinkedIn's New Marketing Tool Offers Testing, Personalization

Marketers using LinkedIn as a tool can now personalize and test content in the newsfeed without having to originate posts on their LinkedIn company page, the professional social media network announced today.

An expansion of LinkedIn's "sponsored updates" product, the new solution is called "direct sponsored content."

Sponsored updates are LinkedIn native advertisements, where company-created content is distributed to targeted audiences on the site. To assist companies with creating and distributing sponsored updates, two new kinds of content marketing partners were created in April -- sponsored update partners and content partners.

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