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Digital Marketing News & Analysis

Are You Heading to the #AdobeSummit?

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SALT LAKE CITY -- Adobe will spotlight its Marketing Cloud and digital experience enhancements on a full stage here -- fuller than ever.

There will be record attendance at the annual Adobe Summit Digital Marketing Conference this week at the Salt Palace Convention Center. More than 6,000 digital marketers, technologists, e-commerce and omnichannel professionals will attend — about 20 percent more than last year.

There are good reasons for the record attendance. The $1 billion Adobe Marketing Cloud is getting kudos from top industry analysts at Forrester and Gartner. Both company's rated the platform No. 1 in their latest marketing cloud industry reports.

"We've talked about marketers needing to reinvent themselves last year," said Loni Stark, senior director of strategy and product development for the technology at the heart of Adobe's digital platform, Adobe Experience Manager. "We know that just doesn't happen. Reinvention is a journey around the customer journey. It's a personal journey, and we'll be talking about what that journey looks like and the future of digital marketing."

Do You Have What it Takes to Be a CMO?

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CMOs today require different knowledge and skills from those needed just five years ago. We are accountable for revenue and results and for crafting a compelling customer experience across the buyer journey.

Do you have what it takes to be the top marketing leader in your organization?

Week in Review: Web CMS Selection + Change for Windows Server

5 Web CMS Selection Tips
Know what's ahead.

Mobile Mistakes to Avoid
Listen up, CMOs.

Find the Right ESN
Which works best for you?

Stop Fixing Your Employees
Focus on strengths, new study says.

Gartner's Analytics Dive
Which platform is a winner?

Microsoft Innovates Windows Server
A "dramatic refactoring" is on the way.

Why Companies Are Integrating DAM & Online Proofing 
3 of the Most Commonly Cited Reasons

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Deja Vu: Salesfusion Names 2nd CEO in 18 Months

An Atlanta marketing automation provider that caters to mid-size B2B companies has a new CEO for the second time in 18 months.

Salesfusion named former Oracle tech and marketing executive Carol O’Kelley as its new chief executive this week. She replaces Christian Nahas, who was appointed Salesfusion's CEO in September 2013.

O'Kelley's appointment at a time when close to 2,000 marketing technology vendors are vying for market share. Nine-year-old Salesfusion is fighting for a piece of that pie. It has a thumbs up from at least one well-recognized analyst firm.

The Year of the Predictive Marketer

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Welcome to 2015: The Year of the Predictive Marketer.

In the year ahead, CMOs will need to not only build and foster teams that are data-savvy, but they will also need to embrace advancements in data analytics as core to their strategy and decision-making.

It’s not an option -- it’s a need for survival.

You, Too, Can Be A Data Scientist, Courtesy of Airbnb

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No, Airbnb won’t be providing you with a bunch of clean data sets and algorithms when you arrive at your destination. But the rental lodging site is doing something that will delight analysts a whole lot more.

Today it announced that it is open sourcing Airpal, an internally developed web-based query execution tool that leverages Facebook's PrestoDB to facilitate data analysis.

It puts data scientist-like powers into more hands, and that’s not just talk. One-third of Airbnb employees have issued a query using the tool.

Listen Up CMOs: Don't Make These 5 Mistakes with Mobile

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Mobile provides a golden opportunity for companies to forge genuine connections with customers.

According to Pew Research Center, 90 percent of American adults own a cell phone, and many of those people are attached to their device. Sixty-seven percent of cell phone users check their phone for messages and alerts even when they don’t hear a ring or notification, and 29 percent say their cell phones are something “they can’t imagine living without.”

Devising an effective mobile strategy that capitalizes on this phenomena requires balancing data-driven insights with creativity and technologies. Together, these can create a transformative customer experience.

How Social Selling Helps Your Company Grow More Profitable

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Social selling will transform the way sales teams do their jobs.

At least that's what a lot of people have predicted over the past few years. They claim sales reps will use social networks such as LinkedIn, Twitter and Facebook to identify and engage prospects — and, most importantly, close more deals.

But according to a recent survey by PeopleLinx, only 31 percent of sales reps today use social media in their selling process. And if my experience is any indication, many of these early adopters don't understand a significant point.

The fact is that social networks are best used for networking — not selling.

G/O Digital, Altimeter Partner to Support Your Local Marketing

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A Chicago-based digital marketing agency has formed a research-based collaboration with the Altimeter Group to advance its understanding of local marketing.

G/O Digital, the umbrella brand for Gannett Company's digital marketing services, announced the relationship with San Francisco-based Altimeter today.

"For brands and retailers, connecting digital and physical is tough. With the Altimeter relationship we’re taking on the weighty challenge of understanding how brands think about content and digital assets to drive local store traffic and sales," Jeff Fagel, CMO of G/O Digital, told CMSWire.

Fagel said the arrangement includes a joint research study, which will rely on surveys and interviews with senior brand marketers to assess gaps between the perceptions and realities of local content and digital marketing tactics. The study is scheduled to start in the second quarter this year.

"The idea of local marketing has been elusive, but it seems that local stores and physical retail is a differentiator for folks against pure plays threats like Amazon," he continued. "Today’s consumer is different, but in many ways, the same. About 90 percent of the time, she still shops within three to five miles of her home."

Netbiscuits Claims Update Addresses Your Content Marketing Challenges

Netbiscuits, a provider of analytics tools for the mobile web, has added a tool to its web analytics platform that "goes beyond traditional analytics."

Netbiscuits CEO Daniel Weisbeck told CMSWire the update offers insight about website visitor behavior — information marketers can use to hone their content marketing programs. 

Called Visitor Flow for Customer Journey Mapping, it looks at engagement from referral points such as social media, digital advertising, press and search marketing. It breaks it down by device type and visitor attributes, including location, connection speed and time on site.

"This gives marketers instant insight into which digital content is driving the highest traffic and time spent on site," Weisbeck said.

The 50-employee Kaiserslautern, Germany-based company launched its analytics platform last April.

Q1/Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (04-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: New Use Cases for DAM in the Enterprise

Join CMSWire and Nuxeo on Mar 5th for a one-hour webinar to discover how DAM is best utilized for your business going forward.

> Register Now

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YouMail is $5M Richer and Eager to Grow

YouMail, a visual voicemail provider, plans to use the proceeds from a $5.5 million Series B funding round to expand its user base. The Irvine, Calif.-based company already boasts more than 6.5 million registered users.

YouMail CEO Alex Quilici told CMSWire the company we’ll plans to spend money to "drive awareness and use" in its target markets.

"YouMail has grown organically through a very lean team -- that is, we’ve spent no money to drive user acquisition, and we’ve had a limited development team. We’re now able to much more rapidly iterate on the service," he added.

IDC: Your Customer Experience Cup Is Just Half Full

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A month after IDC warned companies about the tough challenges in improving customer experience, a new survey by the research firm shows little more than half the firms are even trying.

About 53 percent of the 799 organizations in the follow-up study said they're pursuing a customer experience program, according to Mary Wardley, the IDC vice president and CRM analyst who also conducted the earlier study.

The survey also found 22 percent are actively working to improve employee experience, which Wardley said is "integral" to improving the customer experience. Sixteen percent are working with their partners to serve customers better.

Wardley sought the additional data, which has not yet been formally released, to get more clarity on how well organizations understand customer experience and its popular siblings: employee experience, partner experience and supplier experience. She also explored how, who, why and what are involved in current programs.

Madison Logic Expands Its Platform With B2B Ad Network Buy

Madison Logic has been providing enterprise solutions for publishers and demand generation for the past six years.

But CEO Tom O’Regan told CMSWire that the company's customers wanted more — specifically "solutions that would help them target more efficiently and deliver more effectively when running brand campaigns."

With the acquisition of Linthicum, Maryland-based BBN Solutions this week, O'Regan claims New York City-based Madison Logic will give customers what they want.

How CMOs Create Golden Ticket Marketing Teams

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There are as many opinions on what marketing does, what it should say and how it should be measured as there are people in a company. That makes the role of a Chief Marketing Officer (CMO) the most subjective position within any company. But even brilliant CMOs don’t last forever. This means we have to work quickly, build great teams and establish clear metrics for success.

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