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Digital Marketing News & Analysis

Are These Vendors the Best at Social Media Monitoring?

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Social media marketing can be a lot like email blasts. Send out something, and see if it sticks

We're still in early days here. Many digital marketing teams, especially B2B, still search for that "gotcha" in social media marketing.

"One of the difficult things about using what I call flat metrics as a barometer for success is that there isn't often an actionable next step," said Erin Robbins O’Brien, chief operating officer at San Francisco-based GinzaMetrics, which just released a social intelligence suite. 

"For instance, a tweet receiving a high volume of retweets is often not analyzed for how it worked, who it worked for -- in terms of audience segmentation/persona group -- and if it would have worked on other channels or just Twitter. This means marketers aren't able to harness the good and fix the bad as easily."

Vendors claim they make these fixes. And where there are vendors, therein lies software rankings.

G2 Crowd, the Chicago-based crowdsourcing platform that provides user-review based reports on business software, released its Grid for Social Media Monitoring today. At least 10 users must have submitted reviews/ratings on a vendor for it to be mentioned in the report. The report looks at customer satisfaction (based on user reviews) and market presence (based on market share, vendor size and social impact).

How accurate are they? Like any reviews, take them with a few grains of salt.

Do We Expect Too Much of CMOs?

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You may have noticed that the relationship between buyer and seller is in major flux. This turmoil impacts the position tasked with leading firms’ marketing efforts and held responsible for leading firms’ marketing efforts — the CMO. Today’s Chief Marketing Officer tops a pyramid of people, technology and behavioral science focused on getting the brand’s message to its intended audience in order to convince that audience to buy.

Many CMOs are finding it difficult to shoulder the blizzard of responsibilities descending on their desks. The CMO’s average tenure is just 45 months -- considerably shorter than their CEO, CFO and CTO counterparts. 

Given this level of turnover, it’s fair to ask why, with all the new and sophisticated technological resources available, so many CMOs can’t seem to get their feet on the ground.

Coke's Happiness Formula: Compelling Stories About Real People

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Tim Goudie is a pilot, a camper, a hiker, a swimmer, a skier.

But he's also an international marketer with global experience in a variety of packaged goods industries.

He's director of social media, sustainability, for The Coca-Cola in Atlanta, where he specializes in driving corporate trust and brand love.

His 15-year career with the company spans three countries and includes roles in global interactive marketing, sports marketing and strategic brand marketing, among others.

See What? B2B Marketers Takeaways on Ad Viewability

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B2B marketers need to measure if people see their ads.

Naturally, right? Industry insiders refer to this as "viewability." Google cares a lot about this.

So should B2B marketers, said Elizabeth Harz, president of media at ADARA, a digital advertising platform based in Mountain View, Calif.

"Driving for the broadest reach with the lowest expense possible may dictate for lower viewability goals versus attempting to run 100 percent viewable campaigns, which may result in lower ROI," Harz told CMSWire. "All marketers need to first define the goal or expectation of their campaigns and then align metrics like viewability to those goals."

The Online Privacy Checklist Every CMO Needs

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CMOs are charged with social media marketing and monitoring what prospects and clients are saying online, but lack the technological capacity, power and often, the desire to monitor what employees are saying online. This thinking is flawed, at best and downright dangerous, at worst. Here’s why and what needs to change.

With very few exceptions, at most companies you can be pretty certain a large number of your employees are participating online in some way. Of course they’re entitled to do what they want (on their own time), but how many of them are posting potentially damaging comments using accounts where they identify themselves as part of your organization?

Oracle: Our Real World Data Cloud Can Help You Simulate Audiences

Oracle’s recent launch of its Data Cloud service for customer data is not just another acquisition, renamed and relaunched with Oracle’s red banner. It’s not just one more step toward parity with Salesforce — the company founded by the Oracle CEO’s former protégé.

It's an acknowledgement from one of the companies that established data as a business that deep behavioral analysis of customer behavior is not only common — but a commodity in itself.

Give Your Customers Steady, Clear Messages - Or You'll Lose Them

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Bob Egner's seen good digital experiences — and bad ones, too. Egner's the vice president of product management at Stockholm, Sweden-based EPiServer.

He's also a connected consumer. Egner tried to renew a PC security subscription once but failed to navigate the company's poor -- and confusing -- digital experience on his mobile phone. The price changed. Offers were inconsistent.

"When I took the experience forward, there were a number of places where I got derailed. What's the takeaway? Confusion and distrust equals goodbye," Egner said during a CMSWire webinar last week. You can watch the full webinar at the end of this story.

Digital marketers and organizations investing in digital experiences can avoid losing connected consumers like Egner by simply knowing their customers' preferred journeys -- and executing clear, consistent messages.

Think Digital Marketing Technology: Think ... Microsoft?

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When the topic of conversation turns to digital marketing technology, would you expect Microsoft to come up as a leading vendor?

The latest survey by ChangeWave Research, a service of 451 Research, gives some insight into this, as well as other interesting business software spending tidbits – and some of the data might surprise you.

For starters, 28 percent of the 1,044 software buyers surveyed identified Microsoft as a digital marketing technology vendor they currently use or plan to use in the next six months – a finding unchanged from the previous survey taken last July.

Matt Mullen, senior analyst for social business at 451 Research, told us why.

4 Must Have Skills for Data-Driven CMOs

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It wasn't that long ago when most CMOs and senior marketers were considered the keepers of the brand. Today CMOs have a seat at the table. Their customer-centric insight drives the business-building strategy in front of the funnel, in the funnel, and all the way to the close and beyond.

In Forrester and Heidrick & Struggles most recent report, "The Evolved CMO in 2014," 40 percent of the CMOs surveyed aspire to the CEO position -- an almost inconceivable transition five years ago.

Is There a Light at the End of the Social Media Marketing Tunnel?

Digital marketers love talking about social media. Executives love return on investment (ROI).

Can you truly show ROI on social media programs?

GinzaMetrics is the latest company to offer a solution officials said does this for marketers. Its new platform addition gives marketers insights on how social channels contribute to corporate goals and revenue. It also gives marketers data to better target campaigns for the right audiences.

GinzaMetrics, based in San Francisco, is not the first to do this. So why them?

"The offering is unique because it comes from a data platform that has a backbone of search and organic data that provides deeper content information, at the individual page and keyword/topic level," said Erin Robbins O’Brien, COO at GinzaMetrics.

The company today released a Social Intelligence Suite addition to its platform. This enables marketers to tie specific content, keywords and social channels to revenue and conversions for their brand, she said.

Give Users a Vote: Why Testing in Email Matters

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Consumers want their voices heard.

Social media marketers have turned to crowdsourcing to include customer's voices. But email marketers have been giving people the opportunity to vote for years.

We're not talking about direct surveys, although those can work. What we're talking about is measuring the votes that customers make every day when they choose to click or not click -- using A/B testing. 

Successful CMOs Create the Structure to Innovate

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Change conquers those who fail to receive it as a friend. And change has got marketing in a headlock these days.

Consumers engage with brands, explore products and make purchases in ever more channels and on ever more devices -- and this dizzying trend will only continue. Marketers are struggling to keep up (understatement alert).

Let’s walk through five ways CMOs can help their organizations not just adapt to the changing landscape of marketing, but thrive in it. 

Q1/Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (18-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: Navigate the Quickly Evolving Marketing Technology Landscape

Join CMSWire and EPiServer today for a one-hour webinar to discover what you might be missing in your digital marketing strategy.

> Register Now

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Ex-Ford Visionary Scott Monty Tells You His Social Secrets

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It's not every day you get to sit down with an "an unstoppable force of nature" — a guy Alan Mulally, the CEO of Ford Motor Company, described as "a visionary."

But those effusive words seem less important to Scott Monty that a few simple realities. He describes himself as a husband, a dad and "generally nice guy," who enjoys writing about the changing landscape of business, technology, communications, marketing and leadership.

Monty is executive vice president of strategy at SHIFT Communications, a public relations firm with offices in Boston, San Francisco, New York City and Austin. He's also editor and co-host of I Hear Of Sherlock Everywhere, "news and information about Sherlock Holmes in popular culture in one convenient site and podcast."

Where Did It Go? Understanding Traffic Drops in Google Analytics

You’re up early, just sitting down to an analytics report with a fresh cup of coffee, when you suddenly see it on your laptop screen – a big ol’ drop in website sessions in your overall traffic report. And not just by a few session counts.

You shouldn’t panic, at least not yet.

Traffic changes for your website or app often happen as you begin reviewing analytic reports over time. But with so many reports and ideas, it can be a head scratcher to know where to start a diagnosis.

While no one set of tactics is the right way, there are a few great ways to get started in analytic reporting. The key is deciding if the traffic change is technical or from marketing influences on traffic.

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