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Digital Marketing News & Analysis

Got a Good Story to Tell? You Should - If You're a Marketer

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For some, marketing about products is so five minutes ago.

Today is the day of the story for marketers. Tell good stories and people will listen. When people listen, credibility rises. When credibility rises, you may have a customer.

Storytelling's hot -- Entrepreneur Magazine deemed 2014 the year of the story.

David Aaker is a strong believer of the storytelling concept for marketers. Aaker, vice chairman of Prophet, author and branding expert, told CMSWire that marketers must realize not everyone's going to be initially attracted to a brand. 

"People sometimes are just not interested in what you're offering," Aaker said during a phone interview with CMSWire. "So you find out what they are interested in, and you get involved with that."

2014 Action Item: Did B2B Marketers Become More Agile?

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It was just a year ago that B2B marketers had a clean slate, the whole year in front of them.

Now it's over. 2014's gone. No second chances.

We caught up this time last year with industry insiders about some absolute must-dos for 2014. Starting today, we catch up with some of them again to see, well, if B2B marketers DID the must-dos.

We begin with Carla Johnson, president of Type A Communications out of Parker, Colo. Johnson's message last year to B2B marketers was to become agile.

"Why, how and what marketers need to perform in our roles has never changed so much or at such a significant rate as it is now," Johnson told CMSWire last year.

Just How Much Must the CMO and CIO Work Together?

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Forrester Research says a strengthened relationship between the CMO and CIO will be paramount for companies' success in 2015.

Shocked? Neither are we. This executive relationship -- and how it must be tightened, glued, bonded and sealed -- has been bandied about before. 

Marketing and information technology leaders reached by CMSWire agree the CIO-CMO is an important relationship in the executive scheme of things.

But just how important depends, they say.

"While there is no doubt that the CIO-CMO relationship is key to success in the digital age, the same applies to relationships across the C-suite," said Ian Cox, a London-based author who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

3 Focuses for Mobile in the Year Ahead

2015-05-January-Mesmerized.jpgDigital marketers: 2015 is here, and it’s time to play catch up. For the past 10 years, we’ve been trying to keep pace with the latest innovations, strategizing and re-strategizing to implement the next great personalization feature or web design technique. But that period of innovation has ended and, moving into 2015, we find ourselves in a new period of digital transformation. By fully implementing these innovations in the coming year, marketers can help companies transition into fully digital-first business.

Where should we start? Mobile.

The Scoop on Pinterest Analytics and Engaging Pinterest Followers

It's easy for people to spend time on popular social media platforms — and, increasingly, the platform of choice is Pinterest.

The growing use of the image sharing social media platform has created a high quality of influence on retail and branding. And that means it's essential for marketers to learn the basics of Pinterest Analytics.

Examining repins and researching follower interest with Pinterest Analytics can make Pinterest engagement more meaningful, help you increase online activity and enhance the digital experience for your customers.

CMSWire's Top 25: The Hits of 2014

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Another year has come and gone — and with it, an amazingly diverse selection of stories from CMSWire staff writers and contributors. Over the past 12 months, our team has worked hard to inform, entertain, inspire, provoke debate and encourage discussion about a wide range of B2B topics.

Before we make the usual predictions about how much more we expect to accomplish in 2015 (which we do) or how we expect CMSWire to become an even better source of information for everything related to digital experience, marketing, social business, big data and more (which it will), we'd like to step back and collectively say the most important thing possible.

Thank you.

Thank you for reading our content, posing thought-provoking questions and participating in our webinars and Tweet Jams. We appreciate your support, your informed discussion and all the many ways that you, our readers, have helped make CMSWire a go-to source for industry information.

And now, a selection of some of the stories and authors you enjoyed the most in the past 12 months.

A Look Back: Innovation or Hype in Digital Marketing?

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Digital marketing is hot. Has been for years now, and 2014 was no different.

But by hot, what do we mean?

Hot as in products are killing it for organizations -- churning out ROI like it's going out of style? Hot as in innovation is at an all-time high, with different products and features hitting the market daily? Hot as in having a digital platform is a MUST for any marketer?

Some of this is happening, we're sure. But in 2014, it seemed like digital marketing was hot simply because, well, people were talking about it.

We really didn't see a leader. A clear visionary. An innovative concept that no one had that just flipped the industry upside down, much like when a Harvard dropout wanted to connect college kids online more than 10 years ago.

CMSWire's Top 10 Hits of 2014: Digital Marketing

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For digital marketing, 2013 was the year of acquisitions — and 2014 was the year of putting those acquisitions into action. IBM and Silverpop. Insightera and Marketo. Oracle and Responsys.

Integration with acquisitions take time, and we didn't see a clear winner in 2014. Will we in 2015?

Shining the Light On Dark Social

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You do it. We all do. You see an interesting story and share the URL with a friend. Or maybe you just copy a couple of sentences and paste that into an email.

You're just being social. But for the publisher, that's known as dark social because it results in traffic that comes from unknown sources.

Luis Aguilar has been on the trail of dark social for about three years now as a product manager for Po.st, an offshoot of  programmatic advertising agency Radium One. Po.st offers tools that help publishers track that traffic.

5 Non-Negotiable Requirements for a CMS in 2015

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Content marketing and mobile are the digital marketing buzzwords for 2015. Next year, techniques like personalization, targeting and testing will be non-negotiable CMS features — and here's why.

Your customers are empowered like never before. They seek out information about your business on their own terms, on their own time. And they’ve got options: Google search, reviews, forums and social media all combine to shape their image of your company and its offerings.

If they’re interested, they can choose to visit your site or download your app. It’s their call. If you want to engage them, you have to provide appropriate, relevant and entertaining information. And make sure it is accessible on mobile, which has overtaken desktop consumption in the past year.

Discussion Point: What's Most Important in Web CMS?

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Nothing stirs a good tech conversation like Web Content Management Systems (Web CMS).

Some think it's time to get back to basics. Everyone has a say on who has the best CMS out there. And people watch this industry pretty closely -- especially on merger and acquisition talks.

But this is a technology. And enterprises need it to do their jobs better -- and make websites look fabulous while managing content.

So what is the most important feature in a Web CMS? We put this question out to some Web CMS veterans today in our latest Discussion Point.

By the way, this closes out our 2014 season of Discussion Point pieces. Check out prior ones. Got a great topic for 2015? Tweet us @cmswire.

Who Needs a Ferrari? Oracle Buys Datalogix for Christmas

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Forget Hawaiian Islands, ski houses in Aspen and geeked out yachts, this year Oracle CEO CTO Larry Ellison is buying himself a data-tracking firm for Christmas.

This morning Oracle announced its intent to acquire Datalogix, a “Data-as-a-Service” analytics provider that helps brands glean insights on customer purchasing patterns. Datalogix's unique value proposition to the market is that it can help brands determine if ad clickers actually ever walk into stores to purchase the goods they’ve shown interest in.

Though the amount of the acquisition is unknown, earlier this month AdExchanger reported that Datalogix was shopping itself around for as much as $1 billion. It was rumored, at that time, that Nielsen, Adobe and even Facebook were kicking its tires.

Ekaterina Walter: Success Is a Team Sport

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The most influential Renaissance man in digital marketing is quite likely a woman.

Ekaterina Walter not only has an attention-getting title — global evangelist at Sprinklr — but is also a passionate marketer, bestselling author and highly regarded international speaker.

She's also proud of her roles as a wife and mother, enjoys dancing, camping and seeing the world, and "tweets with a European accent."

After spending more than 10 years as an integrated marketer and social media leader at Intel and Accenture, she went on to become the co-founder and CMO of Branderati, which was acquired by Sprinklr earlier this year. Somewhere along the way, she found time to write two books, "Think Like Zuck" and "The Power of Visual Storytelling" and also gained recognition for her innovative thinking.

Week in Review: Microsoft's Yammer Push + Open Source Strategy

Warm to Programmatic?
Have advertisers woken up to the potential of programmatic marketing?

What's in a Domain Name?
Bill Sweetman breaks it down.

Product Management Dissected
What's the current enterprise tool landscape look like?

The Yammer Push
Microsoft isn't sitting back in Yammer's enterprise future.

No Rainy Days for Cloud
The cloud space continues to flourish. 

Open Source is the Champ
So now what's your strategy?

5 Keys to Launching a Killer Website  
75% of Internet users judge a company by its website design.

 

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Jahia Add-On Tool 'Frees' Digital Marketers to Engage

Open source Web CMS provider Jahia wants to empower digital marketers with its latest tool.

The Geneva, Switzerland-based company this week launched Form Factory, which officials say frees digital marketing teams "in the creation and monitoring of their favorite engagement tools."

The add-on comes in the same year Jahia released its Digital Factory 7 which officials at the company say is part of a "rise of the digital industrialization."

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