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Digital Marketing News & Analysis

Top Challenges for Multichannel Marketers #DMA14

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Two-thirds of marketers in enterprise companies fail to tightly coordinate campaigns across all marketing channels, and just 43 percent state that their marketing departments share common goals across channels, reveals new research released during this week’s Direct Marketing Association (DMA) Annual Conference in San Diego. 

The report (registration required), sponsored by Yes Lifecycle Marketing, was based on a survey of more than 300 marketing executives in large- and mid-sized companies, and found that organizational silos continue to hamper marketers from effectively implementing multichannel strategies.

Leverage Data-Driven Marketing to Measure Business Impact

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As the growing reliance on data reshapes marketing, many CMOs wonder which metrics to collect and how to use them to boost company profits. There's a secret to that. In fact, there are four.

Heidi Bullock, vice president of demand generation at Marketo, outlined those yesterday in a CMSWire webinar, The Survivalist's Guide to Data-Driven Marketing. The session was sponsored by Marketo and you can watch it by clicking on the frame at the end of this story.

Bullock explained that marketers need to understand the close connection between their budgets and the company's financial success. For example, they could ask themselves what impact would a 10 percent increase in the marketing budget have on their company's profit?

Forrester Shows Little Love for SAP, Marketo in Marketing Wave

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When you think "marketing cloud" you probably think Salesforce.com and Adobe — and for good reason. These two providers have solid offerings that stay competitive with a steady addition of new features, industry experts concur.

They are not the only game in town, though, as a new report on the sector from Forrester Research makes clear: users interested in other offerings might want to investigate SAS Institute, Oracle, Teradata and IBM, it concluded in its Forrester Wave: Enterprise Marketing Software Suites for Q4 report.

But the report was less enthusiastic about SAP and Marketo. These two providers, Forrester stated, "have work to do to catch up with the others."

Constant Contact has the Toolkit for Growth

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The main growth levers at Constant Contact continue to point in the right direction, as the company — a provider of cloud-based digital marketing solutions for the small and midsize business (SMB) market — gains traction with its Toolkit online marketing platform.

Thanks to Toolkit, introduced in April, Constant Contact is seeing better customer engagement, higher average revenue per user (ARPU), improving retention rates and increased lifetime customer revenue, according to CEO Gail Goodman. 

What Gender Should You Target with Mobile Ads?

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It’s not a myth. Women really do love to shop.

Data has long showed that men are gaining ground when it comes to buying. But women still do the bulk of the shopping for themselves and their families.

And it’s not only in stores. A new analysis by AppLovin, a mobile marketing company that came out of stealth earlier this year, shows that women dominate mobile sales as well.

A Signpost on the Road to Marketing Automation

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As technologies mature, two nice things typically happen: the price falls and capabilities rise. Soon almost everyone can take advantage of it.

Consider cell phones. They were expensive, bulky status symbols when first marketed, but 4.55 billion people will use better, cheaper phones this year, according to eMarketer. Computers? Over the past 20 years, the price of a medium-quality PC has fallen from about $2,000 to a few hundred dollars. And today's computers are much better.

So it shouldn't come as a terrible shock that a Software-as-a-Service startup is now offering a marketing automation system with basic cross-channel customer relationship tools for $200 a month, or $180 if you pay in advance. The company's target? Mom and pop businesses.

The Magic of Meaningful Customer Experiences #DMA14

Magic Johnson gave the ultimate demonstration of personalized marketing yesterday, as he stood in a room full of admiring marketing professionals and posed while smartphones captured photo after photo of the NBA Hall of Fame Legend-turned-entrepreneur.

One of the day’s keynote speakers at DMA2014 in San Diego, Calif., Johnson continued connecting with the audience by avoiding the stage, and instead circulating among attendees throughout his entire talk on creating meaningful customer experiences

Marketing to the Segment of One is Closer Than it Seems

2014-28-October-Alone-in-Bleachers.jpgAs mass marketing dwindles in popularity and effectiveness, the “segmentation of one” is the future. Businesses must be able to market to customers at an individual level to remain competitive and relevant. However, without customer analytics technologies -- such as modelling, forecasting and segmentation -- marketing to this degree of detail can’t be done efficiently.

The Darker Side of Data Mining? Ask Your Doctor

2014-28-October-Say-Ah.jpgI’m a digital marketer. We mine data from the Internet all day long in order to sell more shoes. I have no problem with that. People like shoes, they want shoes. If they spend so much money on shoes and can’t pay their rent because of a campaign I designed, that’s perfectly OK with me. It’s called a free market.

What digital marketing does well is collect (mine) all the data floating around the Internet -- things like tweets, likes, shares, webpage visits, downloads, shopping cart activity and purchases -- in order to find out what experiences with the brand drive the most desired outcomes. We call it “actionable insight” -- data that reveals how we might drive better outcomes. The outcomes we drive are always one of two things: reduced cost or increased revenue. 

But here’s a conversation I had with my sister recently about the way data mining is used now in medicine that I found disturbing.

Ad Forecasters Offer 'Mildly Bizarre' Glimpse of the Future

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There are two things all advertising geeks love: graphics and numbers – lots and lots of numbers. You can positively hear the crunching sound of those digits whenever you’re in the presence of anyone in an advertising-related industry. (Full disclosure, I once worked for an advertising agency in Chicago.)

With that in mind, Borrell Associates' recent webinar on digital advertising was not surprisingly number-centric – with a bit of ad and social media history, some Miley Cyrus references and a plethora of predictions for what the future of advertising holds in our increasingly digitized world.

For a point of reference, the very first television ad appeared 73 years ago on July 1st, 1941. It consisted of a Bulova watch ticking for 60 seconds with the voiceover: “America runs on Bulova time.”

Leveraging TagMan's Technology, Ensighten Launches 'Attribution'

2014-27-October-Footprints.jpgAs marketers track their customer's journey across channels, a key factor is creating tags that follow the footsteps.

Ensighten today released a new product called Attribution that is designed to make that easier while reducing spending when integrated with Ensighten's Manage and Agile Marketing Platform.

“Ensighten’s closed loop approach is unique in the marketplace,” Josh Manion, Ensighten's founder and CEO said in a statement. 

5 Ways Pitch Perfect Should Inform Your Content Strategy

After nine months spent writing a book about content, content marketing and content strategy, I felt brain dead. My husband lovingly suggested we take our family away to the beach so I could “recover” for a few days.

While buying the usual sunscreen and other beach necessities, I noticed the DVD of the movie Pitch Perfect. I had watched the movie on a girls’ movie night, and thought it was super cute. Having two girls, ages 10 and 7, I thought it would be the perfect movie to while away the time we spent driving to the beach.

Adobe Joins Campaign, Analytics for Faster Retargeting

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Retargeting and remarketing are not new concepts.

So there's nothing ground-breaking about today's announcement about Adobe Campaign's integration in the Adobe Marketing Cloud. The move allows marketers to retarget shoppers who abandon their online shopping carts.

So what's the wow factor? Speed, Adobe officials say.

The San Jose, Calif-based software giant's today released an integration between two of its six Adobe Marketing Cloud suites -- Adobe Campaign and Adobe Analytics -- that officials claim helps marketers grab shopping-cart abandoners before it's too late.

Officials say it's the first in a series of announcements Adobe will make regarding marketing cloud integrations between now and Adobe Summit in March. 

"The real time nature of the technology," Kerry Reilly, director of product marketing for Adobe Campaign, told CMSWire when asked of its unique proposition. "Remarketing has been around for a while, but not in real-time like this. You can leverage this technology to capture the right-time moment, if you will."

Length is Everything [Infographic]

All that stuff about size is silly. The real thing to worry about is "How long should it be?" — the question every student has asked since a teacher assigned a report on topic (fill in the blank) for homework. 

Length has grown nothing but more important in the online world, a fact anyone who has struggled to trim a too long tweet understands. 

So how many characters long should a tweet be to get the most engagement, or how many words long should a blog post be so that it actually gets read? The team at SumAll, a company that markets a social media analytics and business dashboard, knows.

Customer Success is a Failure

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Customer success is a stupid concept … a catchphrase that shifts the focus from people to profit.

Unlike customer experience — a phrase that suggests giving something of meaning and value to the people who matter most — customer success implies taking.

It shifts the focus from customers to companies. Or, as the Customer Success Association so bluntly states on its website, turns "customer relationships into strategic portfolio assets" with an emphasis on "sustainable corporate profitability and growth." It asks:

  • How can we gather and use personal data and market intelligence to get the most from our customers?
  • How can we lure potential new customers and entice the ones we already have to spend even more?

Customer success isn't about helping customers or resolving their complaints. It's not even about creating win-win scenarios for customers and companies. Rather, it embraces and celebrates the exploitation of customers for a company's own benefit.

At least that's how it seems. And in this so-called age of customer centricity, it's tiresome.

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