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Digital Marketing News & Analysis

Marketing Automation Best Practices

It's no secret that the popularity of marketing automation has been growing. Once thought the exclusive domain of larger than life firms, the marketing strategy and software has become increasingly accessible to smaller firms. But what exactly is Marketing Automation?

Good Content is Just the Tip of the Iceberg

We’re often told that the best way to create advocacy and brand loyalty through business websites is by providing compelling, timely content and making it available on multiple devices and across a number of platforms. But is content creation and delivery only the tip of the iceberg when it comes to producing dynamic, customer-facing digital experiences?

Reducing the creation of an engaging customer experience to a simple, easy-to-achieve objective overlooks the complexities and layers that go on behind this task.

Learning from Loss: Forensic Files for Lost Sales

Learning from Loss: Using Data from Deals that Fall Through to Make Your Sales Organization BetterAnyone involved in sales has experienced the near miss. That’s when you’re in what you think is the home stretch of a big sale, with your contact at the company assuring you that only one or two big shots have to sign off on the deal. As you’re icing the champagne, you get a call: the deal’s gone to your competitor.

Adobe 'Filled Gaps' With Neolane #AdobeSummit

Adobe added email campaign management software to its marketing cloud last year to fill gaps in its digital marketing arsenal, analysts told CMSWire this week at the Adobe Summit Digital Marketing Conference in Salt Lake City.

Adobe is showing off the new product — Adobe Campaign — at the annual conference. Last June, Adobe spent $600 million to buy Paris-based Neolane, adding missing pieces to its software puzzle. “Neolane added the industry leading cross channel campaign management tool to the marketing cloud suite,” said Cory Munchbach, an analyst serving customer insights professionals at Forrester Research.

What Not to Say: Words that Cost You Customers

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Everyone has a pet peeve about customer experience. Persistent pop-ups that ask annoyingly, "Need help?" Websites with music in their hearts.

Videos that start automatically. Hard to find contact information. Contact centers that make you wait on hold ... for what seems like forever. Intricate, thickly branched phone trees. Glitchy self-service kiosks.

It's a multichannel mess, more or less.

But nothing is more maddening — or more contrary to the whole philosophy of CXM — than scripted responses that lack even trace amounts of empathy, understanding or compassion. As customer experience researcher, innovator and entrepreneur John A. Goodman so clearly articulates, some things are better left unsaid.

What else would you expect to hear from the co-author of "Shut Your Mouth! Words and Phrases to Avoid in a Customer-Focused Service Environment"?

Finding the Right Marketing People #AdobeSummit

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The  reinvention of the marketer is the theme at the Adobe Summit Digital Marketing Conference in Salt Lake City this week. And reinvention means taking risks — calculated risks, at least.

Even the star of the day, actor Robert Redford, told the audience at the Salt Palace Convention Center that “not taking a risk is a risk.”

So how does reinvention occur?

In his keynote address this morning, John Mellor, vice president of Strategy and Digital Marketing for Adobe, said the right people, processes and products are the keys to success in digital marketing.

“You need people with the skills in digital marketing, but also with the desire to reinvent themselves,” Mellor said.

AOL Unveils Plan to 'Mechanize' Ad Purchases

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Maybe you haven't thought about AOL in a decade or so, but Tim Armstrong has thought about little else.

Today the company's CEO unveiled the culmination of the company's four-year string of acquisitions of advertising technology companies -- a new cross-channel platform called One that he vows will do for ad sales what containerized cargo did for shipping.

The company not only unveiled a "mechanized" platform, but rebranded AOL Networks to AOL Platform just to ensure that the 600-plus marketers in the audience at ad:tech San Francisco got the point. The formal launch of One will follow later this year.

For our 20-something readers, AOL got  big -- really, really big -- when you and the World Wide Web just still toddlers. As use of the Web soared in the late '90s, as many as 30 million people relied on America Online to get onto the Internet.

The Hierarchy of Social Marketing Interaction

The Hierarchy of Social Marketing InteractionSocial marketing has become an integral part of the marketing portfolio ... at least in theory. One of the biggest challenges social marketing faces is the remaining confusion on which metrics are truly important for marketing success and which are more decorative in nature.

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?At last month’s Convergence conference in Atlanta, Microsoft revealed what it had been internally assembling around its 2012 acquisition of Marketing Resource Management (MRM) specialists MarketingPilot. The resulting digital marketing suite has the potential to shake up the marketplace just as SharePoint did in the enterprise content management (ECM) market in 2001.

Q1/Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (26-Mar-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.)

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Real World Digital Marketing and Analytics Tales #AdobeSummit

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The numbers don’t lie. Adobe’s digital marketing unit has reached the $1 billion mark in revenue.

The news came out at the Adobe Summit Digital Marketing Conference in Salt Lake City yesterday. Adobe also announced updates to its Adobe Experience Manager platform. 

The technology showcased yesterday's ballroom keynote looked promising. The music was great. The color tone in the ballroom was cool. Each speaker Adobe presented was clever and inspiring,  if you’re a digital marketer, that is.

Heck, some of the technology drew major applause from the crowd of a few thousand (more than 5,500 are attending this week): like when in a demo one click changed an entire marketing campaign across multiple devices.

This stuff can work. No doubt.

Adobe Marketing Cloud Partners with SAP HANA #AdobeSummit

Adobe Marketing Cloud Partners with SAP HANA #AdobeSummitSALT LAKE CITY -- The big boys are playing ball. Digital marketing ball.

Adobe and SAP announced today at the Adobe Summit Digital Marketing Conference the integration of the Adobe Marketing Cloud With SAP HANA and its hybris Commerce Suite. SAP will resell the Adobe Marketing Cloud with the SAP HANA platform and the hybris Commerce Suite.

It’s a move an Adobe official this morning called the bringing together of the marketing and technology departments through the combination of digital marketing and commerce solutions to deliver real time customer engagement across multiple channels.

Execs Stress Plenty of Opportunities #AdobeSummit

Will Adobe become the go-to company for all digital marketing technology? Company executives, speaking at the Adobe Summit in Salt Lake City today, certainly paint that picture. But a dynamic and expanding industry proves there is room for plenty of other players, as digital marketing complexity expands.

Data Driven Marketing Demands a Fundamental Shift

We are in the midst of an industry wide transition period, moving away from data driven decision making and towards data driven decisioning. And while the semantic difference seems subtle, it's changing the game -- and creating incredible forward momentum -- for virtually every marketer and big brand.

Adobe Updates Experience Manager #AdobeSummit

The numbers are in from Adobe's survey of digital marketers, and they seem to gel with what we're hearing in the industry today.

According to the study, "Digital Roadblock: Marketers Struggle to Reinvent Themselves," 64 percent of marketers know their role will significantly change over the next year, and 40 percent want to reinvent themselves.

But only 14 percent know how. 

Adobe believes it can bring the other 86 percent up to date. In pursuit of that cause, Adobe will be kicking off its Adobe Summit Digital Marketing Conference with a new release of Adobe Experience Manager, its web experience platform, which will simplify website re-platforming, dynamic asset delivery and mobile app development.

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