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Digital Marketing News & Analysis

Quaero Reinvents Itself (Again) After Buyout

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Everything old is new again at Quaero. Fifteen years after it was founded, the data analytics company is a start-up again — now that it bought itself back from the parent company, CSG, that had acquired it in 2008.

The deal closed in January, and now Quaero, a firm that wants to connect data management and analysis to advertising, is using it as an opportunity for innovation. It's shifting its strategy from hosted data services to a data analytics platform, an iteration the CEO calls "Quaero 3.0."

The Perfect Moment to Market and Communicate to Customers

The perfect moment to market and/or communicate with a customer is just after they have successfully completed a task. 

Analytics 3.0: Beyond Big Data

Think you need a data scientist to glean actionable insights from big data? Then you haven’t read Big Data at Work, the newest book by Tom Davenport, who is widely acknowledged as one of the world’s leading analytics experts.

This Week: Forget the Funnel + Rethinking the Rush to the Cloud

Forget the Funnel
Marketers should throw out the old rulebooks, because what was right yesterday doesn't necessarily translate to today.  

Psssst: Want to Engage Customers?
Want to know a secret? How about four? Find out the four attributes of great customer engagement.

Employees Want Mobile Doc Access
The results are in and improved document sharing topped employee demands for collaboration technology.

Box IPO Finally Official
After months of rumors, Box filed its IPO this week, revealing some sobering figures in the process.

Rethinking the Cloud Rush
When vendors rush services to the cloud, they ignore customer needs for security and data privacy. 

SAP Shakes Up Data Warehousing
SAP's latest update to its data warehousing play promises to deliver what the customers want: the information they need to act.

The 3 Stages of Digital Marketing
Prepare for the complex challenge of multi-channel marketing by taking a more scientific approach.
> Read the White Paper

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Building a Successful Retail Loyalty Program

Research shows that it costs up to five times more to acquire a new customer than retaining an existing one. It has also been proved that a 5 percent reduction in customer defection rate can increase profits by 25 to 85 percent, depending on the business. In the US, only 12 to 15 percent of customers are loyal to a single retailer, but even this small percentage generates between 55 to 70 percent of the sales, according to the Center for Retail Management at Northwestern University.

For a long time, retail businesses focused on expanding their customer base without any particular attention towards retaining them. But businesses now realize that it is more important and profitable to focus on customer retention and building customer loyalty.

5 Things We Learned at the #AdobeSummit

customer experience, Five Things We Learned about Marketing at #AdobeSummit

Seattle Seahawks cornerback Richard Sherman is a public relations master. Salt Lake is awkwardly quiet at night for a "big city." A red-eye delay in Salt Lake is a good time to write a story.

And, lastly, digital marketers and web analytics people have a little soul to their step when a good band like Vampire Weekend is playing. Or maybe it was the free beer and wine dancing.

Either way, we learned a few things this week at the Adobe Summit Digital Marketing Conference at the Salt Palace Convention Center in Salt Lake City.

Some of our learning journey included tales from the digital marketing industry.

Here's what we discovered:

Marketers: Brace for the Impact of the Internet of Things

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As more devices become connected to the Internet of Things (IoT), our already hyper connected lives are becoming even more immersive. But the connected device space is still struggling to find heterogeneity. 

Marketing and advertising, while not the only industry waiting for a fuller convergence of devices and platforms, certainly stands to gain much from the endless stream of data that is produced by the myriad devices used in homes, offices and anywhere else.  

Marketers and advertisers want to leverage this information to entice us into purchasing an array of goods and services. 

But is the industry ready for this seismic change?

Alex and Ani on Digital Marketing #AdobeSummit

Alex and Ani on Digital Marketing #AdobeSummitThree years ago, the Providence, R.I.-based Alex and Ani started with 12 employees. Today, it has more than 1,100 employees, revenues of $240 million, and is being courted by investors as a potential IPO candidate. 

One of the fastest growing mid-sized retailers in the US, the lifestyle brand's success can be attributed to one simple fact, Ryan Bonifacino, the company's vice president of digital strategy, said. 

“The product is awesome. I can't take credit for that,” he told CMSWire in an interview at the Adobe Summit Digital Marketing Conference in Salt Lake City.

LinkedIn Asks: How Good is Your Content?

LinkedIn is stepping up its focus on content. After releasing a site-wide Publishing Platform last month, the professional social networking site will be launching a Content Marketing Score and a way to measure trending content. 

Real Time Marketing: The Customer Decides #CXMChat

320x240_cmswire_tweetjam_logo.pngReal time can be right until it goes very, very wrong. Data access remains an issue — and at the end of the day and to drive relevancy, human understanding is required. 

These were just a few of the conclusions drawn from last week's real time marketing Tweet Jam. 

10 B2B Marketing Tips from SAP #AdobeSummit

When you get into semantics with marketing, be it B2B or B2C, you lose a basic fact. Marketing is about the ways human beings interact with technology on the web and mobile devices.

Shawn Burns, global vice president of digital marketing for SAP, told this to attendees at the Adobe Summit Digital Marketing Conference in Salt Lake City today. “Whether you’re in B2B or B2C, people interact with technology,” Burns said.

It’s one of the things Burns has realized as he’s managed web strategy, design, development and operations for SAP’s flagship web property: www.sap.com and its 72 country sites in 40 languages.

Here are 10 ways Burns and SAP approach B2B digital marketing.

There are Dangers Ahead for Digital Marketers

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As a publisher, John Battelle chronicled the highest peaks and lowest valleys of the online revolution. Today at ad:tech he warned of the dangers ahead for digital marketers and society as we "become data" in the mobile age.

In a frequently abstract but compelling keynote conversation with eMarketer Executive Editor Noah Elkin, Battelle spoke of the "generational, hallucinatory love affair with mobile" that drives its use today. "It's not all about a piece of glass," he said. "It's about understanding everything around us."

His points went beyond the technical capabilities of predictive analytics, customer experience management and cross-channel messaging. He focused on learning use such tools both in marketing and the broader, societal environment.

Lithium has Klout, Wants to be #SeriousAboutCustomers

Lithium Technologies today confirmed what everyone seemed to know already — and acknowledged it has bought Klout. Lithium is reportedly paying almost $200 million in cash and private stock for the social media ranking influencer — twice as much as speculated during the past month.

Speaking at a late-to-start press conference — Rob Tarkoff, president and CEO of the social customer service company, declined to confirm the value of the deal. However, he noted, "If Lithium is paying $200 million for Klout, then it is a very valuable company and I'm happy about that."

Tarkoff described the acquisition as a significant extension to its platform that will offer consumers and brands better ways to engage online. "We're adding the relationship piece into the CRM world," he said. "Together, we could be something incredibly disruptive to CRM."

Lithium is also adding Joe Fernandez, CEO and co-founder of Klout, to the leadership team. He will become general manager and senior vice president of Lithium's Klout business, Tarkoff said.

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.

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