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Digital Marketing News & Analysis

What Could You Do With a Digital Marketing Command Center?

This morning, a vendor promised us their solution is the only that looks at the entire customer journey and provides sales agents actionable insights.

Now another vendor is making the same promise for digital marketers.

Bedford, Mass.-based Progress Software has created a Digital Marketing Command Center. Officials said it combines technologies from its Telerik Sitefinity CMS and Sitefinity Digital Experience Cloud to help marketers track and measure customer behavior.

"We started this 16 months ago, and this is one of the things we've struggled with ourselves," said Martin Kirov, vice president of product management and marketing for the Telerik Sitefinity CMS. "And most customers struggle with the fact that digital marketing teams operate in a very fragmented way."

The Marketing Technology Explosion: A Blessing or a Curse?

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My first two reactions to Scott Brinker’s super infographic covering the marketing technology landscape were: WOW and WOW.

The first wow -- Wow, we have come a long way. There’s been a tremendous amount of innovation, evolution and exploration of data and technology across the broad categories of Media, Data, Content and Commerce.

The second wow -- Da&#! How will we manage this evolution? How do these pieces come together? Because that will be the only way to bring value to the consumer and the only way we will come close to delivering a seamless omnichannel consumer experience.

Weird? Maybe: How You Connect at #SXSW

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As far as tradeshows go, SXSW Interactive is akin to controlled chaos, a bit like a three-ring circus with companies and brands doing their best to grab the attention of thousands of techies from around the world.

Indeed, the conference organizers know that the experience SXSWi attendees have is as important as the discovery of the next great trend or hot social app.

After all, it’s Austin — the self-proclaimed “Live Music Capital of the World.” This is the place where art, performance and business all merge into one common objective: the Austin experience.

And for three week's in March, SXSW personifies that experience. The commingled extravaganza of music, film and interactive events started Friday and runs through March 22.

For anyone in marketing or advertising, the main event is the five-day interactive portion, which runs through tomorrow.

Build Audiences, Not Visitors

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One statistic that gets thrown around too easily these days is how much of a buyer’s journey is completed before the first sales contact. Some analysts claim that it’s 60 percent. Some say it’s as much as 74 percent.

Regardless of which number is right, it comes down to this: buyers turn to external and brand-produced content more and more to reach a buying decision.

How Adobe Analytics Adds Up #AdobeSummit

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SALT LAKE CITY -- Think analytics and you probably think numbers. But that's just a starting point.

The bottom line in analytics isn't numbers: it's the actionable insight that data provides.

"We've totally changed to a data-driven business," said Ron Bertoncini, senior digital analytics manager for Telus (pictured here, r, with colleague Duc Nguyen).

Telus is a Vancouver, British Columbia-based telecommunications company. With more than 40,000 employees, it's the country's second biggest firm in its space.

Channel Marketing Blues Got You Down?

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Consistent, quality customer service is hard to come by. How often do you walk away from an interaction with a brand thinking “Wow, that was simple!” More often, it's “Why does it have to be so hard?”

Research shows that 89 percent of customers stop doing business with a brand after a single poor customer experience. Think about that -- pretty sobering, no? And many times bad customer experiences can be laid at the door of a disjointed customer engagement strategy.

Your Buzzwords are a Buzzkill

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Buzzwords, especially in the high-tech industry, have got in the way of our ability to communicate. In a need-it-now age where every word matters, we’ve created an industry language that puts style before substance.

Acronyms, abbreviations and hybrids crowd corporate mission statements and product documentation, all in the name of saving time or standing out. And because jargon use breeds more jargon, this collection of buzzwords continues to grow.

Show Me the Money - Marketing Results You Can Prove

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CMOs have to prove their worth. They have to show value to the CEO, the board and the entire C-Suite. Showing results is not just important for career success, but for survival in general.

According to a study by Spencer Stuart, CMO tenure lasts under four years -- a significantly shorter time than most C-level positions. A CFO, for example, typically holds the position for nearly six years, and a CEO has an average tenure just over 8 years.

Additionally, CMO's compensation is increasingly being tied to results. So delivering results doesn’t just impact the company’s ROI, but also a CMO’s personal bank account.

If You Put a Man in Front of a Red Background, Will Your Ad Sell More?

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Your intuition isn't as smart as you think. Neither, apparently, is Albert Einstein, a new study from Rocket Fuel suggests.

Einstein believed in intuitions and inspirations. "I sometimes feel that I am right. I do not know that I am," he told a reporter for  “The Saturday Evening Post” in 1929.

But in a study released today, Rocket Fuel suggests it's time to ignore what you think and follow the path of science and technology … at least if you want to create the perfect ad.

The programmatic ad tech firm claims it's uncovered the recipe for online ad success. A bold statement? Perhaps. But Rocket Fuel claims this is a data driven boast.

The company used big data analysis to evaluate more than 38,000 online ads, categorizing them to determine which elements played a role in engaging consumer response. And what it found was that things like the color red, male faces and animation statistically increase the response rate of digital ads.

"Who knew 'seeing red' could make a person want to open an online ad? And what is it about male faces that screamed 'buy it now' driving higher conversion rates than ads that featured women?" the company asked.

Take a Peek: 3 Digital Marketing Innovations #AdobeSummit

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SALT LAKE CITY -- Adobe dropped the curtain and revealed some of its work in its digital marketing labs for the 6,000 attendees at the Digital Marketing Summit last night here at the Salt Palace Convention Center.

The demonstrations drew ooh's and aah's from the crowd -- even from comedian and musician Wayne Brady himself, the event's guest host -- but Adobe's not making any promises the technology will hit the streets.

"Sneaks demonstrations are a preview of the ideas and technologies percolating inside Adobe Labs," Adobe officials said in a statement, "and should not be viewed as a representation of product plans or features."

That said, the biggest hits -- if you're measuring that by crowd reaction -- were probably Adobe's work in Digital Asset Management (DAM), in-store customer mapping through mobile app tracking and big data analytics.

5 Things You'll Probably Hear More About at #SXSW

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Say what you want about SXSW Interactive (and plenty of people have said quite a lot). But a couple of things are clear.

The annual mega conference in Austin, Texas later this week is too big for marketers to ignore — and nirvana for tech aficionados, early adopters and the easily distracted.

As Tim Leake, SVP of Growth and Innovation at RPA, a Santa Monica, Calif.-based ad agency, wrote yesterday in Adweek, "brands, startups, bands, speakers, agencies, films and events engage in a battle royale to get noticed."

SXSW, he added, is "an eye-opening metaphor for the cluttered media landscape that marketers have to deal with in today's world."

A swirl of music, film and interactive events, the event starts Friday and runs through March 22. Of course, for anyone in marketing or advertising, the focus is on the interactive portion, which runs Friday through next Tuesday.

Q1/Q2 Planning: Top Marketing Technology, Social Business Conferences & Events (11-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 on Mar 18th for a one-hour webinar to discover what you might be missing in your digital marketing strategy

> Register Now

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Learn the ABCs of CMOs

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To be a CMO today, you need the ABCs -- agility, bullishness, and customer-centricity. The ABCs of a CMO are both for how to work internally with your team and peers as well as externally to build your brand and drive revenue.

Let’s take one at a time.

Tery Spataro: You Have to Know What Your Customers Want

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Tery Spataro is passionate about digital marketing. For 20 years, she's been providing strategies that define the role digital and technology play with the brand and in the life of the customer.

Her current title is director of research at ATOMdesign/STREAM Research in Scottsdale, Ariz., a product development and design firm. She oversees the method, strategy, identification of insights, analysis of data for product and marketing research to aid in the experience design process.

But if you ask her what she does, she's likely to put things much simpler.

"I bring digital and tech to life in the physical world," she explains on Twitter.

Day 1: Challenging Tech, Awesome Acquisitions #AdobeSummit

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SALT LAKE CITY -- It's a close call which comment got the most reaction from the crowd of about 6,000 during the morning keynote at Day 1 of the Adobe Digital Marketing Summit Conference here at the Salt Palace Convention Center.

Brad Rencher, senior vice president and general manager of digital marketing for Adobe

or ...

Chris Norton, vice president, customer relationship management and channel intelligence, Starwood Hotels & Resorts Worldwide.

Rencher asked a Coca-Cola representative if you kiss a Coke machine that says "hug me," do you get two Cokes?

Norton followed a presentation from an Adobe marketing tech rep who demoed the marketing cloud's targeting capabilities using Starwood Hotels.

"It was a little harder for us doing it on our own than it was up there," Norton said.

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