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Digital Marketing News & Analysis

Discussion Point: Are B2B or B2C Marketers Better at Digital?

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Each of them has an enormous challenge: reaching on the go, always-connected, but hardly-focused-for-longer-than-30-seconds customers.

Whether you're a B2B or B2C marketer, you're marketing in a digital world. And it's hard.

Some call them digital marketers. But we kind of like "marketing in a digital world," stolen from one of the great speakers at the Marketing Technology Conference in Boston in August.

So who's doing it better? B2B or B2C? 

How To Leverage Twitter Analytics

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I use Twitter on daily basis — so much so that I sometimes overlook how some people still struggle with understanding how to write a basic tweet.

Twitter has answered that struggle in launching Twitter Analytics, a dashboard suite. The dashboard is helpful in highlighting how well a profile is engaging with its followers, but is also supports the reach strategy for Twitter’s recent advertising services.

Here’s how reporting in Twitter Analytics can ensure that your social media strategy is effective.

Some Assembly Required: Digital Marketing Tech Integration

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You wouldn’t dream of assembling that new “some assembly required” desk without going over the directions first, right? How about that new blu-ray player? You’d never hook it up and use it until you read the instructions from cover to cover, would you?

Well, maybe you would.

Metaphorically speaking, that seems to be the most important take-away from “Quantify How Well You Unify," a webinar jointly presented by the Chief Marketing Officer (CMO) Council and Tealium.

The obvious rationale for the presentation is to shine a light on their co-produced report by the same name, which “explores the status of digital marketing technology integration,” according to Mary Anne Hensley, executive editor and director of content and marketing programs at the CMO Council, a non-profit organization based in San Jose, Calif.

More than 150 global marketers were surveyed to learn what kinds of marketing strategies they were implementing, as well as identify the greatest differences between the ones who are and aren’t succeeding.

News Frights: Getting Social, Embarrassed and ... Scared

The latest in self-service, simplicity, the ties that bind, postscripts and things that go bump in the night from Hong Kong on the Hudson, the City that Knows How and the Fair City, Venice of the North and the Colonial Capital.

Breaking the Dam of Digital Asset Management for Better CX

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Is it just me, or is everyone and his mother dropping the phrase digital asset management (DAM) around as if it were big data or the catch phrase du jour?

The big consulting firms à la Accenture use it. Creative agencies have moved into the space. Social media representatives claim they do it to some degree. And we cannot neglect my personal favorite — the plethora of “technology services companies,” big and small, that are using it with clients.

It’s like a game of charades out there. Everyone can put on their own form of DAM for us to guess if it works, but ultimately, the ones who win are those brands that form deeper relationships and bonds with their customers. Said differently, what matters most is that retailers use all of their assets to their advantage so that customers and brands feel deeper connections with one another. 

Random Digital Biz Predictions: Tricks or Treats?

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Boo. It's trick-or-treat night.

For those who don't celebrate, it's that Oct. 31 tradition where people dress up in costumes and hypnotize themselves into believing that chocolate has zero calories. 

Kids knock on neighbors' doors, asking them, "Trick or treat?" The adults usually go with the treat answer and give the kids candy (of course, not the good candy. Adults save that for themselves for late-night snacking).

But the trick or treat thing is applicable to the digital business world, too. Predictions on marketing automation? Trick or treat? Larry Ellison "stepping down" and losing influence. Trick or treat? Big data vendors are awesome. Trick or treat?

We wondered. So we asked.

Hell on Deals, Vamp Attacks and Frightfully Good Marketing

2014-31-October-Happy-Halloween.jpgHalloween is arguably one of the greatest marketing successes of all times. From a modest holiday that provoked kids to raid their parents' closets in search of a makeshift costume, Halloween has grown to a spook-tacular extravaganza.

Mike Kercheval, president and CEO of the International Council of Shopping Centers, said this week that consumers have become more and more be”witch”ed with Halloween. According to an ICSC survey,  nearly three-quarters (74 percent) of US households plan to spend money on costumes, candy, decorations and Halloween-related items this year.

Eight out of ten households plan to spend the same or more than they did in 2013, giving the holiday an estimated $11.3 billion price tag for 2014. "This is good news for retailers because Halloween spending is considered non-essential or discretionary, so all signs point toward a similar consumer sentiment during the holiday shopping season," he stated in a blog post.

You gotta love Halloween ... Go ahead, click. I dare you.

Take That, SF Giants! KC Wins Social Media World Series

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San Francisco must be a ghost town today -- not just for Halloween.

It's because it's a city of losers.

After all, the Kansas City Royals and their fans won the Social Media Mentions World Series over the hometown Giants.

Depression by the Bay? Yep.

Sure, the Giants won their third World Series title in five years last night by defeating the Royals, 3-2, in the decisive Game 7 in Kansas City.

Sure, they'll be talking in 100 years about Giants pitcher Madison Bumgarner and his three World Series wins like we talk today about Babe Ruth.

But in social media, the score was Kansas City 2 million, San Francisco 1.4 million. Take that, Bumgarner, San Francisco and your one-every-two-years World Series championship pace!

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

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