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Digital Marketing News & Analysis

The Golden Age of Marketing

The Mad Men era of marketing has given way to Math Men -- marketers who approach brand messages with growth hacking strategies revolved around data and technology.

We marketers have previously unimaginable technology at our fingertips every day that make us better at our jobs and drive us towards previously impossible innovation. A platform to segment audiences, one to analyze customer behavior, another to track results -- the list goes on.

One Size Does Not Fit All for Real Time Customer Engagement

One Size Does Not Fit All for Real Time Customer EngagementThe days of blanketing large groups of customers with messaging are gone. There is no one size fits all for customers, but faced with pressure to produce higher return on diminishing budgets, the customer engagement dilemma becomes more difficult for advertisers by the day. 

In the end, it comes down to money. Advertisers want to spend the least amount of money to produce the most revenue. They want to overcome the issue memorialized by John Wanamaker, the pioneer of the discount department store, who famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The good news is that advances in real time technology have enabled them to do exactly that.

3 Ways to Improve Mobile Marketing Campaigns

customer experience, Three Focus Areas for Your Mobile Marketing Campaigns

The mobile marketing landscape by next year will generate $400 billion compared to just $139 in 2012, according to a Pew study.

So how can marketers get a piece? The first step is ensuring you find mobile apps as a necessity.

"I think the thing on the top of most mobile marketers’ minds right now is ephemeral messaging apps and how to take advantage of that new trend to get in front of potential customers," said Cobi Druxerman, co-founder of Taplytics, a native mobile development and optimization platform. "This presents itself mainly in the form of apps like Snapchat and the newly released Secret. But, this isn’t the trend that I think will provide value to mobile marketers today or in the future."

We've come up with three things marketers can do to improve their mobile marketing campaigns, with the help of Druxerman.

Getting Marketers Up to Speed with Big Data

Getting Marketers Up to Speed with Big DataThat alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that traditionally belonged to CIOs. And at the middle management level, marketers are required to be more technical and metrics oriented.

Maybe Customers Should Choose: Privacy or Free Content

security camera.jpg

With all the amazing content available for free on the web, why are customers surprised or upset that companies track your online behavior? Are they seriously "creeped out" that their web searches today drive some of the ads they'll see for the next few weeks? Why?

Does anyone think all that content is pure altruism?

Making Marketing Campaigns Relevant to Millennials

young adults

What do millennials want? You know, besides things like more in-person collaboration?

It's not an easy question to answer. But millennials are the up-and-coming buying generation for marketers, of course. They are the smartphone-loving, screen-touching, head-buried-in-screens, tweeting generation. And knowing what they want could make the difference between profit and loss.

Searching for Value in Social Media Marketing

When the computing and connectedness industry began its meteoric rise in the 1990s, IT vendors and users alike scrambled for new ways to utilize the growing capabilities provided by the internet and broadband communications. Among the most attractive of these was Customer Relationship Management (CRM). 

Around since the early 1990s, CRM initially focused on the relationship between vendors and their known customer base. It evolved from a one-way gathering of customer information to a two-way relationship in which the vendor could give back to customers in the form of discounts, gifts and special offers. While this growing interaction between vendor and buyer had some of the characteristics of today’s real time marketing world, it was limited by technology to a relatively small share of the overall buying public. That has changed as the world of connectedness has virtually taken over the world of commerce.

CMO: The C-Suite's Enigmatic Executive

customer experience, The CMO: The C-Suite's Enigmatic Executive

CMOs, we hardly know ye. You are an enigma. 

Are you the tech-savvy, ambitious executive ready to embrace the digitized marketing world of social, mobile, Web and analytics? Are you the cautious one afraid to break away from traditional tactics and metrics? Are you focused on only one trend, like social?

Who the heck are you?

IBM tried to find the answer. It interviewed 4,183 CMOs three years ago and revisited with 524 of them again and released a report this week that suggests CMOs know what's coming in the digital revolution but often aren't prepared.

Forget Likes, These Are the 3 Facebook Metrics to Watch

Forget Likes, Here Are the 3 Facebook Metrics You Should WatchMarketers nowadays are data driven numbers people. I get it. I consider myself a numbers guy, too. That said, when it comes to Facebook, I think a lot of marketers have it all wrong. The Facebook metric marketers tend to focus on -- a page’s Like count -- does not matter as much as marketers and business owners think it does.

Q1/Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (19-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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If You Want Real Time Marketing ROI, Know Your Buyer

Everyone -- especially technology vendors -- agrees that personalized, contextually relevant marketing is the most effective way to attract, engage and convert buyers. Do it right and you’ll break through the noise and spur your buyer into action. Excel and you’ll build a positive, persistent relationship with your customers.

The vision is alluring. If only the reality delivered.

10 Ways to Ruin a Press Release

cat on the headDo something gross at SXSW. Tweet something inappropriate. Put a cat on your head.

Getting attention is easy. But getting the right attention … especially if you represent a company or brand … well, that's quite a different story. So what happens if you're the one responsible for telling your company's story?

We've been sharing tips for years about writing great press releases, optimizing their distribution and maximizing their value with various digital technologies. But sometimes you need something a little more direct — a crack on the head, so to speak. And we don't mean by a cat.

Why a Unified Database is the First Step to Real Time Marketing

Why a Unified Database is the First Step to Real Time MarketingImagine a customer interacting with your mobile app on a smartphone. She completes tasks and unlocks a rewards discount. The next day, sitting at her home desktop, she visits your website, and, voila! -- her rewards points display along with the discount offering. 

Perhaps mobile apps aren’t core to your business. What if a prospect retweeted your blog post and you sent a triggered email a few minutes later thanking him, which invited him to follow you on LinkedIn? Or if someone walked into your store, and within moments received a text message with an offer customized to her past interactions with your company?

The idea here is that you’re delivering cross-channel, behavior driven communications -- all in real time -- that are uniquely relevant to each contact in your database. But delivering this level of tailored customization instantly is easier said than done.

The Right Data Can Sweeten Returns on Ad Investments

tiger analytics

All the data in the world won't increase the return on your advertising expenses by itself, but some clever ideas from a San Francisco analytics conference might.

In back-to-back presentations, attendees at Predictive Analytics World heard how to cut costs and increase output in today's lightning fast online ad networks and how to gauge return on investment in a much older medium: television.

Programmatic Shaping the Future of TV Ad Buying

simulmedia salon

Programmatic ad buying is efficient, effective and delivers real time behavioral insight. It refers to the use of software to purchase digital advertising, rather than traditional process that include RFPs, human negotiations and manual insertion orders.

In simple terms, it's using machines to buy ads. Now some online ad buyers who are using "programmatic" trading techniques for video are exploring options for using the same digital processes for ads on TV, as I learned at a recent Simulmedia Salon on the future of video advertising.

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