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Digital Marketing News & Analysis

Discussion Point: Will We Still Use Twitter in 10 Years?

discussion-point-1.jpgTechnology tastes change quickly. Things can be hot today, gone tomorrow.

Anybody remember Pointcast? Once the software app of the moment, it was quickly tossed into the rubbish bin of technology history.

That brings us to Twitter, one of the apps du jour. It's amazing how swiftly it has penetrated into the public consciousness. We now see the tweets of public figures scrolling across TV screens during International sporting events.

Founded in 2006,  Twitter has gone public and amassed a $31 billion market cap in less than 10 years.

But will we still tweet 10 years from now? After all, it's just a text message. There's not really any rocket science here. And it's been proven that new social apps such as Instagram and WhatsApp can swoop in and grab the fickle-fancy of teens in a heartbeat.

A decade is an eon in tech terms. When you think of Moore's Law, whereby computer speed and capacity doubles every two years, it makes 10-year old technology look lame.

No app is safe in the zeitgeist of mobile culture.

Shopzilla Rebrands as Connexity

You probably saw this coming. In June, Shopzilla, the shopping search engine, branded three newly-combined business units as Connexity — the name of the programmatic media buying startup it acquired in February.

Today, the Las Angles-based marketing technology provider took the next logical step and officially rebranded as Connexity.

Company officials said the new name will help highlight the shift of the company from comparison shopping to technology driven marketing solutions that "enable retailers and brands to understand their consumers better, acquire new customers at a lower cost and increase sales based on retail signals."

Shopzilla had been best known for its comparison shopping websites, such as Shopzilla and Bizrate. But CEO Bill Glass said today that the comparison shopping websites "were just the tip of the iceberg."

In a statement, Glass noted, "We have launched a comprehensive set of solutions so marketers can touch consumers at every stage of the path to purchase from awareness, consideration, transaction, right to loyalty. These businesses are now the majority of our revenue and growing at an accelerating rate."

What's the Real Deal with Marketing Content?

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Talk to any marketer today about her demand generation strategy and she’ll regale you with stories of the magical properties of content.

It’s consuming increasing amounts of money, according to a recent study by Starfleet Media. Specifically, marketers now spend 20 to 50 percent of their budgets on content creation — and 25 percent plan to spend even more in 2015. Already, about 7 percent of the survey’s respondents spend more than 75 percent of their marketing budgets on content.

Content is designed to engage buyers. It informs, inspires and illuminates while building brand credibility and preference. Done correctly, it can influence buyers to act in ways that favor the brand.

The aspiration is correct, but the reality doesn’t measure up: content has become a panacea. It’s the new elixir of customer engagement, applied in peanut butter fashion across every possible channel, in every imaginable form.

Why Agile As We Know It Will Disappear

2014-22-September-BackFlip.jpgSomeday, Agile as we know it will disappear. It won’t be because everyone will give up on sprints and story points. It won’t be because some new idea blows it all away. Tomorrow’s Agile will be fundamentally different, because it will be just that -- fundamental.

Can Akumina Make SharePoint a Web CMS Contender?

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In the age of digital experience, not all companies are rushing into relationships with superpower providers like Adobe, Sitecore and Oracle.

Most, however, already have SharePoint, and many of those are trying to figure out how to extend its use to public-facing websites.

Enter Akumina, a three-year-old company whose founders have extensive experience in building and deploying such websites. It's led by CEO Ed Rogers and COO Steve Sherkanowski, who worked for years managing technical, operations and marketing activities at Ektron.

The Nashua, N.H.-based company recently introduced InterChange, a suite of role-based authoring and site management tools designed to give marketing teams control over SharePoint sites.

Wrapping Up Hubspot's #INBOUND14

HubSpot's INBOUND 2014 conference wrapped up yesterday in Boston, ending a week of events punctuated by higher-than-anticipated attendance and the company’s announcement that it would be launching a new sales platform. It includes a free CRM and what the company calls a “sales acceleration product” called Sidekick.

It's Time for Sales to Embrace Content Marketing

2014-19-September-Hugs.jpgEffective content marketing can revolutionize the way we sell. The Corporate Executive Board (CEB) reported that 53 percent of organizations select and stay with a vendor based on sales experience over factors such as product features or price. Customer loyalty is driven by the sales experience, yet sales leaders continue to arm sales teams with the same content portals and tools as they have for years. Buying has evolved, but selling has not. It’s time for a change and content marketing can help sales get there.

News Bites: Platforms and Clouds, Phones and Ohms

The latest in training, security, integrating, golfing and expanding from the home of the Apple Blossom Festival, Deadwood City and Silicon Wadi, Gator Country and Cantabrigia, the Land of Poets and Philosophers and Fog City.

How to Tune Up Your Tweets #INBOUND14

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Fair to say Twitter has a pretty good audience with its 271 million active monthly users who collectively send out a billion tweets every two days.

As you might suspect, research shows that tapping into Twitter really helps to drive your business.

According to Twitter statistics
• 73 percent of users feel better about an SMB after following its account and reading its Tweets
• 60 percent of users who follow SMBs have purchased something because of Twitter

But not all tweets are created equal. 

Keeping Up with Customers in a Cross Channel World

2014-18-September-Running.jpgA decade ago, it would have been safe to assume that you were reading this through an internet browser. Gathering data on your reading habits was fairly straightforward in those days because your browser yielded information that was relatively complete, especially when you consider the rather small universe of digital media then.

Times have changed. Today, the browser is just one of many places where customer behaviors and interactions can be captured. As the universe of channels, touch points, and devices expands, so has the browser’s importance begun to shrink. Brand marketers who won the battle for the browser were the biggest winners in the past. Today, and in the future, the successful brand marketers will be those who move beyond the browser and follow their customers into a cross channel world.

Use Human Data to Provide True B2B Personalization

2014-18-September-Crowds.jpgAn enormous shift is occurring in how B2B customers think about engagement and relationships. Customers expect marketers to achieve relevance by providing personalized communications based on their individual preferences, rather than continuing with irrelevant “spray and pray” marketing blasts. It’s this new way of thinking that’s unlocking the true potential of human data.

CMSWire Tweet Jam: Guide Customer Journeys with Content Marketing #CXMChat

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Customer's path to purchase gets more complicated by the day. By providing consistent, relevant and valuable content, marketers help people make informed decisions and (hopefully) win customers and loyalty on the way. But how is this done? And how can marketers make their content stand out in a very crowded field? Tune in to our Tweet Jam to find out! 

Three Tips For a Bang-Up Blog

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Looking to get the most bang for your blog?

Follow the three-step playbook created by Anum Hussain, a growth marketer for HubSpot's inbound sales division, created after staring down the daunting challenge of creating a new blog HubSpot’s sales acceleration product, Sidekick. 

It's not enough just to have a blog, she said, you've got to create the right one.

How to Ensure Success in Your Customer's Journey

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You wouldn't climb the highest mountain without a guide or take up parachuting without an instructor. So why expect your customers to succeed without some guidance?

Today, it's important to help your Software-as-a-Service (SaaS) customers to succeed by analyzing the way they use your product and step in when they need help. This approach, known as customer success, has grown rapidly over the past couple of years. It's a byproduct of the subscription economy that has turned the traditional sales model on its head.

The subject was explored in depth yesterday as customer success executives from Totango and Kapost shared their ideas in a CMSWire.com Webinar sponsored by Totango.

Connect the Content Marketing Pieces with Taxonomy

2014-17-September-Bricklayers.jpgHas your company embraced content marketing? Have you migrated your team of copywriters to writers, your press releases to blog posts? Are you in the process of forming exploratory committees and trying to decipher a series of magic quadrants about cloud data systems? Has someone in upper management asked you about “Personalization"?

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