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Digital Marketing News & Analysis

SAP, Facebook Up the Ante on Personalized Marketing #SAPtd

OK, we were a little off. When IBM and Twitter partnered last month in what they called a landmark connection for enterprise data analysis, we figured more would come.

"What's next?" we asked. "Oracle and Facebook? SAP and LinkedIn? Microsoft and Pinterest?"

So maybe we had the companies mixed up. But we knew something was coming. And it's SAP and Facebook.

The enterprise software giant connected with the social media king today in a partnership that allows SAP to combine insight with customer engagement by using Facebook’s scalable Custom Audiences targeting capability. This enables marketers, officials at the companies claim, to use SAP solutions to reach customers on Facebook.

That Anonymous Visitor Is Your Next Great Customer

2014-10-November-Fake-Mustache.jpgPersonalization is critical to your business -- we can all agree on that. But when it comes to rolling up our proverbial sleeves and getting down to getting personal, the conversation veers into choppy waters. Why? It’s a simple enough notion.

Compare digital personalization tactics to the local corner store from decades ago. Remember the butcher who held the special cut of meat for a favorite customer? Or the clerk who knew I wanted the next comic book in the series? That was personalization in the pre-Internet days but, even though the landscape has changed dramatically, the rules really haven’t. We, as marketers, just have infinitely more to work with -- and even greater demands than a pound of sirloin.

Analyzing Social Media? You're Doing it Wrong

2014-10-November-Chatter.jpgThe days when brands had complete control over their positioning are long gone. Consumers can now impact the shaping of a brand, particularly through social media. Brands follow what consumers are saying, where they are saying it and how deeply certain themes permeate the overall conversation on social media -- but taking action from this information isn’t as easy as it seems.

Brands often count numbers without understanding context. They focus too much on one channel while ignoring all others, or fail to gauge the collective opinions of the crowd. Instead they focus on a few overly positive or negative mentions, and stay too caught up in the moment to observe trends over time.

Each of these faux pas is easy to commit, and every one of them can have profound consequences. But it doesn't have to be that way.

How to Become a Best-In-Class Content Marketer

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B2B marketers with documented content marketing strategies consider their organizations more effective at content marketing, and can better track ROI over those with verbal or no strategies, according to the latest research by the Content Marketing Institute (CMI). 

And although an encouraging 83 percent of B2B marketers have a content marketing strategy, only 35 percent have it written down, which means that a majority of those surveyed are missing out on the benefits that come with being a Best in Class B2B Content Marketer, the research revealed.

The study, 2015 Benchmarks, Budgets and Trends – North America, was sponsored by Brightcove and conducted in conjunction with MarketingProfs.

Sitecore's New Experience Database Collects, Connects Data

To borrow a phrase from defending Super Bowl champion coach Pete Carroll, Sitecore was "pumped and jacked" at its annual conference in September when it previewed Version 8 of its web content management system (CMS).

Meanwhile, it quietly released a softer update, Sitecore 7.5, which introduces an Experience Database (xDB) that is designed to help end-users make immediate use of customer data.

"The big change  with 7.5 is the ability to collect and connect customer experience data at scale," said Mark Floisand, vice president of marketing for Mill Valley, Calif.-based Sitecore. "When I say collect and connect I mean gathering information from both within Sitecore and other systems. We're aggregating that information down to the individual level so marketers are able to effectively have a single view of the customer."

News Bites: Releasing, Renaming and Growing Revenue

The latest in toolsets, interfaces, focus, growth and predictions from the Jerseys, the City of Notions, the Gold Coast, the Warrior King and San Jo.

Extreme Mobility: The Rise of Nomadic Cities #QuartzNewYork

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At a forum that explored the issues surrounding the "Next Billion” people to go online, one of the more interesting presentations entailed building communities for the next billion or so people who are and will be displaced by war or climate change.

Cameron Sinclair, executive director of the Jolie-Pitt Foundation, the charitable humanitarian charity founded by actors Angelina Jolie and Brad Pitt, said that the world population would continue to grow in the short term, but will eventually level off and decrease in the 2040s and beyond. 

Sinclair, who previously founded the charitable group Architecture for Humanity, gave his presentation entitled “Building Communities for the Next Billion,” at the all-day Next Billion forum in New York City. Presented by digital news service Quartz, it was held Wednesday at the Bohemian National Hall.

Quartz has held similar forums in Seattle and New York and plans another next year in London. The objective is to address the by-products of an increasingly connected world. 

3 Lessons from the Marketing Festival #mktfest

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Organizers of last weekend's Marketing Festival in the Czech Republic analyzed 500 conferences from around the world before choosing 18 promising speakers.

Having soaked up their collective wisdom, I found three lectures gave me the most to think about and I've summarized them here.

Attention Retailers: It's Time to Plug Those Data Leaks

The birth of e-commerce dates to August 11, 1994 — the date when what was likely the first secure transaction over the World Wide Web occurred in Nashua, N.H.

Someone purchased Sting’s Ten Summoner’s Tales CD from Noteworthy Music’s website.

While this transaction wasn't scalable, it leveraged the Pretty Good Privacy (PGP) algorithm and demonstrated the Internet was open for business. It would take several years before a critical mass of sales was reached, but the doors of e-commerce were officially open.

Sean Womack on Marketing: 'We All Borrow, We All Steal'

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Sean Womack is arguably one of the most honest marketers around. Who else states unequivocally on his website, "No one needs what I do?"

Or suggests, on the concept of innovation, "We all borrow. We all steal. We all stand on the shoulders of those who came before us. We all look over the shoulders of those who work beside us. It has always been so. It will always be so. It should be so."

For the past 20 years, Womack said his work has been to create, innovate and develop businesses, brands, products and services. This has ranged from working in product development at a social expression company to launching a magazine for a boutique consulting firm to helping found and grow three different agencies that focused on entertainment marketing, shopper marketing and video content marketing, respectively.

How to Engage the Other 98 Percent of Your Visitors

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In today's hyper-competitive environment, many marketers would be happy if 2 percent of their website visitors made a purchase. But what about that other 98 percent?

The importance of addressing those potential customers came up repeatedly yesterday during a CMSWire webinar entitled "Be More Agile with Real-Time Insights."

The program featured Donna Pahel, director of digital marketing and e-commerce solutions for EPiServer, and Joakim Holmquist, the company's digital marketing manager. EPiServer also sponsored the session, which you can watch by clicking here or at the end of this story.

Q4/Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (5-Nov-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.)

You're Invited: 7 Principles of Unified Content + Commerce

Join CMSWire and HP on November 13th for a one-hour webinar on generating better results through integrated ecommerce and CMS.
 

> Register Now

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How Big Data Can Make You a Better Marketer

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Big data is everywhere these days. Among other things, it's created some big expectations for marketing — especially when it comes to mining information. And while it may have the potential to change the game when it comes to data driven marketing, the reality is that it has yet to fully deliver due to a myriad of marketing methodologies clogging the funnel.

What does this mean?

Let’s back up for a minute. Before we can tap the results of big data, we need to examine the perspectives that are used to fill the funnel — growth and sales — and think about some of the fundamental shifts that are taking place. Then we’ll more clearly understand how big data fits in.

What Celum's CEO Thinks About MarTech, E-Commerce, Retail

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If brands want to reach their target customers, perhaps they should pull up a chair with Michael Kräftner to see the errors of their ways.

As Kräftner told his audience at Celumium — a presentation that his company, Celum (pronounced SELL-‘em) hosted in Chicago last week — a customer has to recognize a brand 17 times before he or she remembers it. 

Now think of all the 27 million pieces of content, including images, words and jargon, that are shared each day and seen by customers (a statistic Kräftner shared during his presentation) — and you get the feeling that information overload is as much of the problem as brand consistency.

Publicis Acquires Sapient for $3.7B, Vows Digital Dominance

Publicis Groupe acquired fellow global digital agency Sapient for $3.7 billion today.

To put that into perspective, it's more than Oracle's acquisitions of Responsys and Eloqua — and more than Salesforce's purchase of ExactTarget

Publicis means business in the digital age. And the Paris-based global digital agency wants to take on the US and others by scooping up the Boston-based digital marketing specialist. It creates an $8 billion-per-year revenue powerhouse that will live off a new platform, "Publicis.Sapient," which will focus on "digital transformation and the dynamics of an always-on world across marketing, omni-channel commerce, consulting and technology."

“Sapient is a ‘crown jewel,’ a one of a kind company born in the technology space with strengths in marketing, communications, consulting and omni-channel commerce, all of which are equally important to best help clients achieve their digital transformation," Maurice Lévy, chairman and CEO of Publicis Groupe, said in a statement.

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