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Digital Marketing News & Analysis

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"?

Q3/Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (17-Sept-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: 2014 B2B Marketing Analytics

Join CMSWire and Demandbase on September 23. In this one-hour webinar, discover how B2B marketing analytics impact on your data.
 

> Register Now

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Hootsuite, Nuance - and Everyone Else - Bite into iOS 8

2014-17-September-a-finger-in-my-apple.jpgThe Apple-a-day news picks up steam today with the release of the newest version of its iOS. Apple — with just the slightest lack of modesty —  calls it “the biggest release since the launch of the App Store.”

The update offers fewer visual improvements but more under the hood changes, tech writer Mark Rogowsky explained in a comprehensive blog post today. As he noted:

"In many ways, it’s a more exciting upgrade for those who live on their mobile devices. Yet a great deal of the potential is tied to an upgrade of Apple’s Mac OS X, called Yosemite, that isn’t expected until next month. And most apps will need upgrades to exploit the most powerful features of iOS 8."

The big deal: iOS 8 enables new connectivity between the cloud, personal devices and installed apps. And companies, brands and app developers everywhere are taking advantage of the new capabilities, including Hootsuite and Nuance.

Q&A with the Master of Content Marketing World #CMWorld2014

digital marketing, Q&A With the Master of Content Marketing World #CMWorld2014The numbers are in: Content Marketing World 2014, the largest content marketing event on the planet, according to conference officials, went off last week in Cleveland, Ohio with 2,600 people from more than 50 countries.

But the conversation isn't over.

That's why we caught up with the chief of CMWorld 2014, Joe Pulizzi, for a Q&A on all things content marketing. Pulizzi is the founder and CEO of the Content Marketing Institute.

Content Is the Foundation of the Buyer's Journey

2014-16-September-Toward-Los-Angeles.jpgCompanies that are serious about the user experience on their website should already be thinking about buyer personas and the buyer’s journey, two of the most important components of website strategy.

Amber Road Automates Global Trade

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International trade volumes over the past 10 years have nearly tripled. With this rising flow of imports and exports comes growing supply chain complexity, as a single shipment may involve more than a dozen parties, ever-changing regulations, multiple languages and various modes of transportation.

Yet a recent survey indicated that 70 percent of the respondents still use spreadsheets for global trade management (GTM).

Many companies involved in global trade have a dedicated (and costly) staff to keep track of and comply with detailed, country-specific regulations. Transportation rates and schedules need to be analyzed; shipments must be screened against 200 lists containing an aggregate of more than 250,000 restricted parties.

Not properly managing this complex web of global trade results in poor supply chain performance, increased costs and exposure to fines/penalties. This sounds like a segment primed for some cloud disruption.

Why Marketers Should Care About Apple's iPhone 6

digital marketing, Why Digital Marketers Should Care About Apple's iPhone 6

A bigger iPhone 6 screen may make some butts look bigger.

But it also opens larger opportunities for digital marketers.

Digital marketers can capitalize on a new market, take advantage of higher-resolution screens with video marketing and expand marketing opportunities to beyond tablet users -- even, perhaps, the youngest of those users.

How big is this opportunity for digital marketers? So far, Apple reports 4 million pre-orders of the iPhone 6 and 6 plus.

"Previously, many mobile branding campaigns have focused on tablets," said Tom Bash, manager of product strategy and operations at Exponential. " With the iPhone 6 and 6 Plus, these campaigns can offer a more optimized experience on users’ devices that are accessible on-the-go, always-on, and at arm’s reach."

Customer Journeys Trump the Traditional Sales Cycle

2014-15-September-Rock-Paper-Scissors.jpgWhile pointless debate continues in organizations as to who “owns” the customer experience (the customer, of course!), the responsibility for nurturing and shepherding the continuous customer experience belongs to all teams that impact customers. At the core, much of the work should be accomplished by strong, continuously evolving collaborations between marketing and sales. Unfortunately in many companies there are still ridiculous and harmful walls between sales and marketing -- and a lot of political nonsense, mainly tied to the "blame game" when forecasts aren’t met and deals aren’t closed.

In reality marketing and sales have intertwined roles for engendering positive outcomes from customer journeys, whether they realize it or not.

Fix Your Retail Site to Curb Abandoned Cart Syndrome

2014-15-September-Abandoned-Cart.jpgPicture this: You walk into your favorite store and the aisles are clogged with half-full carts. Miscellaneous items clutter the shelves. There are a handful of shoppers, far fewer than you would expect in this mess. They mosey through linens, picking up then replacing every throw pillow that sparkles, debating the merits of each sequined atrocity but never reaching checkout. This scene begs the question -- are the owners selling anything?

This is the scene that many online retailers face. Though many elements separate online and in-store shopping experiences, shopping cart abandonment has a particularly large effect on e-retailers. Whereas brick-and-mortar shoppers are unlikely to become distracted and leave the store, online shoppers can and do switch stores with just a couple clicks. Comparison tools make e-shopping around even more tempting to consumers.

Building a Results-Driven Culture of Quality

2014-15-September-quality-and-value

Quality counts. Or does it?

According to new research from ASQ (American Society for Quality), an association of professionals in the field of quality management and improvement, and Forbes Insights, a clear vision, solid values and strong leadership are key components to a successful culture of quality — and that culture of quality can help organizations drive results.

However, only about 60 percent of all respondents think management unequivocally supports their organization’s quality vision and values, of which nearly 60 percent say are clearly stated.

Three CX Consultants Share Strategies in 'Connect'

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As marketing shifts from campaigns and brand-building to analytics and cross-channel personalization, there's growing importance in understanding and shaping each customer's experience.

There are more than 1,000 technology vendors happy to sell products and services that promise to help, but ultimately all marketers must adopt their own plans to make the most of those technologies. And that can be the hardest part.

Lars Birkholm Petersen, Ron Person and Christopher Nash (shown L to R) have been working on this problem for years at Sitecore, where they consult with customers on how to make the most of the company's customer experience platform. Now they've shared their thinking in a book: "Connect: How to Use Data and Experience Marketing to Create Lifetime Customers." The book will go on sale Monday. 

HubSpot Co-Founder on Growth, Inbound Marketing

digital marketing, HubSpot Co-Founder on Growth, Inbound Marketing Concept

HubSpot's time is now. At least for being in the news.

The Cambridge, Mass.-based marketing automation provider has its annual conference next week. It filed for an IPO last month.

It released its 2014 State of Inbound Report this week. It was named a "cool vendor in CRM" by Gartner in April.

Oh, and Shah and fellow HubSpot co-founder Brian Halligan just released the second edition of their book, "Inbound Marketing."

Now HubSpot wants to raise $100 million in its IPO filing.

What's on the mind of the HubSpotters these days as they remain hot in the industry? CMSWire caught up this week with Dharmesh Shah, chief technology officer and co-founder of the platform.

5 Ways to Get Personal with Real Time Marketing Tools

2014-12-September-Nose.jpgDigital marketers have an evolving arsenal of tools and technologies at their disposal to glean business intelligence, create targeted messages and produce stellar digital experiences -- whether online or in a retail outlet.

Biometric facial recognition, digital signage and customized displayed information are being used to better define the needs of customers, personalize the customer experience and increase brand awareness, loyalty and sales.

The Consumer Journey: Content as Compass

2014-12-September-Blindfold.jpgContent marketing, when done right, should guide consumers based on their specific needs, buying preferences and online behavior. Much has been said about the quality of today’s content, but not enough has been said about how well you understand the consumer compass -- a specific interest combined with level of intent. Only then can you determine what content to serve, how to serve it and when.

News Bites: Apps, Gaps, GPSs and GMPs

The latest in connecting, analyzing, tracking, marketing, trend-setting, publishing and tagging from the Mission City, the Heart of Silicon Valley, the Gold Coast, the City of Light and San Jo, the Land of Chocolates, the Prairie State and Old Blighty.

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