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Digital News & Analysis

Will 2014 Be a Turning Point for Marketing?

The 2014 Marketing Trends2014 looks like it could be a turning point for marketers. They are finally getting out of their own way in areas that have held back their own success. Yet in other areas they are stubbornly stuck to old habits.

Salesforce.com released its ExactTarget Marketing Cloud 2014 State of Marketing study (registration) this week. With over 2,600 responses from mid to senior B2C marketing managers, in large to small companies across all industries, the study reveals how marketers plan to spend their budgets, their strategies for success, along with some blind-spots.

Say What? Why Sentiment Analysis Continues to Fail Digital Marketers

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Technology can help filter the mighty river of unstructured data flowing into your company’s marketing department, especially from sources like social media. But does it really enable you to understand what your customers are saying?

Does a tweet about a "cool pool" mean a hotel offers ideal water-based recreation -- or simply keeps the water too cold? Does a Facebook post that claims "you have to see it to believe it" reflect sincerity or sarcasm?

It's not always easy to find out, according to Alison Smith, an analyst at Forrester Research who specializes in sentiment analysis.

Though networks like Facebook and Twitter offer goldmines of insight about what customers say and do, the bigger challenge is looking for the meaning behind the words. That means digging deep enough to uncover emotions, opinions and attitudes -- a potentially far more challenging task.

Digital Marketing Files: Crowded Technology Landscape? Bring It On!

customer experience, Digital Marketing Files: Crowded Technology Landscape? Bring It On!The marketing software vendor landscape is nine times the size it was a little more than two years ago. 

The flooded market was represented in Scott Brinker's latest Marketing Technology Landscape, which determined there were 947 marketing software vendors out there split into 43 categories around six major classes. 

And we trust the landscape's even bigger than that. Brinker himself admitted as much in an interview today with CMSWire.

Cisco CEO John Chambers Values Internet of Things at $19T #CES2014

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You probably already know that John Chambers, chairman and CEO of Cisco Systems, likes big numbers. Today in a keynote at the 2014 International CES in Las Vegas, he may have picked his biggest number ever.

He pegged the value of the evolving Internet of Things (IoT) — or Internet of Everything, as Cisco calls it — at $19 trillion.

Companies Gobble Competitors for 'Complete' Customer Experiences

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Are organizations any good on their own anymore? Not really, it seems. Not by the acquisition trends we’re seeing.

Marketo scoops up Insightera. Oracle grabs Responsys. Salesforce nabs ExactTarget. Just yesterday, Verint acquired Kana and Microsoft acquired Parature. All of this, with the exception of Salesforce and ExactTarget, happened in the past month.

One month.

Customer’s needs are changing fast, and customer experience software providers targeting and tracking their habits want to adapt, too.

2014 Must-Do: Blog, Blog and Blog Some More

customer experience, 2014 Must-Do: Blog Now, Increase Customer Engagement Later

Not blogging? Not good, said Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor.

"It is now beyond mandatory," Clark told CMSWire. 

Executives too busy? No excuse. Clark said organizations can link up with a reliable transcription service that allows executives to "blog" via voice memo, which is much easier for most of them.

"Even if you're recording video or podcasts, having a text transcription makes it accessible to far more readers," Clark said.

Today, we deliver the fourth piece in our "2014 Must-Do" series -- why you need to blog now. Yesterday, we talked about shutting up and listening in B2B marketing, and last week, we discussed getting back to basics in Web CMS and becoming agile in B2B marketing.

Customers Are Behind the Wheel on the Buying Journey

Consumers Are Behind the Wheel - and Why Not? It's Their JourneyMad Men’s Don Draper reminds us just how much the advertising world once ran on hubris (“What you call love was invented by me to sell nylons”). And how assured advertising executives were of their ability to control the message (“If you don’t like what’s being said, change the conversation”).

While the hit show surely exaggerates 1960s ad man behavior, there’s no doubt that overall, Don Draper is spot on.

Despite Faster Tools, Real Time Marketing Remains Elusive

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Rapid improvements in big data analytics have moved marketers closer to making personalized offers in real time, but analyzing fresh data fast enough to close a sale or retain a customer remains an elusive goal for most companies.

Tapping the power of real time personalization has been a key goal for marketers since the dawn of the dot-com era two decades ago, and many companies have mastered the art of tailoring web content to satisfy discerning visitors. However, real time analytics still hasn’t produced the type of actionable intelligence that can help an employee personalize a promotion during a conversation at a customer contact center or on a retail store sales floor.

Twitter Adds Another Ad Tool: Conversion Tracking

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Twitter has launched into general availability its private beta test that allows advertisers to track whether ads lead to a purchase. This  conversion tracking is the latest in its stream of new tools for advertisers. 

How does it work?

6 Mobile Lessons Learned in 2013 to Boost 2014 Strategies

6 Mobile Lessons Learned in 2013 to Boost 2014 StrategiesMobile strategy and commerce is entering a new era of growth, spurred on by increased consumer usage of mobile devices for searching, shopping, promotions, marketing and buying both on-device and in-store. Campaigns are becoming more interactive, mobile traffic and search is gaining on web, and social media usage has shifted to a mobile-first activity.

2014 Must-Do: B2B Marketers Should Shut Up and Listen

customer experience, 2014 Must-Do: Shut Up and Listen in B2B Marketing

Shhh. Your B2B marketers are talking. 

"These days there are so many ways to listen to our market and understand what people really want, but B2B marketers are still caught up in a one-way conversation," said Paul Gillin of Paul Gillin Communications.

Today, we deliver the third piece in our "2014 Must-Do" series — why you need to listen better in B2B marketing. Last week, we discussed getting back to basics in Web CMS and becoming agile in B2B marketing.

The Internet of Things: Do Customers Have a Say in Who Owns Their Data?

The Internet of Things: Do Customers Have a Say in Who Owns Their Data?There’s a lot of money being made these days by people professing to be experts in big data and the interconnected concept of the Internet of Things. Business leaders who have been converted into disciples of data and analysis eagerly imagine the possibilities of a thoroughly interconnected world in which individual customers’ behaviors can be determined and even predicted by data delivered direct from their devices -- ranging from their computers to their home appliances.

IDC: 10 Predictions on the Changing Role of the Chief Marketing Officer

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In this digital age, marketing responsibilities have expanded to include multichannels, big data, content management, customer experience and more. Does the C-suite title of Chief Marketing Officer (CMO) cover this — or has the role evolved into a Chief “Something-or-Other”?

International Data Corporation (IDC) has developed ten 2014 predictions about the CMO’s changing role. CMSWire.com spoke to with Kathleen Schaub, IDC’s vice president of the CMO Advisory Service, to get a better sense of the issues.

This Week: It's Back to Basics for Web CMS + How Intranets are Not Dead

Digital Marketer's Worthiness
From what we can tell, the biggest challenge in 2013 for digital marketers was showing their worth. In fact, it's what keeps them up at night — demonstrating ROI to executives.  

Internet of Things & Customer Service
One area shows potential for making the Internet of Things work for the customer: customer service and support

Intranet Dead? Not a Chance
Hard to define. Underappreciated. Suffers from an identity crisis. Often regarded as a source of frustration. But the death of the intranet has been greatly exaggerated, according to our 2013 look-back.

Cats, Racism and Social Media Policies
Sure, there are offensive comments about President Obama's dead grandmother to insensitive quips about AIDS in Africa, but there's a bigger problem in social media.

Three Phases of SharePoint in 2013
For writer David Roe's money, SharePoint in 2013 was characterized by SharePoint and Yammer, SharePoint and Office 365 and Mobile SharePoint.  

Back to Basics With Web CMS
Good way to start 2014 in your Web CMS selection and implementation? Try making things easy on yourself.

Improve Customer Engagement & Retention
Develop a multi-channel strategy to reach customers on their preferred channels.
> Learn How

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CDO Roadmap: Craft Strategy, Avoid New-Tool Tsunami

2014: The year of digital? That wouldn't be accurate since we are well into the era of digital.

But it's here -- and today we share insight from one of digital's biggest fans, David Mathison, the curator for the Chief Digital Officer Summit. As we embark on the next 365, we asked Mathison to explain the role of a chief digital officer (CDO) and some focus areas for 2014.

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