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Digital News & Analysis

Discussion Point: Who Has the Best Digital Marketing Hub?

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Ask someone to define a digital marketing hub and you're likely to get a broad range of answers.

Gartner defines it as "software that spans multiple digital marketing domains (mobile, social and multichannel) to provide integrated access to applications and workflows, adding capabilities such as collaboration, data integration and common analytics."

Against those parameters, you're likely to think of legacy vendors most commonly associated with marketing clouds – Adobe, Salesforce.com and Oracle. In fact, in Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs (registration required), those three vendors are rated as Leaders for their “completeness of vision” and “ability to execute.”

But this is an evolving technology, and Gartner expects the eventual convergence of ad tech, marketing tech and customer relationship management. So if you look past the three leaders as well as the two challengers — IBM and Marketo — things start to get a little more interesting.

The visionaries quadrant includes a mishmash of expertise. There's Sitecore, best known for its content management system (CMS). And then there's four programmatic ad tech firms: IgnitionOne, Neustar, Rocket Fuel and Turn.

Which one of these five visionaries offers the best digital marketing hub? We decided to go to the sources.

B2B Marketers: It's Time to Adapt, Be Brave, Embrace New Ideas

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Stephen Liguori wears multiple hats. He's the CEO and founder of his own consulting firm, an adjunct professor at Columbia Business School and former executive director of Global Innovation and New Models at General Electric.

He's also the global chairman of the 90-year-old Business Marketing Association, which made news late last year when it became a division of the Association of National Advertisers. The Business Marketing Association has 2,500 members in B2B marketing. The Association of National Advertisers, which has more than 630 member companies, represents business-to-consumer marketers.

CMSWire caught up with Liguori this week to get his take on the state of marketing — the good, the bad and the chaotic.

Paul Sagan: The Trick Is to Understand What Customers Want

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The fact that Paul Sagan is a very smart guy shouldn't surprise anyone. It runs in the family: He's a second cousin of the late Carl Sagan — the astronomer, cosmologist, astrophysicist and astrobiologist. 

A pioneer of the broadband and digital media industries, Paul Sagan is a three-time Emmy Award winning newsman who helped build Akamai Technologies into an S&P 500-listed tech giant. 

He joined Akamai in October 1998 as employee No. 15 and Chief Operating Officer, became President the following year, and joined the Akamai board of directors and became CEO in 2005. He held that post until he became Executive Vice Chairman and was succeeded as CEO in 2013 by Tom Leighton, the company’s Co-Founder and Chief Scientist.

Today, in addition to his role as Vice Chair of the Akamai board, he's Executive in Residence (XIR) at General Catalyst Partners, a Cambridge, Mass.-based venture capital firm that makes early stage and growth equity investments in rapidly growing companies.

Wayin Launches New Social Search and Analytics Platform

Wayin, a company that makes tools to analyze and integrate social content, today released a social media analytics and display platform designed to make it easier for digital marketers to find, understand and display social content.

The company maintains the product can help marketers organize content to better engage with their target audiences — whether those targets are by age, profession or geography.

How to Get Customers to Not Hate Self-Service

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Self-service portals are springing up everywhere.

Some customers love them, while others shudder at the thought of involving a database in their problems. At the same time many companies are doing a poor job of implementing self-service or avoiding it altogether for fear of driving customers away.

It doesn’t have to be this way. By understanding the potential benefits of a well-integrated self-service portal, you’ll be able to make sure yours doesn’t suck (and even pick up some new customers in the process).

So why consider a self-service portal?

Tealium Closes on $30.7M in New Financing

Tag management provider Tealium closed on $30.7 million in Series D financing. The round was led by Georgian Partners, with participation from Bain Capital Ventures and current investors Battery Ventures, Tenaya Capital and Presidio Ventures.

As part of the financing, Justin LaFayette, managing partner and co-founder of Georgian Partners, will be joining Tealium’s board of directors.

Tealium reported a banner 2014, with organic sales growth of 138 percent year over year and the addition of more than 200 organizations to its customer base.

We Need a Measure for Customer Effort

What the text of a particular link means to someone will be influenced by the task they are trying to complete. 

Make Your Brand Stand Out in a Crowded, Multichannel World

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For a long time, the big brands had it relatively easy. Advertise, buy shelf space, sell stuff. Then came the Internet.

With the rapid growth of global e-commerce, some of the biggest brands have found themselves challenged. Myriad new competitors offer good value at a lower price. Consumers have the option of switching brands with a click. Travelers can find the lowest airfare with a quick search.

Landor Associates has helps companies re-postition themselves in this new age, including household names like Levi Strauss, Rolex, Hanesbrands, Macy's, P&G and Old Spice.

How Google Webmaster Tools Improve Your Search Strategy

When a favorite toy is taken away from a child, the child cries. Digital marketers may have imagined their toyless inner child crying when Google revised the keyword data availability in its Google Analytics search reports.  

But since that time Google has worked to make marketers happy again, releasing reporting alternatives in its Webmaster diagnostic tool. Once again marketers can inspect links and search queries relative to a website, and develop an effective search and content marketing strategy. 

Co-Creator of Net Promoter Score Releases New CX Platform

The Redwood Shores, Calif. company that helped create the Net Promoter Score this week released an insights platform designed to improve customer experience programs.

Officials at cloud-based provider Satmetrix boast that the new product, Satmetrix NPX, puts a customer-centric view at the center of its software through the introduction of a "Customer Graph." Officials touted the Graph's single, integrated view of the customer journey that maps customer feedback directly to corresponding data.

The new platform offers a view of the "entire customer journey" by using high-volume, high-frequency customer data sets, according to company officials.

Relationship Expert Andrea Syrtash on Love, Sex & Personal Branding

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The hearts … the flowers … the throngs of perplexed men at the corner pharmacy, agonizing over a Whitman's sampler or a Hershey's Giant Kiss. It can mean only one thing: that most beloved and most dreaded of all Hallmark holidays, Valentine's Day, is near. 

So who better to turn to for real life advice on love, sex, romance — and marketing and social media strategies — than Andrea Syrtash, a dating and relationship writer, online broadcaster and author.

She is the author of He's Just Not Your Type (And That's a Good Thing) and Cheat On Your Husband (With Your Husband), co-author of It's Okay to Sleep with Him on the First Date: And Every Other Rule of Dating Debunked and editor of two more.

She has shared her advice in more than a dozen relationship books, on numerous popular websites and on hundreds of media outlets including The View, The Today Show, CBS This Morning, The Wendy Williams Show, On-Air With Ryan Seacrest, VH1 and CNN. She's also hosted multiple on-air shows and represented several popular brands, including Skype, Movado and MSN Living.

Let's just say she's an expert on love, romance … and personal branding.

How to Use Cohort Analysis Beta Reports in Google Analytics

In his post on retailers driving timely and contextual engagements, Paul Mandeville noted how robust technology capitalizes on modern shopping behaviors and seasonal trends.

Such technology probably includes cohort analysis among its features. Cohort analysis can help retailers better understand observed online customer behavior, a boon as more people research details regarding their purchases.

Discussion Point: Should Digital Marketers Rethink Print?

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In the midst of the current digital marketing age continues a debate that seems as old as Gutenberg’s press: Is print dead?

While those who agree with this statement cite the benefits of digital, such as lower distribution costs, longer reach and convenience, among others, the pro-print camp seems to be getting more support these days.

According to CMI’s 2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America, 37 percent of B2B marketers still use print magazines to distribute content, and 52 percent used print or another offline method for paid advertising.

Print has also made marketing prediction listings, including Altura Solution’s What’s in Store for B2B Digital Marketing in 2015?

“Print, especially trade publications, will regain their importance because they have a targeted audience: your end-customers,” reads the article.

And — get ready for it — J.C. Penney has brought back its “Big Book” catalog.

To get the real scoop on the death of print, or find out if it really ever died in the first place, we consulted the experts.

Is Your Business Capitalizing On This $1T E-Commerce Market?

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With a population of about 1.3 billion and an emerging middle class, China is the largest market in the world.

In the past few decades, it has emerged as a global economic powerhouse. In fact, its population may be the very reason why China alone will exceed $1 trillion in retail e-commerce sales in 2018. By comparison, global e-commerce sales in 2014 totaled about $1.3 trillion — and by 2018, United States retail e-commerce sales will only be around $500 billion.

Although Internet access in China is reported as widely censored and monitored by the state, 645 million people in China regularly access the Internet. The US has approximately 253 million users, India has 215.6 million and Brazil has 107.7 million, making China far and away also the largest e-commerce market in the world.

So what is your business doing about it?

What's New in February for Open Source CMS

It goes without saying that WordPress is big — the Goliath of free and open source content management systems (CMS). WordPress is the number 1 CMS system currently in use, and increased its usage on more than 2 million domains since June 2014.

But what about the others? Who is bigger than who?

Sydney, Australia-based BuiltWith.com tracks such things on an ongoing basis. So this month, we thought we'd share the latest statistics on the web's leading open source platforms.

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