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Digital News & Analysis

The Golden Age of Marketing

The Mad Men era of marketing has given way to Math Men -- marketers who approach brand messages with growth hacking strategies revolved around data and technology.

We marketers have previously unimaginable technology at our fingertips every day that make us better at our jobs and drive us towards previously impossible innovation. A platform to segment audiences, one to analyze customer behavior, another to track results -- the list goes on.

One Size Does Not Fit All for Real Time Customer Engagement

One Size Does Not Fit All for Real Time Customer EngagementThe days of blanketing large groups of customers with messaging are gone. There is no one size fits all for customers, but faced with pressure to produce higher return on diminishing budgets, the customer engagement dilemma becomes more difficult for advertisers by the day. 

In the end, it comes down to money. Advertisers want to spend the least amount of money to produce the most revenue. They want to overcome the issue memorialized by John Wanamaker, the pioneer of the discount department store, who famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The good news is that advances in real time technology have enabled them to do exactly that.

Connecting: Stealing Content and Other Copyright Issues

Connecting with Bill Sobel

The Internet has turned a lot of honest people into thieves. People who wouldn't dream of walking out of a retail store without paying for a pack of gum have no remorse about stealing online content. Pictures. Blog posts. Funny videos. 

And that's turned copyright issues from "an obscure corner of the law" to "the subject of conversation at picnics and parties," said Christopher Kenneally, director of Business Development at the Danvers, Mass.–based Copyright Clearance Center (CCC), a global licensing and content solutions organization.

Despite what many of us think in this age of incessant sharing, people who create “original works of authorship" — literary, dramatic, musical, artistic, and certain other intellectual works ­— actually have rights. Under copyright laws in the US and other countries, you need permission from the copyright holder to reproduce, distribute, display or perform these works.

So much for making that great aerial picture of a tropical sunset you stumbled upon the background for your Facebook page.

Getting Marketers Up to Speed with Big Data

Getting Marketers Up to Speed with Big DataThat alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that traditionally belonged to CIOs. And at the middle management level, marketers are required to be more technical and metrics oriented.

Blame Technology for Your Failed Relationships

business meeting distraction.jpg.jpgBack in 1975, singer-songwriter Paul Simon told us there must be 50 ways to leave your lover. But that was before we all had perpetual connectivity to every person, place and thing we ever knew or imagined through smartphones, tablets and other assorted Internet-connected devices.

Now there are plenty of new ways to leave your lover, as well as your friends, relatives, co-workers, customers and business associates. Just take a phone call in the middle of a meeting, text a friend during an intimate dinner or update your social media profile in the middle of a customer service interaction.

These random Electronic Displays of Insensitivity (EDIs) take a big toll on relationships, said David Maxfield, co-author of new research on Digital Divisiveness. "Maybe it's time to change our behavior," he said.

Maybe Customers Should Choose: Privacy or Free Content

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With all the amazing content available for free on the web, why are customers surprised or upset that companies track your online behavior? Are they seriously "creeped out" that their web searches today drive some of the ads they'll see for the next few weeks? Why?

Does anyone think all that content is pure altruism?

Searching for Value in Social Media Marketing

When the computing and connectedness industry began its meteoric rise in the 1990s, IT vendors and users alike scrambled for new ways to utilize the growing capabilities provided by the internet and broadband communications. Among the most attractive of these was Customer Relationship Management (CRM). 

Around since the early 1990s, CRM initially focused on the relationship between vendors and their known customer base. It evolved from a one-way gathering of customer information to a two-way relationship in which the vendor could give back to customers in the form of discounts, gifts and special offers. While this growing interaction between vendor and buyer had some of the characteristics of today’s real time marketing world, it was limited by technology to a relatively small share of the overall buying public. That has changed as the world of connectedness has virtually taken over the world of commerce.

Forget Likes, These Are the 3 Facebook Metrics to Watch

Forget Likes, Here Are the 3 Facebook Metrics You Should WatchMarketers nowadays are data driven numbers people. I get it. I consider myself a numbers guy, too. That said, when it comes to Facebook, I think a lot of marketers have it all wrong. The Facebook metric marketers tend to focus on -- a page’s Like count -- does not matter as much as marketers and business owners think it does.

If You Want Real Time Marketing ROI, Know Your Buyer

Everyone -- especially technology vendors -- agrees that personalized, contextually relevant marketing is the most effective way to attract, engage and convert buyers. Do it right and you’ll break through the noise and spur your buyer into action. Excel and you’ll build a positive, persistent relationship with your customers.

The vision is alluring. If only the reality delivered.

10 Ways to Ruin a Press Release

cat on the headDo something gross at SXSW. Tweet something inappropriate. Put a cat on your head.

Getting attention is easy. But getting the right attention … especially if you represent a company or brand … well, that's quite a different story. So what happens if you're the one responsible for telling your company's story?

We've been sharing tips for years about writing great press releases, optimizing their distribution and maximizing their value with various digital technologies. But sometimes you need something a little more direct — a crack on the head, so to speak. And we don't mean by a cat.

Why a Unified Database is the First Step to Real Time Marketing

Why a Unified Database is the First Step to Real Time MarketingImagine a customer interacting with your mobile app on a smartphone. She completes tasks and unlocks a rewards discount. The next day, sitting at her home desktop, she visits your website, and, voila! -- her rewards points display along with the discount offering. 

Perhaps mobile apps aren’t core to your business. What if a prospect retweeted your blog post and you sent a triggered email a few minutes later thanking him, which invited him to follow you on LinkedIn? Or if someone walked into your store, and within moments received a text message with an offer customized to her past interactions with your company?

The idea here is that you’re delivering cross-channel, behavior driven communications -- all in real time -- that are uniquely relevant to each contact in your database. But delivering this level of tailored customization instantly is easier said than done.

The Right Data Can Sweeten Returns on Ad Investments

tiger analytics

All the data in the world won't increase the return on your advertising expenses by itself, but some clever ideas from a San Francisco analytics conference might.

In back-to-back presentations, attendees at Predictive Analytics World heard how to cut costs and increase output in today's lightning fast online ad networks and how to gauge return on investment in a much older medium: television.

In Defense of the CIO: Why the Role is Important

customer experience, In Defense of the CIO: Why the Role Will Not Fade Away

We've said a lot about the chief information officer this month.

The CIO role will fade away. CIOs should report to CMOs. Innovation escapes CIOs because they don't have the time.

So what do you think, Mr. CIO?

Mr. CIO for us today is Ian Cox, who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

Will the role of the CIO fade away?

"The suggestion that the executive functions of the CIO could be subsumed within another C-level role is to misunderstand and grossly undervalue the role of the CIO," the London-based Cox told CMSWire. "In effect it is saying that what a CIO does can easily be done by another C-level role, that being a CIO doesn’t require specialist knowledge or skills in the same way as other senior roles do. This couldn’t be further from the truth."

CMSWire Tweet Jam: Real Time Marketing #CXMChat

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Let's face it, people are impatient. They expect companies to deliver what they want when they want it. But are real time results achievable and will they be the key to delivering on customer expectations? Find out at this month's Tweet Jam!

Agile CXM Won't Be Crafted with a Swiss Army Knife

Did you know that the Swiss Army Knife is over 100 years old? There are more than 100 different models available and more than 34,000 leave the factory every single day. It's one of those multi-use tools that you like to have in your pocket for that moment when you need just the right solution. No wonder MacGyver carried one all the time.

But you wouldn't expect a carpenter to build your house with a Swiss Army Knife, or that an artisan would use one to craft a fine piece of furniture. We have to believe that even MacGyver, given his preferences, would rather have a set of proper tools to defuse bombs if they could only be made portable.

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