HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

Marketing News & Analysis

Your Customers - Or Your Best Friends?

2014-17-July-best-friends.jpg

How many best friends do you have among your customers? Do your customers consider your company to be among their best friends? If the answer to these questions is no, then it might be time to make some changes.

According to recent research from Silverpop, you don’t have to invite your customers out for dinner or send them holiday cards, although this might help. All you have to do is communicate with them. The research found that how a brand corresponds with its customers is at the heart of relationship building -- and personalization is a business’ best tool.

Lessons from Brazil Soccer: How to Manage a PR Crisis

customer experience, Listen Up, Brazil Soccer: How to Manage Your Worst PR Crisis

Brazil lost to Germany 7-1 in the World Cup soccer semifinals Tuesday in Belo Horizonte, Brazil.

That's like everyone getting food poisoning simultaneously at a convention to promote celebrity chef Emeril Lagasse's pasta sauce.

It's the worst PR crisis you can imagine. Right on your home turf. So what to do?

Acquiring Customers Amid the Social Babble #SDLInnovate

You don't need to listen to 56 billion social conversations to build your business. You just need to hear the ones that matter.

That was the landscape  Liz High, vice president for global insights and analytics at SDL, explored at her company's Innovate event in San Francisco. More specifically, the workshop was titled: "Social Intelligence: Drive Customer Acquisition While Increasing Customer Spend." 

"When you think of social media, it's the most brilliant data set in the world," said High. "The whole way we think of social media is getting to the data that matters."

Yep, Brands Talk Like 5th Graders on Facebook

A majority of Facebook posts by brands -- 67.3 percent of them, to be exact -- are written at an elementary school level — with 1st grade being the grade level most frequently targeted. That's the not so surprising results of a study by Track Maven, a competitive intelligence company.

Grade level is determined using the Flesch-Kincaid readability test, which analyzes passages and rates them on a scale from 0 to 100 according to difficulty. Passages suitable for 11-year-olds —  most of what is apparently on Facebook — score between 90 and 100. 

Does Google's Panda Pounce Have Any Bite?

2014-10-June-panda.jpg

Just a few weeks ago, Google rolled out its latest Panda search-algorithm update -- otherwise known as the search update that could destroy your business.

Ever since, experts in the Search Engine Optimization (SEO) world have been struggling to understand the potential impact.

But it turns out that few analysts can quantify the effects of the Panda update. In reality, Panda 4.0 may just be another overhyped move by the powerful Google.

How to Make Your Branded Content as Likeable as a Kitten

2014-3-June-harriett-by-Asa-Aarons.jpg.jpg

Think you have top-quality content? Maybe you do. But that isn't enough, according to Jonah Peretti.

"Quality helps, but quality isn't enough," the BuzzFeed  founder and CEO told more than 600 marketers at Lithium's recent LiNC conference in San Francisco. "Making shareable content is an art and a science."

And Peretti's got the numbers to prove it. At a time when most media organizations are struggling, Buzzfeed reaches 130 million people a month, putting it in the same league and MTV and CNN. And where do those people come from? The vast majority come from links on social networks.

Marketers Beware: Google Rolls Out Panda 4.0 Update

customer experience, Marketers Beware: Google Rolls Out Panda 4.0 Update

Google's search results ranking algorithm got another update this week as Google released Panda 4.0, a Google employee announced on Twitter.

Marketers should take note, especially since more than 70 percent of searches online take place in Google.

Google's Matt Cutts broke the news last night on Twitter: 

Yes, the Marketing Funnel is Dead #PulseConf2014

Thumbnail image for funnel Tito Wong SS 320.jpg

The marketing funnel, that venerable icon of converting prospects to customers, may not be a funnel at all. It may be more like an hourglass.

With some help from best-selling author Malcolm Gladwell, Gainsight CEO Nick Mehta called for a reinvention of the customer success movement at the Pulse2014 conference in San Francisco. The funnel, he said, "sucks" and represents an "old economy" business model.

His comments confirmed exactly what David Diamond told CMSWire readers yesterday: That it is time to do away with the antiquated notion of stuffing a sales funnel.

In Mehta's illustration of the funnel, the broad top of the funnel was marketing, the middle was sales and the narrow bottom was customer retention. He said that makes it look easy to retain those customers at the bottom, "like you should just outsource it," but that's far from what smart companies should be doing.

Inside IBM's New CX Platform #SmarterCommerce

Marketers aren’t the only ones involved in marketing. That’s IBM’s thinking.

And that’s why Big Blue debuted this week its new IBM ExperienceOne at its SmarterCommerce Global Summit 2014 in Tampa, Fla. It replaces the Enterprise Marketing Management (EMM) Suite brand.

“This is reflective of a few important things that we recognized in business,” said Jay Henderson, strategy director for IBM Smarter Commerce, who talked to CMSWire in a phone interview from Tampa this week. “EMM was really focused around the discipline of marketing ... But the discipline of marketing is changing. It isn't just the responsibility of marketers. There’s sales and customer service, which are all engaging with customers.”

IBM Debuts New Marketing Platform #SmarterCommerce

IBM just announced a digital marketing platform that includes capabilities acquired in its Silverpop deal and rebrands an existing platform. The news came this morning at its SmarterCommerce Global Summit 2014 in Tampa, Fla.

Big Blue is calling the platform IBM ExperienceOne, a rebranding of its Enterprise Marketing Management Suite. It is available on the cloud, on-premise or by hybrid. It also combines capabilities IBM acquired through Sterling Commerce, Tealeaf, Coremetrics, Unica, DemandTec and Xtify.

Robert LeBlanc, senior vice president of IBM's software and cloud solutions group, told the audience at this morning's Summit that the solution brings together capabilities in IBM"s enterprise marketing management and its websphere commerce.

LeBlanc said the solution will enable IBM marketing customers to easily "create a system of engagement that delights your customers."

He added it will be joined by the capabilities added by Silverpop in last month's acquisition of the Atlanta-based email service provider.

 

Finding Revenue in the Marketing Automation Minefield

Technology without the right strategy just means we do more of the wrong things faster.

That's what Dr. Natalie Petouhoff, vice president and principal analyst at Constellation Research, has learned working closely with chief marketing officers.

"Software has the potential to create and drive revenue when it’s attached to the right strategy," Petouhoff told CMSWire shortly after she and Constellation released this month "Data-Driven Marketing Campaign Optimization." (Snapshot).

Marketers can navigate through the minefields of data and software, Petouhoff said, by enlisting the help of tech-savvy colleagues, keeping a close eye on competitors and by managing the omnichannel world by knowing your customers' preferences.

Celebrate Connectivity: It's Internet of Things Day #iotday

2014-09-April-Dana-Blouin.jpg

Four years ago, Dana Blouin was working as a network technician at a communications company in Rhode Island. Today he's working on a PhD in Thailand, conducting research on the Internet of Things (IoT).

His radical lifestyle change underscores just how big of a thing the Internet of Things really is — a fact that's especially appropriate to recognize today, the fourth annual Internet of Things Day.

The IoT is going to going to change everything, Blouin said.

"When the opportunity to do research on the Internet of Things presented itself, I knew I had to jump on it. The writing is on the wall: the IoT will impact the world just as much if not more than the Internet itself. I wanted to be part of that, and now that I am, I can't imagine doing anything else," he said. 

Blouin, a CMSWire contributor, is conducting research at the Sirindhorn International Institute of Technology (SIIT) at Thammasat University on low power IPv6 wireless networks — small sensors that can communicate reliably with Internet enabled devices.

"It's an exciting time," he said. "Once devices start working together on common platforms, the rest of the pieces of the IoT will fall into place and we will be living better for it."

Marketers: Brace for the Impact of the Internet of Things

speeding train.jpg

As more devices become connected to the Internet of Things (IoT), our already hyper connected lives are becoming even more immersive. But the connected device space is still struggling to find heterogeneity. 

Marketing and advertising, while not the only industry waiting for a fuller convergence of devices and platforms, certainly stands to gain much from the endless stream of data that is produced by the myriad devices used in homes, offices and anywhere else.  

Marketers and advertisers want to leverage this information to entice us into purchasing an array of goods and services. 

But is the industry ready for this seismic change?

Making Marketing Campaigns Relevant to Millennials

young adults

What do millennials want? You know, besides things like more in-person collaboration?

It's not an easy question to answer. But millennials are the up-and-coming buying generation for marketers, of course. They are the smartphone-loving, screen-touching, head-buried-in-screens, tweeting generation. And knowing what they want could make the difference between profit and loss.

CMO: The C-Suite's Enigmatic Executive

customer experience, The CMO: The C-Suite's Enigmatic Executive

CMOs, we hardly know ye. You are an enigma. 

Are you the tech-savvy, ambitious executive ready to embrace the digitized marketing world of social, mobile, Web and analytics? Are you the cautious one afraid to break away from traditional tactics and metrics? Are you focused on only one trend, like social?

Who the heck are you?

IBM tried to find the answer. It interviewed 4,183 CMOs three years ago and revisited with 524 of them again and released a report this week that suggests CMOs know what's coming in the digital revolution but often aren't prepared.

Displaying 1-15 of 190 results

< Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 Next >