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Online Marketing News & Analysis

Gleanster Names Leaders in 4 Key Software Categories

customer experience, Gleanster Research's Leaders in Four Key Software Categories

It's not the Gartner Magic Quadrant. It's not the Forrester Wave.

And that's exactly what Ian Michiels likes about it. Michiels' firm, Gleanster Research, has produced four software industry ranking reports. 

Gleanster calls each of them a FLASH, and the latest come in the areas of marketing automation, business intelligence, social engagement and web content management.

"What I like about our FLASH approach is it offers a different perspective than Forrester or Gartner," said Michiels, CEO and principal of the Pleasanton, Calif.-based research firm. "It's not about market presence or vision, which have value. And it's not biased by analyst opinion or relationships with Gleanster."

Digital Marketing's Easy, Until You Try It

2014-28-August-Rubiks-Cube.jpgDoes this sound familiar?

"Marketing is no longer an art; it has become a big data analytics engineering discipline where every marketing dollar can be optimized for maximum impact. All you need to do is give away a free version of your product and crank up the ______ <select one: ‘digital,’ ‘content,’ ‘social,’ or ‘automated’> marketing engine and you are good to go. Display ads to free users or offer a premium paid version of your product and you too will soon be able to sell your company to ______ <select one: ‘Google,’ ‘IBM,’ ‘Microsoft,’ or other company> and retire. Hire Millenials to feed this amazing new automated marketing. These folks totally ‘get’ the social stuff because they already spend all their waking moments on _______ <select one: ‘Facebook,’ ‘WhatsApp,’ ‘Instagram,’ ‘SnapChat’>.”

Unless you're completely off the grid you have surely seen some variation of this theme. Sounds great … if only it were this easy.

Facebook Tackles Clickbait, Reels In Rockin' Headlines

2014-27-August-catching-a-fish.jpg

Facebook could be the ultimate social media party pooper. Earlier this month it shut the gates on ‘Likes’ and this week it's clamping down on funky, attention grabbing headlines, which fall under what Facebook describes as clickbait.

Flying in the face of about a gazillion years of best journalism practice, Facebook has decided that it will be cracking down on headlines that attract reader attention if Facebook believes the headline doesn’t truly reflect the content of the story.

Digital Marketing Consultant 'Lucky' As Napa Quake Rocks Home

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As a digital marketing consultant, Andreas Mueller-Schubert knows a bit about the technology revolution.

But around 3 a.m. this past Sunday morning in his Napa, Calif. home, technology was no help. It was him, his wife and two children and Mother Earth.

Mueller-Schubert and family live just 10 miles outside of the epicenter of the magnitude 6.0 earthquake that rocked Northern California this past weekend, the largest in the Bay Area since 1989.

"Everyone was a little shocked. The kids haven't experienced anything like this," said Mueller-Schubert, a German-born digital marketing consultant for WSI Next Gen Marketing who lives with his wife Georgia, daughter, Annika, 20, and son Zachary, 19.

Everyone's OK -- but the family's home saw plenty of shattered glass and some damage in the garage.

Move Over, Google AdWords?

Amazon may be trying to step on Google's online advertising toes.

The online web shopping giant is producing software for placing ads online much like its long-time cyber nemesis does so well with Google Adwords, according to a report in the Wall Street Journal.

What will they do? Replace ads on its own pages that Google owns with its own.

Part II: Buy or Build a Marketing Cloud? What Practitioners Say

digital marketing, Part II: Buy or Build a Marketing Cloud? What Practitioners Say

Scott Brinker's marketing technology landscape graphic is the face of the space. It captured plenty of air time at Brinker's first Marketing Technology Conference in Boston this week.

Isaac Wyatt built his very own marketing technology landscape at New Relic, a San Francisco-based real-time application monitoring platform. It includes the approximate 30 technologies he uses to get his job done.

Sums it up, right? More than 1,000 digital marketing platforms in more than 40 categories. At the heart of it all is the "buy vs. build your marketing cloud" debate, sparked this week at #MarTech by presenter Travis Wright, chief growth officer for MediaThinkLabs.

Yesterday, we caught up with vendors on buy vs. build. Today, we conclude our series with marketing veterans who have had to face the question themselves.

Buy or Build a Marketing Cloud?

2014-21-august-build-it.jpg

Nearly 400 attended the first Marketing Technology Conference at the Seaport Hotel in Boston this week to make sense of the more than 1,000 digital marketing technologies in more than 40 categories available today.

Bottom line: marketers want digital technology that works for their organizations. Easily, the most bantered about topic these past two days in Boston boiled down to one question:

Buy or build your marketing cloud?

Much like a little tea party here in this city 241 years ago, you had your division at #MarTech this week. 

Today, in the first of a two-part series, we catch up with the guy who got the debate going and two providers who sell marketing technology. To conclude the series, we'll talk to digital marketers who've had to make the buy versus build decision.

Get Better Content Marketing Insights, FREE

Yes, the headline reads like link bait. And it may or may not work. Will it put you off so much that you’ll scroll past it without reading this article at all? Or will the word “free” be just enough to win a few seconds of your attention?

And if so, how do we know that it’s “Free” and not “Marketing Insight” that’s causing you to read on? Have our competitors tried tactics like this? How did they fare?

What if we knew the answers to questions like this before we even started writing?

Tweets That Capture the Heart of Digital Marketing #MarTech

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Bravo to Scott Brinker and the folks putting on the first Marketing Technology Conference in Boston this week.

Great speakers. Great diversity. Great content. Great networking.

But let's face it -- there's some great tweeting, too. Much of live-event action these days happens in the Twitterverse.

Here, we dive in with some of our favorites:

Turning Data Into Marketer's Best Friend

2014-19-August-Baseball-Score-Card.jpgFrom business to baseball, data is having its moment in the sun. Data provides marketers information that can be used to execute targeted campaigns that can drive revenue. The marketer now more than ever has the ability to deliver personalized experiences across digital channels, and help customers build relationships with their brand.

A Career in Marketing? Sure Beats Being a Doctor or Engineer

It's easy to second guess your career choices. How often have you wondered what your life would be like now if you'd have listened to your parents, teachers -- or your own intuition -- and embarked on Path A rather than Plan B?

So there's reassuring news today for everyone who bypassed oh so many possible careers to instead become a marketer. In a blog post provocatively titled Pass on Math and Science to Embrace the Power of Marketing, Marcie MacLellan, a writer for the London School of Marketing, explains:

In many cases, we are pushed toward stable, rewarding and lucrative career options such as doctors or engineers. But what if you do not possess the ability or desire to crunch numbers? What if your passion lies in more creative pursuits?"

In that case, she suggests, "there are some sectors that will never stop growing no matter how the world evolves -- and marketing is one of them."

Where is Apple Going With Its New Social Media Hire?

digital marketing, Where is Apple Going With New Social Media Hire?

Does Apple need a face(book) lift? 

Doesn't seem that way. Just show us that white apple with the chunk taken out, and you've finished your branding work for the day.

Right?

For a brand that essentially doesn't need branding help, Apple's certainly thinking about social media. 

We're just not sure which way yet.

Proof -- its hire this month of Musa Tariq, the former digital marketing big shot at Nike and Burberry.

Apple doesn't even have a real presence on Facebook or Twitter for Apple itself, leaving that heavy lifting to the iTunes brand

LeadSift Promises Smarter Ad Targeting through Twitter

Twitter has yet to reach its full potential when it comes to ad targeting. The social networking site has long been playing catchup to Facebook, which launched its email-based targeting service in 2012. Twitter didn’t announce its “tailored audiences” service until this past January.

With Facebook, advertisers can also target people by the “interests” the site asks new users to fill in when creating an account. Twitter’s answer to this was to let advertisers push their marketing messages to users based on who the user follows.

For example, if a user follows several football players, coaches and commentators, they may receive a targeted ad from a company selling sports drinks. More recently, Twitter announced the ability for advertisers to target consumers based on keywords found within a user’s tweets.

Friday Fun Day: Insider's Guide to Facebook Image Sizes

2014-15-August-Oven-Roast.jpgFacebook may generate a lot of hate. But it generates even more interest — especially from marketers who struggle daily to keep up with its ever changing guidelines on how and what to do everything from encourage page "likes" to keep customers engaged.

So it was with great interest that I stumbled upon a blog by Emily Goodrich. She's a technical writer at Heyo, a Blacksburg, Va.-based startup that wants to help small-business owners gain followers on sites like Facebook and Twitter and convert those followers into email captures and sales. 

Goodrich shared a marketing essential: a Facebook image size cheatsheet.

Sprinklr Increases Social Media Reach with TBG Buy

Social media management firm Sprinklr announced today that it has bought TBG Digital, a company that considers itself a pioneer of corporate advertising on Facebook and Twitter. The move is designed to amplify Sprinklr’s reach across social media and will add an estimated 100 new employees to its 400-person global roster, according to a written release published by Sprinklr.  

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