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

Online Marketing News & Analysis

Sales: A Star Player on the CMO's Team

2015-27-March-High-Five.jpgMarketing has changed -- we all know that. But the business goals remain the same: to acquire and retain customers.

Well into 2015, marketers are more than ever contributing to that goal by discovering new prospects, filling sales pipelines and driving revenue. Part of accomplishing goals and objectives means all departments within the organization work as a joined force. Most importantly, CMOs must ensure marketing is in lockstep with sales. 

Mobile Performance Anxiety? You're Not Alone

2015-26-March-Anxious-woman.jpg

What can brands do to improve customer relationships on mobile? And why is brand engagement on mobile so important? The answer is rooted in two unavoidable realities.

Customers today are mobile – an IDG Global Mobile Survey last year found that mobile device use is now ubiquitous. Eighty-five percent of 25-34 year olds and 91 percent of 18-24 year olds use applications and social networking sites on their smartphones.

And with digital media consumption on mobile devices overtaking desktops, the choice is black and white: engage with customers through mobile channels or become a relic of the past.

Do We Expect Too Much of CMOs?

2015-24-March-One-Man-Band.jpg

You may have noticed that the relationship between buyer and seller is in major flux. This turmoil impacts the position tasked with leading firms’ marketing efforts and held responsible for leading firms’ marketing efforts — the CMO. Today’s Chief Marketing Officer tops a pyramid of people, technology and behavioral science focused on getting the brand’s message to its intended audience in order to convince that audience to buy.

Many CMOs are finding it difficult to shoulder the blizzard of responsibilities descending on their desks. The CMO’s average tenure is just 45 months -- considerably shorter than their CEO, CFO and CTO counterparts. 

Given this level of turnover, it’s fair to ask why, with all the new and sophisticated technological resources available, so many CMOs can’t seem to get their feet on the ground.

See What? B2B Marketers Takeaways on Ad Viewability

Thumbnail image for 2015-23-March-viewability.jpg

B2B marketers need to measure if people see their ads.

Naturally, right? Industry insiders refer to this as "viewability." Google cares a lot about this.

So should B2B marketers, said Elizabeth Harz, president of media at ADARA, a digital advertising platform based in Mountain View, Calif.

"Driving for the broadest reach with the lowest expense possible may dictate for lower viewability goals versus attempting to run 100 percent viewable campaigns, which may result in lower ROI," Harz told CMSWire. "All marketers need to first define the goal or expectation of their campaigns and then align metrics like viewability to those goals."

The Online Privacy Checklist Every CMO Needs

2015-23-March-Trolls.jpg

CMOs are charged with social media marketing and monitoring what prospects and clients are saying online, but lack the technological capacity, power and often, the desire to monitor what employees are saying online. This thinking is flawed, at best and downright dangerous, at worst. Here’s why and what needs to change.

With very few exceptions, at most companies you can be pretty certain a large number of your employees are participating online in some way. Of course they’re entitled to do what they want (on their own time), but how many of them are posting potentially damaging comments using accounts where they identify themselves as part of your organization?

4 Must Have Skills for Data-Driven CMOs

2015-20-March-Data.jpg

It wasn't that long ago when most CMOs and senior marketers were considered the keepers of the brand. Today CMOs have a seat at the table. Their customer-centric insight drives the business-building strategy in front of the funnel, in the funnel, and all the way to the close and beyond.

In Forrester and Heidrick & Struggles most recent report, "The Evolved CMO in 2014," 40 percent of the CMOs surveyed aspire to the CEO position -- an almost inconceivable transition five years ago.

Is There a Light at the End of the Social Media Marketing Tunnel?

Digital marketers love talking about social media. Executives love return on investment (ROI).

Can you truly show ROI on social media programs?

GinzaMetrics is the latest company to offer a solution officials said does this for marketers. Its new platform addition gives marketers insights on how social channels contribute to corporate goals and revenue. It also gives marketers data to better target campaigns for the right audiences.

GinzaMetrics, based in San Francisco, is not the first to do this. So why them?

"The offering is unique because it comes from a data platform that has a backbone of search and organic data that provides deeper content information, at the individual page and keyword/topic level," said Erin Robbins O’Brien, COO at GinzaMetrics.

The company today released a Social Intelligence Suite addition to its platform. This enables marketers to tie specific content, keywords and social channels to revenue and conversions for their brand, she said.

Give Users a Vote: Why Testing in Email Matters

2015-19-March-Vote.jpg

Consumers want their voices heard.

Social media marketers have turned to crowdsourcing to include customer's voices. But email marketers have been giving people the opportunity to vote for years.

We're not talking about direct surveys, although those can work. What we're talking about is measuring the votes that customers make every day when they choose to click or not click -- using A/B testing. 

Successful CMOs Create the Structure to Innovate

2015-18-March-Structure.jpg

Change conquers those who fail to receive it as a friend. And change has got marketing in a headlock these days.

Consumers engage with brands, explore products and make purchases in ever more channels and on ever more devices -- and this dizzying trend will only continue. Marketers are struggling to keep up (understatement alert).

Let’s walk through five ways CMOs can help their organizations not just adapt to the changing landscape of marketing, but thrive in it. 

Ex-Ford Visionary Scott Monty Tells You His Social Secrets

Thumbnail image for Thumbnail image for Connecting with Bill Sobel

It's not every day you get to sit down with an "an unstoppable force of nature" — a guy Alan Mulally, the CEO of Ford Motor Company, described as "a visionary."

But those effusive words seem less important to Scott Monty that a few simple realities. He describes himself as a husband, a dad and "generally nice guy," who enjoys writing about the changing landscape of business, technology, communications, marketing and leadership.

Monty is executive vice president of strategy at SHIFT Communications, a public relations firm with offices in Boston, San Francisco, New York City and Austin. He's also editor and co-host of I Hear Of Sherlock Everywhere, "news and information about Sherlock Holmes in popular culture in one convenient site and podcast."

What Could You Do With a Digital Marketing Command Center?

This morning, a vendor promised us their solution is the only that looks at the entire customer journey and provides sales agents actionable insights.

Now another vendor is making the same promise for digital marketers.

Bedford, Mass.-based Progress Software has created a Digital Marketing Command Center. Officials said it combines technologies from its Telerik Sitefinity CMS and Sitefinity Digital Experience Cloud to help marketers track and measure customer behavior.

"We started this 16 months ago, and this is one of the things we've struggled with ourselves," said Martin Kirov, vice president of product management and marketing for the Telerik Sitefinity CMS. "And most customers struggle with the fact that digital marketing teams operate in a very fragmented way."

The Marketing Technology Explosion: A Blessing or a Curse?

2015-17-March-Dandelion.jpg

My first two reactions to Scott Brinker’s super infographic covering the marketing technology landscape were: WOW and WOW.

The first wow -- Wow, we have come a long way. There’s been a tremendous amount of innovation, evolution and exploration of data and technology across the broad categories of Media, Data, Content and Commerce.

The second wow -- Da&#! How will we manage this evolution? How do these pieces come together? Because that will be the only way to bring value to the consumer and the only way we will come close to delivering a seamless omnichannel consumer experience.

Genesys Update Works to Engage Your Customers

Genesys released an update to its Customer Experience Platform that it boasts will help you engage and guide your customers.

Reed Henry, chief marketing officer for Genesys, said the platform integrates and augments customer relationship management(CRM). It adds native technology "to directly engage and guide customers across all interaction channels, including voice and touchpoints."

Genesys is a Daly City, Calif.-based contact center software provider. It has 3,000-employees.

"We call this orchestrating the customer journey," Henry added. Other CRM platforms react to customer behavior. But they don’t shape it or attempt to orchestrate the step-by-step sequencing of customer interactions, he added.

Weird? Maybe: How You Connect at #SXSW

2015-16-March-SXSW-1.jpg

As far as tradeshows go, SXSW Interactive is akin to controlled chaos, a bit like a three-ring circus with companies and brands doing their best to grab the attention of thousands of techies from around the world.

Indeed, the conference organizers know that the experience SXSWi attendees have is as important as the discovery of the next great trend or hot social app.

After all, it’s Austin — the self-proclaimed “Live Music Capital of the World.” This is the place where art, performance and business all merge into one common objective: the Austin experience.

And for three week's in March, SXSW personifies that experience. The commingled extravaganza of music, film and interactive events started Friday and runs through March 22.

For anyone in marketing or advertising, the main event is the five-day interactive portion, which runs through tomorrow.

Build Audiences, Not Visitors

2015-16-March-Cheering-Audience.jpg

One statistic that gets thrown around too easily these days is how much of a buyer’s journey is completed before the first sales contact. Some analysts claim that it’s 60 percent. Some say it’s as much as 74 percent.

Regardless of which number is right, it comes down to this: buyers turn to external and brand-produced content more and more to reach a buying decision.

Displaying 1-15 of 656 results

< Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Next >