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Online Marketing News & Analysis

SDL Banks on Data Integration in Latest Update

Digital marketers need tools that make it easy to orchestrate and optimize cross-channel interactions at scale. David Schweer, senior product marketing manager at SDL, provided that current industry snapshot in an interview with CMSWire.

It's the foundation of a product update Maidenhead, England-based SDL released today.

SDL released a new version of SDL Campaigns, a component of the SDL Customer Experience Cloud (CXC). Company officials claim it will help organizations orchestrate and optimize customer interactions across all channels through one single view of the customer.

Who Leads in Multichannel Campaign Management?

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Gartner made one change when it evaluated the leaders in its latest Magic Quadrant for Multichannel Campaign Management.

The Stamford, Conn.-based research firm upgraded Salesforce from a visionary to a leader.

Salesforce joins five leaders from the previous MQ — IBM, SAS, Teradata, Oracle and Adobe -- which analyzes vendors that promise to be multichannel marketing providers.

Gartner named SAP a challenger and cited Marketo and Sitecore as visionaries.

Ten vendors made it into Gartner's niche players quadrant for Multichannel Campaign Management (MCCM): RedPoint, Microsoft, SDL, Experian, Selligent, Infor, Pegasystems, Zeta Interactive, Pitney Bowes and AgilOne.

PostUp: Our Email Is Better Than Yours

Email is the best marketing channel. So why not exploit it?

That's PostUp's thinking -- and today it announces an integration company officials claim will work better than anything else.

The email marketing provider has partnered with an email data platform to help its clients manage campaigns, optimize deliverability and analyze results within a single UI "with no technical effort."

Austin, Texas-based PostUp joins the Return Path partner program to bring its clients capabilities that include seed testing, render previews and device detection.

Officials at PostUp called email the "highest ROI of any digital channel."

They said their platform is designed for high volume senders and particularly suited to enterprise publishing, media and entertainment companies. 

Keith Sibson, vice president of product and marketing at PostUp, told CMSWire Return Path is a great fit because it is the "undisputed leader in email deliverability tools and intelligence," a fact Yesmail may dispute. He further claimed PostUp is the first Email Services Provider (ESP) to offer a "comprehensive integration of the Return Path tool set, fully baked into the email platform."

Marketo and LinkedIn Pair Up #MKTGnation

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Marketo stretched its marketing muscles today with a LinkedIn integration.

The partnership pairs Marketo's Engagement Marketing Platform with the professional networking site's lead-generation and nurturing solution. 

Officials announced the deal at the Marketing Nation Summit in San Francisco, San Mateo, Calif.-based Marketo's annual conference. 

The solution is designed to help marketers "bridge the gap between digital, social and offline channels" and generate "relevant conversations with customers."

The Inside Scoop on Influencers: 3 Ways to Get Results

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If you’re thinking about adding influencers to your marketing mix, but aren’t quite sure if you can pull it off, take a few minutes to read what Christine Vieira has to say. She’s the co-founder and president of Find Your Influence, a cloud-based automated influencer marketing program.

“The key to success is making sure you understand your audience, your strategy and who your influencers might be,” Vieira told CMSWire.

She added that influencer marketing isn’t just for B2C companies. “B2B companies are starting to see which influencers might make sense for them," said Vieira. "Their target clients are looking at blogs and reviews more so than a consumer, so they can use influencers to educate potential clients. It can truly make sense for any brand.”

3 Ways Marketing Automation Boosts Business Efficiency

"The attention economy is not growing, which means we have to grab the attention that someone else has today." — Brent Leary

I remember Brent Leary, a partner at CRM Essentials and a well-known subject matter expert on CRM, making that bold assessment a few years ago, and it still rings true today. 

The battle for customer attention has never been more intense. Fortunately marketers are finding a few ways to help ease their efforts to retain customers. 

Marketing automation is one of those effective digital balms. 

Here are three ways automation unleashed valuable analytic strategy. The key is through timing and segmentation, which leads to analytic decisions that highlight meaningful operational support.

The CMO's Job: It's Complicated

We asked CMOs how their role has changed in the last few years. And while the answers we received came in many different shapes and sizes, the long and short of it came down to -- it's complicated.

If you don't believe us, do a search for "CMO struggle" and see how many results come back.

During our "Defining 2015's CMO" Tweet Jam the participants reached consensus on accountability, where technology fits in the CMO's toolbox and that strategy comes first. And while the rate of change may seem insurmountable, it can be managed with a clear vision and a strong team.

'We Rule B2B Marketing Automation, We're Salesforce'

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Salesforce officials are confident about their marketing technology.

"The thing that distinguishes us most is that we're Salesforce," said Adam Blitzer, senior vice president and general manager for Salesforce Pardot.

When you work on the massive CRM platform that is Salesforce, it's OK to be a little confident.

Salesforce integrates its CRM technology with its Pardot marketing automation. It acquired that technology with its $2.5 billion ExactTarget package.

The San Francisco-based provider today released what it calls "the next generation of Sales Cloud B2B marketing automation."

The Intelligent Engagement Studio and Sales Cloud Engage will deliver adaptive lead nurturing, visualized campaign testing and mobile marketing tools, the company boasted.

Don't Let Your Personas Get Stuck

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If case you haven’t noticed, personas are a pretty big deal these days. Marketers plant relevant, engaging content throughout digital experiences on multiple channels to try and move the business forward. And that content must be relevant and individualized.

But marketers face a growing challenge. Yes, yet another one.

Harness the Power of Intent Data for Predictive Marketing

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We are in the middle of a marketing revolution. With technology that makes it possible to get insight from all different types of data, it’s no longer about being just a modern marketer -- it’s about being a predictive marketer.

As marketers, we can put data science to work to better predict which prospects and customers are most likely to buy, and when, to target the best prospects with powerful, personalized messages.

But not all data is created equal.

Is Sprinklr Finally 'Satisfied' With Its Latest Acquisition?

Sprinklr put its acquisition shovel to work again.

The New York City-based provider of social media management tools scooped up San Francisco-based customer care provider Get Satisfaction today. This is Sprinklr’s fifth acquisition since the beginning of 2014 and follows a series funding valued at greater than $1 billion.

Get Satisfaction joins social community software provider Pluck, influencer advocacy company Branderati, paid social company TBG Digital and brand analytics provider Dachis Group as Sprinklr acquisitions in the past 14 months.

All told, the six-year-old provider now climbs to more than 750 employees, 850 brands and 400 clients. Financial terms were not disclosed.

Rahul Sachdev, CEO of Get Satisfaction, and Jeremy Epstein, vice president of marketing for Sprinklr, caught up with CMSWire after the provider's fifth acquisition in just more than a year.

Sprinklr is accelerating its social consolidation strategy to help brands improve customer experience, they told CMSWire.

Dachis Group brought brand health data and analytics into the fold, TBG Digital enabled a paid social offering within the Sprinklr platform, and the acquisitions of Branderati, Pluck, and Get Satisfaction are bridging the gap between first- and third-party brand experiences, they explained.

Portrait of a Chief Data Officer

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Want to find the perfect Chief Data Officer? Look for an empathetic big brain to harness the power of big data for your business. Here’s why.

Can DOZ Help You Find the Best Local Marketers?

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The DOZ online marketing platform allows organizations to go to the bullpen and get a relief for their marketing campaigns.

(It's Opening Day. We couldn't resist).

So what does it really do?

DOZ, a product of Lyon, France-based Capseo, claims it can help any website reach audiences in foreign markets through automatically curated and localized marketers.

It helps small and medium size businesses access marketers on-demand and launch online marketing campaigns. The platform launched in 2013.

In a vast marketing technology landscape, DOZ enters the mix and offers up actual marketers -- and marketing campaigns.

"Other platforms connect businesses and agencies with freelancers, but the quality of the work is rarely guaranteed and the freelancers bid against each other in a race to the bottom," said Anji Ismail, CEO and co-founder of DOZ.

"Sure, it’s cheap and it’s even sometimes good, but it’s rarely great. DOZ has curated a network of marketing experts that now numbers more than 5,000. All must provide proof of their abilities and expertise, and all are vetted before being assigned tasks by DOZ’s matching algorithm."

Which of the 3 Personalization Types Are You?

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The approaches to personalization number almost as high as the number of businesses out there. Organizations vary wildly in the ways they optimize and personalize experiences for every customer, product and expectation. 

And the differences aren't just industry-to-industry. Take a look at retail -- what I'd argue is the pioneering industry when it comes to digital personalization -- the differences are remarkable.

Where a brand falls on the personalization spectrum depends on technology adoption, brand and commerce priorities, digital maturity and executive support. But in my conversations with brand leaders, marketers, consumers and data scientists, I've come to recognize three distinct approaches to personalization which we'll break down into personas: 1. The Reliable Recommender, 2. The Loyalist Lover and 3. The Progressive Personalizer.

So where does your brand fit?

Discussion Point: What's the Core Function of a CMO?

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Picture members of the average C-Suite 10 years ago, all gathered around a big conference table.

Where would the chief marketing officer be? Probably outside on the front lawn. 

The CMO was the branding person, pushing out messages — hoping something would stick. 

Of course, that's changed today. CMOs are -- or at least will be -- true revenue drivers. 

They've already made their mark, even though some may not fully trust them yet.

How do CEOs view CMOs? We caught up with three company leaders last week at the C-Suite Network Conference at the Westin Copley Hotel in Boston to find out.

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