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Online Marketing News & Analysis

Positive and Perplexing Trends in Mobile Marketing #incitesummit

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The burgeoning communications sector for marketers is mobile applications. However, the popularity of the smartphone has fueled growth in other more conventional communications arenas, particularly email.

Dave Hendricks, president of LiveIntent, a New York City-based real time advertising email marketing company, recalled that before the smartphone, individuals used email almost exclusively at their desktop at work and at their computers at home. However, they were offline on the way home from work — or while they were at lunch or dinner, with the exception of Blackberry users.

“Since the rise of the smartphone and the tablet, email has become the number one thing done on any smartphone device,” Hendricks said. He said that 25 minutes to 28 minutes of every hour by mobile users is spent in respect to emails.

Hendricks was one of a host of participants at last week’s “The Incite Summit: East” conference at the Wyndham New Yorker Hotel in Manhattan. Incite Marketing and Communications of Hoboken, N.J. hosted the two-day event.

For Adobe's Mobile Marketing, It's Location, Location, Location

Adobe's enhancing digital marketing mobile opportunities -- internally and externally.

Adobe officials call the new capabilities, launched today, "Intelligent Location Marketing." Marketers can engage customers with in-app messages using technology that detects where they are, or iBeacons. The real-time engagement activities can be followed with email campaigns that leverage intelligence about a customer’s past interactions.

Loni Stark, director of product and industry marketing for Adobe's digital marketing solutions, told CMSWire that it's about making in-person interactions more relevant based on location and the context of the individual.

Marketers Must Ask 'Am I Still Relevant?' #incitesummit

At a conference that focused on the discussion of the future of print, digital and mobile marketing, marketing executive Ash EiDifrawi seemed to capture the tremendous daily pressure and responsibilities marketing professionals face in the fast-changing, multi-faceted and highly competitive battle for the attention of the American consumer.

“The question you have to wake up everyday and ask yourself is: ‘Am I still relevant.’”

EiDifrawi told attendees at the Incite Summit: East conference in Manhattan last week that marketers must constantly review their product and marketing relevancy on a multitude of platforms. During a session entitled “Have a Look At This: Make Content That Stands Out,” he noted that one day a marketer could feel he is “on top of the world” only to find the next day “that 100 people have your idea and you are irrelevant.” 

The Future of Marketing is to be Useful

Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice. “Because we felt it was our job to convince the customer that it was a great product, even though we all knew it was a dud.” 

Marty Shindler: The Digital Revolution is Over

Connecting with Bill Sobel

Tell Marty Shindler about digital anything and you'll probably make him smile. As he told CMSWire, "I chuckle when I hear the word 'digital' to describe a process." 

Everything is digital now, he explained. 

Shindler — who describes himself as a consultant, thought leader, forward thinking executive and sought after speaker — should know. For more than 30 years, he's been a consultant to creative, technology and emerging companies on business, economic, strategic, organizational and operational matters. 

From 1993 to 1996, after stints as an accountant, controller and vice president of finance at various companies, he landed a job as vice president of sales and marketing at Kodak’s digital start-up, Cinesite — largely because of his knowledge of the digital process for production, post production and visual effects. 

It was during this time that Shindler said he saw a market opportunity with the many emerging digital start-up facilities in the entertainment industry. So in 1996, along with his wife, he founded, The Shindler Perspective, an Encino, Calif.-based consultancy focused on companies in the entertainment and entertainment technology industries.

SAP, Facebook Up the Ante on Personalized Marketing #SAPtd

OK, we were a little off. When IBM and Twitter partnered last month in what they called a landmark connection for enterprise data analysis, we figured more would come.

"What's next?" we asked. "Oracle and Facebook? SAP and LinkedIn? Microsoft and Pinterest?"

So maybe we had the companies mixed up. But we knew something was coming. And it's SAP and Facebook.

The enterprise software giant connected with the social media king today in a partnership that allows SAP to combine insight with customer engagement by using Facebook’s scalable Custom Audiences targeting capability. This enables marketers, officials at the companies claim, to use SAP solutions to reach customers on Facebook.

How to Become a Best-In-Class Content Marketer

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B2B marketers with documented content marketing strategies consider their organizations more effective at content marketing, and can better track ROI over those with verbal or no strategies, according to the latest research by the Content Marketing Institute (CMI). 

And although an encouraging 83 percent of B2B marketers have a content marketing strategy, only 35 percent have it written down, which means that a majority of those surveyed are missing out on the benefits that come with being a Best in Class B2B Content Marketer, the research revealed.

The study, 2015 Benchmarks, Budgets and Trends – North America, was sponsored by Brightcove and conducted in conjunction with MarketingProfs.

Sitecore's New Experience Database Collects, Connects Data

To borrow a phrase from defending Super Bowl champion coach Pete Carroll, Sitecore was "pumped and jacked" at its annual conference in September when it previewed Version 8 of its web content management system (CMS).

Meanwhile, it quietly released a softer update, Sitecore 7.5, which introduces an Experience Database (xDB) that is designed to help end-users make immediate use of customer data.

"The big change  with 7.5 is the ability to collect and connect customer experience data at scale," said Mark Floisand, vice president of marketing for Mill Valley, Calif.-based Sitecore. "When I say collect and connect I mean gathering information from both within Sitecore and other systems. We're aggregating that information down to the individual level so marketers are able to effectively have a single view of the customer."

3 Lessons from the Marketing Festival #mktfest

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Organizers of last weekend's Marketing Festival in the Czech Republic analyzed 500 conferences from around the world before choosing 18 promising speakers.

Having soaked up their collective wisdom, I found three lectures gave me the most to think about and I've summarized them here.

Sean Womack on Marketing: 'We All Borrow, We All Steal'

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Sean Womack is arguably one of the most honest marketers around. Who else states unequivocally on his website, "No one needs what I do?"

Or suggests, on the concept of innovation, "We all borrow. We all steal. We all stand on the shoulders of those who came before us. We all look over the shoulders of those who work beside us. It has always been so. It will always be so. It should be so."

For the past 20 years, Womack said his work has been to create, innovate and develop businesses, brands, products and services. This has ranged from working in product development at a social expression company to launching a magazine for a boutique consulting firm to helping found and grow three different agencies that focused on entertainment marketing, shopper marketing and video content marketing, respectively.

Publicis Acquires Sapient for $3.7B, Vows Digital Dominance

Publicis Groupe acquired fellow global digital agency Sapient for $3.7 billion today.

To put that into perspective, it's more than Oracle's acquisitions of Responsys and Eloqua — and more than Salesforce's purchase of ExactTarget

Publicis means business in the digital age. And the Paris-based global digital agency wants to take on the US and others by scooping up the Boston-based digital marketing specialist. It creates an $8 billion-per-year revenue powerhouse that will live off a new platform, "Publicis.Sapient," which will focus on "digital transformation and the dynamics of an always-on world across marketing, omni-channel commerce, consulting and technology."

“Sapient is a ‘crown jewel,’ a one of a kind company born in the technology space with strengths in marketing, communications, consulting and omni-channel commerce, all of which are equally important to best help clients achieve their digital transformation," Maurice Lévy, chairman and CEO of Publicis Groupe, said in a statement.

Madison Logic Creates Sister Company to Focus on B2B Data

B2B data and marketing provider Madison Logic launched today a sister company born from what it calls outpaced revenue expectations.

The New York City-based provider created Madison Logic Data, to be run by Madison Logic founder and CEO Erik Matlick.

Tom O'Regan, who most recently served as president and chief revenue officer for Martini Media and as senior vice president of advertising sales at TheStreet, takes over as CEO for Madison Logic. Matlick will serve as the chairman of the board for both companies. 

Company officials say its "intent data" is "core to the company's business model" and is a powerful generator of ROI and brand awareness in the B2B marketing space.

Some Assembly Required: Digital Marketing Tech Integration

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You wouldn’t dream of assembling that new “some assembly required” desk without going over the directions first, right? How about that new blu-ray player? You’d never hook it up and use it until you read the instructions from cover to cover, would you?

Well, maybe you would.

Metaphorically speaking, that seems to be the most important take-away from “Quantify How Well You Unify," a webinar jointly presented by the Chief Marketing Officer (CMO) Council and Tealium.

The obvious rationale for the presentation is to shine a light on their co-produced report by the same name, which “explores the status of digital marketing technology integration,” according to Mary Anne Hensley, executive editor and director of content and marketing programs at the CMO Council, a non-profit organization based in San Jose, Calif.

More than 150 global marketers were surveyed to learn what kinds of marketing strategies they were implementing, as well as identify the greatest differences between the ones who are and aren’t succeeding.

Random Digital Biz Predictions: Tricks or Treats?

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Boo. It's trick-or-treat night.

For those who don't celebrate, it's that Oct. 31 tradition where people dress up in costumes and hypnotize themselves into believing that chocolate has zero calories. 

Kids knock on neighbors' doors, asking them, "Trick or treat?" The adults usually go with the treat answer and give the kids candy (of course, not the good candy. Adults save that for themselves for late-night snacking).

But the trick or treat thing is applicable to the digital business world, too. Predictions on marketing automation? Trick or treat? Larry Ellison "stepping down" and losing influence. Trick or treat? Big data vendors are awesome. Trick or treat?

We wondered. So we asked.

Take That, SF Giants! KC Wins Social Media World Series

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San Francisco must be a ghost town today -- not just for Halloween.

It's because it's a city of losers.

After all, the Kansas City Royals and their fans won the Social Media Mentions World Series over the hometown Giants.

Depression by the Bay? Yep.

Sure, the Giants won their third World Series title in five years last night by defeating the Royals, 3-2, in the decisive Game 7 in Kansas City.

Sure, they'll be talking in 100 years about Giants pitcher Madison Bumgarner and his three World Series wins like we talk today about Babe Ruth.

But in social media, the score was Kansas City 2 million, San Francisco 1.4 million. Take that, Bumgarner, San Francisco and your one-every-two-years World Series championship pace!

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