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Web Experience/Engagement Management (WEM) Articles

Next Steps for Native Ads: Get Scalable and Visible

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What’s next for native ads? They should be clearly-marked as ads and available in publisher-defined formats, according to the co-founder of Celtra, a provider of mobile ad creation, serving and analysis.

Matevě Klanjšek, also chief product officer of the company, told CMSWire that any non-standard mobile ad formats, such as native ads, are “performing better than standard.” His assessment is based on his agency’s just-released quarterly Mobile Rich Media Ads Performance Report (registration required), which has been regularly issued over the past two years.

With Mobile Reigning Supreme, Will Advertisers Keep Pace?

The Super Bowl has come and gone, but the advertising lives on as brands seek to squeeze as much as possible out of their expensive creative masterpieces. But if advertisers want to truly validate their media buys beyond simply “entertaining the masses” they need to activate the 50 percent of smartphone owners that use their devices while watching TV on a daily basis. Our review of how well Super Bowl advertisers actively engaged with the audience shows there is a lot of work to be done.

M&A Watch: Marin Software a Possible Target if Ad Tech Consolidates

Based on its valuation and growth profile, Marin Software — a provider of a cloud-based digital advertising management platform — could be an attractive buyout target for a larger player in the online marketing space.

At the recent market cap of $373 million, Marin’s forward revenue multiple of 3.9 times the 2014 consensus estimate of $95.8 million (within the company’s guidance range of $95 million to $96.6 million) is reasonable given expected growth of nearly 24 percent.

Marin is a so-called busted IPO because the shares trade below the March 2013 offering price of $14. In fact, Marin shares have been on a downward trek ever since the first trading session: they opened at $18.95 and hit a post-IPO high of $19.95 on the same day. While the stock has recovered a bit from the November low of $8.50, it’s still 18 percent short of the IPO price.

People Think 'Products' When Trying to Solve Problems Online

Many customers think first about the product they have; even when they are looking for support for that product. 

Connecting: How to Build an Unforgettable Brand

Connecting with Bill Sobel

Julie Cottineau doesn't mince words. "My business is branding. I teach you how to improve yours," she said. Cottineau is the founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build their brands and leverage them as actionable business assets.

Before BrandTwist, she was vice president of brand at Richard Branson’s Virgin Group, overseeing branding strategy for new and established Virgin companies in North America. She also served as executive director of consumer branding at Interbrand and was a vice president and management supervisor at Grey Worldwide in both the US and France. She has been an adjunct professor of integrated marketing communications at Columbia and Cornell universities and is a frequent commentator on brand strategy and innovation.

News Bites: Handling Negativity, Publishing on LinkedIn and More

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There's a lot going on this week, including news on dealing with negative social postings. Plus, we'll tell you how LinkedIn is opening its publishing platform, how Kochava is updating its mobile ad measurement platform, how Widen speeds up Smartimage and how Purple WiFi is adding location services for in-store customers.
 

gShift Adds Twitter Trend Module to Its Marketing Arsenal

Does the marketing world need another trend-spotting tool for Twitter? Toronto-based gShift thinks so and today added a Social Keyword Research module to its web analytics platform for high-end clients.

The tool is designed to keep up with the 58 million daily posts on Twitter and help marketers create content that drives traffic by reflecting the interests of the targeted audience.

Acquia Lift Makes Drupal Sites Smarter, Revenues Bigger

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It’s every marketer’s dream — delivering the right offer, to the right visitor, at the right time, through the right channel, to drive greater revenue. Simple to say, not so easy to do.

Consider your own experience when visiting websites. How often are you presented with compelling offers that you’re willing to take action on? If you’re like me, not very often.

This could actually change in the near future. Earlier today, Acquia, provider of products, services and technical support for creating web experiences with the open source CMS Drupal, announced Acquia Lift, an optimization platform that promises to make websites smarter, marketers more productive and revenues greater.

If it works as promised and is widely accepted by the Drupal community, you — even as a consumer —could benefit from Acquia’s latest innovation. After all, there are more than million of Drupal sites on the web today.

What's In WhatsApp? Customer Devotion

Once you dig into the astonishing numbers for WhatsApp, you can kind of see why Facebook paid $19 billion for the company. Kind of.

Facebook was forced to pay such a high price for WhatsApp because of the communications app's ridiculous growth numbers and devoted users, 75 percent of whom used it every day and logged on to the app several times per day.

Content Marketing Myths and Truths

content marketing.jpgSomehow, "Content Marketing" has hit the jackpot in terms of business memes, with every marketing person tossing the term around like it's some sort of magic elixir.

But what exactly is content marketing? And how do you do it? I've cooked up a list of myths and truths of content marketing to help you wade through the hype.

Connecting: Discover, Curate and Share the Best Content

Connecting with Bill Sobel

New York City-based Rallyverse has been described as the next generation in social media networking. The company helps marketers discover, curate and share content in owned and paid social media.

More specifically, it monitors trending conversations across the social web and recommends the most relevant content for marketers in real time — creating ready-to-publish status updates, tweets and social ads in a simple, visual interface.

Joe Doran is the company's co-founder and CEO. He's a seasoned senior executive with 15 years of experience managing interactive media, advertising and social media solutions in high growth companies like Microsoft and General Mills.

5 Questions for New Webtrends CEO Joe Davis

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Joe Davis, a web analytics pioneer best known for his work at Coremetrics, has taken over as CEO of his one-time competitor, Webtrends, with the goal of boosting revenue growth.

It's a task that contributed to the demise of former CEO Alex Yoder five months ago. That's when Yoder was replaced after five years in the corner office by board member David Mitchell, operating partner at Francisco Ventures, which controls the privately owned company. Yesterday's announcement caught many by surprise because the company gave no public indication Mitchell was serving on an interim basis.

Davis sold Coremetrics to IBM in 2010, and has been out of the analytics business while the big data revolution exploded over the past few years. Now he's back in the middle of it, hoping to do better than Yoder, who came to Webtrends with a sales background 12 years earlier and rose to the ranks to chief executive.

Sprinklr Buys Dachis Group to Boost Technology, Talent

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Two powerhouses in the social management space are joining to form the largest independent end-to-end social relationship platform in the market. Sprinklr, a New York City provider of social media management tools, is buying Austin, Texas-based Dachis Group, a social analytics company, the companies announced today.

Terms of the deal were not disclosed, but Jeff Dachis, founder and CEO of Dachis Group, told CMSWire this morning that "everyone is happy with the outcome."

Andrew Jones, an analyst at Altimeter Group who focuses on social media management and cross-channel customer engagement, said the deal "makes sense." The companies are "very complementary," he explained, "not only in terms of technology but in terms of the talent at Dachis Group. Dachis has roots as a consultancy, which Sprinklr will be able to leverage in its business."

By acquiring Dachis, Sprinklr adds industry leading brand analytics and content optimization to a platform Forrester Research already rates as “the most powerful technology on the market.”

Oracle Expands Marketing Platform Eloqua Throughout Its Clouds

Oracle is out with a new release of Eloqua, improving integration with its Marketing and other Clouds.

Webtrends Shuffles CEOs for Second Time in 5 Months

Webtrends named analytics industry veteran Joe Davis as CEO today, marking its second change in leadership after longtime CEO Alex Yoder left suddenly in September.

Davis, who served as CEO of rival Coremetrics before that company's acquisition by IBM, takes over the job from David Mitchell, an operating partner at the private equity firm Francisco Partners and a member of the Webtrends board.

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