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What’s in Store for Digital Marketing in 2014: Insights from Top Industry Pros

Posted by & filed under digital marketing.


imgresIt’s hard to believe, but we’re already well into the first quarter of 2014. Knowing this, we thought it would be a great time to summarize some of the most popular predictions creating buzz from a few of our super savvy partners who know more than a thing or two about digital marketing.

Take a look of what these industry veterans have to say on a variety of topics ranging from big data, mobile, omni-channel, predictive analytics and more, and how these hot topics of discussion will evolve throughout the remainder of the year.

 

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by Michael Ellis
Content Marketing Manager
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Driving Digital Marketing Agility & Efficiency with ‘Essential’ Tealium Technology

Posted by & filed under enterprise tag management.

Joe Lucas is Director of Demand Generation & Marketing Operations at InsideView®, a leader in CRM Intelligence.

Joe Lucas is Director of Demand Generation & Marketing Operations at InsideView®, a leader in CRM Intelligence.

Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. This week, we sit down with Joe Lucas, Director of Demand Generation & Marketing Operations at InsideView®, which provides CRM Intelligence™ to drive marketing, sales and account management results. InsideView provides the data, insights and connections that make every prospect and customer conversation more relevant, valuable and productive. InsideView is used by more than 350,000 sales and marketing professionals, and in over 13,000 market-leading companies.

Hi Joe, thank you for taking the time to talk with us today. Tell us about your digital marketing operations – what is your overall lead generation strategy, and how many leads do you bring in each month?

We have a fairly standard inbound marketing approach. We invest in content marketing, have a strong social presence, and back all of that up with a supporting paid media and retargeting strategy. Obviously, we also use our own technology to enable our sales teams, create more effective outbound campaigns, and make our lead nurturing programs more relevant and timely. This year we’re also going to add a strong field-marketing program, which is pretty exciting to me. Technology has really impacted more traditional forms of marketing in ways that make certain activities that were once out of reach for small companies effective again.

Right now we are averaging about 7,500 leads per month from all of our efforts combined.

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by Erik Bratt
VP of Marketing Communications
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Please Help, I’m In An Abusive Relationship With My Marketing Data!

Posted by & filed under data analytics.

Jack Nicholson as Randle Patrick McMurphy atte...

Photo credit: Wikipedia

I suppose when you’ve been in the digital marketing space long enough, frustration will inevitably take hold when working with your marketing data. I think I do a reasonably good job of brushing off the typical day-to-day stress inducers while trying to make sense of analytics, but one thing occurred to me recently: Some of the things that cause my left eye to twitch ever so slightly are just too frequent to let stand. Enough is enough, and I must therefore admit to you that I’m indeed in an abusive relationship with my data.

An abusive relationship is one that can be defined by how you are meant to feel by the alleged abuser. Do you often feel humiliated, your accomplishments belittled? Are you embarrassed for your friends and family to observe your interactions? I submit to you that marketing data has so often done these things to me that I had to reach out for help and identify this problem.

If you find yourself in a similar situation, please know that you’re not alone. I sympathize with you, my fellow marketers, and for this purpose I have provided the following top five reasons why marketing data should be treated carefully. Hopefully these insights will help you as much as they did for me to confront and alleviate the problem for a lasting, loving and healthy relationship with your data:

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by Jay McCarthy
Vice President of Product Marketing
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What Was All The Buzz at Digital Velocity 2014? [Infographic]

Posted by & filed under digital velocity 2014.

We were all very pleased with how Digital Velocity 2014 turned out last week in sunny San Diego. With renowned guest speakers, awesome partners and new Tealium University curriculum, it was no wonder we had more than 350 digital marketing and IT professionals attend our user conference with resounding praise.

This year, we partnered with our sponsor Pointmarc to measure the social buzz surrounding the event, and while tag management and data were anticipated to be some of the most discussed on Twitter, we were surprised that two of America’s pastimes, baseball and bacon, also made an appearance among the top trending subjects.

Check out the infographic below for an overview of social activity taking place during the conference.

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by Michael Ellis
Content Marketing Manager
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6 Questions with Pointmarc President Kevin Woo

Posted by & filed under data analytics.

Kevin Woo, President, Pointmarc

Kevin Woo, President, Pointmarc

Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. This week we sat down with Kevin Woo from digital analytics consultancy firm Pointmarc, Silver Sponsor for Digital Velocity 2014With a core focus on digital advertising and marketing measurement, Kevin serves as president and chief listener for the company. 

 

1. We’re happy to have Pointmarc as one of our valued partners, and very excited to have you as a sponsor for Digital Velocity this year. Can you tell us a little more about the company and how it started? 

 Back in 2006, Pointmarc initially started by providing event-focused marketing analytics services. The goal was to help exhibitors more efficiently funnel booth visitor information into their CRM or sales automation tools. From this starting point, we quickly evolved our focus to include all aspects of digital analytics and measurement strategy.

The company has grown substantially, but we remain very much a measurement services company. We’ve expanded our staff significantly to meet the evolving needs of our clients, which has led us down some exciting paths, such as investing in deeper technical expertise to support more advanced deployments around data activation and enablement.

 

2. What makes you most excited about what Pointmarc is doing for its customers?

I get most excited about helping our customers look at data as a strength versus a weakness.  So many of our customers are overwhelmed by where the industry tells them they “should” be in their analytics maturity.

This leads them to shortcuts that end up solving immediate problems at the expense of long-term analytics confidence.

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by Michael Ellis
Content Marketing Manager
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What To Expect at Digital Velocity 2014 [Infographic]

Posted by & filed under Infographic.

All of us here at Tealium are extremely excited about next week when our customers and partners will gather at Digital Velocity, our annual user conference taking place January 22-24.

Whether you’ve already registered and booked your flight, or still on the fence about joining us in sunny San Diego, our friend and sponsor digital analytics agency Pointmarc has created an infographic to highlight what you can expect from this year’s not-to-be missed digital marketing event.

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by Michael Ellis
Content Marketing Manager
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Optimizing Purchasing for Facebook Exchange and Other Emerging Media with Tag Management

Posted by & filed under Media Purchasing.

In this ever-changing landscape of paid media channels available for purchase, it is critical for marketers to test new vendors rapidly and with limited impact in day-to-day operations. Having the right paid media mix means having the right vendor mix, and a TMS can offer that flexibility. Take for example the explosion of social network paid media, the evolving display remarketing space and mobile ad networks. It’s no secret that marketers who are first able to test these new media channels usually have a leg up on the competition. Those first movers gain valuable insight into the workings of the market, enabling them to optimize and build account history before the bulk of the competition heats up. For anyone in today’s age of revenue-driven marketing, this translates directly into increased ROI.

Tag management is uniquely positioned to enable marketers to test and adopt new digital media strategies much more efficiently. Let’s explain with a scenario in which an organization decides to test a new media channel: In this case, Facebook Exchange (FBX). To test this new media channel, the organization will want to run a proof of concept (POC) with two short-listed vendors for a period of time, compare the results and then finally deploy the winning vendor with a full-budget campaign.

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by Chris Slovak
Senior Sales Engineer
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by Michael Ellis
Content Marketing Manager
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7 Questions with Digital Marketing Expert Jason Burby

Posted by & filed under digital marketing.

Editor’s Note: This is part of an ongoing series of interviews with digital marketing thought leaders. Jason Burby, who will be a keynote speaker at Digital Velocity 2014 in January, was recently promoted to President, Americas at POSSIBLE, a WPP-owned global digital agency.

Jason Burby Headshot

Q1. Thank you for agreeing to speak at Digital Velocity 2014 in January. We are excited to have you. Your afternoon keynote is titled, “The Rise of One Size Fits No One.” Can you tell us what you mean by this and give us a sneak peek into your presentation?

For years, marketers have been talking about the benefits of targeting different audiences in different ways. It is tough to argue against that approach, but most marketers aren’t taking advantage of what technology now makes fairly easy. We know that the more relevant we can be to our audience, the more successful we will be as marketers. For example, why are we treating someone who has been to a site and purchased (or logged in) 10+ times in the previous six months, the same way we are treating someone who is visiting for the first time? The chances of those two groups having the same needs or responding to the same calls to action is minimal. Technology today allows us to better understand our audience and their past actions or interactions. This will be the focus of my presentation at Digital Velocity, and I am looking forward to it.

Q2. How has your role at POSSIBLE and your background in general given you insight into this particular topic?

For years, we have focused on using data to better understand our clients’ audiences and identifying opportunities to increase conversions (or other desired behaviors) in the digital space. We found (not surprisingly) quite early on that even people that may appear to be the same will respond very differently to campaigns. By understanding that and building digital experiences to allow for those differences, we have made a material impact to our clients’ businesses. We have found that no matter the industry, product or geographical region, the same holds true. We see the same opportunity whether we are working in consumer packaged goods, apparel, automotive, technology, hospitality, etc. We have found success in tailoring experiences in North America, Europe, South America and APAC. The beauty is that no matter the industry or geography one things holds true: Different people will respond to different things and we must tailor those experiences to them.

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by Erik Bratt
VP of Marketing Communications
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5 Holiday Marketing Campaigns That Got It Right

Posted by & filed under digital marketing.

Santa thumbMarketers don’t need to be reminded about the importance of the holiday season for their brands. When they consider the intensifying competition, the faltering economy, the increased complexity of the marketing mix and the unrelenting pressure to maximise revenue, they are looking at a headache larger than the one to be earned at the annual office holiday party.

Every year, the importance of getting your holiday marketing campaigns right becomes more pronounced. This year, according to an IBISWorld report, it is estimated that retailers in the US alone can expect $68.9 billion in sales over the holiday period. Empowered consumers can now go in-store or online and their visit to either can be driven by any number of marketing touchpoints. Advertising spend increases dramatically with retailers wanting to get their name and product in front of consumers and influence their buying decisions.

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by Richard Wright
Senior Marketing Manager for EMEA
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