Marketing and IT leaders from the Australian Museum, Cancer Council, Commonwealth Bank, ING, and Tourism Australia discussed how they’re building a strategy for digital success during CMO’s recent Executive Connections event in Sydney, held in partnership with CIO magazine and ADMA.
Organisations looking to truly embrace digital transformation must stop focusing on their own internal problems and systems and concentrate on meeting their customers’ needs.
Online entertainment network Machinima has reached a settlement with the U.S. Federal Trade Commission for failing to disclose it paid people to produce endorsement videos for the Xbox One gaming console.
If you've spent time Google searching and window shopping online, say, on an outdoor retailer's website, dreaming about a $400 graphite fly fishing rod, maybe even putting the fly rod in a shopping cart to keep the fantasy going only to click away when reality bites, you might see the fly rod following you around the Interwebs, your Facebook feed or a banner ad.
Marketers and advertisers shudder when they think about the great consumer rush to mobile. With a smartphone's tiny screen and a mobile consumer's fleeting attention span, marketers face an enormous challenge capitalizing on mobility.
People not in the branding business don't see much difference between advertising and marketing. As new-age advertising technology, or adtech, and marketing technology, or martech, logically merge, what's the problem? For advertising agencies, which have been on the frontline of branding since the late 18th century, a lot is at stake.
Simplicity is an oft-cited goal in the world of enterprise software, but by most accounts, it's rarely achieved. Percolate is hoping to change that, at least for marketing professionals.
In rapid-fire speech and hands waving erratically, Rachel Weiss, vice president of digital innovation, content and new ventures at L'Oreal, says nothing is more personal than what you put on your body, such as makeup. She talked up awesome new digital services, such as a virtual beauty advisor, that really tap into human emotions.
The marketing tech landscape has been expanding at an impressive clip over the last three years. It now boasts more than 3,000 vendors, including giants such as Adobe and Oracle. It's an ecosystem buzzing with activity -- big fish gobbling up smaller ones, startups trying to survive -- and marketers can easily get disoriented.
Adobe's Marketing Cloud has offered enterprises a tool for integrated online marketing and Web analytics for several years already, but on Tuesday the company announced numerous new extensions to the technology.
Marketers are getting the message that serving the consumer at the mobile moment should be their top priority. So are they investing mightily in mobile marketing tech? Not as much as you might expect.
"Thin" online content, such as low-quality guest blog posts, is out this year, thanks to the various Google algorithm updates of the past few years. Experts suggest that in 2015 and beyond, it will be all about "fat" content -- such as ebooks.
Questions abound over how Apple's Watch will function when it's released later this year. But here's one feature: It will be able to serve ads, based on the location of wearers and their purchases.
Targeted advertisements are headed to smart fridges, smart thermostats and other Internet-connected devices, raising potentially new privacy issues for consumers who use those products.
Facebook can't be faulted for following the same path as other mass media channels that came before it with regards to advertising, but there are many marketers who are still hoping for something different this time around.