Top 10 digital marketing blogs

Posted by Alex Zawel, Mar­ket­ing Spe­cial­ist, Adobe

It’s that time of year again, when mar­keters reflect on the chal­lenges and tri­umphs of the pre­vi­ous 12 months in order to map out strate­gies for the year ahead. In 2013, we saw a host of dig­i­tal mar­ket­ing trends: the rise of big data, mobile, and social media, the evo­lu­tion of visual mar­ket­ing, increased demand for con­tent, and more.

As we count down to the New Year, let’s take a look through some of the high­lights from this past year to uncover what the mar­ket­ing land­scape looks like today as well as how it may look in 2014. The fol­low­ing is our Top 10 List of blog posts from 2013:

#10: What bet­ter place to kick off our list than to start with last year’s pre­dic­tions for the mar­ket­ing land­scape?  In this post, Adobe Campaign’s Head of Mar­ket­ing, Kristin Ham­bel­ton, walks us through four dig­i­tal mar­ket­ing pre­dic­tions for 2013: the empow­ered CMO, the mar­ket­ing value of social media, the con­ver­gence of SoLoMo and loy­alty mar­ket­ing, and con­tin­ued mar­ket­ing con­sol­i­da­tion.  As 2013 wraps up, it’s inter­est­ing to revisit these ini­tial pre­dic­tions and see how they played out as the year pro­gressed.  Recent Twit­ter research, for exam­ple, shows 72% of small to medium-sized busi­nesses use social media to pro­mote their com­pa­nies and 66% are “extremely” or “very engaged” with their cus­tomers on social media.

#9: Next up on our list is a com­pre­hen­sive post from Prod­uct Mar­ket­ing Man­ager Jeremy Viault on the Best of Lead Man­age­ment.  When it comes to lead man­age­ment, there are infi­nite inter­net resources avail­able for under­stand­ing its def­i­n­i­tion, best prac­tices, and much more.  This list offers a com­pi­la­tion of the best resources, both from Adobe Cam­paign experts and other author­i­ta­tive sources in the field.

#8: Want more list-style blog posts?  Check out Erin Collins’ 15 Twit­ter Pro­files Every Dig­i­tal Mar­keter Should Fol­low.  With mil­lions of Twit­ter users across the globe send­ing out incal­cu­la­ble num­bers of tweets per day, it can be ben­e­fi­cial to not only ana­lyze suc­cess­ful Twit­ter users but to also learn from their behav­iors. After all, effec­tive Twit­ter pro­files are engaged with audi­ences, post help­ful infor­ma­tion, answer ques­tions, link to fel­low dig­i­tal mar­ket­ing con­tent, and dis­play an exper­tise in the industry.

#7: We men­tioned the evo­lu­tion of visual mar­ket­ing above and was it ever a year for info­graph­ics!  While a cou­ple dif­fer­ent info­graph­ics have made it into our Top 10 List for the year, this list stands out because it offers info­graph­ics across geo­gra­phies.  Adobe Cam­paign recently con­ducted a global sur­vey on mar­ket­ing prac­tices in loy­alty pro­grams and this post maps out results in Europe, Asia, and Australia.

#6: While we may talk a lot about dig­i­tal mar­ket­ing at Adobe, the truth is that offline expe­ri­ences are just as impor­tant as con­nect­ing with and engag­ing cus­tomers online.  At Evo­lu­tion 2013, Neolane’s world­wide user con­fer­ence held in Paris in June, hun­dreds of mar­keters gath­ered to share extra­or­di­nary expe­ri­ences and offer their thoughts on cross-channel mar­ket­ing, mobile, real-time mar­ket­ing, social media, and more.  This post offers a recap of the 15 dif­fer­ent cus­tomer pre­sen­ta­tions held dur­ing the event by show­cas­ing 25 of the best stats from the sessions.

#5: Cloud mar­ket­ing is a hot topic in today’s dig­i­tal land­scape, but how do you con­vince com­pany lead­er­ship that it’s the right solu­tion?  Answer: By devel­op­ing a flaw­less cloud mar­ket­ing pro­posal.  The post, fit­tingly com­ing in at #5 on our list, offers 5 essen­tial com­po­nents of how, exactly, to do this: iden­tify a need, define what cloud mar­ket­ing is and what it can deliver, address poten­tial con­cerns, show ben­e­fits, and pro­vide sup­port­ing facts/evidence.  Don’t be left behind, develop a plan and come to the table with a pro­posal that will force the C-suite’s hand.

#4: Speak­ing of invest­ing in a solu­tion that will prove ben­e­fi­cial to your com­pany, what about choos­ing the right kind of cam­paign man­age­ment solu­tion that will best fit your company’s needs and deliver opti­mal results?  Prod­uct Man­ager Christophe Kuh­ner rec­om­mends ask­ing 10 crit­i­cal ques­tions when eval­u­at­ing cam­paign man­age­ment solu­tions.  Exam­ples include: Can the cam­paign man­age­ment plat­form be used to build a sin­gle mar­ket­ing view of cus­tomers?  Does it include con­tact opti­miza­tion and fatigue man­age­ment capa­bil­i­ties?  Will it be able to sup­port my future needs?  If you can answer “yes” to all 10 ques­tions, chances are it’s the right cam­paign solu­tion for your company.

#3: In Octo­ber, many mem­bers of the Adobe Cam­paign team headed to DMA 2013 in Chicago, IL.  For those who aren’t famil­iar, DMA (Direct Mar­ket­ing Asso­ci­a­tion) is the pre­mier trade asso­ci­a­tion for mar­ket­ing lead­ers who want to advance and pro­tect respon­si­ble data-driven mar­ket­ing.  While there was a lot of infor­ma­tion to take in at the event, there were 3 key take­aways our team felt were impor­tant to share: big data + small data = bet­ter results, go beyond last-click attri­bu­tion, and break down channel-based siloes.

#2: We said we’d give you more in the way of info­graph­ics, didn’t we?  Within the last three years alone, the num­ber of trans­ac­tions and the amount invested in the mar­ket­ing indus­try is stag­ger­ing.  To put it into per­spec­tive, we cre­ated this Monopoloy-inspired info­graphic to illus­trate the race under­way to dom­i­nate the mar­ket­ing tech­nol­ogy indus­try.  Who will suc­ceed?  Only time will tell.

#1: Up until this point in our Top 10 list, we’ve referred to our­selves as “Neolane.”  But what tops our list?  The offi­cial announce­ment that Neolane has become Adobe Cam­paign.  In this post, Suresh Vit­tal, Vice Pres­i­dent Strat­egy, out­lines how Adobe is con­tin­u­ing to aggres­sively invest in the for­mer Neolane tech­nol­ogy by giv­ing us access to: a) top notch engi­neer­ing tal­ent; b) an inno­v­a­tive and vision­ary mar­ket­ing cloud; and c) Adobe labs that will help us accel­er­ate inno­va­tion much faster than we could in our pre­vi­ous iter­a­tion. Adobe Cam­paign is help­ing our cus­tomers to get even greater value from their mar­ket­ing invest­ments and bring­ing crit­i­cal cross-channel cam­paign man­age­ment capa­bil­i­ties to the industry’s most robust mar­ket­ing solution.

So there you have it: Our Top 10 List of the Best Adobe Cam­paign Blogs from 2013!  Over the past year, we’ve enjoyed bring­ing you best prac­tices, event recaps, visual mar­ket­ing and more from the ever-evolving dig­i­tal land­scape.  From every­one at Adobe Cam­paign, we wish you a joy­ful hol­i­day sea­son and a happy new year!