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Part II: Buy or Build a Marketing Cloud? What Practitioners Say

digital marketing, Part II: Buy or Build a Marketing Cloud? What Practitioners Say

Scott Brinker's marketing technology landscape graphic is the face of the space. It captured plenty of air time at Brinker's first Marketing Technology Conference in Boston this week.

Isaac Wyatt built his very own marketing technology landscape at New Relic, a San Francisco-based real-time application monitoring platform. It includes the approximate 30 technologies he uses to get his job done.

Sums it up, right? More than 1,000 digital marketing platforms in more than 40 categories. At the heart of it all is the "buy vs. build your marketing cloud" debate, sparked this week at #MarTech by presenter Travis Wright, chief growth officer for MediaThinkLabs.

Yesterday, we caught up with vendors on buy vs. build. Today, we conclude our series with marketing veterans who have had to face the question themselves.

How to Get Started in Web Experience Personalization

2014-21-August-PaintedLadies.jpgAll savvy marketers — along with most shoppers — understand the advantages of personalizing websites. Netflix, Amazon and other companies have trained us to expect a shopping experience tailored just for us.

When we get something else, reactions can range from mild disappointment to utter frustration. Shoppers take their business elsewhere. Click. Click. Gone.

This phenomenon has spilled over to B2B marketing, where business buyers expect the same sort of shopping experience that they have in their personal lives. Is that unreasonable?

No, says Noah Logan, senior vice president of Upland Software and the general manager of its Clickability unit, which provides services to NBC, Cantor Fitzgerald and about 500 others sites around the world. He spoke Thursday in a CMSWire webinar titled "5 Effective Ways to Personalize Web Experiences." The session was sponsored by Clickability.  (Click to watch)

Buy or Build a Marketing Cloud?

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Nearly 400 attended the first Marketing Technology Conference at the Seaport Hotel in Boston this week to make sense of the more than 1,000 digital marketing technologies in more than 40 categories available today.

Bottom line: marketers want digital technology that works for their organizations. Easily, the most bantered about topic these past two days in Boston boiled down to one question:

Buy or build your marketing cloud?

Much like a little tea party here in this city 241 years ago, you had your division at #MarTech this week. 

Today, in the first of a two-part series, we catch up with the guy who got the debate going and two providers who sell marketing technology. To conclude the series, we'll talk to digital marketers who've had to make the buy versus build decision.

Content Development is No Walk in the Park

2014-21-August-Dandelion.jpgIn all of the project talk and planning around usability, design, technologies, etc., it's easy to lose sight of the content and the fundamentals that drive it. Those other elements are important to a website project, but content drives the project. The problem is when content development becomes a line item, it gets treated like one.

HARO Founder Peter Shankman: Still Crazy After All These Years

Connecting with Bill Sobel

You have to wonder what it feels like to be described as the guy who "redefined the art of networking" … " "a public relations all-star who knows everything about new media and then some" … or, better yet, "crazy but effective."

But Peter Shankman has earned all those descriptions and more — a not so surprising feat, given the way he describes himself. How's that? Try "a spectacular example of what happens when you merge the power of pure creativity with Attention Deficit Hyperactivity Disorder (ADHD) along with a dose of adventure, and make it work to your advantage."

An author, entrepreneur and public speaker, Shankman has been recognized for his thoughts on marketing, customer service, advertising, public relations and social media.

Tweets That Capture the Heart of Digital Marketing #MarTech

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Bravo to Scott Brinker and the folks putting on the first Marketing Technology Conference in Boston this week.

Great speakers. Great diversity. Great content. Great networking.

But let's face it — there's some great tweeting, too. Much of live-event action these days happens in the Twitterverse.

Here, we dive in with some of our favorites:

Connected Enterprises Provide Better Customer Service

Networking your organization — making it more agile, more enabled and more responsive — makes a ton of sense from a practical perspective. From an operational perspective, however, it is much more difficult. Microsoft introduced the catch phrase of “working like a network” through a video for its enterprise social offering. But “working like a network” goes beyond just the social channel — and permeates every department within the entire organization.

So how does an organization transform how they work? How do you put the concept of working like a network into practice? Let’s look at the three key components of “working like a network” that Microsoft mentions, how organizations can support these components and how they will help create alignment across the company to serve your customers.

Netbiscuits Launches Routing Device for Adaptive Mobile Experiences

In a time when mobile devices outnumber PCs, having a mobile-optimized web presence is no longer considered a luxury, but a necessity. Data from ComScore revealed that in January of this year, Americans used smartphone and tablet apps more than PCs to access the Internet — for the first time in history. Moreover, according to The Diffusion Group, a quarter of all broadband households in the US also own a TV set with internet connectivity, making the ability for a company’s website to adapt its user experience beyond the PC more important than ever before.

Customer Service on Stage: 3 Ways to Avoid Brand Failure [Infographic]

2014-19-August-Stage-Fright.jpgBusiness leaders across the globe have confirmed that, in the midst of stiff competition and growing customer expectations, customer and field service differentiation is key to growing revenue and delivering an excellent customer experience. These are the findings of two new reports and an infographic released by SAP SE and The Service Council (TSC).

The reports, “Service Transformation: The Business Case” (pdf) and “Reviewing Field Service Strategy: Aligning Focus and Execution,” (pdf) provide important insights that executives should consider in redefining customer service and field service strategy. 

What Digital Marketers Really Think #MarTech

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Remember the Mel Gibson flick "What Women Want?"  The gist: Mel's character gets blessed with the ability to hear what women think.

We're kinda getting that power here in Boston today at the first Marketing Technology Conference at the Seaport Hotel. Only we're hearing what digital marketers think.

And so far, we've discovered two things they love to hear. First, that they can adapt to new technologies. Second, they are working well with IT professionals, despite what some may think

Manage Digital Assets and Customer Experience Simultaneously

2014-19-August-Magic.jpgAs the digital marketing landscape evolves, so too does the practice of digital asset management (DAM). Gleanster’s 2013 report on DAM found 67 percent of survey respondents planning to increase budget for content management tools and initiatives this year. In a world increasingly dominated by digital experiences, digital assets fuel the customer experience — but many brands still separate DAM and other strategies. By siloing their teams and their technologies, these companies effectively stifle their success.

By integrating DAM with customer experience management (CXM), brands can quickly and easily deliver rich media content. This contributes to more personalized, relevant and efficiently-delivered customer interactions. Three magical things happen with the marriage of CXM and DAM.

Turning Data Into Marketer's Best Friend

2014-19-August-Baseball-Score-Card.jpgFrom business to baseball, data is having its moment in the sun. Data provides marketers information that can be used to execute targeted campaigns that can drive revenue. The marketer now more than ever has the ability to deliver personalized experiences across digital channels, and help customers build relationships with their brand.

Where is Apple Going With Its New Social Media Hire?

digital marketing, Where is Apple Going With New Social Media Hire?

Does Apple need a face(book) lift? 

Doesn't seem that way. Just show us that white apple with the chunk taken out, and you've finished your branding work for the day.

Right?

For a brand that essentially doesn't need branding help, Apple's certainly thinking about social media. 

We're just not sure which way yet.

Proof — its hire this month of Musa Tariq, the former digital marketing big shot at Nike and Burberry.

Apple doesn't even have a real presence on Facebook or Twitter for Apple itself, leaving that heavy lifting to the iTunes brand

Why Infor is Buying Saleslogix

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Why would any company want to go into competition with Salesforce in the customer relationship management (CRM) field? Infor wants to do just that with its acquisition of Saleslogix.

Infor, based in New York City, reportedly plans to transform the Software-as-a-Service-based CRM company into Infor CRM. Translation: it plans to build the better mousetrap by blending Saleslogix' strength in CRM with its own cloud-based product, Infor CloudSuite.

This is no small task. Infor, which did not disclose the purchase price, said it plans to make a major investment in the existing Saleslogix system to make it more scalable, improve usability and then  tap into Infor's "deep expertise" in industry processes.

Lindsey Pollak: Understanding Those So-Called Entitled Millennials

Connecting with Bill Sobel

Millennials been called a lot of things, including confident, connected and open to change. They're an important voting block in the US, but aren't very impressed by government solutions to problems. They like workplace flexibility, but crave in-person collaboration.

So how do you know what members of the Millennial Generation or Generation Y or whatever you want to call people who people who were born from the early 1980s to the early 2000s really want? You might want to ask Lindsey Pollak, a New York City-based nationally recognized expert on millennial workplace issues.

Week in Review: Customer Experience is Everyone's Job + Social Business Myths

Not My Job
Customer experience transcends work silos.

Tell Us a Story
Brands pursuing customer engagement are turning to multimedia digital storytelling.

Land of Social Business Make Believe
Some social enterprise deployment issues are based on myths, fairytales and falsehoods.

Build the Future of Work
Networks provide companies increased resiliency, efficiency and innovation.

Microsoft Moves Into the Home
Microsoft named 10 start-ups to its home automation accelerator program.

Weed Out Bad Processes
IT professionals must act as gardeners to allow businesses to flourish.

3 Innovative Vendors in Knowledge & Collaboration 2014 (New)
This report highlights three innovative vendors of note in 2014.
Download the Report

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The iPhone 6: Is it Size That Matters Most?

For those who can’t wait to see what the iPhone 6 that will (supposedly) be unveiled on Sept. 9 looks like, we’ve got photos. Ok, not really, but Hollywood gossip site TMZ says it does. It apparently got them from a friend of an ex-employee of the Foxconn factory in China where many models of iPhones are made.

Now before you click over to that well respected source of tech news, chill. You can’t really tell how big the phone is, what kind of glass it uses, and, strangely, its body looks like the iPod 5.

Re.code, whom we consider to be more credible source for news like this, suggests that there may be two iPhones, one that is 4.7 inches and another that is 5.5 inches. Both of which are expected to run speedy new A8 processors.

We’ve also heard another rumor that at least one of the phones (if there are actually two) could be called the iPhone Air instead of the iPhone 6.

News Bites: Blasting Off, Driving Out, Targeting, Reading

The latest in targeting, web design and marketing from the Big Apple, the Codfish State, across the pond and Mater Urbium.

Don't Close Your Brick-and-Mortar Stores Yet

Thumbnail image for 2014-14-august-cracking-nuts.jpgCracking the e-commerce nut isn't as easy as people who actually crack nuts for a living clearly understand.

In fact, two new studies demonstrate that brands and marketers still face significant obstacles to adoption, especially on mobile. But the biggest challenge may be behavioral. As we recently explained, more than 90 percent of retail sales still occur in physical stores.

Why are so many consumers reluctant to buy online, despite the rapid growth of e-commerce? Ripen eCommerce, a Princeton, N.J.-based agency providing marketing, creative, development and technology services to e-commerce clients, thinks understanding consumers' path to purchase is the first step online retailers should take to capture a greater portion of the $3.2 trillion US retail industry.

Make Your Global Email Marketing Hit the Target [Infographic]

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Are some common mistakes turning your global email marketing into a world-class mess?

A recent survey by a Waltham, Mass.-based Lionbridge Technologies of more than 570 people from 25 countries found many global email marketing efforts are falling flat. The reason: companies aren’t tailoring their messages for the unique global audiences they are trying to attract, don’t use a mobile-friendly format and are clinging to antiquated tracking methods.

Some may even be running afoul of local opt-in or privacy laws.