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Trends in Web Content Management From #jboye14

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I've been to my fair share of J. Boye events both in Philadelphia and in Denmark, and always come away with the same conclusion: J. Boye events are different. They're more than just traditional conferences, they’re really centered around networking and sharing knowledge among peers in a friendly atmosphere. It’s an event organized by people with a passion and deep understanding of the online space, not built around the wishes of vendors (read sponsors). This three day event filled with interesting speakers from around the globe leaves you feeling like part of the J. Boye community.

Optimizing the Customer Journey for the Game of Life

2014-20-November-Game-of-Life.jpgFor many marketers, current personalization efforts are like spinning the wheel in the Game of Life: you never know what you’re going to get. Today’s customers are willing to provide us with detailed information beyond the color of their car or how many pegs are in the back seat, and it’s up to marketers to use this data to craft the right message. Improving personalization to deliver useful, relevant content is the best way for both the marketer and customer to feel like they’ve landed on a pay day.

The Path to Purchase is Paved with Good Intentions

2014-20-November-Bicycle-Bridge.jpgDigital marketers have a cornucopia of targeting tools at their disposal — demographic, behavioral, contextual, search retargeting, social targeting and look-a-like modeling. But in the end, these traditional methods are all just approximations – high tech best guesses. That needs to change — and can. The most effective targeting of all, the method that marketers need for a real time, multi-level understanding of consumers’ sentiments, can be found with intent targeting. Here’s how intent targeting works, why it’s effective and what its future may look like.

Is Word for iPad Ready for Prime Time?

2014-20-November-Work-iPad.jpgConventional wisdom says that the average user uses only 10 percent of a software product, however each user tends to use a different 10 percent. To accommodate many different types of users, software packages incorporate a zillion features that require insane amounts of memory. On the PC with hundreds of GB of storage this is acceptable, but can it carry over to mobile devices like the iPad?

'Death by PowerPoint' and Other Sales Training Fails [Infographic]

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Earlier this year I was at an annual two-day sales training event for a global software company. The venue, meals and entertainment had been painstakingly planned to ensure everyone had a memorable time. Unfortunately the actual training portion of the event was not so memorable.

Based on roles, tenure and a self-assessment, each sales team member was given a curriculum of mandatory training classes to attend.

External experts as well as internal employees from product marketing, sales enablement, marketing and sales operations taught the classes. The goal was to improve sales productivity and achieve a target level of skill consistency across geographic regions.

According to the senior director of sales training, “Curriculums provide personalized training paths so each person builds the right skills they need to be successful.” The training team spent a year on the content, the curriculums and pedagogy in hopes sales would be engaged, motivated and retain more of the information.

The whole training event sounded great on paper except that it lacked a key ingredient: how sales wants to consume information.

Personalized Marketing Can Help Build Lifetime Customers

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Whether they're buying car insurance or professional-grade skis, customers go through cycles of exploring, researching and purchasing. The most successful companies plot the purchasing cycle for every individual customer and tailor their messaging accordingly.

This degree of customized marketing requires effort, notably talking with customers to understand their wants, needs and preferences.

But in an increasingly digital world, brands rarely, if ever, interact with their customers face-to-face. Instead, companies must collect, connect and action the information they can gather about consumers from their online brand interactions to make the experience more personal and, ultimately, more profitable.

Exercise Your Intranet Muscles

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Buying an intranet platform is like buying gym equipment. You get very detailed instructions. You may even get a few slick videos and diagrams of sample exercises.

But what you won't get is advice what program you should follow. And why not? Because if you want to run a marathon, the way you use that equipment is entirely different than the way someone that aspires to be an Olympic shot-putter should use it.

Similarly, to get the most from an intranet platform, you need to follow a program specific to your needs.

Making Existing Big Data Investments Work For You

2014-18-November-Unisphere.jpgCIOs and CMOs have stopped talking about big data and data analytics as something they're exploring or planning on looking into in the near future. Analysts and experts rarely, if ever, call big data the "next big thing" any more. Does all this mean big data is over? Just the opposite.

Big data has finally arrived and is quickly maturing. IT leaders are now shifting from thinking about the possibility of making investments in big data platforms to thinking about how to get more out of the investments they’ve already made.

Are You Offering a Personalized Journey or a Guided Path?

2014-18-November-Disconnected.jpgHave you tried to get a real, live person on the other end of the phone lately? After pressing 20 buttons on the phone’s keypad to navigate through a labyrinth of menu options, you will likely find yourself still on hold. This familiar scenario illustrates how companies are struggling to find the balance between data-driven efficiencies —automated, generalized responses — and customer expectations for a personalized experience —the actual answer they are looking for from a living, breathing human on the other end of the phone or chat session.

7 Reasons Why Facebook at Work Will Fail

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Would you move your business data and team conversations to a platform run by Mark Zuckerberg and the Facebook advertising machine? While the Facebook for Business brand is nothing new, focused on providing a more effective advertising platform for businesses based on the social connections and information consumption of its 1.3 billion members, rumor has it that a new offering will target team and project-based collaboration under the brand Facebook@Work.

According to a new Financial Times report and related Business Insider analysis, the platform has been in development for years but is being piloted at a number of companies, and it "will allow employees to collaborate, edit documents, collect professional contacts, and chat with colleagues."

What 5-Year-Olds Today Will Expect From the Workplace of 2029

2014-18-November-Child-Play.jpgVirtually every senior executive I meet is preoccupied with millennials. What does this strange “new species” want, think, feel and expect, they wonder.

This is because those in their early 20s represent the first generation ever to enter the workplace knowing more about a key aspect of the workplace than their more experienced colleagues — namely technology.

What's Trending in Digital Analytics

2014-17-November-Blackboard-Analysis.jpgDuring a walk up Camelback Mountain in Phoenix one recent morning with my colleague Joe Kamenar, Steve Harris, senior director web analytics, web digital group at Capital One and David Millrod, founder of visualization platform Insight Rocket, we talked about data integration. We talked about analytics staffing. We talked about multichannel attribution models. We talked about “huddles.” Huddles? These practitioner-led discussion groups are the heart of XChange, the digital analytics conference we were attending. Now in its eighth year, XChange huddles reflect what’s on the mind of digital analytics program leaders who work at both global and national brand organizations.

Top Takeaways from DevOps Enterprise Summit #DOES14

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Velocity 2014 was nice — I really enjoyed it. But DevOps Enterprise Summit? It was the bomb! It could have been the “new-ness.” It could have been the smaller crowd. It could have been the tighter focus on enterprise concerns. It could have been the friendly and welcoming atmosphere created by our hosts. I don't know what it was but rather than analyze the differences, I'd rather celebrate my favorite moments from DOES 2014.

Keeping the Customer in Customer Relationships

2014-17-November-Shop-Keep.jpgWith the growth of the online marketplace, sellers are gaining dramatic new ways to get products before a wide, and changing, audience as well as a powerful suite of new tools to understand what is happening in the cyberspace of commerce. Big data and analytics have shown us a new horizon of information about how, and what, e-commerce and its participants are doing or not doing.

But combine the growing reliance on statistical approaches to the marketplace with our penchant to turn everything into an abstract variable that can be managed by more data and more expensive software, and we risk losing touch with the only thing that, in the end, makes any of this worth doing — the customer.

7 Trends to Watch to Stay Ahead of the Digital Era Curve

2014-17-November-Crown-Fountain.jpgThis is the time of year when you start seeing a mad dash of articles looking back on the trends of 2014 and what to expect in 2015. While this is par for the course, something much more significant occurred in 2014 — this was the year it became clear that digital disruption is here to stay. According to a recent Zinnov study, almost 50 percent of the companies on the Forbes 2000 list will drop from the list because of disruption and the impact of the digital era. The study notes that enterprises will need to spend $70 billion in 2015 to compete with emerging digital organizations.

The Future of Marketing is to be Useful

Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice. “Because we felt it was our job to convince the customer that it was a great product, even though we all knew it was a dud.” 

Discussion Point: Omnichannel Marketing in the 2014 Holiday Season

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Marketing technology vendors love to preach the value of sending consumers personalized offers on the device they're using at just the right moment.

Though we're only emerging from the developmental infancy of omnichannel marketing, several companies offer software and services that promise to do just that. Chief marketing officers at major retailers are spending more of their budgets on collecting data, analyzing actions and monitoring social media — all with an eye toward increasing sales in their hyper-competitive sector.

7 Ways to Blend Content and Commerce to Boost Sales

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Most marketers know the best way to increase sales is by sending the right message to the right customer at the right time. Yesterday, a CMSWire webinar explained how to do that by following seven strategies.

The presentation, sponsored by HP, was built around a case study involving Nikon's site for the US, NikonUSA.com. It featured a mix of technologies from the hybris cross-channel e-commerce platform, HP's TeamSite and Kanban, the engineering firm that led the project.

You can watch the webinar by clicking here or on the video at the bottom of this story.

SharePoint in the Clouds: Choosing Between Office 365 or Azure

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Every time I read about “the cloud” I want to drag out a red pencil and edit the sentence. Why? Because we should really be talking about “the clouds,” plural.

There are dozens of cloud hosting options for SharePoint, beyond Office 365. Amazon, Rackspace and Fpweb offer compelling alternatives to Microsoft’s public cloud for SharePoint online with a mix of capabilities.

3 Messages to Personalize, 3 to Automate

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Customers not only expect outstanding support, they deserve it. In this digital age, client inquiries should receive a response within 24 hours. If you fail to do so, chances are your customer is moving onto another company that can.

To provide the quickest, most efficient and most helpful support, a combination of personalized and automated messages promises the best results. The challenge lies in deciding when to take the time, energy and effort to customize a personal response and when to provide a quicker, more efficient automated response.

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