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Customer Experience News & Analysis

What Marketers Can Learn from a Rabbi's Use of Social Media

Connecting with Bill Sobel

Think "religious leader" — and you probably do not think "social media" in the same breath.

But then you haven't met Laura Baum, a founding rabbi and the chief operating officer of OurJewishCommunity.org and a rabbi at Congregation Beth Adam in Cincinnati, Ohio.

An expert on social media and the changing needs of the Jewish community, Baum has created an innovative model for engaging those seeking new ways to connect to Judaism. She challenges assumptions about the nature of Jewish identity, community and religious ideas.

Through OurJewishCommunity.org — named by Slingshot as one of the top 50 innovative Jewish organizations — Baum works to engage Jews through social media and other technology.

You don’t have to be Jewish or even religious at all to learn from her expertise in social media. "If we can revolutionize a 3,000-year-old product, I’m pretty sure almost any product or service can be re-imagined," she said.

Microsoft and CXM: Yesterday, Today and Tomorrow

2014-12-June-Swings.jpgThere’s nothing quite so surprising in life as the about-face. You know how it is: someone or something spends years building up a certain set of expectations, and then -- seemingly out of the blue -- pivots almost completely away from those expectations to behave in a totally different manner. It’s the Beatles releasing Sergeant Pepper, Vince Vaughn playing a role other than “Vince Vaughn” or the English national team lining up in something other than a 4-4-2 (yes, that’s my timely World Cup reference for this column).

When it comes to a Customer Experience and digital marketing platform for internet sites, that’s exactly what Microsoft has done over the course of the last year. 

The Evolution of Marketing Automation

2014-11-June-Refrigerator.jpgAs a marketer, I have a different outlook on digital communications than most consumers.

I see the connections between omnichannel marketing strategies that trigger emails and display campaigns and site personalization tailored to me based on my previous behaviors. I understand how looking at a refrigerator on a major retailer’s website provides enough data to target me through marketing automation platforms via emails and Facebook campaigns, personalized to the model and prices that I viewed. I have witnessed the progression from one-sized fits all digital communication to the personalized experiences we have today.

I also realize how far we still have to go to reach the promise of true marketing automation -- the optimization of customer management.

Talkin' Trash: Curbing Comment Spam and Crazy People

2014-11-June-upside-down-man.jpg.jpgNothing like the illusion of anonymity to give the nastiest, angriest, most disagreeable people on the planet a voice. From slanderous, libelous and racist comments to the simply offensive and juvenile, trash trolls and link baiters create never-ending challenges for content producers.

Addressing comment spam is a frustrating and time-consuming task for organizations. Typically, companies are required to manually edit spam out of content after it has been posted or rely on moderators to filter individual posts to ensure they are legitimate, Internet security firms concur.

And every decision to delete a comment creates at least a momentarily struggle between conflicting goals. What's more important: free speech or the overwhelming desire to stomp out stupidity?

Yes, content producers have a difficult job — and it extends far beyond the challenge of finding writers who actually know how to write. Now a new report from Redwood Shores, Calif.-based Imperva reveals 80 percent of comment spam traffic is generated by 28 percent of attackers.

Yep, Brands Talk Like 5th Graders on Facebook

A majority of Facebook posts by brands -- 67.3 percent of them, to be exact -- are written at an elementary school level — with 1st grade being the grade level most frequently targeted. That's the not so surprising results of a study by Track Maven, a competitive intelligence company.

Grade level is determined using the Flesch-Kincaid readability test, which analyzes passages and rates them on a scale from 0 to 100 according to difficulty. Passages suitable for 11-year-olds —  most of what is apparently on Facebook — score between 90 and 100. 

Q2/Q3 Planning: Top Marketing Technology, Social Business Conferences & Events (11-Jun-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

Webinar: Agile Marketing -- Creating a New Generation of Enterprise Digital Experience
Join CMSWire, Forrester Research and Zoetis as we explore how digital marketing departments are reinventing themselves to become more agile and deliver better experiences. This is an exclusive one hour webinar on July 9th.
 

> Reserve Your Seat Today

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Globys Claims It Goes 'Beyond A/B' Testing

A/B testing is a key tool for marketers. Now big data analytics provider Globys has announced a new kind of big-scale, machine-learning testing that it says can increase mobile customer retention by ten percent or more by going beyond A/B testing.

Called Mobile Occasions, the company said its solution gives marketers new capabilities for experimentation and machine learning. It is intended to apply scientific methods to automatically test, adapt and scale marketing treatments.

Globys describes itself as a "big data analytics company that specializes in contextual marketing and reporting for telecom and financial service providers."

 

Does Google's Panda Pounce Have Any Bite?

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Just a few weeks ago, Google rolled out its latest Panda search-algorithm update -- otherwise known as the search update that could destroy your business.

Ever since, experts in the Search Engine Optimization (SEO) world have been struggling to understand the potential impact.

But it turns out that few analysts can quantify the effects of the Panda update. In reality, Panda 4.0 may just be another overhyped move by the powerful Google.

Marketing Automation Helps You Own the Experience

2014-10-June-Spongebob-Attacks.jpgWe've all been there: After buying something a bit goofy on Amazon or another online retailer -- like a SpongeBob DVD box set for your kids -- related merchandise chases you around the Internet with vexing results.

It doesn’t have to be like this. Anticipating people’s next moves online can vastly improve the user experience and is the holy grail of digital commerce. Usage of data and marketing is becoming sophisticated enough to mine people’s interests and social signals, and serve them what they are looking for at the right moment. And customers’ offline, online, mobile, desktop and brick-and-mortar experiences all come into play.

It's This Simple - and This Hard: Know Your Customer

2014-10-June-Hello.jpgAs someone who’s been deeply involved in using, implementing and analyzing various technologies that support Customer Experience Management strategies, I take CXM seriously – both professionally and personally. Lately, I’ve been thinking about how little most organizations actually know (or care to know) about their customers … and how annoying that can be for the said customers.

If you know me, you know I'm a frequent flyer of one of the major airlines in the world. I’ve spent many years and many miles flying with it. The company should know a lot about me, right? At the most minimalistic level, it should know my name and my phone number. And sometimes it does. But when it doesn’t, it’s the most confusing and baffling thing.

Online is Self-Service

Self-service is the essence of the web. People go online in order to solve problems and complete tasks on their own. 

Major League Baseball Team Used Tobii's Eye-Tracking Technology

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How often do Cleveland Indian fans look at the main scoreboard and LED signs at the team's ballpark? To find out, the team employed a device designed to take the guesswork out of marketing -- the Tobii eye-tracking glasses.

The study leveraged Tobii’s researchers and wearable eye-tracking technology to provide team advertisers and sponsors with first-of-their-kind media values based on the actual fan experience. Tobii’s Insight team helped the Indians "develop and execute a comprehensive and cost-effective eye-tracking market research study that conveniently and accurately determined how often fans looked at in-park signage," the company maintains.

Stockholm, Sweden-based Tobii recently released version two of its proprietary glasses for wireless live eye tracking. The company claims its "real world gaze data" provides new opportunities for marketing, behavioral science and usability research that goes beyond the capabilities of the original model, which was released in 2010.

Clients include Microsoft, Time Warner, Unilever, Procter & Gamble, the US government and, yes, the Cleveland Indians.

Marketing Automation: The Future is Out of Context

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No part of a business has escaped the disruption caused by customers empowered with digital technologies and the heightened expectations that come with them.

Marketing’s historical role of creating awareness that drives sales has become is now just one piece of a broader and more complex set of objectives. Perhaps the most fundamental change now in play is the move from campaign-based marketing to contextual marketing.

The goal now is for marketers to capture the customer’s context and engage in an ongoing loop of interactions that provide contextual insight and spark further interaction. Connecting with customers in this way requires an overhaul of marketing: different skills, streamlined processes and, most importantly, better use of marketing technology.

If E-Commerce is Your Engine, Content is the Driver

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Remember when e-commerce was all we talked about?

Ten years ago, it seemed as if every company in the world was trying to figure out its "e-commerce strategy”. Analysts were touting the newest 3D catalogs, where shoppers could twirl images around to check out sizes and colors from all angles.

And it seemed like every day there was a new startup offering e-commerce related solutions. Then, the talk turned to social and content, and the search for e-commerce optimization declined.

Deployment Happens: Revolution by Evolution

2014-9-June-George-Jetson-at-Work

One hundred and four. That's the number to beat.

I use the number 104 because that's the number of keys on a physical keyboard. You know the keyboards I'm talking about.

Not the little touch based ones on your smart phone — the keyboards you use if you write and support the software that runs the Internet and makes it a fun and interesting place to play.

But here's the interesting thing. If you're as old as me or if you just like classic cartoons, you'll remember George Jetson of "The Jetsons" fame only had to press one button.

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