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Customer Experience News & Analysis

Connecting: Content is the Secret of Marketing Success

Connecting with Bill Sobel

Stephanie Frasco loves few things more than social media. But content is one of them. “Content Is King," she stated enthusiastically. "It's everything … The key to attracting the right customers, the best tool for building relationships with prospects, the most powerful way to convert prospects into sales, the No. 1 way to improve the effectiveness of your marketing strategy, online and off.

"Yup."

Frasco, a social media marketing consultant, is vice president at Los Angeles based Convert With Content. In the past 7 years, she has worked with clients worldwide to help them maximize their efforts from social networking and blogging. 

Through a rather tongue-in-cheek blog called Socially Stephanie, she offers advice like this to B2B businesses:

I want you to absolutely think about blogging within LinkedIn's new publishing platform. Yes, this is hot off the presses. LinkedIn's publishing platform is now open to the public. The possibility of getting in front of LinkedIn's 200 million plus users is exhilarating, but you have to do it right. Create unique content for LinkedIn. Look at it as a guest blogging platform and not a syndication network. Duplicate content doesn't bode well with the Google gods. I know that I'll be spending investing some good ol' blogging sweat equity there, and you should too."

CMO Survey: Marketing Analytics are a Waste of Money

This won't help the marketing executive at the C-Suite table: Only about a third of organizational projects include marketing analytics. And there has been no significant gains for how marketing analytics contribute to a company's overall performance.

Those are two of the findings from this month's CMO Survey, the bi-annual report by Duke University, the American Marketing Association (AMA) and McKinsey & Company.

"There is a longstanding tendency for managers to not use marketing information in their decisions," said Christine Moorman, T. Austin Finch senior professor of Business Administration at Duke University and the founder and director of The CMO Survey. "We see that this holds for marketing analytics as well. Only 32.5 percent of marketing analytics that are either requested or available are used by managers to make decisions. This means that companies are spending more but not getting the full benefit of these investments."

Does Gmail's 'Unsubscribe' Link Spell More Trouble for Marketers?

Google rolled out a new feature last week that made it easier for Gmail users to unsubscribe from marketing email lists. Going forward, emails identified as “marketing” in nature will contain a prominent unsubscribe link in the header. When a user clicks the link, Gmail will notify the sender to remove the user from the mailing list without any further action required from the user.

Is this one more step in Gmail's campaign to torture marketers?

The Future of Customer Service: Predictive, Personalized

The future of customer service is scary and rewarding at the same time. It's scary because the machine will know everything about you. It's rewarding because shopping will become much easier as the machine makes more decisions about your life.

The Key to Attracting IT Buyers? Show, Don't Tell

customer experience, In Marketing to IT Buyers, It's a Show-Don't-Tell World

As a former IT buyer and current consultant for companies using Salesforce and other cloud deployments, Geraldine Gray knows what those in the market for IT products want.

They want to be showed not only what works -- but specifically where it has worked.

"Our customers love to see real life scenarios of product application through third party or user prerecorded webinars," said Gray, principal at Houston-based Endiem

And herein lies the message to the marketer. Show, don't tell. Show how your product has worked well for customers. Get out your rock stars, and turn up the amplifiers.

CMSWire talked with Gray about IT buyer habits after IDG Connect released its report, "Connecting Conversations to Content." This is the second of a three-part series examining ways to connect IT buyers with the right marketing messages. Yesterday, Erin Bolton told us it's important to use social media.

Microsoft's Anxiety Shows as April XP Deadline Nears

MSFT store.jpg.jpg

It’s rare that you read a blog post that combines hard sell and desperation in equal measure.

But Microsoft has managed to do just that in a blog post that urges users to give up on Windows XP and upgrade. Upgrade to what, you might ask? Windows 8.1, of course.  And while you’re at it, buy a new computer.

 

Adobe Expects New Integration to Improve Mobile Experiences

adobe experience managerDPS

How can you drive consistency across rich-content mobile apps and websites? Adobe thinks the answer lies in integrating its Digital Publishing Suite (DPS) and Experience Manager, part of the Adobe Marketing Cloud. The goal is to create a "unified design and publishing process."

Adobe announced the integration today.

In a conversation with CMSWire, Adobe's James Lockman, a senior solutions consultant, and Loni Kao Stark, director of product and industry marketing, described the integration as a way for publishers and brands to create, deliver and measure experiences for customers across content-rich apps like digital magazines and the web — using one set of assets. "We need to bring them together to create a seamless web experience," Lockman said.

5 Ways to Improve Marketing Surveys

customer experience, Five Ways to Deliver Effective Surveys for Marketing Campaigns

To survey or not to survey -- that is the question in this short-attention-span world of the customer.

Some people claim you can say goodbye to online surveys and argue solicited surveys are pointless. Others, though, say surveys are OK, as long as you tackle the mobile issue.

Are you or aren't you delivering surveys?

CMSWire talked with Jonathan Levitt, chief marketing officer of OpinionLab, about ways to improve your  surveys -- and your marketing campaigns.

It's Easier than Ever for Your Customers to Ignore You

empowered consumer

Hey marketers: we're living through an age of unprecedented consumer power. If you don't adapt to that fact, you may not be in business long.

That's the simple message from Incite Marketing and Communications' recent white paper, "Peacekeeper, Navigator, Student: The Marketer to 2015."

The report was written by Nick Johnson, founder and CEO of Incite, and was put together after hours of conversations with senior brand executives from companies such as L'Oréal, MetLife, Wells Fargo and Sears/Kmart in addition to conversations from 1,000 other marketing executives from companies worldwide.

WordPress Deal Transforms Bloggers to E-tailers

wordpress e-commerce.jpg

WordPress is putting online retailing in the hands of bloggers by partnering with three e-commerce providers — Ecwid, Shopify and ShopLocket. The deal enables bloggers create slick, online storefronts.

The new plug-ins are only available to WordPress.com Business users, not to be mistaken with the self-hosted WordPress.org. That's the commercial arm of the WordPress parent company, Automatic, which offers fully hosted services to bloggers of all sizes, including TIME and CNN.

Your Customers Aren't Mindless Clicking Machines

Your Customers Aren't Mindless Clicking MachinesDatability -- the theme of CeBIT 2014 tradeshow taking place March 10-14 in Hanover, Germany -- is something of a mixed bag. On one hand, we have IBM Watson evaluating medical data in order to enable physicians to provide better treatment to patients. On the other, we have communications companies utilizing big data to simply continue blanket advertising by other means.

Use Social Media to Court IT Buyers

International ICT Expo

If you're not courting IT buyers in social media or online communities, then "you're missing out," said Erin Bolton, director of digital solutions for  MarketStar, a marketing consultancy in Ogden, Utah.

"It's imperative that technology vendors have a social media presence to engage and influence the IT buyer," Bolton told CMSWire. "This presence is critical to reaching buyers at every stage of the evaluation cycle."

CMSWire caught up with Bolton after the release of the IDG Connect report, "Connecting Conversations to Content," that called for those courting IT buyers to dive into social media. Today's catch-up with Bolton starts a three-part CMSWire series.

Q1/Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (26-Feb-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.)

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Brandworkz Adds BI Dashboard to DAM

Digital marketing is driven by data, and every component in marketing is increasingly enhanced by data analysis. This week, London-based Brandworkz improved its digital asset management (DAM) system with a self-service data analytics dashboard called Smarter.DAM that can be used to monitor marketing activities and campaigns as well as digital assets.

The offering, part of a partnership with Differentia Consulting, uses performance data from the cloud-based DAM platform and issues an audit trail and analytics through a single view of assets, marketing activities and campaigns.

A Sip of What CMSWire Offers ...

Glass of wineSo much information, so little time. So we thought we'd help you out. We've combed our archives, had a few conversations and created a curated list of information we know you'll enjoy. All you have to do is sit back, relax and savor the flavor of CMSWire.

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