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Customer Experience News & Analysis

Location Data Fuels the Future of Marketing

2014-22-October-Need-Caffeine.jpgWe've been hearing about location-based advertising in digital marketing since the mass adoption of smartphones in the late 2000s. Five years ago, marketers targeted ads based on broad data, such as a specific city where a consumer was located. Fast forward to 2014, and we've put those efforts in overdrive. Some technologies can now locate consumers down to the exact product they are perusing in a store.

It's being called “hyper-local” data, and it’s an exciting asset for digital marketers. Everyone from Facebook to Comcast is trying to get a piece of the hyper-local pie in order to make their messages, ads and information more individually relevant for consumers.

Young, Rich and Online: Digital Lives of Affluent Customers

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If you think luxury marketers have a monopoly on the affluent consumer market, think again. With higher spending power, extensive and growing use of the Internet for pre-purchase research and buying, and an open attitude toward native and sponsored content, the affluent consumer market is a goldmine for both mainstream and luxury digital marketers, reveals a new report.

The Martini Report: The Affluent Audience Online (Vol. 1: Autos and the Elite), conducted by Martini Mediaand Ipsos MediaCT, is the first in a series of quarterly studies focused on digital habits and spending of consumers with $75,000 or more of household income.

Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (22-Oct-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.)

You're Invited: The Survivalist's Guide to Data-Driven Marketing

Join CMSWire and Marketo on October 28th for a one-hour webinar on the best practices you may be missing in your marketing campaigns.
 

> Register Now

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The Customer Intent Wake Up Call

2014-21-October-Alarm-Clock.jpgAs companies evaluate their growth strategies for the New Year, the conversation ultimately comes down to which set of dials to turn. Does the company invest in more sales people, product features or marketing programs?

Companies aspiring to be customer-aligned add a few more dials to the conversation -- what should the chief customer officer be measured on, beef up the customer success team, invest in employee engagement / culture initiatives, innovate their customer engagement strategy, and/or shift from a product-feature-pushing sales model to a services-selling-path?

What all of these dials have in common is that they focus on the customer. Except each dial reflects an organizational silo that is focused on a slice of the customer experience -- none focus on the whole customer. Revenue growth depends on the organization’s ability to understand how to detect, decipher and act on the customers’ perspective of their intent.

Look Before You Leap Into the Big Data Revolution

2014-21-October-Pre-Jump.jpgLike the proverbial elephant and five blind men, big data looks different depending on who's describing it: from holy grail for information in society, to dangerous step toward a world in which people are treated based on predictions of what they are likely to do instead of what they actually do. While neither of these extremes may turn out to be our future, big data is obviously more than a passing fad, and will be defined ultimately not by what it is but by what is done with it and what it does to those at whom it is directed.

Smaller Firms Nip at the Big Dogs in Gartner's Portal MQ

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Gartner cited six trends in its Magic Quadrant for Horizontal Portals, including a convergence of portal and Web Content Management (Web CMS) needs across enterprises. In addition, long-time traditional, portal vendors and their bloated, unwieldy architectures are losing ground to smaller, lighter portal vendors.

As evidence of both trends, just look at the companies who made it into this year's MQ: Ektron, Jahia, Sitecore, Squiz and WordPress.

IDC Predicts Big Changes, Fast Growth in Digital Marketing

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IDC expects the global market for enterprise marketing software to soar to $32.3 billion by 2018 -- a jump of more than 50 percent. But it won't come easy.

It will require a delicate balance of technology, creative talent and IT services for the market to reach its potential, said IDC Research Manager Gerry Murray, lead author of the IDC study. The 29-page report, which IDC sells for $4,500, is the first "comprehensive view of what the whole marketing technology envelope," said Murray. "It's a very big basket of technologies."

Due largely to multibillion investments by Adobe, Oracle, IBM, Salesforce and other giant software companies, the study predicts the marketing world will evolve from point solutions to marketing platforms. And, within a few years, we'll see Marketing-as-a-Service (MaaS) systems that will allow CMOs to farm out work in much the way they do now when they buy advertising, a shift that could trigger a shakeout involving many vendors.

Teradata's Marketing Marries Digital, Traditional Needs

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Teradata announced enhancements to its marketing cloud today that are designed to enhance both digital and more traditional marketing.

Michael Lummus, director of digital marketing solutions of Miami Township, Ohio-based Teradata Corp., told CMSWire that Teradata understands that customers don't differentiate between digital and non-digital interactions with brands. "They view it holistically," he said.

SaaS Support Best Practices: The Seamless Approach

2014-20-October-Free-Advice.jpgAs more and more companies look to Software-as-a-Service (SaaS) as a way to increase agility and control costs, many technology vendors are evolving their solution sets to include a SaaS offering. When vendors do this, they must recognize that their customer support organizations will become critical to customer satisfaction and retention. As the primary point of contact in an ongoing customer relationship, support must develop and maintain stronger and deeper relationships with customers. Failure to do so will inevitably result in higher churn.

B2B Suppliers are Losing Market Share to B2C Websites

B2B buyers in the United States are more active online than ever before. But few are successfully leveraging their suppliers’ websites to find the information and make the purchases they need.

Instead, they're turning to third-party e-commerce sites like Amazon, according to the 2014 Acquity Group State of B2B Procurement.

Busy People Need Help, Not Interruptions

Getting attention is getting harder. The Web is a place where busy people do things. Help them, don’t disrupt them. 

Content Targeting: It's the I's and O's, Not the 1's and 0's

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There’s no mistake that personalization and delivering contextual content to consumers across digital content platforms is a hot topic with marketers. As content and delivery of it in an omnichannel universe becomes an imperative that no brand can ignore, the need to target it to a specific audience (or even an individual) is becoming a business must-do.

The challenge, of course, is that consumers have learned about this as well. And their ability to filter out the noise and focus on the signal makes it increasingly hard for marketers to reach them.

6 Trends Dominate the Portal Space, Gartner Claims

In recent weeks we have spent a lot of time talking about data search and discovery. While there are many ways of finding content, access through portals is still one of the major pathways. This week, Gartner has published what it believes are the top horizontal portal vendors in a market that is changing rapidly.

While there are many trends in play, one of the most notable, Gartner noted, is convergence of Web Content Management (WCM) demands through lean portals that are also incorporating social technologies in the enterprise.

News Bites: Real Science, Easy Apps, Get Togethers and Tree Hugging

The latest in powering, streamlining, partnering, enabling, communicating and saving the world from the Swinging City, San Francisco, the Big Peach, the Tall Stick, the Empire City and Silver Sprung.

Just Because You Can Steal Content Doesn't Mean You Should

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You just finished preparing your first presentation for that big seminar at the annual meeting with the coolest pictures you could find on Google images and Flicker, the slickest YouTube videos and the hottest tracks from Pandora. You’re all set, right?

Not so fast, according to Gretchen Klebasko, associate general counsel and managing director of Intellectual Property at Legg Mason. While those sites offer a wealth of media for the asking, much of the material may be considered pirated if you use it. The legal problems begin with the difference between “free to view” versus “free to use.”

The Copyright Clearance Center’s overly wordy titled webinar: “Video, Music and Text, Oh My...Managing Copyright Compliance in a Multimedia World,” does a good job of explaining those differences in plain language. It also explains how to avoid the plethora of media materials that could get an individual or a company in legal hot water.

Klebasko has an impressive litigation background, but stuck with lay-language and delivered helpful information in a succinct presentation that doesn’t talk down to the participants. (Her full disclosure includes Legg Mason’s “wonderful working relationship with CCC.”)

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