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Customer Experience News & Analysis

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (04-Feb-15)

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: CMSWire Tweet Jam: The Future of Digital Experience #CXMChat

Be sure to mark your calendars for what's sure to be another great CMSWire Tweet Jam! Taking place on Thursday, February 26th, we'll be discussing the future of Digital Experience -- emerging patterns and aging Paradigms.

> Register Now

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Brand Relationships Made to Last

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Ryan Taggerty is a dedicated practitioner in a highly skilled -- but nostalgic -- field of expertise. Dr. Tagg, as he is known professionally, is a doll doctor. His is a disappearing discipline because, as Ryan says, “they are no longer made to last.”

The same might be said of brands.

Get Ready for the Next Generation of Smart Products

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The emerging smart connected products are setting a new standard for businesses of the future. From the fashion and telecom industries to the medical sector, IoT is providing secure, strategic new initiatives which are transforming the way we do business.

Forrester Ranks Kaltura, 6 Others Leaders in Enterprise Video

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Knock us over with a feather: Video has gone mainstream in the enterprise. In a Wave released yesterday for Enterprise Video Platforms and Webcasting, Forrester Research describes video as an increasingly common channel for both internal communication with other employees and external communication with customers and partners.

Because of the growing demand for video in everything from marketing and corporate communications to employee education and training, selecting the right technology platform has become imperative. Forrester defines a video platform as software (and optionally appliances) to capture, manage and deliver one-to-many live and on-demand IP video.

So what can you do? One vendor leads the pack — and six more are credible alternatives, the research concludes.

The Catch with Customer Experience? Making it Work

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Business leaders, analysts and consultants are in consensus that customer experience is the core differentiator for just about every company, regardless of market or vertical. Customer experience drives sales, retention, profitability and even shareholder value.

There’s also very little dissent on the point that we’ve entered a time when everything is digital -- the barriers between channels have blurred to the point that the distinction is no longer relevant. Going forward, digital experience refers to the ways digital technology shapes experiences, regardless of being online or offline.

The core issue facing digital experience isn't the vision -- it's making it work.

What Works, What Doesn't in Email Marketing [Infographic]

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Welcome to the age of .... dead things? 

People like to call different types of marketing dead. What's the fate of email marketing? Many still believe in it. 

We caught up with three who are believers, in fact. One claims traditional email service providers (ESPs) aren't cutting it for marketers. Another claims it knows who the 20 most popular ESPs are. And the other believes it's cracked the code where email marketing best works.

Naturally, each has something to gain. They are providers in this space. But nonetheless, we were curious to hear their takes on the state of email marketing.

The IoT Will Drive the Future of Digital Experience

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People often think of the Internet of Things as being about smart thermostats, milk-ordering fridges and cheap beacons. This practical view obscures both the promise and the threat of IoT.

IoT is about adding sensors, logic and connectivity to anything imaginable. In an IoT world, so much data that could only be captured with significant human effort can now be easily gathered and quantified. With a small investment, almost anything bigger than a postage stamp can be located and observed. Large objects and more investment allow for many additional capabilities, which are amplified when the devices interact with other things in the IoT.

The Marketing Tech Landscape Isn't As Scary As You Think

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"Please, make the bad chart go away," I've heard more than one marketer plead.

I've been mapping the marketing technology landscape for the past five years. It's mostly a labor of love. I'm fascinated by how this space is evolving -- both the technologies and the strategies of the firms who build them. And as the co-founder of a marketing technology company, I have a vested interest in understanding our positioning in the larger world of marketing software.

My intention in sharing it was to illustrate just how much marketing has become a technology-powered discipline. I hoped it might impart a sense of awe for all the incredible innovation that's out there.

But the most common emotion it stirs is, well, terror. It's often incorporated into presentations with the intention of frightening people. "Look at how scary the marketing technology landscape is!" That's a shame, because it's really not as scary as it looks.

AI in the Enterprise: A Sign of Things to Come?

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Smartphones will be in the hands of a quarter of the world population by 2017, according to forecasts from the likes of eMarketer. As a result, businesses of all sizes will have growing needs for mobile applications, including solutions that automate tasks such as managing calendars.

Lowdownapp is one such app for the enterprise market: It promises to organize your smartphone calendar based on your individual needs using artificial intelligence (AI).

News Bites: G2 Crowd, Laserfiche, Magento, TrustRadius, More

The latest in ranking, transferring, enhancing, authenticating, patent-pending and fingerprinting from Beirut by the Lake, Bat City, Iowa By the Sea, the Excelsior State and the Toll Booth State, High Stick, Circle City and The Big Smoke.

Another Study Shows Big Gap Between CX Goals, Realities

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For the second time in a week, a study reported a big gap between what marketers think about customer experience (CX) and what they're doing about it.

Last week, IDC analyst Mary Wardley noted the challenges faced by marketers who want to optimize customer experience within their organizations. This week, CX technology provider SDL is reporting "an important disconnect" in perceptions among retail marketers that may give an advantage to competitors.

Retailers are overwhelmed by the complexity of data, technology and understanding of the customer journey, SDL CMO Paige O'Neill noted in a statement that accompanied the study. Echoing Wardley's take, O'Neill said the "mastery of customer experience is a challenge with many facets."

According to SDL, which conducted the survey during the fourth quarter in collaboration with Econsultacy, respondents included more than 250 senior marketers at North American retailers with average sales of almost $500 million.

Multimedia Long-Form: The Next Big Thing for Content Marketing

2015-02-February-Immersive.jpgWhat would it be like to transport yourself immediately from your current destination to the destination of your choice? From Star Trek to Harry Potter, to the ancient tales of Aladdin, we've been captivated by the idea that we could somehow move time and space to be in another world.

Until we have the power to wrinkle our noses and teleport, we must be satisfied with photos, videos and Skype. But is it possible to spin a tale and immerse readers in a story without asking them to leave their desk, couch or bed? What if we could tell a story and transport a person from his current reality into the storyteller’s tale?

Enter multimedia long-form. Also called interactive long-form or multimedia narrative journalism, this innovative way of telling stories means that we can actually put our readers in the center of the story in a way that wasn't previously possible.

Discussion Point: Is Video Marketing the Next Big Thing?

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Gartner is bullish on video. In fact, the analyst company predicts large companies will stream more than 16 hours of video per worker, per month — by next year. Forrester Research is enthusiastic, too. In fact, an oft-quoted statistic that Forrester analyst James McQuivey made way back in 2008 suggests one minute of video is worth 1.8 million words.

As marketers, that latter number is real food for thought. What do you think is easier: getting a customer to read a million words or watch a one minute video?

Video marketing isn't new — it’s been a part of consumer life since the earliest television commercials were released. However, how that video is used as a marketing tool has drastically changed with the onset of social media and digital marketing, research shows. Today, marketers not only make videos to promote products, but also offer instructional videos. And some hold video chats with company officials or customer service representatives, all in the name of better customer experience.

Some 3 billion videos are played on YouTube every day and 100 hours of content are uploaded every minute. If you keep an HDMI cable stashed in your office drawer to connect your laptop to a big screen, then you're probably hooked — and understand the ease, convenience and value of video.

As McQuivey stated in his report, "Alexander Graham Bell famously doubted that the phone would be useful in the home except for calling doctors to emergencies. He was very wrong, failing to recognize that a technology that facilitates our human drive to communicate will spread rapidly. The phone did, as did email. Now it's video's turn because if a picture is worth a thousand words, then a minute of video is worth 1.8 million words."

But still, we had to ask. Is video marketing here to stay or a passing fad?

Week in Review: Don't Annoy Customers + EMC Documentum Changes

Winners, Losers in Ektron/EPiServer Merger
10 views on the big Web CMS alliance.

Avoid Annoying Customers
How to "story-sell" and not bother anyone.

Will They Come to Your Online Community?
Tips and tricks to make your community work.

Meet the New Huddle CEO
Big funding in December; major executive change in January. 

Changes for EMC Documentum
What's in a name anyway? 

Information Governance Revisited
Why information governance is in the air. 

The Agile Commerce Dividend 
Seven Imperatives for Realizing the Potential of Your eCommerce Sites

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CMSWire Tech Super Bowl: Seattle vs. New England

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Forget the Patriots vs. Seahawks. Starbucks vs. Dunkin Donuts. Tom Brady against Russell Wilson.

The 49th Super Bowl of the National Football League -- set for Sunday, Feb. 1 -- also features an undercard of two respected tech cities going head to head.

With that, we bring you today the first CMSWire Tech Super Bowl.

The matchup: two Web CMS industry players:

David Hillis, vice president of business development for Seattle's Ingeniux.

Tom Wentworth, chief marketing officer of Burlington, Mass.-based Acquia, which moves into Boston later this year.

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