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Customer Experience Management (CXM) Articles

Digital Marketing's Easy, Until You Try It

2014-28-August-Rubiks-Cube.jpgDoes this sound familiar?

"Marketing is no longer an art; it has become a big data analytics engineering discipline where every marketing dollar can be optimized for maximum impact. All you need to do is give away a free version of your product and crank up the ______ <select one: ‘digital,’ ‘content,’ ‘social,’ or ‘automated’> marketing engine and you are good to go. Display ads to free users or offer a premium paid version of your product and you too will soon be able to sell your company to ______ <select one: ‘Google,’ ‘IBM,’ ‘Microsoft,’ or other company> and retire. Hire Millenials to feed this amazing new automated marketing. These folks totally ‘get’ the social stuff because they already spend all their waking moments on _______ <select one: ‘Facebook,’ ‘WhatsApp,’ ‘Instagram,’ ‘SnapChat’>.”

Unless you're completely off the grid you have surely seen some variation of this theme. Sounds great … if only it were this easy.

Salesforce1 Community Cloud Promises LinkedIn Experience

LinkedIn, you should be flattered. Salesforce wants to be like you.

The CRM giant is touting its Salesforce1 Community Cloud, a platform launched today that company officials call a "LinkedIn-like" experience that's personalized, mobile and connected to businesses. 

Salesforce has "decreased the friction of going into communities," Lisa Hammitt, vice president, business operations of Salesforce1 Community Cloud, told CMSWire. "To be a cloud, we have to be able to predicate it off customer success."

CMSWire Tweet Jam: How to Succeed with DAM #DAMChat

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Everywhere we look there's another DAM decision to be made. From creation of strategy, to software selection, to driving adoption, to successful integration, it's no wonder that many of us are left wondering how to actually succeed with DAM. Join in as we discuss the possibilities at our upcoming Tweet Jam!

Q3/Q4 Planning: Top Marketing Technology, Social Business Conferences & Events (27-Aug-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: Making Customer Journeys Work

Join CMSWire and Totango on September 16. In this one-hour webinar, learn the critical processes to create customer journeys.
 

> Register Now

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Should You Use LinkedIn to Build a Network or an Audience?

2014-27-August-LinkedIn-Head.jpgI’m not sure how to use LinkedIn anymore. I’m on LinkedIn all the time as a social marketer, and over the last year or so I’ve noticed some big changes to two basic aspects of how I think about LinkedIn … and they've left me scratching my head about my own approach.

Facebook Tackles Clickbait, Reels In Rockin' Headlines

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Facebook could be the ultimate social media party pooper. Earlier this month it shut the gates on ‘Likes’ and this week it's clamping down on funky, attention grabbing headlines, which fall under what Facebook describes as clickbait.

Flying in the face of about a gazillion years of best journalism practice, Facebook has decided that it will be cracking down on headlines that attract reader attention if Facebook believes the headline doesn’t truly reflect the content of the story.

Say What? Most Consumers Clueless About the Internet of Things

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A lot of businesses and marketers spend a lot of time developing strategies around the Internet of Things (IoT). But guess what?

Recent research from the Acquity Group shows most consumers are clueless about the IoT — and companies and brands may be putting the cart before the horse by trying to sell smart technologies to consumers.

In fact, the research shows ignorance about the IoT is the biggest barrier to adoption. A stunning 87 percent of the people surveyed don’t know what it is — and consequently can't see any value in it.

How to Succeed with DAM

2014-26-August-Horseshoes.jpg“The secret of success is to do the common things uncommonly well.” -- John D. Rockefeller

The question I hear most often from clients in all industries is how do I “succeed” with DAM -- how do I make it a successful system and provide real and meaningful benefits to the organization?

The short answer is that there is no “silver bullet” as to what success is. Success means many things to many people. In many ways, success is having the cognitive capacity to internalize what success may be, and then having the strength to achieve that success and applying that in all that you do. Success in DAM starts by defining what your customers and business want to do with digital assets and then creating the plan to achieve it. What DAM success is not is buying the software and hardware and then pushing the button; DAM is far more than that.

Digital Marketing Consultant 'Lucky' As Napa Quake Rocks Home

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As a digital marketing consultant, Andreas Mueller-Schubert knows a bit about the technology revolution.

But around 3 a.m. this past Sunday morning in his Napa, Calif. home, technology was no help. It was him, his wife and two children and Mother Earth.

Mueller-Schubert and family live just 10 miles outside of the epicenter of the magnitude 6.0 earthquake that rocked Northern California this past weekend, the largest in the Bay Area since 1989.

"Everyone was a little shocked. The kids haven't experienced anything like this," said Mueller-Schubert, a German-born digital marketing consultant for WSI Next Gen Marketing who lives with his wife Georgia, daughter, Annika, 20, and son Zachary, 19.

Everyone's OK -- but the family's home saw plenty of shattered glass and some damage in the garage.

Marketing Wisdom from Netflix's House of Cards

(8-26 UPDATE) If you're a digital marketer, odds are you didn't learn everything you needed to learn in kindergarten. Nope, you probably learned it from TV — that shining source of all modern wisdom.

In the past year, we've shared what marketers could learn from AMC's Breaking Bad and HBO's Game of Thrones. Now we're shifting the focus to the Netflix exclusive House of Cards, the drama that surprised many people by failing to win the big prize at this year's Emmy Awards. 

Monetate, a provider of marketing personalization solutions, is a fan, despite the show's surprisingly poor performance at the Emmys. In fact, the loss may even make the insight shared by the characters on the show all the more interesting.

Why? Because the true test of great marketing occurs not when situations unfold as expected but when they fall apart faster than a ball of string in the paws of a kitten.

Is It the Right Time for HubSpot's $100M IPO?

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Digital marketing technology is all the rage in the CRM space and HubSpot co-founders Brian Halligan and Dharmesh Shah must believe Wall St. knows that.

The Cambridge, Mass.-based marketing automation provider filed for an IPO late today hoping to raise as much as $100 million. It will trade as HUBS on the New York Stock Exchange.

The IPO market for Software-as-a-Service (SaaS) vendors is lukewarm at the moment. But investors like General Catalyst, which owns 27.1 percent of the company, and Matrix Partners, which owns 17.1 percent, must think that now is the time.

Move Over, Google AdWords?

Amazon may be trying to step on Google's online advertising toes.

The online web shopping giant is producing software for placing ads online much like its long-time cyber nemesis does so well with Google Adwords, according to a report in the Wall Street Journal.

What will they do? Replace ads on its own pages that Google owns with its own.

Marketing Automation: 3 Trends to Watch

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As of December 2013, 58 percent of all top performing companies were using marketing automation according to a Forrester report. That number has only increased since then. Why? Because automation’s benefits are impossible to ignore in the current marketing landscape.

Sophisticated, plugged-in customers require marketers to look at them as more than a catch-all audience. Regardless of what they’re buying, they want brands to provide truly unique journeys for them. And if you don’t deliver, then you’ll be tuned out, cast aside with the rest of the generic content they’re bombarded with.

Parents Aren't the Only Winners When Kids Return to School [Infographic]

2014-25-August-vintage-back-to-school.jpgAs a major office store so accurately suggested in a TV ad a few years ago, it's back to school season … the most wonderful time of year for parents everywhere.

But before the kids are back on the bus, crowded into classrooms and discovering all new reasons to whine and complain, parents have to engage in the annual ritual of back-to-school shopping.

While many parents look at back-to-school shopping as rituals in frustration, they are important drivers of revenue for companies and brands. According to the National Retail Federation’s 2014 Back-to-School Survey, the average family with children in grades kindergarten through 12th grade will spend more than $669 on apparel, shoes, supplies and electronics, up 5 percent from the nearly $635 average last year.

Total spending on back to school will drop slightly to $26.5 billion because the survey found there are slightly fewer students in households this summer.

So what do marketers need to know?

Rocket Fuel to the Moon and Back

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Investors in ad-tech specialist Rocket Fuel have been on quite a thrilling ride. Drawn by the buzz of the company’s automated platform, which uses artificial intelligence and big data analytics to purchase ad spots on digital exchanges, traders last September rushed into the IPO: the stock was priced at $29 and opened at $59.95.

Rocket Fuel shares by late January were at a new post-IPO high of $71.89, a gain of 147 percent from the offering price. Today, they change hands at around $14.50.

So what caused Rocket Fuel to run out of gas?

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