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Customer Experience Management (CXM) Articles

Top Challenges for Multichannel Marketers #DMA14

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Two-thirds of marketers in enterprise companies fail to tightly coordinate campaigns across all marketing channels, and just 43 percent state that their marketing departments share common goals across channels, reveals new research released during this week’s Direct Marketing Association (DMA) Annual Conference in San Diego. 

The report (registration required), sponsored by Yes Lifecycle Marketing, was based on a survey of more than 300 marketing executives in large- and mid-sized companies, and found that organizational silos continue to hamper marketers from effectively implementing multichannel strategies.

IBM, Twitter in 'Landmark' Enterprise Analytics Deal #IBMandTwitter

2014-29-October-Budgie.jpgTweet this -- enterprise software met social media today in one of the first major business partnerships of its kind. 

IBM and Twitter have joined forces in the red-hot enterprise analytics software market.

The social media platform will integrate its data into IBM's Watson cloud analytics portfolio, customer engagement capabilities and consulting services in what company officials call a "landmark" partnership announced today at IBM Insight, the Armonk, NY-based technology giant's big data and analytics conference in Las Vegas.

Twitter CEO Dick Costolo told the Insight crowd today that no one matches Twitter's ability to deliver real time insights from the real world.

"And IBM brings a unique ability" to deliver analytics, complex systems and data together for deeper trends and insights, he added.

Forrester Shows Little Love for SAP, Marketo in Marketing Wave

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When you think "marketing cloud" you probably think Salesforce.com and Adobe — and for good reason. These two providers have solid offerings that stay competitive with a steady addition of new features, industry experts concur.

They are not the only game in town, though, as a new report on the sector from Forrester Research makes clear: users interested in other offerings might want to investigate SAS Institute, Oracle, Teradata and IBM, it concluded in its Forrester Wave: Enterprise Marketing Software Suites for Q4 report.

But the report was less enthusiastic about SAP and Marketo. These two providers, Forrester stated, "have work to do to catch up with the others."

Why Customer Success Will Fail

2014-29-October-Success-Sleeps.jpgI’ve seen customer success transform businesses that bring it in as part of their culture. So when I saw a post titled “Customer Success is a Failure,” I was a bit horrified at what I was about to read.

But when I read it, it turns out Noreen Seebacher, the author of the post, is in many ways spot-on … though I do take issue with a couple of things she said.

Constant Contact has the Toolkit for Growth

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The main growth levers at Constant Contact continue to point in the right direction, as the company — a provider of cloud-based digital marketing solutions for the small and midsize business (SMB) market — gains traction with its Toolkit online marketing platform.

Thanks to Toolkit, introduced in April, Constant Contact is seeing better customer engagement, higher average revenue per user (ARPU), improving retention rates and increased lifetime customer revenue, according to CEO Gail Goodman. 

Facebook Flexes Its Mobile Muscle, Lifts Profit 90%

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If there were any doubts about Facebook's momentum after Twitter's disappointing financial outlook, they vanished yesterday when the social network exceeded earnings expectations with a third-quarter profit that jumped 90 percent from a year ago.

Marketers found a lot to like in Facebook's quarterly report. For example, CEO Mark Zuckerberg said in a conference call that the Menlo Park, Calif.-based company is now serving 1 billion videos per day and that its Instagram users are spending a generous 21 minutes per day on the service.

But the biggest news was about mobile ads. Daily active users on mobile jumped 39 percent from a year ago to 703 million. And revenue from mobile ads accounted for two-thirds of the company's advertising sales during the third quarter, up from 49 percent just a year ago.

What Gender Should You Target with Mobile Ads?

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It’s not a myth. Women really do love to shop.

Data has long showed that men are gaining ground when it comes to buying. But women still do the bulk of the shopping for themselves and their families.

And it’s not only in stores. A new analysis by AppLovin, a mobile marketing company that came out of stealth earlier this year, shows that women dominate mobile sales as well.

The Magic of Meaningful Customer Experiences #DMA14

Magic Johnson gave the ultimate demonstration of personalized marketing yesterday, as he stood in a room full of admiring marketing professionals and posed while smartphones captured photo after photo of the NBA Hall of Fame Legend-turned-entrepreneur.

One of the day’s keynote speakers at DMA2014 in San Diego, Calif., Johnson continued connecting with the audience by avoiding the stage, and instead circulating among attendees throughout his entire talk on creating meaningful customer experiences

Marketing to the Segment of One is Closer Than it Seems

2014-28-October-Alone-in-Bleachers.jpgAs mass marketing dwindles in popularity and effectiveness, the “segmentation of one” is the future. Businesses must be able to market to customers at an individual level to remain competitive and relevant. However, without customer analytics technologies -- such as modelling, forecasting and segmentation -- marketing to this degree of detail can’t be done efficiently.

The Darker Side of Data Mining? Ask Your Doctor

2014-28-October-Say-Ah.jpgI’m a digital marketer. We mine data from the Internet all day long in order to sell more shoes. I have no problem with that. People like shoes, they want shoes. If they spend so much money on shoes and can’t pay their rent because of a campaign I designed, that’s perfectly OK with me. It’s called a free market.

What digital marketing does well is collect (mine) all the data floating around the Internet -- things like tweets, likes, shares, webpage visits, downloads, shopping cart activity and purchases -- in order to find out what experiences with the brand drive the most desired outcomes. We call it “actionable insight” -- data that reveals how we might drive better outcomes. The outcomes we drive are always one of two things: reduced cost or increased revenue. 

But here’s a conversation I had with my sister recently about the way data mining is used now in medicine that I found disturbing.

Ad Forecasters Offer 'Mildly Bizarre' Glimpse of the Future

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There are two things all advertising geeks love: graphics and numbers – lots and lots of numbers. You can positively hear the crunching sound of those digits whenever you’re in the presence of anyone in an advertising-related industry. (Full disclosure, I once worked for an advertising agency in Chicago.)

With that in mind, Borrell Associates' recent webinar on digital advertising was not surprisingly number-centric – with a bit of ad and social media history, some Miley Cyrus references and a plethora of predictions for what the future of advertising holds in our increasingly digitized world.

For a point of reference, the very first television ad appeared 73 years ago on July 1st, 1941. It consisted of a Bulova watch ticking for 60 seconds with the voiceover: “America runs on Bulova time.”

Leveraging TagMan's Technology, Ensighten Launches 'Attribution'

2014-27-October-Footprints.jpgAs marketers track their customer's journey across channels, a key factor is creating tags that follow the footsteps.

Ensighten today released a new product called Attribution that is designed to make that easier while reducing spending when integrated with Ensighten's Manage and Agile Marketing Platform.

“Ensighten’s closed loop approach is unique in the marketplace,” Josh Manion, Ensighten's founder and CEO said in a statement. 

What it Takes to Become Google's No. 2 Exec

2014-27_15-0ctober-two-llamas.jpgHow does it feel to be Google’s second most powerful executive?

We’ll give Sundar Pichai a few weeks before we ask him that question, after all, Google CEO Larry Page only handed him keys to the company’s product empire late Friday afternoon. This according to Liz Gannes and Kara Swisher of Re/code.

Pichai, whom many of us don’t yet know much about, was already in charge of Android, Chrome and Google Apps. With the promotion Search, Maps, Google Plus, Commerce, Ad Products and Infrastructure fall under his purview as well.

It’s a big job, much of which Google CEO Larry Page was handling until now. But because Page now needs to focus on the company’s “bigger picture,” he’s counting on the ten year Google vet to run the operations of the business.
 

5 Ways Pitch Perfect Should Inform Your Content Strategy

After nine months spent writing a book about content, content marketing and content strategy, I felt brain dead. My husband lovingly suggested we take our family away to the beach so I could “recover” for a few days.

While buying the usual sunscreen and other beach necessities, I noticed the DVD of the movie Pitch Perfect. I had watched the movie on a girls’ movie night, and thought it was super cute. Having two girls, ages 10 and 7, I thought it would be the perfect movie to while away the time we spent driving to the beach.

SaaS Support Best Practices: The Transparent Model

2014-27-October-Boost.jpgAs technology vendors respond to a changing marketplace by creating Software-as-a-Service (SaaS) offerings, their relationship to their customers must change. Satisfying customers by creating a great product that garners positive reviews, and soliciting customer feedback for future upgrades simply isn’t enough.

When a company hands over control of its mission-critical software environment to a SaaS provider, the SaaS customer support organization essentially functions as an extension of the customer’s IT department. To take this step, a customer must trust that they will receive the constant, professional and hands-on support they need. Generating this trust requires that the Customer Support team be transparent and always available.

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