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Customer Experience Management (CXM) Articles

How To Cope With Anonymous Site Visitors

Digital channels are the best way to expand your customer base and reach new audiences in an instant. And we know that personalized marketing messages increase conversions via digital. But how do you personalize marketing content online for a prospect you know nothing about?

On average, 98 percent of visitors to a website are anonymous. These visitors don’t share contact information, and marketers don’t know anything about their demographics, preferences or interests.

That means 98 percent of your potential customer base is a mystery. What’s more, a brand’s website audience constantly changes as new campaigns are introduced, making it even more difficult for marketers to know exactly who is visiting a site at any time.

For marketers, anonymized site visitors make it infinitely harder to engage potential leads in a meaningful way and expand a customer base. Uncovering information about these audiences and anonymous leads, which can help marketers craft personalized marketing messages, is the holy grail.

Magnolia v5.3 Integrates Enterprise Data

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Magnolia certainly spent a lot of time developing its mobile capabilities with the release of v.5 last year, and today’s release of v.5.3 only furthers those developments.

The new update focuses on developing personalized customer experiences, providing enhanced collaboration capabilities for content publishers and integration with enterprise data sources.

Again, like the v.5 release, the new functionality in v.5.3 comes through a number of task focused apps including new content personalization and tag management apps. It also opens up the Magnolia App Framework to simplify the integration of third party software.

Signs Along the Road to Digital Marketing

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Marketing is fast becoming digital.  But the market targeting now done with computers has been around at some level for a while now, and there may be some lessons for us in it.

In times past, you targeted your marketing and sales by placing your name (ads, posters, Burma Shave road signs … whatever) where you thought your prospective customers might show up -- fishing ads in the sports section, theater listings in the entertainment section, luxury car ads in coffee table magazines, and so on.

Sounds crude but it worked if you were careful, and it saved money by allowing you to place -- and pay for -- your message only where it was more likely to be effective.

More on Millennials: Speak the Right Language

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Ever feel like something gets lost in translation whenever you market to millennials? There's a good chance you're right.

A new study of 1,800 millennials (ages 18-36) found 32 percent of those in English-speaking countries prefer a language other than English. And 46 percent said they're more likely to make a purchase if the information is presented in their chosen language.

The study, released Monday by SDL, is the fourth report of the “Five Truths for Future Marketers” series is titled “There is Only One Language”, and features results from SDL’s global survey of more than 1,800 millennials (ages 18-36). We shared another report from the series earlier this week. You can read the full study here.

Leverage Your Brand to Win the Talent War

You just found the perfect job applicant. But is she as enthusiastic about working for you as you are to hire her? 

The better the applicant, the more the job interview becomes a two-way assessment. A New York City-based executive search firm is offering some tips on how companies can leverage their brand and industry position to close their side of the deal.

PaperG's Victor Wong: Save Time, Cut Costs with Programmatic Creative

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Victor Wong wants to make “designing for ads an easier experience.” And as co-founder and CEO of PaperG, a San Francisco, Calif.-based advertising technology company, that's exactly what he is trying to do.

Wong founded PaperG in New York City about six years ago — before the term “programmatic” had even been coined to describe the space the company now occupies. The now 60-person team began with very little capital and fairly simple mission: to reduce “creative friction.”

Wait. What "creative friction"?

“We tried to help print advertisers and publishers transition to digital. We saw ourselves as part of the generation that was going to make paper into a digital medium. There was — and remains — huge creative friction when trying to transform content that is paper based into digital content or creative,” he said.

Over time, the company's focus has shifted. As more content has become digital, PaperG has tried to turn itself into the “Ikea” of the ad world. “We are trying to make high-end design accessible and affordable to everyone, to find out what works for some people and then apply it to everyone,” he said.

Content Marketing Fuels Pipeline Growth

Marketing automation has changed business as we know it. In the last decade, it has elevated the role of the CMO, helping marketing to be more productive and measurable through email and nurturing programs, scoring and reporting. Your marketing team more effectively manages all of your company’s contacts so they turn into customers more efficiently.

But how do you more efficiently engage new buyers? Turns out marketing automation has improved marketing, but it’s not the end-all, be-all of marketing optimization. There’s still a massive group of potential buyers who are not addressed by marketing automation alone -- those who have no idea your company or product exists.

Is AI the Missing Piece of Your Marketing Automation?

Are you still using autoresponse elements in your email marketing? It's time to stop, according to new research from  a provider of artificial intelligence-driven lead interaction management.

While Foster City, California-based AVA.ai (AVA stands for Automated Virtual Assistant) agrees autoresponders are good for select chores, such as letting buyers know their e-commerce order has been received, they are past due for retirement for more personalized responses. Not exactly surprising, since AVA.ai has just released a cloud-based, lead-interaction management software solution that utilizes artificial intelligence (AI).

Tradeoff Between Control and Simplicity

At the crux of many management decisions today is the tradeoff between control and simplicity.

Discussion Point: Can Social Media Improve Customer Relationships?

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Life has become increasingly complex for modern marketers. In the not so distant past, all anyone expected them to do was identify, acquire and retain customers.

Now they're expected to build long-term relationships with them — and as anyone who has ever had a partner or a spouse can tell you, that takes a lot of work.

In his most recent book, "What's the Future of Business: Changing the Way Businesses Create Experiences (WTF)," Brian Solis explores the challenges of building customer relationships as well as options to improve them.

Solis, a principal analyst with the Altimeter Group, suggests marketers can improve customer relationships through the use of social identity, which he defines as the information about an individual available in social media, including profile data as well as ongoing social activity. As he explains:

Marketers are spending more on technology every year -- especially technology that can engage customers in personal ways at scale, like marketing automation, email service providers, retargeting and dynamic web content. Social Identity improves value of these tools by improving targeting capabilities."

We shared his hypothesis with five senior marketers to see whether they agreed that brands can target and personalize customer messaging through social identity. 

The Question

How does the contextual insight available in social media provide an opportunity to better know and engage audiences with personalized content and experiences across channels?

Will Oracle Ever Make Investors Smile Again?

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Larry Ellison is confident in Oracle Corp. Just listen to what the CEO just said as the company posted fiscal 2014 fourth quarter numbers:

Oracle is now the second largest Software-as-a-Service (SaaS) company in the world, ... In SaaS, we're in front of everybody but Salesforce. In infrastructure-as-a-service (IaaS), we're larger and more profitable than Rackspace. We have by far the most complete portfolio of modern SaaS and Platform-as-a-Service (PaaS) products in the industry."

But if you listen to investors and Wall Street analysts, confidence and Oracle are not synonymous.

One analyst called Oracle's numbers this week "an all-around miss."  Analysts were expecting 95 cents per share on $11.48 billion in revenue. They got 92 cents a share on revenue of $11.3 billion. 

World Cup Website Hacked: Is Yours Vulnerable, Too?

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Hacktivists have delivered on their promise to take down Brazil’s official World Cup website, effectively disrupting this year’s competition and adding significant weight to their ongoing global threats to use of computers and computer networks to promote political ends,

This is no surprise, according to Incapsula, a cloud-based website security and performance service. Last week, Incapsula Co-founder and Chief Business Officer Marc Gaffan warned the FIFA site was at risk in the wake of two other incidents.

On June 11, feedly announced it was under attack by a distributed denial-of-service (DDoS) attack refusing to pay the ransom demanded. At the same time, Evernote announced it too had been struck by a DDoS attack.

This Week: Working During the World Cup + Launching SharePoint

Marketing Automation Done Right
Marketing automation has shown that it can be a smart tool — when done right

My Analytics Beat Yours
IBM claims its customer experience analytics top Google's and Adobe's.

Working During the World Cup
We deliver five ways to keep your employees productive during a major sporting event.

Kick Start SharePoint Implementation 
If you wait too long to deliver something, users get impatient and the project loses momentum.

Why ECM is Alive and Well
To talk about enterprise content management as dead or dying is just plain silly.

Inside Box's Streem Play
Streem can help Box be the place where you store, access and sync all your content. 

Evaluating DAM Needs and Vendors
How to be an Informed Buyer
Learn More

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Microsoft, Google Yield to Pressure to Improve Phone Security

Microsoft and Google will incorporate a kill switch into the next version of Windows-based and Android smartphones. The feature, which is already featured on Apple's iPhone 5, allows users to remotely wipe all data and information on the device in the event of theft.

At a press conference yesterday, New York State Attorney General Eric Schneiderman and San Francisco District Attorney George Gascón announced they had reached agreements with both companies to include the feature in the next iteration of their respective operating systems.

Transforming Connections in an Age of Digital Change

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The goal of marketing still revolves around accelerating new and repeat sales. But the means to that end has shifted over the past few years.

This fundamental shift can be tied, in part, to digital innovation. However, it’s not just about technology. It’s about the lifestyle shift and what could be considered a "workstyle" shift, which I define as a person’s expectations and preferences in how they work and engage with a company.

How can companies transform the ways they engage with customers and partners and connect to their existing marketing automation systems? Here are three significant points to consider.

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