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Customer Experience Management (CXM) Articles

Why Digital Marketing is Like Hockey #EVOLVE14

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Entrepreneur Ira Lessack kicked off the annual Adobe Experience Manager (AEM) conference by posing an interesting question to a panel of experts. Digital marketing has been discussed for years now, he noted, but where is it on a hockey stick curve?

For a variety of reasons, the consensus of those on stage agreed it remains near the bottom of the stick, a refreshingly candid view that may set the tone for the Evolve'14 conference that runs through tomorrow in San Diego.

"I think we're somewhere down towards the bottom," said Roy Fielding, senior principal scientist for Adobe. He said digital marketers have gotten very good at starting to analyze where they need more data, "but we haven't quite reached the point where we're able to communicate with others. So I think we need to focus more on the ability not just to perceive the data, but to understand it."

For Adobe's Mobile Marketing, It's Location, Location, Location

Adobe's enhancing digital marketing mobile opportunities -- internally and externally.

Adobe officials call the new capabilities, launched today, "Intelligent Location Marketing." Marketers can engage customers with in-app messages using technology that detects where they are, or iBeacons. The real-time engagement activities can be followed with email campaigns that leverage intelligence about a customer’s past interactions.

Loni Stark, director of product and industry marketing for Adobe's digital marketing solutions, told CMSWire that it's about making in-person interactions more relevant based on location and the context of the individual.

Sketchnotes from Total Customer Experience 2014 #TCXUX

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As I was scanning the Twitter feed for voices from Altamont Group’s Total Customer Experience 2014 conference in San Francisco yesterday, a few very interesting images caught my eye. The work of Bobby Meeks, user experience architect at AutoZone, were some of the best designed “notes” I’d ever seen. 

“I grew up thinking I was weird for not taking notes in a linear fashion,” Meeks told CMSWire.  “My textbooks, folders, and composition books all had doodles in them instead of bullet points. Fast forward to present day … I found the awesome book by Mike Rohde, The Sketchnote Handbook, that put a name to the practice and went deeper into how to be more disciplined when doing it.  Now I do it as part of my daily routine.”

I was so intrigued by Meeks’ note-taking talents, I asked him if he would expand on them and give us his perspective on Day 1 of the Total Experience conference, which focuses on customer/user experience, as well as experience design.

Forget Nielsen, Tubular + Cloudera Get the Scoop on Video

No one watches television anymore.

OK, maybe that’s an overstatement. But follow the youngest set of millennials around and you’ll find they spend more time watching YouTube than anything else. Next, look at what social network they use most often. It’s YouTube, not Facebook. Search engine? YouTube again.

So, if you’re an advertiser or publisher who wants to reach this audience, how do you know what to put in front of them or where to find them. Yesterday’s ratings giants, Nielsen and ComScore are still busy with TV, cable and radio which have nowhere near the volume, variety, variability, veracity or velocity (big data’s v’s) of YouTube and other video hosting sites like it.

How big a disparity is there? Consider this: 3 billion videos are played on YouTube every day and 100 hours of content are uploaded every minute.

Keeping the Customer in Customer Relationships

2014-17-November-Shop-Keep.jpgWith the growth of the online marketplace, sellers are gaining dramatic new ways to get products before a wide, and changing, audience as well as a powerful suite of new tools to understand what is happening in the cyberspace of commerce. Big data and analytics have shown us a new horizon of information about how, and what, e-commerce and its participants are doing or not doing.

But combine the growing reliance on statistical approaches to the marketplace with our penchant to turn everything into an abstract variable that can be managed by more data and more expensive software, and we risk losing touch with the only thing that, in the end, makes any of this worth doing -- the customer.

Marketers Must Ask 'Am I Still Relevant?' #incitesummit

At a conference that focused on the discussion of the future of print, digital and mobile marketing, marketing executive Ash EiDifrawi seemed to capture the tremendous daily pressure and responsibilities marketing professionals face in the fast-changing, multi-faceted and highly competitive battle for the attention of the American consumer.

“The question you have to wake up everyday and ask yourself is: ‘Am I still relevant.’”

EiDifrawi told attendees at the Incite Summit: East conference in Manhattan last week that marketers must constantly review their product and marketing relevancy on a multitude of platforms. During a session entitled “Have a Look At This: Make Content That Stands Out,” he noted that one day a marketer could feel he is “on top of the world” only to find the next day “that 100 people have your idea and you are irrelevant.” 

SDL Will Consolidate Its Marketing Cloud in 2015

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At a time when its larger rivals are building up their marketing clouds, SDL is planning to consolidate its cloud in January to just four product groups from the current seven.

The shift in strategy follows a turnaround year for the UK-based customer experience management company, which began 2014 with a major restructuring that is now paying dividends. 

SDL only adopted its focus on customer experience 10 months ago, but is now boasting of record revenue. Executives said plans for the coming year include doubling the global sales team, launching a major brand advertising campaign and, possibly, making new investments in digital agencies and social media.

7 Trends to Watch to Stay Ahead of the Digital Era Curve

2014-17-November-Crown-Fountain.jpgThis is the time of year when you start seeing a mad dash of articles looking back on the trends of 2014 and what to expect in 2015. While this is par for the course, something much more significant occurred in 2014 -- this was the year it became clear that digital disruption is here to stay. According to a recent Zinnov study, almost 50 percent of the companies on the Forbes 2000 list will drop from the list because of disruption and the impact of the digital era. The study notes that enterprises will need to spend $70 billion in 2015 to compete with emerging digital organizations.

The Future of Marketing is to be Useful

Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice. “Because we felt it was our job to convince the customer that it was a great product, even though we all knew it was a dud.” 

How Big Will the Internet of Things Grow?

How many devices are likely to be connected to the Internet of Things (IoT) — and which industries are most likely to be affected by its growth? At its Symposium/ITxpo 2014 in Barcelona last week, Gartner offered answers.

By 2020, there will be 25 billion connected devices. And the most forceful impact will be with consumer goods, outstripping its nearest rival category of generic business goods by 250 percent.

Discussion Point: Omnichannel Marketing in the 2014 Holiday Season

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Marketing technology vendors love to preach the value of sending consumers personalized offers on the device they're using at just the right moment.

Though we're only emerging from the developmental infancy of omnichannel marketing, several companies offer software and services that promise to do just that. Chief marketing officers at major retailers are spending more of their budgets on collecting data, analyzing actions and monitoring social media -- all with an eye toward increasing sales in their hyper-competitive sector.

7 Ways to Blend Content and Commerce to Boost Sales

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Most marketers know the best way to increase sales is by sending the right message to the right customer at the right time. Yesterday, a CMSWire webinar explained how to do that by following seven strategies.

The presentation, sponsored by HP, was built around a case study involving Nikon's site for the US, NikonUSA.com. It featured a mix of technologies from the hybris cross-channel e-commerce platform, HP's TeamSite and Kanban, the engineering firm that led the project.

You can watch the webinar by clicking here or on the video at the bottom of this story.

3 Messages to Personalize, 3 to Automate

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Customers not only expect outstanding support, they deserve it. In this digital age, client inquiries should receive a response within 24 hours. If you fail to do so, chances are your customer is moving onto another company that can.

To provide the quickest, most efficient and most helpful support, a combination of personalized and automated messages promises the best results. The challenge lies in deciding when to take the time, energy and effort to customize a personal response and when to provide a quicker, more efficient automated response.

Why Businesses Need a Social Response Protocol

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Online feedback is instant. Every customer has the internet in their pocket, and they are quick to broadcast corporate missteps, especially when it comes to customer service. If your employees go rogue or even if they just stick to antiquated corporate policies, expect to hear about it online.

The good news? This quick feedback ultimately holds enormous potential for businesses. That success, however, is contingent upon each organization’s ability to quickly and appropriately address the constant stream of feedback. One employee’s emotional response to a similarly emotional customer can change the game for consumer trust and opinion of that brand in a nanosecond.

AEM Users Ask Adobe for Quicker Integration #EVOLVE14

2014-13-November-puzzle.jpgWebster defines a community as "a unified body of individuals," but that may not be the case when the Adobe Experience Manager (AEM) community convenes at EVOLVE'14 in San Diego on Monday. 

While AEM customers all use the same cross-channel content management system, some attendees are grumbling about the pace with which Adobe is integrating AEM with the five other areas of its high-profile marketing cloud -- analytics, campaign, media optimizer, social and target. 

The conference, sponsored by Adobe but produced independently by 3 SHARE, is a chance for AEM users to get training, share tips and air gripes. It's also an opportunity for Adobe to strengthen ties with its customers, many of whom have yet to adopt version 6.0 of AEM, which shipped in May.

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