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Customer Experience Management (CXM) Articles

Do We Expect Too Much of CMOs?

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You may have noticed that the relationship between buyer and seller is in major flux. This turmoil impacts the position tasked with leading firms’ marketing efforts and held responsible for leading firms’ marketing efforts — the CMO. Today’s Chief Marketing Officer tops a pyramid of people, technology and behavioral science focused on getting the brand’s message to its intended audience in order to convince that audience to buy.

Many CMOs are finding it difficult to shoulder the blizzard of responsibilities descending on their desks. The CMO’s average tenure is just 45 months -- considerably shorter than their CEO, CFO and CTO counterparts. 

Given this level of turnover, it’s fair to ask why, with all the new and sophisticated technological resources available, so many CMOs can’t seem to get their feet on the ground.

Coke's Happiness Formula: Compelling Stories About Real People

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Tim Goudie is a pilot, a camper, a hiker, a swimmer, a skier.

But he's also an international marketer with global experience in a variety of packaged goods industries.

He's director of social media, sustainability, for The Coca-Cola in Atlanta, where he specializes in driving corporate trust and brand love.

His 15-year career with the company spans three countries and includes roles in global interactive marketing, sports marketing and strategic brand marketing, among others.

Cracking the Code on Personalization

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It’s no secret that customer experience is a big deal. Companies who are great at it win, those who fall short, lose. While we have the necessary data to improve that experience in ways that increase loyalty and drive sales, there’s a discrepancy between what shoppers want and what brands deliver.

At the core of that? Personalization. It’s essential to success as a digital brand, yet, while our dictionaries may have agreed on its meaning -- ”to design or tailor to meet an individual’s specifications, needs or preferences” -- things get far trickier out in the digital marketing world.

See What? B2B Marketers Takeaways on Ad Viewability

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B2B marketers need to measure if people see their ads.

Naturally, right? Industry insiders refer to this as "viewability." Google cares a lot about this.

So should B2B marketers, said Elizabeth Harz, president of media at ADARA, a digital advertising platform based in Mountain View, Calif.

"Driving for the broadest reach with the lowest expense possible may dictate for lower viewability goals versus attempting to run 100 percent viewable campaigns, which may result in lower ROI," Harz told CMSWire. "All marketers need to first define the goal or expectation of their campaigns and then align metrics like viewability to those goals."

The Cost of Complexity Is Use

The best way to measure complexity is to measure use. Given a choice, the harder something is to use the less people will use it. 

Give Your Customers Steady, Clear Messages - Or You'll Lose Them

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Bob Egner's seen good digital experiences — and bad ones, too. Egner's the vice president of product management at Stockholm, Sweden-based EPiServer.

He's also a connected consumer. Egner tried to renew a PC security subscription once but failed to navigate the company's poor -- and confusing -- digital experience on his mobile phone. The price changed. Offers were inconsistent.

"When I took the experience forward, there were a number of places where I got derailed. What's the takeaway? Confusion and distrust equals goodbye," Egner said during a CMSWire webinar last week. You can watch the full webinar at the end of this story.

Digital marketers and organizations investing in digital experiences can avoid losing connected consumers like Egner by simply knowing their customers' preferred journeys -- and executing clear, consistent messages.

Week in Review: SharePoint Innovations + The Foundation of Analytics

Google's Knowledge Graph
Six reasons to know it.

MarTech: A Blessing or A Curse?
Are so many vendors helpful or not?

Analytics Needs Collaboration
Why one fails without the other.

SharePoint Tech Innovations
Tech boom's impact on collaboration.

Gartner's BI, Analytics Oscars
And the winners are ... ?

Consulting's Swan Song? 
Why Office 365 might be its demise.

4 Technology Pillars for High-Performance Campaign Execution 
The expanded role of marketing operations

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News You Can Use: RAMP, TubeMogul, Vidder

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The latest in partnering, pairing, closing and creating from the Hub of the Solar System, the Grape State and the Gateway to the World.

You Want Top Customer Experiences? Get An E-Signature App

Digital processes, the argument goes, are the key to efficient organizations.

If that's the case, entire business processes need to be digitized — from ingestion to archiving. With the rise of cloud, mobile and digital technologies, this shouldn’t pose a problem. However, according to Russ Gould, senior director of Product Marketing at Kofax, organizations are lagging when it comes to e-signatures.

Apple Watch: The Future of Wearables Begins Now

Are you ready to pay $18,000 for the 18k gold Apple Watch?

Maybe not, but you probably watched as Tim Cook -- in his first new product launch as CEO -- unveiled Apple's first major push into the wearables market. With the launch of the Apple Watch, the wearables race begins.

It is yet to be seen if consumers really want these high tech devices as fashion statements. But Business Insider predicts that by 2018, the wearables market will grow to $12.6 billion. And according to The Wearable Future report, adoption rates of wearables parallels that of tablets. After two years, adoption of tablets was 20 percent and today, 21 percent of American adults already own a wearable device.

So it's safe to assume that wearables will begin to take off.

4 Must Have Skills for Data-Driven CMOs

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It wasn't that long ago when most CMOs and senior marketers were considered the keepers of the brand. Today CMOs have a seat at the table. Their customer-centric insight drives the business-building strategy in front of the funnel, in the funnel, and all the way to the close and beyond.

In Forrester and Heidrick & Struggles most recent report, "The Evolved CMO in 2014," 40 percent of the CMOs surveyed aspire to the CEO position -- an almost inconceivable transition five years ago.

Understanding Our E-Commerce Obsession [Infographic]

Customers worldwide are moving faster than ever before, hopping from device to device, buying anywhere.

That's creating opportunities for digitally savvy retailers. But it is also creating challenges for those who fail to adapt to changing realities, according to new research from Demandware, a provider of Software-as-a-Service (SaaS) e-commerce solutions.

The Burlington, Mass.-based company just released its inaugural Shopping Index, which measures digital commerce growth and identifies the trends driving that growth.

Is There a Light at the End of the Social Media Marketing Tunnel?

Digital marketers love talking about social media. Executives love return on investment (ROI).

Can you truly show ROI on social media programs?

GinzaMetrics is the latest company to offer a solution officials said does this for marketers. Its new platform addition gives marketers insights on how social channels contribute to corporate goals and revenue. It also gives marketers data to better target campaigns for the right audiences.

GinzaMetrics, based in San Francisco, is not the first to do this. So why them?

"The offering is unique because it comes from a data platform that has a backbone of search and organic data that provides deeper content information, at the individual page and keyword/topic level," said Erin Robbins O’Brien, COO at GinzaMetrics.

The company today released a Social Intelligence Suite addition to its platform. This enables marketers to tie specific content, keywords and social channels to revenue and conversions for their brand, she said.

Nextdoor: An Online Community in Your Own Backyard

2015-19-March-Kickball-Champion.jpgGrowing up in Woodstock, N.Y. the neighborhood came together over kickball. Kids would gather at my house, we’d make teams, then play till the sun went down or our parents called us to dinner -- whichever came first.

Outside of family, your neighborhood is your first exposure to a community. Your parents introduced themselves to your neighbors and before long, you had new friends. And I mean real world friends, not Facebook friends (I'm talking pre-Facebook, pre-Internet, pre-everything days).

But now we have communities springing up in our own backyards. And these online communities may or may not involve kickball.

Nextdoor is a private social network for your neighborhood. More than 53,000 neighborhoods have created online versions of themselves on the site. The folks at Nextdoor must be on to something, as they recently announced a $110 million funding round, which values the company at over $1 billion.

Give Users a Vote: Why Testing in Email Matters

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Consumers want their voices heard.

Social media marketers have turned to crowdsourcing to include customer's voices. But email marketers have been giving people the opportunity to vote for years.

We're not talking about direct surveys, although those can work. What we're talking about is measuring the votes that customers make every day when they choose to click or not click -- using A/B testing. 

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