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Customer Experience Management (CXM) Articles

The Shifting Responsibilities of Marketing Pros

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Many marketers are confused about their roles in the age of big data and customer experience. That message became all too clear this week at unrelated conferences in San Francisco.

Predictive Analytics World and Totango's Customer Success Summit were both excellent conferences. But they triggered a little voice in the back of my head.

Do marketing professionals really understand their jobs?   

This Week: Facebook Beyond the Like + SharePoint's Next Step

Facebook Likes: Forget 'Em
We all like "likes." But there are three other Facebook metrics that provide businesses with far more valuable insight.

Hail to the CCO
Rockstar chief customer officers (CCOs) are those who realize their role is about uniting their organization.

What's Next for SharePoint?
Microsoft continues to innovate in the social space, but it's making it loud and clear that its primary focus is on the cloud as a delivery mechanism

CMO, CIO Examined
The CIO role is fading away, a point not well taken by a practicing CIO. Meanwhile, the CMO may be the most enigmatic executive in the C-Suite.  

Microsoft SQL Trumps Oracle?
Microsoft's SQL Server 2014 released to manufacturing this week will give Oracle users a boatload of reasons to consider ditching.

Analysis of Analytics
We were all over the Predictive Analytics World this week. We shared tips on big data, examined how to cut costs and increase output and talked about how Blackjack can help improve marketing analytics.

Context is at the Heart of Great Customer Experience
Join next Tuesday to understand why delivering contextually relevant messages matters.
> Join Us March 25

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Eloqua Marketing Automation Meets Gmail with Cirrus Insight

Cirrus Insight is putting a lot of stock into making the Gmail experience better for marketers and salespeople.

Last fall, the CRM app developer out of Laguna Hills, Calif., united Salesforce and Gmail on mobile devices. Then in February it added marketing automation capabilities via Pardot and Hubspot

Its latest move comes today and involves bringing Eloqua's marketing automation to Gmail, opening up capabilities for enterprises.

The Golden Age of Marketing

The Mad Men era of marketing has given way to Math Men -- marketers who approach brand messages with growth hacking strategies revolved around data and technology.

We marketers have previously unimaginable technology at our fingertips every day that make us better at our jobs and drive us towards previously impossible innovation. A platform to segment audiences, one to analyze customer behavior, another to track results -- the list goes on.

One Size Does Not Fit All for Real Time Customer Engagement

One Size Does Not Fit All for Real Time Customer EngagementThe days of blanketing large groups of customers with messaging are gone. There is no one size fits all for customers, but faced with pressure to produce higher return on diminishing budgets, the customer engagement dilemma becomes more difficult for advertisers by the day. 

In the end, it comes down to money. Advertisers want to spend the least amount of money to produce the most revenue. They want to overcome the issue memorialized by John Wanamaker, the pioneer of the discount department store, who famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The good news is that advances in real time technology have enabled them to do exactly that.

Connecting: Stealing Content and Other Copyright Issues

Connecting with Bill Sobel

The Internet has turned a lot of honest people into thieves. People who wouldn't dream of walking out of a retail store without paying for a pack of gum have no remorse about stealing online content. Pictures. Blog posts. Funny videos. 

And that's turned copyright issues from "an obscure corner of the law" to "the subject of conversation at picnics and parties," said Christopher Kenneally, director of Business Development at the Danvers, Mass.–based Copyright Clearance Center (CCC), a global licensing and content solutions organization.

Despite what many of us think in this age of incessant sharing, people who create “original works of authorship" — literary, dramatic, musical, artistic, and certain other intellectual works ­— actually have rights. Under copyright laws in the US and other countries, you need permission from the copyright holder to reproduce, distribute, display or perform these works.

So much for making that great aerial picture of a tropical sunset you stumbled upon the background for your Facebook page.

Yep, It's Still the Age of the Customer

Still need evidence that Customer Relationship Management (CRM) technology is hot? Then take a quick look at recent research from Gartner, which shows CRM spending in Europe remains strong despite continuing economic problems.

Half of the 102 businesses surveyed in 30 countries and 20 industries in the fourth quarter last year plan to increase spending an average of 2.5 percent on CRM projects this year.

3 Ways to Improve Mobile Marketing Campaigns

customer experience, Three Focus Areas for Your Mobile Marketing Campaigns

The mobile marketing landscape by next year will generate $400 billion compared to just $139 in 2012, according to a Pew study.

So how can marketers get a piece? The first step is ensuring you find mobile apps as a necessity.

"I think the thing on the top of most mobile marketers’ minds right now is ephemeral messaging apps and how to take advantage of that new trend to get in front of potential customers," said Cobi Druxerman, co-founder of Taplytics, a native mobile development and optimization platform. "This presents itself mainly in the form of apps like Snapchat and the newly released Secret. But, this isn’t the trend that I think will provide value to mobile marketers today or in the future."

We've come up with three things marketers can do to improve their mobile marketing campaigns, with the help of Druxerman.

Getting Marketers Up to Speed with Big Data

Getting Marketers Up to Speed with Big DataThat alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that traditionally belonged to CIOs. And at the middle management level, marketers are required to be more technical and metrics oriented.

Blame Technology for Your Failed Relationships

business meeting distraction.jpg.jpgBack in 1975, singer-songwriter Paul Simon told us there must be 50 ways to leave your lover. But that was before we all had perpetual connectivity to every person, place and thing we ever knew or imagined through smartphones, tablets and other assorted Internet-connected devices.

Now there are plenty of new ways to leave your lover, as well as your friends, relatives, co-workers, customers and business associates. Just take a phone call in the middle of a meeting, text a friend during an intimate dinner or update your social media profile in the middle of a customer service interaction.

These random Electronic Displays of Insensitivity (EDIs) take a big toll on relationships, said David Maxfield, co-author of new research on Digital Divisiveness. "Maybe it's time to change our behavior," he said.

Maybe Customers Should Choose: Privacy or Free Content

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With all the amazing content available for free on the web, why are customers surprised or upset that companies track your online behavior? Are they seriously "creeped out" that their web searches today drive some of the ads they'll see for the next few weeks? Why?

Does anyone think all that content is pure altruism?

Adobe, Intershop Integration Boosts E-Commerce

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Adobe just introduced another option for online retailers who are struggling to bridge the gap between content and e-commerce.

Only a week after Adobe enhanced its e-commerce options through a formal integration with Elastic Path, it announced it is integrating Experience Manager with Intershop, an omnichannel e-commerce technology vendor.

The integration could help businesses develop better and more personalized customer experiences, Adobe maintains.

Searching for Value in Social Media Marketing

When the computing and connectedness industry began its meteoric rise in the 1990s, IT vendors and users alike scrambled for new ways to utilize the growing capabilities provided by the internet and broadband communications. Among the most attractive of these was Customer Relationship Management (CRM). 

Around since the early 1990s, CRM initially focused on the relationship between vendors and their known customer base. It evolved from a one-way gathering of customer information to a two-way relationship in which the vendor could give back to customers in the form of discounts, gifts and special offers. While this growing interaction between vendor and buyer had some of the characteristics of today’s real time marketing world, it was limited by technology to a relatively small share of the overall buying public. That has changed as the world of connectedness has virtually taken over the world of commerce.

CMO: The C-Suite's Enigmatic Executive

customer experience, The CMO: The C-Suite's Enigmatic Executive

CMOs, we hardly know ye. You are an enigma. 

Are you the tech-savvy, ambitious executive ready to embrace the digitized marketing world of social, mobile, Web and analytics? Are you the cautious one afraid to break away from traditional tactics and metrics? Are you focused on only one trend, like social?

Who the heck are you?

IBM tried to find the answer. It interviewed 4,183 CMOs three years ago and revisited with 524 of them again and released a report this week that suggests CMOs know what's coming in the digital revolution but often aren't prepared.

Forget Likes, These Are the 3 Facebook Metrics to Watch

Forget Likes, Here Are the 3 Facebook Metrics You Should WatchMarketers nowadays are data driven numbers people. I get it. I consider myself a numbers guy, too. That said, when it comes to Facebook, I think a lot of marketers have it all wrong. The Facebook metric marketers tend to focus on -- a page’s Like count -- does not matter as much as marketers and business owners think it does.

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