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Digital News & Analysis

Digital Marketers, It's Not All About You #GartnerDMC

Companies striving to create the perfect customer experience always put the customer first. Don’t they? Of course, this is Marketing 101.

Digital marketers got a shock to the system from presenter Richard Fouts, Gartner research vice president, speaking at the Gartner Digital Marketing Conference in San Diego yesterday: too many of them are failing Marketing 101.

“No one’s ever going to disagree the customer is the most important part of your story. They’re paying your bills,” said Fouts. But where are they in marketing efforts? Fouts said the customer ends up taking a back seat to the brand. “It’s the ‘we’ word. Stop the ‘we,’ stop the ‘our.’  It’s not all about you. It’s about your customers.

“When someone asks, ‘What do you do?’, they really mean, ‘What can you do for me?’ Any answer that begins with ‘we’ is a red flag. If we answer the question correctly, it opens a conversation,” said Fouts. “Every story, every movie or book, is a situation begging resolution.”

What Do Your Customers Really Need? #GartnerDMC

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Kids sometimes have trouble differentiating what they want from what they need. A child may fuss and cry during playtime, but will forcefully say "no" if you ask if she needs a nap. 

It’s a case where the observable data tells one story, but when you ask, you get a completely different story.

Today’s digital content marketers often face the same dilemma with their own customers. They know to gather data from customers through endless measurement of analytics, surveys and assessments. In a sea of data, it can be nevertheless be difficult to figure out why your customers are squirming.

My POV: Go Local for Digital Experience Insight

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There's no shortage of digital marketing conferences, given the rapid changes in technology and convergence of purposes that can arise from these technologies. But the best conferences often have a dedicated focus on local issues or highlight local leaders, like the recent MBO15 digital marketing conference in Indianapolis.

Since 2007, the annual one-day conference in has been pulling together top local marketing firms and thought leaders to share trends and ideas. This year more than 600 attendees, primarily from the Indiana area, gathered to discuss trends that are disrupting digital best practices.

Microsoft was the title sponsor.

In an era of virtual reality, it was a worthwhile way to spend the day — sharing insights with other digital focused marketers face-to-face.

How I Learned to Stop Worrying and Love Facebook


Hi, I'm Deb, and I'm a social media user.

As a business professional, I frequent such places as LinkedIn, Twitter, SlideShare and even at times Google plus. I'm on Facebook, too, but have always reserved it solely for sharing with family and friends. Now Facebook is making some strong moves in the business-to-consumer space, and it's time for me to rethink.

Putting the Customer First is the Best Business Case

Over the years, we have done a number of task identification projects for health organizations. Generally, the top task was checking symptoms. However, when we worked with Norwegian Hospitals, we found the top task was: “what happens before, during and after treatment.”

Encrypt the Whole Web, Mozilla Pleads (Again)


If the whole web were encrypted by default, communications engineers argued, then malicious actors wouldn’t be able to guess which web sessions were relatively important by whether or not they were encrypted. The technology existed, the standards were in place and most of these engineers were supportive.

It was 1999. And the encrypted web never happened.

In a renewed plea to web developers in April, Mozilla — the makers of the Firefox web browser, which is struggling to regain market share against Google Chrome — put forth to its contributing developers a draft of a four-stage deprecation plan for the use of unencrypted Hypertext Transfer Protocol (HTTP) protocol on the web.

Making a DAM Decision


"It's not hard to make decisions when you know what your values are." -- Roy Disney

Yes, it's that time of year again… Spring has sprung, and with that, energy and renewal comes the Henry Stewart DAM Conference to NY, NY May 7–8. Digital Access Management practitioners and vendors will come together to share their wisdom, engage in vigorous debate, and exhibit the latest and greatest solutions that DAM has to provide.

Many attendees will be looking to buy a new or replace an existing DAM. Choosing the right DAM system is about aligning goals, vision and requirements so the vendor can become a partner that will provide the technology and support to meet key business needs.

While selecting a vendor can often be a complex process, focusing on key elements will guide you to the right DAM system for your business.

Could StepOne's CX Solutions Close the Multichannel Divide?

Weaving together the fragmented customer experience across various channels is a daily challenge for today’s digital marketers.

But StepOne, with the release of three new customer experience solutions, hopes to change this.

Using machine learning and predictive analytics, the new solutions – which include post-retail engagement, order fulfillment and customer onboarding and personalized self-help – address the gap between online and offline experiences, the company noted.

How to Plan an Email Marketing Launch

You have to love the value email marketing can bring. Its purpose – whether to announce a sales event, share news or introduce a new product — is universally understood from your neighbor down the street to the clients and customers who are still reluctant to own a Facebook account.

Email marketing gives small business owners an intimate way to reach the “everyone else” of their market. And that’s where its power lives.

But not all email marketing is created equal. Spam arrives there just as much as valued email. So where do small business owners start in tweaking an email marketing campaign to capture what is most important?

A True CMO Focuses on Business Results


In many organizations, the marketing function is still viewed as a cost center instead of a revenue driver. Part of the reason is inertial, formed from years when top marketing executives ran departments instead of taking responsibility for their businesses.

But these days, plenty of CMOs say that thinking and acting like a business leader is the single most important driver for their success. Key to this approach is a focus on business results. 

5 Ways to Create a Marketing Technology Frankenstein


Marketers have hundreds of marketing technology choices, which can make choosing the right ones for your business overwhelming. Making the right decisions can have huge impact on the future of your brand.

Dr. Frankenstein had choices, too. He made the wrong choices. He built a monster and, then he lost control of it. Don't be Dr. Frankenstein. Don't lose control of your technology.

Whether you buy a marketing cloud solution or elect to build one yourself, you need to understand how to avoid creating a Frankenstein monster (to borrow Travis Wright's term).

These five practices are a sure-fire way to build a marketing technology Frankenstein--a platform that will hinder your marketers more than it'll help them. Avoid these at all costs.

The Millennial Generation is Defining the Web Experience

The millennial generation is rebalancing the relationship between the individual and the organization. 

Can Rubicon Project Simplify Ad Tech?


Take technologies that are complex and make them simple.

That’s the market-first approach behind the beta launch of Rubicon Project’s newest ad tech innovations: DSP Builder and High Frequency Cloud 2 (HFC2).

“Rubicon Project has always wanted to be known as the infrastructure that powers advertising, both on the buyer and seller side – the way to connect the two pieces,” Tim McQuillen, chief knowledge officer at Los Angeles-based Rubicon Project, told CMSWire.

The first two projects to come out of the company’s innovation lab called The Garage, McQuillen hopes these products will help Rubicon Project grow the market, allow new players to enter, and ultimately, grow their customer base.

“We feel that DSP builder and HFC2 will allow us to take that great infrastructure and open it up to the market to take advantage of scale.”

Wake Up! Your Businesses Needs A New Business Model

Every so often you find a “wake-up-and-smell-the-coffee-people” report. Gartner’s recently released 2015 CEO Survey: Committing to Digital is one such piece of research. The wake-up call here is for CEOs who think they're ready for digital business. Based on this research, it seems most are not.

Fixing this, according to Mark Raskino, research vice president at Gartner, will require substantial investment in the business itself. But that’s not all. What is really requires is a change in the way business is done.

The Latest Reality on Augmented Reality

Beacons have become the new black of 2015 — highly desired by retailers to enhance the customer experience.

Well, another technology, Augmented Reality (AR). is also gaining traction, although it’s more of an oldie that has come back in style.

Augmented Reality introduces new dynamics for strategy and analytics. Specifically, it offers opportunities for new customer experiences, and for new ideas in analytics measurement tactics that can make those strategies more valuable.

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