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Digital Marketing News & Analysis

Marketers Hold the Secret to M&A Success

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2015 is set to be a record-breaking year in mergers and acquisitions (M&A). But how many of those deals will actually be successful?

Depending on the research you choose to believe, between 50 percent and 90 percent of mergers result in failure.

Although this could be attributed to any number of factors, Paul Hagen, senior principal of customer experience at business and technology consulting firm West Monroe Partners, said success lies with the customer.

“Most of the time, when people are looking at M&A’s, they’re doing a lot of internal navel-gazing, looking at finances, internal systems, synergies, and cost savings,” said Hagen.

“None of this has anything to do with the customers. The customers are certainly part of the equation – there is some disruption in these areas – but no one’s really looking at the perceptions of the customers, nor how the affinity for the brand changes when companies come together.”

No Cowboys Here: Teamwork, Culture Leads to Sales Success

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Have you heard the one about the high-performing, hard-charging sales person? You almost surely have— he or she is usually bringing in the most revenue, outperforming the rest of the team by a significant degree.

This salesperson is almost always a cowboy of sorts, not following the rules laid down by the organization and certainly not taking the time to input data into whatever sales automation system the company uses.

No matter, though. If it weren’t for this person, and perhaps one or two others performing within striking distance, revenues would be far less.

Or would they? The idea of the lone cowboy sales representative, who does things his way, by gosh, and goes on to land the deal is so well entrenched in corporate lore that few think to question it. But maybe they should.

Week in Review: Forrester Rates Web CMS + SharePoint's Plans

Email Marketing Dos and Don'ts
Three views on making email a success.

Same Queen in Web CMS
Forrester's Top 10 in content management.

Big Year for SharePoint
Why exactly, though, isn't clear yet.

Two Enterprise Mobility Forces
When IT and business decision-makers clash.

SAP's Making Big Data Noise
Did it just change the game for enterprise IT? 

Inside EMC
What's going on at EMC's Content Group? 

Forrester Report: Bridging the Commerce/Content Divide 
A Commissioned Study on How to Deliver a Unified Customer Experience

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How Retailers Can Drive Timely, Contextual Engagements

Capitalizing on modern shopping behaviors and seasonal trends requires robust technology that recognizes today’s mobile-social consumers and engages them with the right messages at the right times.

Today’s marketing landscape is all about omnichannel engagement -- having the ability to listen in real time to the interactions, opinions and aspirations of customers across mobile, social and web channels. It's also imperative to act quickly on what you hear — to approach each customer on his or her own terms so you can positively influence potential sales.

Google Analytics on the Line: Using Data for Better Insights

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Gartner predicted that by 2015 there would be 4.4 million big data jobs, but that only one third of them would be successfully filled. This presents a huge opportunity for marketing professionals to advance in their roles by learning more about digital analytics, as well as how to accurately interpret and implement data to improve their company’s performance.

Here's an overview of several Google Analytics reports that in-house marketers can use to glean insight to develop new strategies, prove digital marketing’s worth in relation to the company’s overall growth and assist other departments in successfully reaching their goals.

A Marketer's Guide to Digital Image Rights & Permissions

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Brands and marketers, listen up. It’s 2015, and if digital image rights and permissions haven’t been something you’ve addressed, you need to start now.

Why? Because as you’re increasing your use of imagery and visual communication (as all of us are), you’re also increasing your risk of a potential legal problem or damaging your brand.

Just think about the breadth of social media options alone that leverage digital images — Facebook, Twitter, Pinterest, Instagram, Tumblr, blogs. With varying usage terms across these platforms and a public that continues to view copyright law loosely, marketers using images need to confront the many shades of grey regarding what is legally permissible and what may cause a rights quagmire.

Customer Communication: Let Your Context Be Your Guide

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You’ve just recovered from a bout with pneumonia and your best friend comes by for a visit. Ignoring your puffy eyes and exhausted demeanor, she says, “Let’s go for a run!”

“That’s contextually wrong,” Tara Kelly, president and CEO of Calgary, Alberta-based SPLICE Software told CMSWire. “It emotionally disengages you from that person.”

Kelly gave us this example during an interview that touched on the importance of context in customer interactions, and the need to incorporate the human voice into your marketing mix to enhance the customer experience.

“Whether customer communication is automated, written or with a live agent, you want to ensure it’s contextually accurate,” she said.

Marketer's Dilemma: Too Much Transparency, Too Much Work?

Digital advertising is becoming more self-service and transparent -- but also more complicated for marketers tasked with pulling and analyzing multiple sources of data.

In the past handful of years, increasing numbers of ad technology providers have opened up their reporting tools to clients and agencies. And while marketers actively embrace transparency as a good thing, they caution that it also comes with new, time-sucking responsibilities.

The debatable question: Can marketers effectively and efficiently learn to use multiple reporting tools to tap the data and insights previously provided through managed services?

How to Staff a Content Marketing Team

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Behind every great piece of content marketing is a great content team.

That should be obvious, but for all the emphasis brands are placing on content marketing, surprisingly little is said about the teams that make it work. Surprising because while marketers are shifting more dollars toward content marketing, the sector is suffering from a huge staffing problem. Nearly half of all B2C marketers have dedicated content teams within their organizations, according to the latest annual trend report from the Content Marketing Institute (pdf). Yet the same report found that a third of the 5,000-plus marketers surveyed said they had trouble finding trained content marketing professionals.

Adobe Enters Government Cloud Space [Infographic]

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Adobe is moving into the government cloud space.

What’s more, it's doing so with Adobe Experience Manager. The result is a set of solutions that many public users will already be familiar with — and should also provide other vendors in the space something to think about.

According to Adobe’s John Landwehr, Adobe public sector Chief Technical Officer, the product has a punch that its competitors don’t have. Landwehr told CMSWire that the Adobe offering is more than just cloud infrastructure. It’s an entire integrated solutions package, he said.

For Digital Marketers, Agility Is a Good Thing [Infographic]

Successful marketers have dedicated project managers, a formal content review structure and strong automation of workflows. Ideally, they also administer project management software — without reliance on the IT department.

These are some of the findings from researchers at ProofHQ, a Dallas- and London-based provider that surveyed about 500 marketers for a report entitled, "4 Insights Proven to Increase Marketing Agility."

"The key is an agile approach and a collaborative environment for the entire team," said Brandon Pindulic, a Boston-based digital marketing specialist who works for ProofHQ. "The more unproductive teams felt like they didn't have a system. They relied on long email threads for reviewing and approving content."

What's IBM-Silverpop's Digital Experience Pathway in 2015?

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Anyone anxious to see what's coming out of IBM's acquisition of behavioral marketing specialist Silverpop will have to wait a few more months.

Officials have some news to announce regarding the Silverpop technology but won't release it until later in the year.

But they aren't sitting still, according to Bill Nussey, CEO of Silverpop, which now operates under the IBM ExperienceOne customer experience platform.

"The last eight months we've probably put more connection points in both from a business and product view than you can even count," Nussey told CMSWire. "The vision we brought to IBM is intact but amplified greatly."

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (04-Feb-15)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

You're Invited: CMSWire Tweet Jam: The Future of Digital Experience #CXMChat

Be sure to mark your calendars for what's sure to be another great CMSWire Tweet Jam! Taking place on Thursday, February 26th, we'll be discussing the future of Digital Experience -- emerging patterns and aging Paradigms.

> Register Now

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Brand Relationships Made to Last

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Ryan Taggerty is a dedicated practitioner in a highly skilled -- but nostalgic -- field of expertise. Dr. Tagg, as he is known professionally, is a doll doctor. His is a disappearing discipline because, as Ryan says, “they are no longer made to last.”

The same might be said of brands.

The Catch with Customer Experience? Making it Work

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Business leaders, analysts and consultants are in consensus that customer experience is the core differentiator for just about every company, regardless of market or vertical. Customer experience drives sales, retention, profitability and even shareholder value.

There’s also very little dissent on the point that we’ve entered a time when everything is digital -- the barriers between channels have blurred to the point that the distinction is no longer relevant. Going forward, digital experience refers to the ways digital technology shapes experiences, regardless of being online or offline.

The core issue facing digital experience isn't the vision -- it's making it work.

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