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Digital Marketing News & Analysis

Can Advertisers Reconnect With Cord Cutters?

Advertisers are struggling to reconnect with cord cutters — people who have abandoned cable and broadcast television in favor of online streaming services.

While TV advertising is in no real danger of going bust any time soon,  a new report shows that Internet ad revenues now surpass those of broadcast TV.

As a result, it's become more challenging to get advertisements in front of over-the-top (OTT) content viewers who have shifted to the screens of mobile devices. OTT refers to delivery of audio, video and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.

But Rick Miller, vice president of customer insights at Networked Insights, said this shift also presents opportunities for advertisers who can align their TV media buys with the right online programming faster than their competitors. “We expect the profile of the 'typical' OTT viewer to change a lot as the segment matures, but today these consumers have distinct habits,” he said.

Rev Up Your Content and Mobile Customer Experiences

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Congratulations. Your organization is moving down the digital transformation road with content and mobile strategies. There’s no turning back.

But are you exceeding audience expectations with a variety of digital, human and hybrid touches? If you’re unsure, your organization’s content engine -- or a more advanced stage known as a Culture of Content (CoC) -- might need oil or an overhaul.

How to Story-Sell without Annoying Your Customers

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Creating online experiences that are content-rich as well as easy to transact have become a holy grail for marketers and merchandisers alike.

Apple Profits Pop With iPhone 6 Sales at Home and Abroad

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Apple isn't breaking a sweat over slipping iPad sales: iPhone sales are making up the difference.

In fact, it sold 74.5 million iPhones in the past quarter, some 12 million more than predicted. And that helped generate the largest profit in Apple corporate history: $18 billion on revenues of $74.6 billion.

Apple's cash pile is now $178 billion, which means that if it was in the right frame of mind, it could buy IBM ... although IBM actually isn’t all that appetizing.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (28-Jan-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: Live SharePoint Video

Join CMSWire and RAMP on Feb 3rd for a one-hour webinar to learn more about how enterprise video is going live.

> Register Now

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The Value Exchange Equation is Shifting

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Marketers are hungry for customer data. Every piece of information about a customer and their interactions with a brand helps marketers create complete customer profiles and guide the ultimate strategy behind the sell. From methodically timing each touchpoint with a potential lead, to personalizing digital content on a website to show each unique visitor what they’d most like to see, the link between data and marketing decisions is undeniable.

But this data isn't always readily available, and customers are hesitant to provide brands with the personal information needed to create this free exchange of profiling and personalizing. The reason is simple -- customers don’t see the value in sharing data.

2015 M&A Surges, Set to Break 2014 Records

It's fitting that 451 Research released a study on merger and acquisitions (M&A) on the same day CMSWire shared the news of yet another tech industry merger.

The new research shows that M&A will continue this year — even faster and more furious than in record-setting 2014.

Last year, about $439 billion was spent on tech acquisitions, the most since 2000. The two biggest deals: Comcast's acquisition of Time Warner for almost $70 billion to top the list in February and AT&T purchase of DirecTV Group for “only” $67.1 billion in May.

There were also a number of large M&As involving less well-known brands:  Medical device giant Medtronic acquired Ireland-based Covidien plc in June, and Swiss-based building materials company Holcim bought French cement, construction and concrete supplier Lafarge.

A Slimmer SDL Takes on the CXM Gorillas

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Sometimes less is more, as SDL claimed yesterday when it chopped its customer experience (CX) suite down to four parts from seven while boasting it now has the only global-ready CX suite.

SDL's Customer Experience Cloud V2.0 consists of Digital Experience, Knowledge Center, Customer Analytics and Language.

The strategy, which was first reported by CMS Wire in mid-November, plays off SDL's products in language to distinguish the US- and UK-based firm from bigger competitors on both sides of the Atlantic.

IDC Sees Steep Climb to Optimized Customer Experience

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If 2014 was the year when marketers added "customer centric" to  their vocabulary, this should be the year many of them turn those words into actions. 

But how? To help, IDC Research has published a MaturityScape report that presents a five-step process to go from the first tentative stage to optimizing the customer experience (CX). Sound simple? Actually, it's a pretty steep climb.

"Some of them are on the journey, and it's more about how to get started," said Mary Wardley, IDC's vice president for enterprise applications and CRM software. "This is to give them some sort of roadmap."

Week in Review: No More BYOD + Egnyte Ups EFSS Stakes

Ready for the CX battle?
One awful customer experience taught us lessons.

Mark Cuban: Wired for Competition
CMSWire's Bill Sobel sat down with the legendary NBA owner.

Forget BYOD, HP Says
HP doesn't want your personal devices at work.

Terminate the Status Meeting
It's time for more productive gatherings in the workplace. 

Stealing Box's Thunder?
Can Egnyte light an EFSS fire? 

US Crackdown on Cybersecurity
Security experts analyze President's State of the Union. 

The Definitive Guide to Engaging Content Marketing 
Create Valuable, Relevant Content to Attract, Acquire & Engage Your Audience

Get the Guide

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The 3 C's of Personalized Customer Service

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Customer service is a key differentiator for many companies. But as the number of communication channels and devices increases, so do the challenges of delivering personalized service across those channels.

A unified view of the customer is needed for omnichannel customer service -- something that can't be achieved with siloed systems and disconnected information. Channels can't merely coexist, but must inform one another to provide the needed context that makes each customer experience better and more personal. To succeed at customer engagement you must meet three fundamental requirements: being consistent, complete and contextual.

News Bites: MartMobi, OpenText, @AnalyticsWeek, More

The latest in synonyms, agreements, AKAs, designs and choices from Deutschland, the Hub of the Universe, the Beehive State, El Dorado State and the ‘Loo.'

Leveling the E-Commerce Playing Field

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Brick-and-mortar stores have an advantage over e-tailers when it comes to keeping customers engaged --it’s much harder for prospects to walk away from a face-to-face interaction than to click away from a website. In-store customers also go to greater lengths to shop there than online browsers, so they’re likely to be more receptive to immediate sales messages. E-commerce is clearly on the rise with growth estimates of 13.9 percent from Nov. 1, 2014 to Dec. 31, 2014 compared with the same period in 2013.

Companies Plagued by Mobile Marketing Mediocrity, Altimeter Finds

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Hold the (cell) phone.

Despite all the talk about the importance of mobile, the ubiquity of mobile devices and the merits of optimizing mobile experiences, most companies and brands are still failing to capitalize on mobile technologies — and losing the potential to benefit from what is arguably one of the greatest opportunities for customer experience innovation.

That's the surprising conclusion of research being released today by San Mateo, Calif.-based Altimeter Group, a research firm dedicated to helping companies understand and act on technology disruption.

In a report entitled "The Inevitability of a Mobile-Only Customer Experience" (registration required), co-authors Brian Solis and Jaimy Szymanski warn that many companies and brands are still underestimating and underinvesting in mobile.

What's more, they conclude, clearly defined and unified mobile strategies remain largely elusive to most executives and strategists, who tend to view mobile as the latest “bright, shiny object" rather than both a means and an end to incredibly improved customer experiences.

It’s a recipe for disaster, they argue — and an imperative for companies and brands to address right now if they want to remain relevant, competitive and continue to survive.

Emotion + Analytics = Speaking Your Customer's Language

2015-22-January-Laughing-Eyes.jpgIn a recent interview with Jeannette Ho, vice president of revenue management and analytics at FRHI Hotels and Resorts, she spoke about using analytics to quantify guests’ emotions, with the goal of understanding motivations for traveling. FRHI’s aims for an ideal of turning “moments” into “memories” when guests are staying with them -- a great way to create a truly delightful customer experience.

But the question is how do you keep that customer experience healthy even when a customer isn't on property?

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