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Digital News & Analysis

Marketing Software Selection: Find Your IT Champion

customer experience, Marketing Software Selection: Find Your IT Champion

The marketing technology landscape is crowded, for sure. 

But too crowded? That's a different question, said Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research.

"There are many, many different processes that are performed by the marketing organization," Wizdo told CMSWire. "These processes comprise many many different tasks. And, automation all of these processes and tasks will help marketers scale operations and drive consistent, quality execution, and results. So, it’s hard to say that there is too much automating technology out there."

CMSWire continues today its series examining ways to approach the thickly-settled marketing software vendor space. Yesterday, we discussed avoiding the vendor hype.

Remedies for 947 Marketing Software Vendor Headaches

customer experience, Remedies for 947 Marketing Software Vendor Headaches

So we know now the marketing technology landscape is jam-packed with 947 vendors. At least that.

Now as a digital marketer you have to figure out what to do with it. How do we weed out the pretenders from the contenders?

"Digital marketers must guard against getting seduced by the shiny new object," said analyst Richard Fouts, vice president at Gartner for Marketing Leaders. "While a new vendor’s approach might sound hugely exciting, you have to relax a bit and evaluate things, that while seem mundane, are hugely important."

Today, we start the first article in a short series examining ways to approach the thickly-settled marketing software vendor space.

Some Early Lessons Learned from the Internet of Things

earlylessons.jpgEverything goes better with Internet. Deep down, that’s probably what’s allowed the Internet of Things to transform from being a visionary concept to an integral part in the product plans of major manufacturers and service providers in less than three years. Over the last 20 years, we've all experienced the benefits of being able to shop online or obtain formerly difficult-to-obtain information with a few keystrokes.

With that experience in mind, it didn't take much of a conceptual jump to understand how connectivity and intelligence would enhance consumer products or commercial equipment. Companies aren't questioning why they need to integrate Internet capabilities, the question is how. 

So what works? 

Personalizing Customer Experience with Big Data

Personalizing Customer Experience with Big DataBack in 1991, I trained in a database marketing boot camp. I worked on American Express (AMEX), managing it’s Gold Card direct marketing efforts. AmEx, a leader in personalizing printed communications, had created its most successful program when it highlighted in direct mail pieces that someone was a “Member since XXXX.” Yes, membership had its privileges. But for American Express, this personalization triggered a lift.

5 Things You Need to Know About Location Based Marketing

asif khan.jpgThere’s something intriguing about wandering anonymously through the day, going wherever you want, doing whatever you want — no questions asked. But it's not something most people can do anymore.

Thanks to smartphones and a host of location based technologies, there's a good chance someone can pinpoint your location, give or take a few feet. For Asif Khan, that's not only a good thing: It's the key to virtually endless possibilities for retailers, advertisers, digital marketers and a host of related businesses.

How Does Lead Scoring REALLY Benefit Businesses? [Infographic]

How Does Lead Scoring REALLY Benefit Businesses? [Infographic]In their pitch for lead scoring, salespeople will name dozens of reasons why its adoption is crucial for your business. But you know that the proof is in the pudding. So let’s see what those already using it have to say. What benefits have they really gained? Which exceeded their expectations and which fell short?

My, How You've Grown: 20 Years of Digital Marketing

customer experience, Looking Back 20 Years on the Digital Marketing Industry

Scott Brinker’s marketing technology landscape report begs a question:

If the marketing software vendor market is 947-vendor deep, at least, what the heck was digital marketing like 20 years ago?

So we asked.

“We are now in what I call the second ‘digital decade'," said Forrester Research analyst David Cooperstein, vice president and research director.

Application Integration: the Key to Better Customer Experience with the Internet of Things

Application Integration: the Key to Successfully Improving Customer Experience with the Internet of ThingsThe Internet of Things (IoT) is defined by an enriched customer experience and the ability to engage with customers in completely new ways to increase customer loyalty and delight. IoT solutions are becoming more and more compelling as new sensor technologies enable the real-time collection of massive amounts of data and new analytics technologies make it possible to gain insight from all this data.

But another critical technology is required to knit all the “things” together and create useful products and services that deliver on the IoT promise: application integration.

Location, Location: Reinventing the Customer Experience with a $10B a Year Digital Marketing Technology

Mobile commerce.jpgBrace yourself for the next evolution of digital marketing — indoor location and place-based marketing, a fast-growing segment that could be worth more than $10 billion annually in the US by 2018.

Indoor location technologies bring Internet-style tracking to physical spaces. And their development is changing the way retailers, venue owners, manufacturers and brands think about operations, place-based marketing and the customer experience, according to a new report from San Francisco-based Opus Research, an IT industry analyst firm.

That's no surprise to people like Asif R. Khan, founder and president of the Location Based Marketing Association, or Don Dodge, a Google executive who has invested in several indoor location companies. Indoor location and positioning technology is the next big thing — "bigger than GPS” or online maps, Dodge contends.

So do you know enough about the technologies and the companies developing them to effectively incorporate it in your digital marketing plans over the next few years?

Big Data and Your Post Holiday Pounds

Big Data and Your Post Holiday PoundsLosing weight and getting fit are among the top five most popular New Year’s Resolutions every year. But resolutions tend to wear out by spring and many people struggle to keep up the energy, enthusiasm and motivation to stick to their goals. A very 2014 solution may be the answer to this problem: data.

If Content is King, Why Are Content Professionals Paid So Little?

contentisking_pay.jpgYou strike gold with web content when you create stuff that allows people to do things. It all begins with knowing what the person ultimately wants to do. The focus must not be on the content itself. 

Brainshark Adds Dashboard, Cloud Packages to On-the-Fly Presentations

andy zimmerman.jpg

Waltham, Mass.-based Brainshark, a cloud-based presentation solutions company, is releasing several enhancements to its service. They include a new Analytics Dashboard for tracking who saw what, as well as packaged clouds for sales, marketing and learning presentations.

Brainshark “enables companies to improve productivity with cloud-based business presentation solutions for sales, marketing and training," according to the company website. It's products help customers transform static documents such as PowerPoints into dynamic, mobile-ready content that can be viewed as on-demand video presentations or presented live.

This Week: Why a New Web CMS Won't Solve Your Problems + The World's Best Intranet Examined

A New Web CMS Won't Solve Your Problems
Stop looking to technology as the answer to your marketing woes. Here's a thoughtful look at marketing's situation in 2014.

Breaking Down the Marketing Tools Landscape
One way to get your head around 947+ marketing software vendors competing for your attention is to focus on one piece at a time. This week, Scott Brinker commented on the web experience part of the picture.

World's Best Intranet
How National Geographic got kudos for one of the best Intranets around.

Is SharePoint a Productive Platform?
A common question from executives to the teams and stakeholders who own and manage SharePoint is "How productive are our end users in SharePoint?" 

Building Your EIM Case
We’re seeing more openness to strategic content technology initiatives than we did during the brutal years following 2009, but it’s still imperative to demonstrate solid ROI for any IT initiative, particularly EIM.

Internet of Things Here to Stay
The Internet of Things isn't just a buzzword — and five years from now, the phrase will be as common as the words “digital” or “social media.”

Finding the Right Approach to Managing Global Websites
Three management approaches examined - find the option that works best for you.
> Download the eBook

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Title image by Asa Aarons/all rights reserved.

The 6 Pieces of the Customer Experience Puzzle

customer puzzle.jpgHow do you define customer experience -- and, more importantly, how do you create the best customer experience model? I started wondering about both concepts while working on an assignment to increase sales from the digital channel of a hospitality giant.

It seems like everyone is interested in the idea of “great customer experiences." But both businesses and scholars have struggled to understand what that really means, and have fared even worse at attempts to measure the outcomes of the "Customer Experience."

Marketers Fail to Align Customer Experience, Branding

customer experience, Marketers Failing to Align Customer Experience, Branding

Customer experience (CX) is all the buzz in marketing and business today. But not enough, according to Forrester Research's Cory Munchbach.

"CX needs to have a bigger role over marketing and other operations functions," Munchbach told CMSWire this week.

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