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Digital News & Analysis

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

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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.

6 Ways to Spot a UX Poseur

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I don't like writing "top tip list” articles even though they get lots of readers. I don't like writing SharePoint articles, even though they get even more readers. I don't like “UX litmus tests” (UX is for user experience). I don't like any of these things.

But what I like even less are the hordes of UX poseurs who glom on to the movement and sell themselves as UX experts when they are little more than shops with a dude semi-proficient with Adobe Photoshop.

Marketing Isn't Your Social Media Slave

Marketing Isn't Your Social Media SlaveJust like golf clubs, mobile phones and martinis, social media has become essential to business. Yet despite a proven ability to build business networks, many business professionals still consider social media to be a “marketing thing.” These people need to be convinced or replaced.

Forrester: Project Design Lessons from Ally Bank, PwC Australia

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Can the successful development of a B2C mobile app and a B2B intranet provide best practices for interactive projects? A report from industry research firm Forrester claims they can.

The two projects described in “Design Lessons from Forrester’s 2013 Outside In Award Winners” took the top prizes in the customer experience design category at the company’s first annual Outside In Awards.

  • Ally Bank used a rapid iterative process over nine-weeks to design and test a mobile app.
  • PwC Australia, a B2B professional services company offering assurance, tax and advisory services, redesigned and rebuilt its employee intranet.

Privacy is Overrated: Ask Your Customers and They Will Tell

IBM Retail What  information consumers will share.jpg

Guess what? New research from IBM shows customers are willing to share their personal information, especially if they get something in return.

Excuse us while we yawn ... But doesn't it seem like anyone who ever signed up for something as innocuous as a store loyalty card could explain the same thing? How many people registered for a website during the heady dot-com days, just to get a free water bottle?

And don't even get us started on the phenomenon of too much information on social media, where everyone shares just about everything, for nothing but 15 seconds of fame in return.

So let's overlook the obvious, and see if there are any deeper insights in the research IBM released this week at the National Retail Federation's 103rd Annual Convention and EXPO in New York City.

Exploring the Potential of the Internet of Things

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The Internet of Things (IoT) isn't a new phenomenon, but it’s certainly one that’s getting a second -- a third, a fourth, a tenth -- look in recent months. Think of the ways you integrated IoT into your every day: sensors in your car that alert you to check the engine, pacemakers and high tech, hands-free medical devices, red light cameras or even the microchip in Fido.

These commonplace devices work without direct human interaction, often sending substantial amounts of information or, in some cases, responding to their environmental circumstances on their own. Today these and other essential and far flung IoT connections account for 1.9 billion devices, with Business Insider predicting upwards of 9 billion by 2018.

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