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Digital News & Analysis

Maybe Customers Should Choose: Privacy or Free Content

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With all the amazing content available for free on the web, why are customers surprised or upset that companies track your online behavior? Are they seriously "creeped out" that their web searches today drive some of the ads they'll see for the next few weeks? Why?

Does anyone think all that content is pure altruism?

Searching for Value in Social Media Marketing

When the computing and connectedness industry began its meteoric rise in the 1990s, IT vendors and users alike scrambled for new ways to utilize the growing capabilities provided by the internet and broadband communications. Among the most attractive of these was Customer Relationship Management (CRM). 

Around since the early 1990s, CRM initially focused on the relationship between vendors and their known customer base. It evolved from a one-way gathering of customer information to a two-way relationship in which the vendor could give back to customers in the form of discounts, gifts and special offers. While this growing interaction between vendor and buyer had some of the characteristics of today’s real time marketing world, it was limited by technology to a relatively small share of the overall buying public. That has changed as the world of connectedness has virtually taken over the world of commerce.

Forget Likes, These Are the 3 Facebook Metrics to Watch

Forget Likes, Here Are the 3 Facebook Metrics You Should WatchMarketers nowadays are data driven numbers people. I get it. I consider myself a numbers guy, too. That said, when it comes to Facebook, I think a lot of marketers have it all wrong. The Facebook metric marketers tend to focus on -- a page’s Like count -- does not matter as much as marketers and business owners think it does.

If You Want Real Time Marketing ROI, Know Your Buyer

Everyone -- especially technology vendors -- agrees that personalized, contextually relevant marketing is the most effective way to attract, engage and convert buyers. Do it right and you’ll break through the noise and spur your buyer into action. Excel and you’ll build a positive, persistent relationship with your customers.

The vision is alluring. If only the reality delivered.

10 Ways to Ruin a Press Release

cat on the headDo something gross at SXSW. Tweet something inappropriate. Put a cat on your head.

Getting attention is easy. But getting the right attention … especially if you represent a company or brand … well, that's quite a different story. So what happens if you're the one responsible for telling your company's story?

We've been sharing tips for years about writing great press releases, optimizing their distribution and maximizing their value with various digital technologies. But sometimes you need something a little more direct — a crack on the head, so to speak. And we don't mean by a cat.

Why a Unified Database is the First Step to Real Time Marketing

Why a Unified Database is the First Step to Real Time MarketingImagine a customer interacting with your mobile app on a smartphone. She completes tasks and unlocks a rewards discount. The next day, sitting at her home desktop, she visits your website, and, voila! -- her rewards points display along with the discount offering. 

Perhaps mobile apps aren’t core to your business. What if a prospect retweeted your blog post and you sent a triggered email a few minutes later thanking him, which invited him to follow you on LinkedIn? Or if someone walked into your store, and within moments received a text message with an offer customized to her past interactions with your company?

The idea here is that you’re delivering cross-channel, behavior driven communications -- all in real time -- that are uniquely relevant to each contact in your database. But delivering this level of tailored customization instantly is easier said than done.

The Right Data Can Sweeten Returns on Ad Investments

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All the data in the world won't increase the return on your advertising expenses by itself, but some clever ideas from a San Francisco analytics conference might.

In back-to-back presentations, attendees at Predictive Analytics World heard how to cut costs and increase output in today's lightning fast online ad networks and how to gauge return on investment in a much older medium: television.

In Defense of the CIO: Why the Role is Important

customer experience, In Defense of the CIO: Why the Role Will Not Fade Away

We've said a lot about the chief information officer this month.

The CIO role will fade away. CIOs should report to CMOs. Innovation escapes CIOs because they don't have the time.

So what do you think, Mr. CIO?

Mr. CIO for us today is Ian Cox, who was a finalist for the British Computer Society’s CIO of the Year award in 2011 and was also ranked among the top 100 UK CIOs for 2012 by CIO Magazine.

Will the role of the CIO fade away?

"The suggestion that the executive functions of the CIO could be subsumed within another C-level role is to misunderstand and grossly undervalue the role of the CIO," the London-based Cox told CMSWire. "In effect it is saying that what a CIO does can easily be done by another C-level role, that being a CIO doesn’t require specialist knowledge or skills in the same way as other senior roles do. This couldn’t be further from the truth."

Programmatic Shaping the Future of TV Ad Buying

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Programmatic ad buying is efficient, effective and delivers real time behavioral insight. It refers to the use of software to purchase digital advertising, rather than traditional process that include RFPs, human negotiations and manual insertion orders.

In simple terms, it's using machines to buy ads. Now some online ad buyers who are using "programmatic" trading techniques for video are exploring options for using the same digital processes for ads on TV, as I learned at a recent Simulmedia Salon on the future of video advertising.

CMSWire Tweet Jam: Real Time Marketing #CXMChat

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Let's face it, people are impatient. They expect companies to deliver what they want when they want it. But are real time results achievable and will they be the key to delivering on customer expectations? Find out at this month's Tweet Jam!

Agile CXM Won't Be Crafted with a Swiss Army Knife

Did you know that the Swiss Army Knife is over 100 years old? There are more than 100 different models available and more than 34,000 leave the factory every single day. It's one of those multi-use tools that you like to have in your pocket for that moment when you need just the right solution. No wonder MacGyver carried one all the time.

But you wouldn't expect a carpenter to build your house with a Swiss Army Knife, or that an artisan would use one to craft a fine piece of furniture. We have to believe that even MacGyver, given his preferences, would rather have a set of proper tools to defuse bombs if they could only be made portable.

Build Partnerships to Reach 'Markets of One'

In this digital age, customers, citizens and employees all expect to be treated as individuals. They expect highly personalized experiences tailored to their unique needs and powered by systems of engagement that know who they are and how they want information delivered to them. Is this in conflict with the company’s goal for looking for cost efficiencies, secure data and compliance?

Finding the Things We Don't Search For

Search behavior is one window into the customer’s mind. But there are many others.

This Week: SharePoint Cloud Choices + Email Marketing Done Right

Google Analytics Measured
What are you analyzing in Google? Here are 10 things you should be measuring in Google Analytics. 

Be a Rockstar Email Marketer
Gmail's decision to display the unsubscribe feature more prominently should not affect email marketing campaigns.

Make Your Employees Smile
Develop the employees you have, rather than focus all your efforts on recruiting, John Hagel told the crowd this week at the SXSW festival. At the same conference, we explored the maturing API space.

SharePoint's Cloudy Options
When it comes to hosting SharePoint on premises or moving it into the cloud, there is never one right answer.

Is Box All That?
All eyes are on Box as the world waits for the file sync and share startup to reveal its financials in preparation for its pre-IPO road show. 

Thanks for Playing, CIO
Do we need CIOs anymore? One executive says that role will soon morph into others.

Forrester Report: B2B Marketing in the Age of the Customer
Leverage modern competitive advantages to win business and market share.
> Get the Report

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BrightEdge Redefines Content Marketing for the Big Data Age

Sure, the days of Mad Men are long gone, marketers are no longer creating clever content and sending it out into the world, hoping that something will resonate with the customer.

The age of search engine optimization has done much to change that; enterprises now leverage data and analytics to place the right content in front of the right people at the right time in order to get a desired result -- be it brand awareness, engagement or ultimately, a purchase.

How’s that working? If you’re online experiences are anything like mine, there’s room for improvement and that’s putting it mildly. But it’s worth noting that the only thing that bad marketing seems to cost the consumer is the effort needed to ignore something.

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