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Web Experience News & Analysis

Natalie Bokenham: Driving Digital Innovation

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Natalie Bokenham describes herself as a machine-gun thinker, talker and romper stomper. But that only scratches the surface.

Bokenham is a seasoned marketer, "excited to be in this industry at this transformative time." For the past year, she's been senior vice president and managing partner for digital at UM Worldwide, a global media agency. Before that, she was director of strategy at IPG Media Lab, a company that markets itself as a combination "think tank, real world proving ground and change enabler."

In her current role, Bokenham is responsible for digital expertise and innovation across agency disciplines, including data for insight and measurement, interactive storytelling and optimal digital integration across the media plan.

Her objective is to build strategic relationships with media partners to drive long-term growth for UM clients. In fact, she was instrumental in cementing UM’s partnership with Facebook, which offers advantages such as exclusive access to new products and data integration for UM clients.

Would You Pay to Not See Google Ads?

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Who would have thought it? Google will now let you pay to avoid seeing its ads. Through a new service called Contributor, launched last night, Internet users can opt-out of Google ads for a fee of $1 to $3 dollars a month.

Participants will see a thank you message instead of the ads on participating websites, including Mashable, ScienceDaily and The Onion.

Customer Service Isn't Personal if it Isn't Based on Trust

2014-21-November-Trust.jpgOnline business is fast paced and at times chaotic. Before making purchasing decisions, consumers draw from extensive touch points, such as previous experiences, recommendations from peers, personal research and brand marketing. While brands work hard to win customers over with complex marketing strategies and last-minute deals, the customer experience itself can often fade into the background. But businesses that take the time to personalize customer engagement and respond individually to support inquiries can encourage a customer’s trust throughout his or her relationship with the company, which establishes an invaluable connection between brand and consumer.

Trends in Web Content Management From #jboye14

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I've been to my fair share of J. Boye events both in Philadelphia and in Denmark, and always come away with the same conclusion: J. Boye events are different. They're more than just traditional conferences, they’re really centered around networking and sharing knowledge among peers in a friendly atmosphere. It’s an event organized by people with a passion and deep understanding of the online space, not built around the wishes of vendors (read sponsors). This three day event filled with interesting speakers from around the globe leaves you feeling like part of the J. Boye community.

Optimizing the Customer Journey for the Game of Life

2014-20-November-Game-of-Life.jpgFor many marketers, current personalization efforts are like spinning the wheel in the Game of Life: you never know what you’re going to get. Today’s customers are willing to provide us with detailed information beyond the color of their car or how many pegs are in the back seat, and it’s up to marketers to use this data to craft the right message. Improving personalization to deliver useful, relevant content is the best way for both the marketer and customer to feel like they’ve landed on a pay day.

CMSWire Tweet Jam: Putting the Person in Personalization #CXMChat

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Automation -- marketers love it, customers hate it.

While automation may provide a seamless experience some of the time, a lot is to be said about personal attention.

So, how can companies put the person back in personalization while also using the automation techniques marketers have come to adore? Find out at our November Tweet Jam!

The Path to Purchase is Paved with Good Intentions

2014-20-November-Bicycle-Bridge.jpgDigital marketers have a cornucopia of targeting tools at their disposal -- demographic, behavioral, contextual, search retargeting, social targeting and look-a-like modeling. But in the end, these traditional methods are all just approximations – high tech best guesses. That needs to change -- and can. The most effective targeting of all, the method that marketers need for a real time, multi-level understanding of consumers’ sentiments, can be found with intent targeting. Here’s how intent targeting works, why it’s effective and what its future may look like.

Time to Embrace Marketing Automation #KenticoConnection

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If you’re like many marketers you’ve probably got a list of tasks you think would improve your website and e-mail marketing. Unfortunately, there just aren’t enough hours in the day to get them done.

If this scenario sounds familiar — it’s time to automate, Brian McKeiver, a senior solution architect and co-owner of BizStream, an Allendale, Mich.-based web and software development company, told attendees at he Kentico Connection 2014 in Boston last week.

'Death by PowerPoint' and Other Sales Training Fails [Infographic]

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Earlier this year I was at an annual two-day sales training event for a global software company. The venue, meals and entertainment had been painstakingly planned to ensure everyone had a memorable time. Unfortunately the actual training portion of the event was not so memorable.

Based on roles, tenure and a self-assessment, each sales team member was given a curriculum of mandatory training classes to attend.

External experts as well as internal employees from product marketing, sales enablement, marketing and sales operations taught the classes. The goal was to improve sales productivity and achieve a target level of skill consistency across geographic regions.

According to the senior director of sales training, “Curriculums provide personalized training paths so each person builds the right skills they need to be successful.” The training team spent a year on the content, the curriculums and pedagogy in hopes sales would be engaged, motivated and retain more of the information.

The whole training event sounded great on paper except that it lacked a key ingredient: how sales wants to consume information.

Personalized Marketing Can Help Build Lifetime Customers

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Whether they're buying car insurance or professional-grade skis, customers go through cycles of exploring, researching and purchasing. The most successful companies plot the purchasing cycle for every individual customer and tailor their messaging accordingly.

This degree of customized marketing requires effort, notably talking with customers to understand their wants, needs and preferences.

But in an increasingly digital world, brands rarely, if ever, interact with their customers face-to-face. Instead, companies must collect, connect and action the information they can gather about consumers from their online brand interactions to make the experience more personal and, ultimately, more profitable.

Positive and Perplexing Trends in Mobile Marketing #incitesummit

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The burgeoning communications sector for marketers is mobile applications. However, the popularity of the smartphone has fueled growth in other more conventional communications arenas, particularly email.

Dave Hendricks, president of LiveIntent, a New York City-based real time advertising email marketing company, recalled that before the smartphone, individuals used email almost exclusively at their desktop at work and at their computers at home. However, they were offline on the way home from work — or while they were at lunch or dinner, with the exception of Blackberry users.

“Since the rise of the smartphone and the tablet, email has become the number one thing done on any smartphone device,” Hendricks said. He said that 25 minutes to 28 minutes of every hour by mobile users is spent in respect to emails.

Hendricks was one of a host of participants at last week’s “The Incite Summit: East” conference at the Wyndham New Yorker Hotel in Manhattan. Incite Marketing and Communications of Hoboken, N.J. hosted the two-day event.

Are You Offering a Personalized Journey or a Guided Path?

2014-18-November-Disconnected.jpgHave you tried to get a real, live person on the other end of the phone lately? After pressing 20 buttons on the phone’s keypad to navigate through a labyrinth of menu options, you will likely find yourself still on hold. This familiar scenario illustrates how companies are struggling to find the balance between data-driven efficiencies --automated, generalized responses -- and customer expectations for a personalized experience --the actual answer they are looking for from a living, breathing human on the other end of the phone or chat session.

Why Digital Marketing is Like Hockey #EVOLVE14

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Entrepreneur Ira Lessack kicked off the annual Adobe Experience Manager (AEM) conference by posing an interesting question to a panel of experts. Digital marketing has been discussed for years now, he noted, but where is it on a hockey stick curve?

For a variety of reasons, the consensus of those on stage agreed it remains near the bottom of the stick, a refreshingly candid view that may set the tone for the Evolve'14 conference that runs through tomorrow in San Diego.

"I think we're somewhere down towards the bottom," said Roy Fielding, senior principal scientist for Adobe. He said digital marketers have gotten very good at starting to analyze where they need more data, "but we haven't quite reached the point where we're able to communicate with others. So I think we need to focus more on the ability not just to perceive the data, but to understand it."

For Adobe's Mobile Marketing, It's Location, Location, Location

Adobe's enhancing digital marketing mobile opportunities -- internally and externally.

Adobe officials call the new capabilities, launched today, "Intelligent Location Marketing." Marketers can engage customers with in-app messages using technology that detects where they are, or iBeacons. The real-time engagement activities can be followed with email campaigns that leverage intelligence about a customer’s past interactions.

Loni Stark, director of product and industry marketing for Adobe's digital marketing solutions, told CMSWire that it's about making in-person interactions more relevant based on location and the context of the individual.

Sketchnotes from Total Customer Experience 2014 #TCXUX

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As I was scanning the Twitter feed for voices from Altamont Group’s Total Customer Experience 2014 conference in San Francisco yesterday, a few very interesting images caught my eye. The work of Bobby Meeks, user experience architect at AutoZone, were some of the best designed “notes” I’d ever seen. 

“I grew up thinking I was weird for not taking notes in a linear fashion,” Meeks told CMSWire.  “My textbooks, folders, and composition books all had doodles in them instead of bullet points. Fast forward to present day … I found the awesome book by Mike Rohde, The Sketchnote Handbook, that put a name to the practice and went deeper into how to be more disciplined when doing it.  Now I do it as part of my daily routine.”

I was so intrigued by Meeks’ note-taking talents, I asked him if he would expand on them and give us his perspective on Day 1 of the Total Experience conference, which focuses on customer/user experience, as well as experience design.

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