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Web Experience News & Analysis

Bring Your Brand to Life with Interactive Storybuilding

2014-08-September-Play.jpgFrom desktop, to mobile, to tablet, to TV, to even over-the-top platforms, consumers are forcing advertisers to scramble in order to keep their media strategy on par with their behavior -- and tell a better story. Because whether it’s a book, a movie or a marketing campaign, great storytelling will always resonate with audiences. However, today’s consumers don’t want to just hear a story, they want to interact with it.

TIBCO Banks on Personalization in Digital Marketing Dive

TIBCO is keeping its "Switzerland of technology" theme going with its latest product release -- this time in the digital marketing arena.

The Palo Alto, Calif.-based provider released today TIBCO Engage, a Software-as-a-Service (SaaS) marketing application that officials say is the market's first true real-time, personalized marketing experience across any channel.

And in the spirit of the "buy versus build marketing cloud debate," TIBCO said this is not an inflexible lock-you-in cloud platform.

"We're not saying throw away your e-commerce systems or your point of sale or even your CRM," Leandro Perez, director of product marketing at TIBCO, told CMSWire. "We're going to come in and connect to those systems. We're not locking people in. We're adding some key functionality they don't have but also leveraging the technology they already have. We're agnostic."

US Impulse Buyers Beware: Twitter Launches 'Buy' Button

Last year, Twitter revealed that followers exposed to promoted tweets buy more in stores. Now it's capitalizing on our insatiable desires for stuff with the introduction of a "buy" button.

In a blog post today, Twitter Group Product Manager Tarun Jain confirmed speculation that has been circulating since July when users started to report “Buy now” buttons in occasional tweets. Jain noted that Twitter is testing "a new way for you to discover and buy products," adding, "For a small percentage of US users (that will grow over time), some Tweets from our test partners will feature a 'Buy' button, letting you buy directly from the Tweet."

Using the Core Model and Top Tasks to Design Better Web Navigation

The essence of the Core Model design process is that you focus primarily on the top tasks of your customers. You make sure they can solve their problem, complete their task. You design inside-out, from the task outwards.

Millennials are - Really! - Growing Up: Is Your Marketing Ready?

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Everyone has to grow up eventually, even members of the generation pejoratively known for living in their parents’ basements.

Millennials may have enjoyed an extended childhood compared to past generations, but key indicators show they are behaving more like adults these days, said Bryan Melmed, vice president of Insights Services for advertising intelligence provider Exponential Interactive.

The problem is many marketers are still treating them like they’re digging in the sandbox.

Personalization in the Age of the Marketing Cloud

2014-05-September-You.jpgDigital marketers are under pressure to deliver personalized experiences, but what does personalization really mean?

True personalization is about delivering a completely contextually relevant experience at the 1:1 level. By collecting consumer information across all channels, digital marketers can create a holistic profile for each consumer, enabling the marketer to deliver that optimal and personalized experience.

Whether you’re just starting out, or you need a refresher course, here’s a breakdown of a few common techniques that marketers use to deliver personalization.

Deliver Your Brand's Promise with Content Marketing

2014-05-September-Delivery.jpgWhat do your customers think about your brand? How is your brand different to them than your competitors? What is the first thing they think of when they hear your brand's name? Or do they not even recognize it?

What's New in September for Open Source CMS

2014-5-September-Benny-Goodman-1970.jpgThere are plenty of free and open source content management systems (CMS). But no platform is as big or as common as WordPress. WordPress powers more than 12.7 million websites — an astounding 47.38 percent of the World Wide Web, according to BuiltWith, which monitors such things.

And just yesterday, WordPress released Version 4.0, named “Benny” in honor of jazz clarinetist and bandleader Benny Goodman.

"While 4.0 is just another number for us after 3.9 and before 4.1, we feel we’ve put a little extra polish into it. This release brings you a smoother writing and management experience we think you’ll enjoy," the team at Wordpress stated. It also introduces a redesigned look for its plugin and media library pages.

What's new?

  • A new Details Preview allows users to view their uploads in an "aesthetically pleasing, endless grid"
  • Easier video embedding
  • An editor that expands to fit content as users write, while keeping your formatting tools available
  • Improved plugin resources and search capabilities.

News Bites: Big Birds, Big Fish, Dinosaurs and Baseball

The latest in marketing, recovering, acquiring and mapping from Yankeeland, the Bull City, the Bubble and the other Second City.

How We Topped YouTube Search Results

2014-04-September-Cat-Balloon-Guess-What-Happens-Next.jpgYouTube processes more than 4 billion searches a month, making it the second largest search engine of today. While you might think of YouTube as a platform for entertaining cat videos, the fact that YouTube videos often make it into Google's natural search results pages makes them an increasingly important part of your marketing strategy. If your videos aim to educate your market about new services or features and provide guidance about how to use them, this channel becomes essential.

The Evolution of a Digital Marketing Technologist

2014-04-September-evolution

Daryl Hemeon's an IT guy. Web guru. Software creator. A technical architect. He's implemented content management systems of various flavors.

The next logical venture for Hemeon? Marketing, of course. What, you say? It's happening. With Hemeon -- and many others.

Technology is converging with marketing -- just as they said at last month's first Marketing Technology Conference at the Seaport Hotel in Boston.

And here is Hemeon, the poster boy for this convergence. A true technician diving into digital marketing now at his organization -- Unum.

"Technical architecture is my background, and web development is where I started," said Hemeon, who caught up with CMSWire at the #MarTech conference. "And now I'm figuring out how to connect the dots. The job's very new."

Design Efficiency into Your DAM Workflows

2014-04-September-Flow.jpgAre you maximizing the value of your digital asset management (DAM)? Understanding the complexities of DAM lifecycles and building efficient workflows can be a daunting task. DAM vendors often do a very good job of getting the DAM up and running, but do not have the deep understanding of your assets and business needs.

It's Time to Adopt Customer Journey Thinking

2014-04-September-Gas-Station-At-Night.jpgMost companies don’t really understand their customers. “Big data” is not the answer. Even if organizations collect piles of data from every customer interaction, they still aren’t getting a full picture of what’s going on. 

What’s the path to deep customer insight? Customer Journey Thinking. Organizations must stop looking at customers through their internal lens of interactions and focus their attention on customers’ overall journey.

Red-Hot Hootsuite Acquires Social Marketing Campaign Platform

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The Hootsuite social media dashboard made big news when IBM Connections announced Hootsuite's integration into its enterprise collaboration platform last December. The industry took notice.

Eyes are on Hootsuite again today. It announced the acquisition -- and immediate deployment -- of an engagement platform for creating customized social marketing campaigns. Hootsuite acquired Brightkit for an undisclosed amount and launched Hootsuite Campaigns that officials say will help organizations extend the reach of social media programs. 

"Hootsuite Campaigns is designed to create customized social marketing campaigns and allows businesses to reach new audiences through engaging contests, sweepstakes and galleries, all managed from their Hootsuite dashboard," a Hootsuite spokesperson told CMSWire.

Magnolia CMS Partnership Aims to Boost Creative Campaigns

web cms, Magnolia CMS Partnership Aims to Boost 'Creative Campaigns'

A European digital platform provider is teaming with Magnolia CMS on a cloud implementation of the open source content management platform. Company executives claim it will arm digital marketers with the ability to fire off creative campaigns.

Magnolia CMS's partnership is with ETECTURE@Ogilvy, the technology arm of Ogilvy & Mather UK. 

ETECTURE@Ogilvy was founded in 2003 and now has 100 employees across offices in London, Frankfurt, Munich, Karlsruhe and Düsseldorf. Execs there said the platform provides specialized technical and digital marketing expertise to support large organizations that routinely roll out integrated marketing programs, such as product launches, on a global scale. 

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