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Web Experience News & Analysis

From Data Driven Marketing to Collaborative Marketing

2014-27-June-Push.jpgAlthough there are many chronological views of the history of marketing, there are really only three core conceptual views of marketing that have been dominant in our lifetimes: Push, Pull and Collaborative.

In the beginning, there was push marketing. Historically, almost all of us have been taught a push method of marketing. We provided a value proposition, pitch or sample in one of a limited set of channels for consumption.

Marketing was mainly differentiated by the creative quality or educational value of the marketing approach, but it was notoriously difficult to calculate the value of marketing efforts. In effect, it was a Mad Men shotgun approach: shoot a bunch of pellets vaguely in the direction of a target and hope that your creative efforts hit a target.

This Week: DAM's Link to Game of Thrones + SharePoint Shocker

DAM's Game of Thrones Connection
Managing your images, videos and rich media has much in common with the TV fantasy drama. 

Boost Identity with Social
Can brands target and personalize customer messaging through social identity?

Enterprise Mobility Showdown
Organizations recognize they need to integrate mobile apps with enterprise system and data.

Death of the Intranet?
Not so fast, say officials at Jostle.

SharePoint Shocker
Some SharePoint administrators have shocking disaster recovery plans.

Recapping MongoDB World
Feel like you missed out? You won't after reading this

The Future of B2B Ecommerce
The Tips You Can't Afford to Miss
Get the Guide

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There's More to E-Commerce than Mobile and Social

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Mobile and social. Invest in them now, right?

Well, if it's not those two surging platforms that are doing the trick for your organization, why put so much stock in them?

EPiServer’s third annual 2014 e-Commerce Survey of e-commerce practitioners, conducted at the 10th annual Internet Retailer Conference and Exhibition, the world’s largest e-commerce event, revealed that mobile and social may not be as "surging" as they seem.

For instance, 64 percent of those surveyed claimed less than 20 percent of their business sales came through mobile transactions. But mobile ranked as the top priority in regards to future investments for those surveyed. 

Similarly, 93 percent of those surveyed said transactions are made through their website rather than their social site. However, social ranked third in terms of future investment areas for those surveyed.

EPiServer's message? Put your money in what's working now.

Fed Regulator Tells Marketers: Be Careful with Data Collection

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Marketers recite the benefits of mobile tracking like a mantra: It helps give consumers the information they want at the exact time and place they want and need it. What's not to like?

No matter how hard they try, however, today's cross-channel digital marketers can't quite escape the "creepy" factor — the concern corporations have too much information on the who, what, where and when of our lives.

That point was driven home very gently yesterday as Jessica Rich, director of the bureau of consumer protection for the Federal Trade Commission, delivered a speech to the annual summit of the Digital Advertising Alliance. The speech contained plenty of plaudits, but also exhortations to "press forward" with self-regulatory efforts that will make it easy for consumers to opt-out of tracking and data collection entirely.

Good News for B2B Marketers to Share with the C-Suite

Marketers are usually a paranoid bunch, we've come to learn. Will I go extinct? Does my work even matter?

Bizo says it does. Its annual State of B2B Lead Nurturing Report revealed 60 percent of marketers deliver at least 20 percent of B2B company revenues — and almost 25 percent contribute more than 40 percent. 

"Marketing organizations everywhere are taking on more influential roles when it comes to supporting company revenue growth targets," Jennifer Agustin, senior director of marketing at Bizo, told CMSWire. "Data like this supports the idea that marketing is more accountable than ever, and can play a more active and strategic role in the way companies are run."

Google API Gives Developers Easier Access to Gmail #io14

2014-26-June-Google-IO.jpgGoogle is playing with Gmail again. This time it’s not just taking a stick and poking the hornets’ nest called privacy. This time, it’s taking a bat and trying to hit that hornets’ nest out of the park. And it all comes in the name of a new Gmail API.

In principal the API looks like a good thing. In principal, Google wants to make it easier to let internet applications use information in your email, with the user’s permission. The question is how much access to your information will the new API need and how much access will the new API get?

How to Set Social Media Marketing Goals

2014-26-June-Goal.jpgI have a lot of conversations with B2B marketers. And you know what? They’re all struggling to figure out what the right goals are for social media.

I’m not saying they don’t know what they hope to achieve (hint: leads). It’s just that these smart marketers seem unsure of themselves when it comes to setting measurable goals for social media. No wonder there’s still confusion about Social ROI!

So what’s going on?

Content Marketing Institute Acquires Competitor

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Some major content conferences just got a little more content.

The Content Marketing Institute (CMI) today acquired Intelligent Content Conference (ICC), which officials say is the largest event in North America focused "on helping organizations deliver relevant content."

“With the amount of content produced today, more efficient ways to handle structured content, content reuse and intelligent content is critical," Joe Pulizzi, founder of the Content Marketing Institute, said in a statement. "Breaking down silos and aligning strategy and marketing teams is necessary for long-term success."

Niche Web CMS Wants to Help Law Firms Go Digital

A business dive into the Web Content Management System (CMS) world is risky. The market is saturated with platforms.

But Eric Diamond has high hopes for his company's new product. The new Software as a Service (SaaS) marketing solution is designed to help law firms execute their digital strategies — and avoid proprietary content management and marketing platforms with limited flexibility and long, expensive licenses.

"Most, if not all, of the other content management systems in this space are proprietary products," Diamond said.  "So new feature additions and bug fixes are done on the vendor’s schedule. Also proprietary platforms often have expensive licensing fees that tie customers into long term contracts."

Legal Publish is a sister company to Tribeca Digital and Tribeca Cloud, two other companies Diamond heads. 

Branding 101: Keep it Simple, Obvious, Intuitive and Emotional

Connecting with Bill Sobel

Lee Hunt is a brand strategist, trainer and industry thought leader. He's the founder of Lee Hunt LLC, a Woodstock, N.Y.-based consultancy focusing on brand strategy, on-air architecture, competitive analysis and personnel training for television networks and media companies. 

His success in launching and positioning channel brands, in addition to his pioneering work in audience management, have set many of industry standards.

He began his career on the client side in the 1980s, launching and branding Lifetime, VH1 and TNT. In the 1990’s he founded one of TV’s most successful creative services agencies, Lee Hunt Associates. In 1999, he sold LHA to the digital services company, Razorfish. In 2001 he launched the strategic consultancy, Lee Hunt LLC.

What's he know about branding and marketing? Plenty.

Feed the Marketing Automation Machine with Interactive Content

2014-26-June-Hungry-Gator.jpgMarketing automation is a powerful technology. But to extract the most value out of it, you need two things: 1. content that magnetically attracts your audience -- both initially and throughout your nurturing program -- and 2. data that reveals the specific interests and characteristics of each prospect.

Without that, marketing automation is a blender with nothing to blend.

Stop Screaming: Just Put Your Customers First

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Successful marketing is no longer about who can scream the loudest about their products. When this was the norm, the voice of the customer was drowned out by a cacophony of marketing mayhem. 

In the past two decades, things have changed. Marketing has evolved from product-focused to customer relationship management (CRM) focused. In other words, successful marketers today have shifted their focus from their products to the people who buy them.

In addition to closing the sale, marketers now realize that they need to find ways to continue the conversation. They need accurate feedback and preferences from their customers to better understand their needs, and it also needs to be done to scale as their customer base grows.

10 Ways to Build Your Email Marketing List

Email isn't what it used to be. A number of marketing experts place less emphases on email marketing campaigns these days, often tilting in favor of social media or content marketing.

But used correctly, email marketing can still be an important tool. What should you know? Here are 10 tips from Austin, Texas-based Study Breaks College Media. The company markets primarily to college students in Alabama, Georgia, Texas and South Carolina through print, digital and social media.

Navigating Web CMS and Customer Experience

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Acquia. Adobe. Alfresco. Clickability. CoreMedia. Crafter Software. Drupal. Ektron. Hippo. HP Autonomy. Joomla. Kentico. WordPress. 

It's a web content management world after all, isn't it?

Digital Clarity Group (DCG), the research-based advisory firm focused on that WCM world above and customer experience management, released today the North American edition of its Guide to Service Providers for Web Content and Customer Experience Management. It's a report that covers the North American landscape of systems integrators and digital agencies.

Keep Customers Coming Back with Improved CRM

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While every business wants to constantly capture new customers, the priority should be on pleasing your existing customer base.

Companies that fail to nurture and retain current customers ultimately fail as a brand.

Customer relationship management (CRM) programs, which are designed to help you achieve this, have proliferated and grown in the past two years. Good CRM programs help companies attract customers, learn their preferences and shape brand initiatives.

They’re designed to keep customers coming back, and with good reason -- it is five to 10 times more expensive to find new customers than keep old ones, and repeat customers spend nearly 70 percent more than new ones. Brand success means listening to your customers, earning their trust and continuously improving your relationship with them.

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