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Web Experience News & Analysis

Adobe Updates Experience Manager #AdobeSummit

The numbers are in from Adobe's survey of digital marketers, and they seem to gel with what we're hearing in the industry today.

According to the study, "Digital Roadblock: Marketers Struggle to Reinvent Themselves," 64 percent of marketers know their role will significantly change over the next year, and 40 percent want to reinvent themselves.

But only 14 percent know how. 

Adobe believes it can bring the other 86 percent up to date. In pursuit of that cause, Adobe will be kicking off its Adobe Summit Digital Marketing Conference with a new release of Adobe Experience Manager, its web experience platform, which will simplify website re-platforming, dynamic asset delivery and mobile app development.

Connecting: Sprinklr's Social Nerd Talks Digital Tech

Connecting with Bill Sobel

Two years ago, Esteban Contreras sold most of his earthly possessions on Craigslist, walked away from a city he loved – New York – and moved to Canada. He happily resettled about 30 minutes from Vancouver, British Columbia but stayed connected with his adopted hometown by by advising and working with NYC based Sprinklr, a provider of social media management tools.

We told you about Sprinklr last month when it bought Austin, Texas-based Dachis Group, a social analytics company, and formed the largest independent end-to-end social relationship platform in the market. Contreras is director of strategy at Sprinklr.

He's a native of Guatemala, but he has little concern for geography — and said he's "glad we live in a day and age in which it is possible to work from virtually anywhere."

And he's probably just as glad we live in an age when it's possible for one person to do so many interesting things. Before moving to Canada, Contreras was the first social media marketing manager at Samsung USA.

He's also the author of the book "Social State," founder of Social Nerdia Consulting, which focuses on the convergence of technology, marketing and social, and an advisor to multiple tech startups.

We've Got it Wrong: The Funnel, Lead Scoring, Conversions and More

RunninginSkiBoots.jpgImagine learning how to run, but in ski boots. You can work hard and get better at it, but it may get so exhausting that you skip the marathon and go watch TV.

That’s what happens frequently in modern day organizations -- we decide on building a strategy around real time marketing, but most of the time it just takes too much effort to manage proper adoption and the results don’t seem as revolutionary as we anticipated.

A big part of the solution is to realize that we don’t need a protein bar -- we need to ditch the ski boots.

Taking Digital Marketing to the 'Next Level' #AdobeSummit

rsz_adobe_summit_logo.jpg

Digital marketers have a lot to sort through these days.

How do I reach millennials? Do I put all my investment into marketing automation? Is social media really a legitimate B2B marketing tool?

The convergence of technology and personalization has obviously today's affected marketers.

To answer all these questions and more, we're heading to the the Adobe Summit Digital Marketing Conference in Salt Lake City this week.

Thismoment Wants Brands to Become Content DJs

To better spin user-generated content (UGC) into gold, content marketer Thismoment has announced its Content Cloud platform for rapidly organizing content into playlists that output as dynamic "cards."

Ankarino Lara, Thismoment's Chief Product Officer and co-founder, told CMSWire that the content on Content Cloud card is sometimes literally viewed as a interactive card, like on Twitter. In other cases, the "card" is more a content container that can be rendered via API in different ways for different formats, such as Facebook, Pinterest or Tumblr.

Are You Wasting Money on Customer Experience?

Are You Wasting Money on Customer Experience?Think about all you've invested in the latest digital technologies to improve customer experience (CX). Now think about this.

It might have been a big waste of time and money.

A new study by CX Act, a customer experience improvement firm, shows the most frequently used and most effective customer touch point is personal contact by phone. The study (registration required), which updates a study the company originally conducted for the White House in 1980, concludes:

While companies can’t ignore the need to offer a multichannel strategy and digital channels are likely to grow in importance (especially since younger consumers are more likely to use digital touch points), what matters NOW for creating an optimal customer contact experience is providing a phone or in-person customer interaction that delivers on the brand promise."

Looking for Value in Social Media Command Centers

Companies and brands are setting up social media command centers to get a better grasp of the unstructured data like status updates, posts and tweets.

PepsiCo's Gatorade opened a Mission Control Center in 2010 and Dell opened a Social Media Command Center later that same year. Since then,  other companies have followed suit, including Hendrick Motorsports, The Oregon Ducks, Symantec, Salesforce and Brandwatch.

Now the Altimeter Group takes a look at the trend in a report called "Shiny Object or Digital Intelligence Hub?"

This Week: Facebook Beyond the Like + SharePoint's Next Step

Facebook Likes: Forget 'Em
We all like "likes." But there are three other Facebook metrics that provide businesses with far more valuable insight.

Hail to the CCO
Rockstar chief customer officers (CCOs) are those who realize their role is about uniting their organization.

What's Next for SharePoint?
Microsoft continues to innovate in the social space, but it's making it loud and clear that its primary focus is on the cloud as a delivery mechanism

CMO, CIO Examined
The CIO role is fading away, a point not well taken by a practicing CIO. Meanwhile, the CMO may be the most enigmatic executive in the C-Suite.  

Microsoft SQL Trumps Oracle?
Microsoft's SQL Server 2014 released to manufacturing this week will give Oracle users a boatload of reasons to consider ditching.

Analysis of Analytics
We were all over the Predictive Analytics World this week. We shared tips on big data, examined how to cut costs and increase output and talked about how Blackjack can help improve marketing analytics.

Context is at the Heart of Great Customer Experience
Join next Tuesday to understand why delivering contextually relevant messages matters.
> Join Us March 25

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Eloqua Marketing Automation Meets Gmail with Cirrus Insight

Cirrus Insight is putting a lot of stock into making the Gmail experience better for marketers and salespeople.

Last fall, the CRM app developer out of Laguna Hills, Calif., united Salesforce and Gmail on mobile devices. Then in February it added marketing automation capabilities via Pardot and Hubspot

Its latest move comes today and involves bringing Eloqua's marketing automation to Gmail, opening up capabilities for enterprises.

The Golden Age of Marketing

The Mad Men era of marketing has given way to Math Men -- marketers who approach brand messages with growth hacking strategies revolved around data and technology.

We marketers have previously unimaginable technology at our fingertips every day that make us better at our jobs and drive us towards previously impossible innovation. A platform to segment audiences, one to analyze customer behavior, another to track results -- the list goes on.

One Size Does Not Fit All for Real Time Customer Engagement

One Size Does Not Fit All for Real Time Customer EngagementThe days of blanketing large groups of customers with messaging are gone. There is no one size fits all for customers, but faced with pressure to produce higher return on diminishing budgets, the customer engagement dilemma becomes more difficult for advertisers by the day. 

In the end, it comes down to money. Advertisers want to spend the least amount of money to produce the most revenue. They want to overcome the issue memorialized by John Wanamaker, the pioneer of the discount department store, who famously said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." The good news is that advances in real time technology have enabled them to do exactly that.

Connecting: Stealing Content and Other Copyright Issues

Connecting with Bill Sobel

The Internet has turned a lot of honest people into thieves. People who wouldn't dream of walking out of a retail store without paying for a pack of gum have no remorse about stealing online content. Pictures. Blog posts. Funny videos. 

And that's turned copyright issues from "an obscure corner of the law" to "the subject of conversation at picnics and parties," said Christopher Kenneally, director of Business Development at the Danvers, Mass.–based Copyright Clearance Center (CCC), a global licensing and content solutions organization.

Despite what many of us think in this age of incessant sharing, people who create “original works of authorship" — literary, dramatic, musical, artistic, and certain other intellectual works ­— actually have rights. Under copyright laws in the US and other countries, you need permission from the copyright holder to reproduce, distribute, display or perform these works.

So much for making that great aerial picture of a tropical sunset you stumbled upon the background for your Facebook page.

3 Ways to Improve Mobile Marketing Campaigns

customer experience, Three Focus Areas for Your Mobile Marketing Campaigns

The mobile marketing landscape by next year will generate $400 billion compared to just $139 in 2012, according to a Pew study.

So how can marketers get a piece? The first step is ensuring you find mobile apps as a necessity.

"I think the thing on the top of most mobile marketers’ minds right now is ephemeral messaging apps and how to take advantage of that new trend to get in front of potential customers," said Cobi Druxerman, co-founder of Taplytics, a native mobile development and optimization platform. "This presents itself mainly in the form of apps like Snapchat and the newly released Secret. But, this isn’t the trend that I think will provide value to mobile marketers today or in the future."

We've come up with three things marketers can do to improve their mobile marketing campaigns, with the help of Druxerman.

Getting Marketers Up to Speed with Big Data

Getting Marketers Up to Speed with Big DataThat alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that traditionally belonged to CIOs. And at the middle management level, marketers are required to be more technical and metrics oriented.

Blame Technology for Your Failed Relationships

business meeting distraction.jpg.jpgBack in 1975, singer-songwriter Paul Simon told us there must be 50 ways to leave your lover. But that was before we all had perpetual connectivity to every person, place and thing we ever knew or imagined through smartphones, tablets and other assorted Internet-connected devices.

Now there are plenty of new ways to leave your lover, as well as your friends, relatives, co-workers, customers and business associates. Just take a phone call in the middle of a meeting, text a friend during an intimate dinner or update your social media profile in the middle of a customer service interaction.

These random Electronic Displays of Insensitivity (EDIs) take a big toll on relationships, said David Maxfield, co-author of new research on Digital Divisiveness. "Maybe it's time to change our behavior," he said.

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