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Web Experience News & Analysis

How to Become a Best-In-Class Content Marketer

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B2B marketers with documented content marketing strategies consider their organizations more effective at content marketing, and can better track ROI over those with verbal or no strategies, according to the latest research by the Content Marketing Institute (CMI). 

And although an encouraging 83 percent of B2B marketers have a content marketing strategy, only 35 percent have it written down, which means that a majority of those surveyed are missing out on the benefits that come with being a Best in Class B2B Content Marketer, the research revealed.

The study, 2015 Benchmarks, Budgets and Trends – North America, was sponsored by Brightcove and conducted in conjunction with MarketingProfs.

DAM Shopping? Use These Criteria to Find the Right Vendor

2014-07-November-Filters.jpgThe number of DAM vendors on the market can be overwhelming. There are hundreds of DAM vendors, many of which provide very good solutions, which can make it hard to choose the right vendor for your organization. Start by developing the project goals and the key problems to be solved and then filter, filter, filter.

Technology Can Help Humans Sound Human

2014-07-November-Free-Hugs.jpgIs it too much to ask a customer service rep to sound human and, more importantly, to treat the person on the other end of the line as a fellow human?

It may sound like a simple request, but too often the forces in the customer service universe can easily undermine an organization’s efforts to deliver an exceptional, personalized experience.

IBM or Twitter: Who Needed the Deal More?

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IBM posted disappointing quarterly revenues last month. Twitter hasn't found a way to make good money.

They needed a boost, and they hope it's each other.

But who needed who more?

"That’s arguable. Both need to can some lightning," said Tony Baer, principal analyst at Ovum Research.

"For Twitter it's the need for another path to market where they don’t have to compete with the Facebook colossus head-on. For IBM, this is entirely consistent with directions such as Watson where it is striving to establish cognitive computing as the new de facto enterprise solutions building block."

3 Lessons from the Marketing Festival #mktfest

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Organizers of last weekend's Marketing Festival in the Czech Republic analyzed 500 conferences from around the world before choosing 18 promising speakers.

Having soaked up their collective wisdom, I found three lectures gave me the most to think about and I've summarized them here.

Attention Retailers: It's Time to Plug Those Data Leaks

The birth of e-commerce dates to August 11, 1994 — the date when what was likely the first secure transaction over the World Wide Web occurred in Nashua, N.H.

Someone purchased Sting’s Ten Summoner’s Tales CD from Noteworthy Music’s website.

While this transaction wasn't scalable, it leveraged the Pretty Good Privacy (PGP) algorithm and demonstrated the Internet was open for business. It would take several years before a critical mass of sales was reached, but the doors of e-commerce were officially open.

The Smucker's Facebook Fail: How to Protect Your Brand

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Posts are disappearing from Smucker’s’ Facebook page, and consumer social reaction is anything but sweet. The company, best known for its jams and jellies, is making headlines for deleting posts that criticize its stance on GMO (genetically modified organism) labeling or that pose questions about GMO’s in their products.

According to the Cornucopia Institute, the J.M. Smucker Company is also one of the top financial contributors to oppose recent efforts in Oregon and Colorado mandating that food companies label packaged foods containing certain ingredients as “genetically engineered.” (NPR just reported that both of the November ballot issues were defeated. 

Getting Personal with Big Machines

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When we think of personalization of service through analytics, the first thought that likely comes to mind is retail applications or consumer goods.

But what about industrial equipment, especially heavy equipment? The way we service big machines is undergoing a renaissance, thanks to the same technology we use to enhance the consumer experience.

Sean Womack on Marketing: 'We All Borrow, We All Steal'

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Sean Womack is arguably one of the most honest marketers around. Who else states unequivocally on his website, "No one needs what I do?"

Or suggests, on the concept of innovation, "We all borrow. We all steal. We all stand on the shoulders of those who came before us. We all look over the shoulders of those who work beside us. It has always been so. It will always be so. It should be so."

For the past 20 years, Womack said his work has been to create, innovate and develop businesses, brands, products and services. This has ranged from working in product development at a social expression company to launching a magazine for a boutique consulting firm to helping found and grow three different agencies that focused on entertainment marketing, shopper marketing and video content marketing, respectively.

Will Big Data Analytics Fuel Dell's Renaissance? #DellWorld

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Michael Dell and friends are rocking Austin, Texas this week. The company best known for making “made to order” personal computers and servers has a boatload of well-established customers and the “freedom to be bold,” now that it a private company, said Michael Dell, the company’s founder and CEO.

When we hear the word Dell, the first words that come to mind are probably not big data, advanced analytics, machine learning or hybrid cloud.

But if you’re a business analyst who needs the powers of a data scientist, but doesn’t have immediate access to one …  or an enterprise that wants to leverage big data and advanced analytics to improve customer relationships and such … Dell may be your ticket. We kid you not.

Maritz Holdings Acquires Growing CX Provider

Allegiance Software is having a good year. It's grown significantly, with a 50 percent workforce increase to about 115. It's received citations from Forrester Research and a customer experience excellence award from Bruce Temkin.

Allegiance is transforming again, this time through a deal that will make it a part of a 900-employee, customer experience company.

Officials of South Jordan, Utah-based Allegiance announced today that the company has been acquired by Maritz Holdings Inc. Maritz plans to form a new company -- MaritzCX -- that will combine Allegiance and Maritz Research to offer customer experience software, data and research science, vertical market expertise and managed program services.

An Experience Design Primer - Service Design, UX, CX, DevOps

2014-05-November-Volcanoes.jpgA small eruption emerged on Twitter in response to my article that covered the Adaptive Path acquisition. At the root of it was a conversation about the differences and overlaps between user experience (UX) and service design. Patrick Quattlebaum, managing director at Adaptive Path and esteemed former colleague sat down with me to see if we could suss out the overlaps and distinctions between each approach.

The Danger of Believing in a 360-Degree Customer View

2014-04-November-Out-To-Sea.jpgWhen you’re at sea, you take navigation very seriously. The 360-degree arc of the compass is the tool by which you take a bearing and understand where you are going, especially when you’re out of sight of land. It’s a constant number that relates to the compass -- both the magnetic and gyroscopic compasses, if you’re on a ship.

It also refers to the way lookouts report the things they see -- always in relation to the ship, with the bow of the ship representing 0 degrees/360 degrees. Having a 360-degree view of what’s out at sea with you is critical to avoiding hazards, collisions and other unfortunate events.

In the context of CRM, that metaphor is frequently employed. Every vendor likes to claim that its application provides a 360-degree view of the customer, implying that no bit of customer information affecting selling, loyalty, support or marketing is not captured.

That metaphor is imperfect at best. And I’m not saying that because I spent six years at sea as a bosun’s mate.

Democrats Tweet, Republicans Like and Other Fun Election Facts

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To hear big data master Nate Silver tell it in his FiveThirtyEight column in the New York Times, today's mid-term election is a done deal.

Republicans are favored to win the Senate, he writes, putting their chances of doing so at 76 percent, according to FiveThirtyEight’s Senate forecast, which is principally based on an analysis of the polls in each state and the historical accuracy of Senate polling. (Pointed reminder Silver makes in his post: FiveThirtyEight called the 2012 election with its finding that President Obama had about a 90 percent chance of being reelected in 2012, Democrats had a 95 percent chance of keeping the Senate that year).

So! Now that that is settled, let's move on to other data points that are less universally known -- but still telling about the US populace and the industry's data-gathering prowess.

Listening Makes Technology (and Stuff) Work

2014-04-November-Listen.jpgMeg Bear, group vice president of Oracle Social Cloud, uses an interesting term when she discusses the role of listening in the customer relationship: humility. That doesn't come up often when discussing enterprise software, but Bear stands behind it as being a catalyst for a customer-centric business.

“Customers are trying to tell you what they want -- they’re giving you breadcrumbs. With humility and listening, you’ll be on to the right thing,” said Bear during a presentation at last month's Pivotcon.

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