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Web Experience/Engagement Management (WEM) Articles

Honest-to-God, Absolutely True Marketing Predictions for 2015

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The great thing about annual predictions is that we tend to forget about them by the time the next year rolls around. And that explains why every organization on the planet seems willing to gaze into a crystal ball this time of year. 

By this time next year, everyone will forget the predictions that went wrong — and a few lucky folks will have the luxury of basking in the glory of things they actually got right.

With that in mind, we're going to share some of the visions of digital marketing in 2015 that we've encountered in the past few days. Just take all of it with at least a few grains of salt. And be forewarned: we're predicting more stories on predictions in the days ahead.

Format-Based Navigation is a Symptom of Organization-Centricity

Navigation based on formats, tools or systems is a sure sign that an organization is not customer focused. 

How to Measure Facebook Fans from Device-to-Device

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Metrics are certainly important in comparing the performance history of a digital marketing campaign. But that comparison is getting harder as customers gain new ways to access online platforms and services.

Facebook has worked to ease that comparison for marketers. The popular social media platform announced a cross device reporting protocol, a means to assess performance of advertising across devices. The cross device reporting will enable marketers to see how people are balancing desktop, mobile and tablet before they make a conversion.

This new cross device solution enhances analytic strategies related to the social media platform.

GE's Linda Boff: Content Created to Help Is What Sells

Thumbnail image for Connecting with Bill SobelLinda Boff is a digital explorer, Mad Men enthusiast and modern art lover. She's also executive director of global brand marketing at Fairfield, Conn.-based General Electric, where she's responsible for GE's global advertising and digital marketing along with the company's brand and design strategy.

Boff said she focused on "embedding meaningful marketing strategy and instigating change" throughout the global conglomerate.

Previously, Boff was CMO of iVillage Properties, part of the NBC Universal (which was previously part of GE). Boff joined GE in early 2004 with 18 years of experience in marketing, advertising and communications including senior roles at Citigroup, the American Museum of Natural History and Porter Novelli.

In 2012, she was named B2B Magazine’s 2012 Digital Marketer of Year. A frequent speaker at digital and social media industry events, she lives with her husband and two children in suburban New York City.

Experience Matters in Omnichannel Commerce

Experience matters in omnichannel commerce -- both the customer experience and the software ecosystem that supports a buyer’s journey from initial discovery to customer advocate. Just as shoppers see products on display in physical stores, digital experiences have to provide relevant content and compelling interactions to convert browsing to buying. Connected consumers expect convenience and flexibility across channels, whether brick and mortar, catalog, print, in-store kiosks, web, mobile and social platforms. Nothing frustrates customers more than dead-end, can’t get there from here experiences. And second chances are rare.

Merging the Yin-Yang of Content-Commerce

2014-12-December-Kitties.jpgSince the early days of e-commerce in the mid to late 90's, businesses had a vision to merge content and commerce into a seamless experience. What people discovered pretty quickly in the 90's was that merging content and commerce was really challenging. Little has changed since then, because while people would like to join the two, they really are more yin and yang -- contrary forces, yet complementary.

News Bites: Predictive Insights, Brainshark, Avaya, Google, More

Insights, shark-sights, CS on and off-site, hiring right – it’s all outasight ...

The latest in viewing, accelerating, collaborating, joining and accessing from the Pilgrim State, the Mission City and the City that Knows How.

Adobe Buys Fotolia to Build One Stop Shop for Creatives

If you want to know how to keep a secret, bury it in a quarterly earnings report. That’s how much of the world learned that Adobe has entered into a definitive agreement to acquire privately-held Fotolia, a leading marketplace for stock content, for approximately $800 million. 

TYPO3 Updates Open Source Web CMS Neos

Open source web content management (WCM) provider TYPO3 released a new version of Neos that officials there say improves the user experience for digital marketers in a "smoother" and more "time-saving" way. 

The Baar, Switzerland, open source vendor today releases Neos 1.2 that "offers many convenient new functions and significant improvements that make the everyday work of editors and developers much easier" for a more intuitive workflow.

The update comes a year after version 1.0 was released.

A Look Ahead: Community Manager Appreciation Day 2015

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What runs for 24 consecutive hours in late January?

No, it’s not the Super Bowl pre-game show -- although that certainly comes close. It's Community Manager Appreciation Day (CMAD), which will take place Jan. 26, 2015.

In a blog post that established the first CMAD in 2010, industry analyst and founder of CrowdCompanies Jeremiah Owyang called for the event to take place on the fourth Monday of January. The purpose, according to Owyang’s post, is “to pause, recognize and celebrate the efforts [of] community managers around the world to improve customer experiences.”

IDC Predicts Hard Times Ahead for CMOs

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According to Nils Bohr, Nobel laureate in Physics, “Prediction is very difficult, especially if it’s about the future.”

Nevertheless, every year since 2007, the forecasters of IDC gaze into their crystal ball (which contains research, surveys, interviews, etc.) and reveal their predictions, along with recommendations for how best to navigate through the probabilities they present. In its recent FutureScape, “CMO Advisory 2015 Predictions,” Framingham, Mass.-based IDC (International Data Corporation) gave a glimpse of what the future may hold for the Chief Marketing Officers of tech firms.

RIP Google Authorship: What It Means and What's Next

2014-11-December-Typewriter.jpgBack in 2012, AuthorRank was a hot topic among the SEO and inbound marketing sect.

Similar to PageRank, which aims to establish authority for domains and pages on those domains, AuthorRank was thought to be the key to measuring individual authority. Although Google never officially referred to it by that name, they patented techniques to use individual reputation as a search ranking suggested as much. Once awareness of the patent went public, the SEO industry quickly began talking about it as individual authority.

Author Authority would have made it much easier to rank people in different areas of expertise. It would reduce spam and scammy behavior, and push reputable content creators up the SERPs. What could possibly be wrong with that end result?

The excitement was nipped in the bud on Aug. 28, 2014 when, in a surprise move, Google’s Webmaster Trends Analyst John Mueller announced via Google Plus that the Google Authorship program was coming to an abrupt ending.

Google Hangouts Just Got Smart (Suggestions) #LeWeb

Google Hangouts for Android are about to get smarter. Google announced an upgrade to the app earlier today which will include smart suggestions, 16 sticker packs, video calling filters and notifications of who is available to chat.

A Fresh Pair of Eyes Keeps Customer Experience From Going Flat

2014-10-December-Flat.jpg“Originality is simply a pair of fresh eyes.” -- Thomas W. Higginson

We all know the importance of a fresh pair of eyes. They can catch mistakes and spark inspiration when you're too close to your work. While the term usually refers to visuals, it can also apply to a more universal sentiment: the power of perspective.

Perspective impacts what we produce when it comes to customer experience. While we work to deliver top-notch experiences, most are designed with a certain time, audience and goal in mind. But if we approach this with a single unexamined perspective it will quickly become outdated. Just as the thrill of a new car fades over time, when a company does little to innovate or inspire, its customer experience can become stale and flat.

Emotions and Ecosystems Drive Customer Experience in 2015

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Companies that provide good customer experience (CX) will miss the mark in 2015, states a new Forrester report.

Instead, as companies strive to differentiate themselves based on the quality of their customer experience, only those that deliver great customer experience will come out ahead, according to "Predictions 2015: The Race From Good To Great Customer Experience Heats Up" ($499 fee).

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