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Web Experience/Engagement Management (WEM) Articles

The Future of Marketing is to be Useful

Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice. “Because we felt it was our job to convince the customer that it was a great product, even though we all knew it was a dud.” 

Discussion Point: Omnichannel Marketing in the 2014 Holiday Season

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Marketing technology vendors love to preach the value of sending consumers personalized offers on the device they're using at just the right moment.

Though we're only emerging from the developmental infancy of omnichannel marketing, several companies offer software and services that promise to do just that. Chief marketing officers at major retailers are spending more of their budgets on collecting data, analyzing actions and monitoring social media -- all with an eye toward increasing sales in their hyper-competitive sector.

7 Ways to Blend Content and Commerce to Boost Sales

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Most marketers know the best way to increase sales is by sending the right message to the right customer at the right time. Yesterday, a CMSWire webinar explained how to do that by following seven strategies.

The presentation, sponsored by HP, was built around a case study involving Nikon's site for the US, NikonUSA.com. It featured a mix of technologies from the hybris cross-channel e-commerce platform, HP's TeamSite and Kanban, the engineering firm that led the project.

You can watch the webinar by clicking here or on the video at the bottom of this story.

3 Messages to Personalize, 3 to Automate

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Customers not only expect outstanding support, they deserve it. In this digital age, client inquiries should receive a response within 24 hours. If you fail to do so, chances are your customer is moving onto another company that can.

To provide the quickest, most efficient and most helpful support, a combination of personalized and automated messages promises the best results. The challenge lies in deciding when to take the time, energy and effort to customize a personal response and when to provide a quicker, more efficient automated response.

Why Businesses Need a Social Response Protocol

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Online feedback is instant. Every customer has the internet in their pocket, and they are quick to broadcast corporate missteps, especially when it comes to customer service. If your employees go rogue or even if they just stick to antiquated corporate policies, expect to hear about it online.

The good news? This quick feedback ultimately holds enormous potential for businesses. That success, however, is contingent upon each organization’s ability to quickly and appropriately address the constant stream of feedback. One employee’s emotional response to a similarly emotional customer can change the game for consumer trust and opinion of that brand in a nanosecond.

AEM Users Ask Adobe for Quicker Integration #EVOLVE14

2014-13-November-puzzle.jpgWebster defines a community as "a unified body of individuals," but that may not be the case when the Adobe Experience Manager (AEM) community convenes at EVOLVE'14 in San Diego on Monday. 

While AEM customers all use the same cross-channel content management system, some attendees are grumbling about the pace with which Adobe is integrating AEM with the five other areas of its high-profile marketing cloud -- analytics, campaign, media optimizer, social and target. 

The conference, sponsored by Adobe but produced independently by 3 SHARE, is a chance for AEM users to get training, share tips and air gripes. It's also an opportunity for Adobe to strengthen ties with its customers, many of whom have yet to adopt version 6.0 of AEM, which shipped in May.

Who Are the 100 Fastest Growing Software Companies?

Modesty is an uncommon virtue among software vendors. It doesn't matter what part of the technology market they represent — customer experience, digital marketing, social business, web content management systems ....

Everyone claims to be the best, either overall or at least in some niche of its market. And everyone claims to be growing — fast, faster, fastest of anyone in the market.

Now how is that possible? More importantly, how can you validate these growth claims?

It's a tedious, messy job. But someone has to do it. And fortunately, in this case, Deloitte stepped up to the task.

Keeping Up with B2C: How B2B Suppliers Keep Customers Happy

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B2B suppliers are trying to keep up with the standards set in the B2C world by expanding their e-commerce platforms and overall omnichannel capabilities. And that's a good thing, according to a new study that found consumer shopping habits are influencing how B2B purchasers expect to buy from suppliers.

Nearly half of business buyers (49 percent) prefer making work-related purchases on the same websites they use for personal purchases — prompting a whooping 83 percent of B2B suppliers surveyed to recognize a need to upgrade their e-commerce capabilities.

More than half of all business buyers expect at least half of their purchases to be made online within three years, according to the study, Building The B2B Omni-Channel Commerce Platform of The Future, conducted by Forrester Consulting in North America, France, Germany and the United Kingdom on behalf of Accenture and hybris.

Real Story Group Maps Digital Workplace, MarTech Space

Real Story Group (RSG), an independent analyst firm, just released an update to its Digital Workplace and Marketing Technology vendor map.

Given the scope of this technology space, it is hardly surprising that this one contains as many vendors are there are stations in the New York City subway. The research also identified what RSG defines as the trending — and fading — technologies.

SEO is Killing Content Quality

2014-13-November-Wicked-Witch.jpgSearch engine optimization (SEO) tips include website design best practices for how to get Google to rank your content higher in search engine results placement or SERP.

In fact, the preceding sentence is a great example of just how cumbersome this practice has made Web-based communications. By ensuring that I used the phrases, “search engine optimization (SEO) tips,” “website design best practices,” “how to get Google to rank your content higher” and “search engine results placement or SERP,” I’m virtually stuffing Google with the search phrases I want it to associate with my content.

But SEO tips aren’t the point of this article. In fact, SEO is the antithesis to my point.

Trusting Your Gut: The Worst Marketing Move You Can Make

2014-13-November-Bad-Fit.jpgHere’s a tip: When it comes to marketing your business, leave your “gut” out of it.

No matter how good your intuition, how prestigious of a business school you attended or how much marketing know-how you seemingly possess, if you think you can make marketing decisions by “trusting your gut” alone, you’re in for a rude awakening.

Things have changed. We don’t count on old wives tales to predict the weather, and business people don’t make marketing decisions on a hunch. Well, at least the smart ones don’t.

New Fashioned Customer Service: Restoring Intimacy

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Remember the good old days when you could call your favorite store, took it for granted you could talk with the same person just about every time and didn’t have to explain things multiple times if you had to call more than once to resolve an issue?

Welcome back to those good old days.

In a recent webinar, NewVoiceMedia and DMG Consulting explained how personalizing call center interactions could bring your customers — pardon the expression — back to the future.

Marty Shindler: The Digital Revolution is Over

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Tell Marty Shindler about digital anything and you'll probably make him smile. As he told CMSWire, "I chuckle when I hear the word 'digital' to describe a process." 

Everything is digital now, he explained. 

Shindler — who describes himself as a consultant, thought leader, forward thinking executive and sought after speaker — should know. For more than 30 years, he's been a consultant to creative, technology and emerging companies on business, economic, strategic, organizational and operational matters. 

From 1993 to 1996, after stints as an accountant, controller and vice president of finance at various companies, he landed a job as vice president of sales and marketing at Kodak’s digital start-up, Cinesite — largely because of his knowledge of the digital process for production, post production and visual effects. 

It was during this time that Shindler said he saw a market opportunity with the many emerging digital start-up facilities in the entertainment industry. So in 1996, along with his wife, he founded, The Shindler Perspective, an Encino, Calif.-based consultancy focused on companies in the entertainment and entertainment technology industries.

How Winning Brands Define Customer Experience

Although many companies are still struggling to define and measure customer experience (CX), those that spread responsibility for CX across the organization, as well as concentrate on measuring long-term strategies, see a significant jump in sales and revenue, new research reveals.

According to CX Landscape: State of the Industry Report, conducted by Loyalty360, corporate leaders generally realize the importance of customer engagement and CX strategies. But many are unsure how to define customer experience, and because of this, are confused about how to manage it and measure success.

Successful companies "define CX in exhaustive, yet clear measures, use almost twice as many metrics to track CX effectiveness than the rest of the market, and employ short- and long-term metrics to gauge the effectiveness of CX — including complex metrics like ROI and profitability. And perhaps paramount: They include the customer as part of the brand’s reason for being,” Mark Johnson, CEO of Loyalty 360, noted in the report.

Demystifying Web Personalization: 3 Myths Debunked

2014-12-November-Name-Necklace.jpgIf you want your online business to keep up with the competition, you should be deploying website personalization.

Amazon set the precedent some years ago, and now receives 30 percent of its revenue through its pioneering use of product recommendations. Other e-commerce giants, notably Staples, have acquired entire personalization tools into their arsenal.

Research by Forrester found personalization to be the top priority for 55 percent of retailers. For B2C marketers, it was found to be this year’s top digital priority. Insights from another survey revealed that 83 percent of consumers prefer to receive a personalized cross-channel experience.

There's a number of studies and reports available that all point to the same place: personalization is the future of e-commerce.

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