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Web Experience/Engagement Management (WEM) Articles

What's New in February for Open Source CMS

It goes without saying that WordPress is big — the Goliath of free and open source content management systems (CMS). WordPress is the number 1 CMS system currently in use, and increased its usage on more than 2 million domains since June 2014.

But what about the others? Who is bigger than who?

Sydney, Australia-based BuiltWith.com tracks such things on an ongoing basis. So this month, we thought we'd share the latest statistics on the web's leading open source platforms.

Putting the Context in Mobile Content and E-Commerce

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Mobile is a lifestyle, not a channel. So the value of mobile devices emerges most strongly when you engage users in the context of their day-to-day activities. Developing an ongoing relationship with consumers means serving them when they have a specific need, as opposed to pushing content and offers out to them.

This requires a fundamental shift in marketer's mindsets. They know they have to understand user's needs and contexts in order to serve up appropriate content. The challenge lies in integrating content marketing into merchandizing and brand management functions.

Avoid Impulse Buys when Shopping for Marketing Technology

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My wife's shopping approach is pretty simple: she sees something she wants and buys it.

And, if one of her friends has it, that's a no-brainer. She needs it, too.

Marketers can't be like my wife when choosing technology. As they stare into the 1,876-vendor abyss, marketers need to do a little homework and always remember their organization's business strategy.

"My advice is to step back and take a fresh view, using tools like @chiefmartec’s landscape," said Scott Vaughan, CMO at Scottsdale, Ariz.-based Integrate. "Good planning always starts with defining business strategy and customer goals and needs. You can then utilize what other tech-driven transformations have used -- create a 'blueprint' by taking inventory of current systems, processes and data flow."

5 Requirements of Agile Digital Marketing

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Everyone wants to be agile these days. Whether it's a bunch of senior execs in a boardroom, or a group of super software gurus in an “idea space” full of Nerf balls, or anyone in between. Things just move too fast and we need to adjust on the fly.

So how does marketing get agile? 

FAQs are the Dinosaurs of Web Navigation

The purpose of classification, navigation and search is to deal with customers’ frequently asked questions (FAQs).

A Look at the Google Customer Journey Tool

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One of the most daunting aspects of a multichannel marketing strategy is determining what medium consistently attracts potential customers.  

Does an email or a tweet pique a customer’s interest? Precise understanding on digital influence is tricky, but combining Google Customer Journey Tool with analytics reports can bring marketing much closer to an easier understanding of that influence.

No Cowboys Here: Teamwork, Culture Leads to Sales Success

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Have you heard the one about the high-performing, hard-charging sales person? You almost surely have— he or she is usually bringing in the most revenue, outperforming the rest of the team by a significant degree.

This salesperson is almost always a cowboy of sorts, not following the rules laid down by the organization and certainly not taking the time to input data into whatever sales automation system the company uses.

No matter, though. If it weren’t for this person, and perhaps one or two others performing within striking distance, revenues would be far less.

Or would they? The idea of the lone cowboy sales representative, who does things his way, by gosh, and goes on to land the deal is so well entrenched in corporate lore that few think to question it. But maybe they should.

How Retailers Can Drive Timely, Contextual Engagements

Capitalizing on modern shopping behaviors and seasonal trends requires robust technology that recognizes today’s mobile-social consumers and engages them with the right messages at the right times.

Today’s marketing landscape is all about omnichannel engagement -- having the ability to listen in real time to the interactions, opinions and aspirations of customers across mobile, social and web channels. It's also imperative to act quickly on what you hear — to approach each customer on his or her own terms so you can positively influence potential sales.

Google, EU on Collision Course Over So-Called Right to Forget

A Google advisory panel has concluded that people have the right to be forgotten — or, more accurately, a right not to be mentioned in search anymore. But it contends that right should only apply in the European Union, not across Google's wider global search.

The report is latest in an ongoing debate between Google and the European Union (EU) over an individual's right to remove or delist certain information. Last May, the European Court of Justice Ruling ordered Google to remove links to personal information from search results leading to personal information on an individual in Spain.

The ruling has been widely, albeit inaccurately, referred to as creating a “Right to be Forgotten."

In the aftermath of the ruling, Google convened an independent panel to advise it on performing "the balancing act between an individual’s right to privacy and the public’s interest in access to information." The findings are based in part on a series of public consultations across Europe.

A Marketer's Guide to Digital Image Rights & Permissions

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Brands and marketers, listen up. It’s 2015, and if digital image rights and permissions haven’t been something you’ve addressed, you need to start now.

Why? Because as you’re increasing your use of imagery and visual communication (as all of us are), you’re also increasing your risk of a potential legal problem or damaging your brand.

Just think about the breadth of social media options alone that leverage digital images — Facebook, Twitter, Pinterest, Instagram, Tumblr, blogs. With varying usage terms across these platforms and a public that continues to view copyright law loosely, marketers using images need to confront the many shades of grey regarding what is legally permissible and what may cause a rights quagmire.

Customer Communication: Let Your Context Be Your Guide

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You’ve just recovered from a bout with pneumonia and your best friend comes by for a visit. Ignoring your puffy eyes and exhausted demeanor, she says, “Let’s go for a run!”

“That’s contextually wrong,” Tara Kelly, president and CEO of Calgary, Alberta-based SPLICE Software told CMSWire. “It emotionally disengages you from that person.”

Kelly gave us this example during an interview that touched on the importance of context in customer interactions, and the need to incorporate the human voice into your marketing mix to enhance the customer experience.

“Whether customer communication is automated, written or with a live agent, you want to ensure it’s contextually accurate,” she said.

Marketer's Dilemma: Too Much Transparency, Too Much Work?

Digital advertising is becoming more self-service and transparent -- but also more complicated for marketers tasked with pulling and analyzing multiple sources of data.

In the past handful of years, increasing numbers of ad technology providers have opened up their reporting tools to clients and agencies. And while marketers actively embrace transparency as a good thing, they caution that it also comes with new, time-sucking responsibilities.

The debatable question: Can marketers effectively and efficiently learn to use multiple reporting tools to tap the data and insights previously provided through managed services?

How Forrester Views its 10 Web Content Management Sharks

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To get into Forrester's Web Content Management Club, you have to have a few things. Like $50 million, for starters.

Forrester's top 10 WCM vendors, which the Cambridge, Mass.-based research organization announced yesterday in its Wave, must have at least $50 million in WCM or digital experience revenue annually.

They also need "significant interest from Forrester clients" and "experience as the primary solution for web content management in large organizations."

In other words, we're swimming with web content management sharks here, not pond minnows. 

Which shark has the best bite? Forrester researchers said Adobe Systems for its Adobe Experience Manager 6.0. Sitecore was also named a leader.

Acquia, OpenText, SDL, HP, IBM and Oracle were cited by Forrester as "strong performers." And Ektron and EPiServer -- now merged -- got nods individually as "contenders." In all, the top 10 includes six American-rooted companies, three European and one Canadian.  

Let's take a peek into how Forrester researchers analyze each shark.

Why Translation is Becoming Invisible

2015-05-February-Location.jpgIf you’ve ever tried to find a hotel in Paris without knowing French or searched for that famous restaurant in Beijing without Chinese skills, you know that navigating a foreign country can be an adventure -- to put it mildly. Tech companies from Microsoft to Google are helping remove difficulties by building increasingly sophisticated translation capabilities, such as real-time voice translation.

Average users can now employ their mobile devices to ease the transition between cultures, and they expect similar progress in your company’s website and app. How do you make your multilingual presence not cumbersome nor half-finished, but seamless and invisible?

How to Staff a Content Marketing Team

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Behind every great piece of content marketing is a great content team.

That should be obvious, but for all the emphasis brands are placing on content marketing, surprisingly little is said about the teams that make it work. Surprising because while marketers are shifting more dollars toward content marketing, the sector is suffering from a huge staffing problem. Nearly half of all B2C marketers have dedicated content teams within their organizations, according to the latest annual trend report from the Content Marketing Institute (pdf). Yet the same report found that a third of the 5,000-plus marketers surveyed said they had trouble finding trained content marketing professionals.

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