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Web Experience/Engagement Management (WEM) Articles

Marketing to Millennials: You're Doing it Wrong

2014-05-December-Reader.jpgMillennials have it rough. Not only have they come of age in the worst economy since the Great Depression, but log on to any news site and you’re likely to find them assailed by older generations as selfie-taking, text-a-holic, unemployable idlers.

But perceptions of millennials are beginning to shift. A number of recent articles point out that millennials are not somehow worse than boomers or gen X, they’re just different. These differences touch many aspects of millennials’ lives -- from work ethic and prioritization, to spending habits and how they use technology.

As a demographic, they present obstacles for marketers. To understand these obstacles and overcome them, it’s important to first understand what makes millennials tick.

Dear Marketers, Thanks for Ruining My Holiday Shopping Experience

2014-04-December-vintage-christmas.jpgMy earliest memories of my late father include heading out to scoop up bargains on the day after Christmas. What, I wondered at the age of four, could be better than buying plastic reindeer and strings of fat multicolored bulbs for 50 percent off — 364 days before you'd ever want to use them?

Nothing, I concluded. It was fun, even exciting, a way to effectively extend the magic of the holiday just a little longer.

And now, through a flurry of ill-conceived marketing, the fun is over. Some Master Marketer who clearly lacked access to a calendar decided that After Christmas Sales would be even better before Christmas. And that triggered a rash of related, equally annoying decisions to accelerate sales of all kinds.

Black Friday on Thursday, anyone? How about Cyber Monday on Saturday? Why don't we just have sales all month long?

But that's not all. After the sales are accelerated, many of them are extended — so all those Cyber Monday specials are still out there on Thursday.

5 Components of a Social Media Policy in a Regulated Industry

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A sound social media policy serves two key purposes: 1. to educate employees on use within and outside a company work environment and 2. to mitigate corporate risk through guidance on process and procedure as it relates to industry compliance and messaging.

For some more heavily regulated industries, the latter becomes extremely important.

Is a Private Equity Firm Buying Ektron?

BOSTON -- Rumblings that a private equity firm is buying web content management system (CMS) provider Ektron swept through the Gilbane Conference at the Renaissance Marriott Hotel in Boston this week.

Although sources were not willing to go on record with CMSWire, one industry insider told CMSWire that an acquisition was forthcoming — and that it did not involve another technology firm. The source did not respond when asked directly if the sale involved a private equity firm. 

Earlier this year, Ektron closed a growth equity funding round led by Accel-KKR. The company stated at the time that this minority investment, the company's first institutional round, will enable it to accelerate product and company expansion. Terms of the deal were not disclosed.

Neither Greg Williams, managing director at Accel-KKR and a member of the Ektron board, or Ektron employees immediately responded to our email requests for comment.

Using DAM Content Migration to Maximize Asset Value

2014-04-December-Trained-Migration.jpgInstalling a new digital asset management (DAM) system can be overwhelming. It requires a great deal of planning and coordination across multiple departments and groups. One of the biggest tasks is the migration of existing assets from one or more sources into the new DAM system.

While your vendor may offer a simple way to migrate old assets into the new DAM, they'll rarely spend the time to see how your organization can get the most value out of old assets. So before you jump in, take the time to consider the opportunities a content migration can offer.

How to Engage Affluent Consumers

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With holiday spending in full swing, companies that are best able to engage affluent customers, especially online, will no doubt be a lot jollier than their competitors. In fact, according to a report on affluent audiences, online purchases by those with larger incomes have risen significantly in just the last year.

So, what’s the secret to getting (and keeping) the attention of affluent customers long enough for them not to abandon their online shopping carts?

From paid ads to guest blog posts, we gathered some great tips on the subject from four digital experts willing to share their ideas.

How a Juggler is Shaping the Future of the Internet

Thumbnail image for Connecting with Bill Sobel

Boris Veldhuijzen van Zanten is a serial entrepreneur, blogger, speaker — and a guy who likes to "link to things that inspire me or make me laugh."

What else would you expect from a man who went to the circus school when he was 15, and once, in 1987, held the distinction of being the only person in The Netherlands who could juggle 7 balls?

He's also co-founder and CEO of The Next Web (TNW), a company that manages several initiatives focused on international technology news, business and culture. More recently he startedTwitterCounter.com, which he describes as a combination of Feedburner and Google Analytics for Twitter.

Starting companies is apparently something the Amsterdam-based businessman just likes to do. In 1997, he launched his first company, V3 redirect services, a redirect service that was acquired by Fortune City in 1999. In 2001 he founded HubHop, a WIFI hotspot service, which was acquired by the Dutch telecom operator KPN.

Since he has started several projects and companies in addition to The Next Web, including TNW Conference and Fleck.com.

Marketer, Meet Commerce Expert

2014-03-December-Meeting.jpgWe've established the importance of a strong collaborative relationship between marketing and IT. As we approach 2015, it's time to highlight another relationship that will become equally important in the year ahead: a strong partnership between marketing and commerce teams.

Commerce experts today are laser-focused on implementing the best platforms and portals to facilitate online transactions safely and securely. Meanwhile, marketers concentrate on telling strong brand stories to increase sales and build customer loyalty. While both teams have similar goals when it comes to increasing a company’s business, their efforts are often siloed. They don’t realize the benefit of integrating efforts closely in order to create bottom-line business impact.

Why Your Fantastic Website is a Flop #KenticoConnection

So you’ve got a stellar website design with copy that virtually sings. So why is it such a fantastic flop?

“Copywriters and designers are often not the users of a site,” said Vita Janecek, online marketing product owner for Kentico Software. This means that their designs and words, while they may look and sound good, may not appeal to your target audience.

So how do you get it right? It’s about going right to the users and asking them what they want, said Janecek, who spoke at Kentico Connection in Boston recently. Early testing can ensure that you’re hitting the mark.

After all, in the words of an old African proverb that Janecek quoted, “Nobody tests the depth of a river with both feet."

Has Personalization Hit a Dead End in CX? #Gilbane

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BOSTON -- Martha Elliott started to catch on through her bank's home page. Each time she logged on, the home page included images of African-Americans. 

Elliott is African-American.

"I didn't like it. I like diversity," the technologist told CMSWire today at the 700-registrant Gilbane Conference at the Boston Renaissance Marriott Hotel. "I want a bank that's diverse."

Instead, she got some back-end personalization she felt was "disingenuous." Pretty much the opposite of personalization, right?

FBI Warns Businesses to Brace for Foreign Hacker Attacks

The threat of International electronic terrorism appears to be rising, following two separate reports of hacker attacks on US business and government interests.

The FBI issued a warning about a highly destructive malware attack that may be coordinated by a foreign country and could be continuing over the next few weeks, according to a Reuters report. The warning comes in the wake of last week's devastating hacker attack on the Sony Pictures Corp. that kept many of its systems, including corporate email, down for as much as a week.  

In a separate report security firm Cylance noted that it has identified a hacker group out of a Iran — Operation Cleaver.

Forrester: 2 Lead the Pack in DAM for CX

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In a flooded market for digital asset management (DAM), Forrester Research has named two leaders.

OpenText and ADAM Software lead the pack in Forrester's Wave for Digital Asset Management for Customer Experience for the fourth quarter of 2014.

The DAM market is growing because these solutions "help marketers and eCommerce pros address media management challenges like video management, globalization/localization, rendition management, analytics tied to the content level and content creation workflows."

Leaders stand out in usability, strategic vision and direction, workflow and globalization/localization.

Analytics is Everywhere

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We saw the usual spate of announcements coming from the major software companies this fall. Lots of new extensions to the Salesforce.com and Oracle marketing clouds, Adobe extensions and updates to Creative Cloud, and most recently, IBM’s Launch of IBM Verse. And that’s just the big players.

All of the fall software announcements had one thing in common: analytics. Whether it’s sales analysis, data for making marketing decisions or prioritizing emails, analytics -- predictive analytics especially -- is everywhere. It’s behind the latest supply chain management tools and integrated into CRM systems. Analytics is in email too.

The High Cost of Sales-Marketing Misalignment

2014-01-December-Lindy-Hop.jpgIt’s almost 2015, and we have a lot of things now we never thought we’d have: computers we can wear on our wrists, movies and television shows delivered to devices in our pockets, and the ability to print three-dimensional objects from computer files.

So why is it still so that, in this era of human accomplishment, many businesses can’t manage to get sales and marketing together?

The Continued Decline of the Homepage

Google is your new homepage. Every page you have is a homepage for someone. We must think beyond the traditional homepage.

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