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Web Experience/Engagement Management (WEM) Articles

The Real Secrets About Content Marketing

Remember the good old days when a CMO could build a roster for his digital marketing team and fill it with search gurus and social media ninjas?

It wasn’t that long ago, but back then marketing was obsessed with channels, and more specifically, how ads could best be inserted into each of those channels.

Today, we operate in a converged media space. What we once thought of as a series of separate channels (paid, earned and owned) are really one big channel, and consumers, who see thousands of brand impressions a day, can’t remember where those impressions occurred.

While that might be troubling for an advertising model, the truth is that we live in a world dominated by content marketing. That means consumers don’t care where they find their content, and you shouldn't either, because what really matters is quality of your content operation — not the channel.

Measuring Community Success: More Than Just ROI

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Social leaders ready to take the next step in their community journey now have access to a new assessment tool to help them evaluate their community’s strengths and weaknesses, and make better decisions to build more successful online sharing spaces for their employees, customers and partners.

The Community Performance Benchmark (CPB), developed by The Community Roundtable and released today, helps leaders understand how effectively their community management efforts are performing against organizational objectives. 

“Community management has evolved to the point where organizations understand the impact of communities and the best have created roadmaps and ways to measure value,” Rachel Happe, co-founder and principal of The Community Roundtable and CMSWire contributing author, noted in a press release. 

“However, goals simply tell you where you want to be, not how to get there. The Community Performance Benchmark gives you an understanding of where you are, your management gaps and your opportunities.”

Retail's Mantra: Data, Cloud and Mobile #shoporg14

Think of one word to describe the 2014 Shop.org Summit in Seattle this week, a 2.5-day event specifically for digital and multichannel retailers.

If you thought of the word "transition," I'd say you were correct. Transition implies two things:

  • A passage from one state, stage, subject or place to another
  • A movement, development or evolution from one form, stage or style to another

Retail is clearly in a transitional state. It is undergoing even more fundamental changes than were driven by the emergence of e-commerce in the mid 1990s and, before that, by big box stores.  With the emergence of omnichannel retailing, technology is becoming a retail imperative, and this is bringing about transformative change. 

While omnichannel is a buzzword, people are looking to create new definitions for to reflect a more customer centric view of the changes, for better or worse its here to stay because it does encompass the structural changes retailers are attempting to make. 

Give Your Customers to Amazon - Or Do These 4 Things Instead

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As the holiday season approaches, online retailers need to step up their efforts to win and keep the online retail market share that Amazon (mostly) and other large e-retailers are quickly gobbling up.

According to Growth Champions, Amazon accounts for one third of US e-commerce, and “is growing twice as fast as online commerce in general.”

CMSWire.com recently spoke with CommerceHub founder and CEO Frank Poore about ways that retailers can succeed in an e-commerce world filled with heightened customer expectations and shrinking market share.

3 Vendors That Help Deliver the Omnichannel Vision #shoporg14

2014-01-September-Endless-Aisle.jpgI found the omnichannel retailing pulse at the Shop.org Summit taking place in Seattle, but it's not as overwhelming as you might have thought given all the noise around this over the last year. Hopefully that's a sign that more retailers are taking the message to heart, but not every vendor would agree. Retailers are being selective about their priorities and the companies they choose to work with to bring their capabilities to market.

Here’s a quick look at three companies at the Summit that are well positioned to really help retailers achieve their omnichannel vision.

Put Away the Pumpkins: It's Holiday Time for E-Commerce Sites

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It’s October ... time for ghosts, goblins and things that go bump in the night, right? Wrong. Think sleigh bells and shiny objects like holiday lights.

The winter holiday season triggers an exponential growth in online shopping volume. “Many e-commerce sites do 40 percent of their annual transactions during these holidays,” said Tom Caporaso, CEO of Clarus Marketing Group.

If you handle this demand correctly, the season can gift you with a heaping helping of new, year-round customers. If you don’t, you may watch future profits disappear right back up the chimney with the guy in the red suit.

The Line Between Creepy and Effective Marketing

2014-01-September-Creepy-Bob.jpgThere's a fine line between effective, personalized marketing and an eerie feeling that “big brother” is watching. Unfortunately, being creepy is one of the most common perils of data-driven marketing. In an online environment, retailers can observe every single nuance of an individual’s shopping experience.

Build an Online Community - and Customers Will Come

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Most businesses recognize customer communities can build brand trust, improve support, reduce costs and even enhance marketing efforts and generate new product ideas. That's the conclusion of a new report from Get Satisfaction, an online community platform.

Get Satisfaction surveyed more than 800 professionals in support, marketing and product teams in businesses of all sizes. The not-so-surprising conclusion — given that the company markets a customer engagement platform — is that more businesses recognize social platforms are a good way to engage with brands. 

“Adoption has really started to take off and people understand the value,” said Get Satisfaction CEO Rahul Sachdev. “61 percent of folks have adopted an online community and 58 percent of those adopted it in the last two years.”

Enterprise Marketers Still Struggling with Tech Integration

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This part goes with that one. Now that one connects there. Wrap that one into the next one. And plug it in over there.

It's a minefield of digital marketing technology for enterprises — and a challenge they haven't quite mastered yet.

Teradata Corporation learned this in its survey of 400 enterprise digital marketers and subsequent report, "Enterprise Priorities in Digital Marketing," which hit the streets today.

Digital marketers confirmed "that there’s a long way to go in terms of integration, of both data and of technologies," Michael Lummus, director of digital marketing solutions of Teradata Marketing Applications, told CMSWire.

Act-On Marries Marketing Automation, Web Phone Calls

digital marketing, Act-On Software Marries Marketing Automation with Web Phone Calls

People still make phone calls?

Act-On Software believes so. And the marketing automation provider is teaming up with a company whose platform tracks calls from websites and provides call analytics.

Act-On and Ifbyphone partner today in a merger where marketing automation meets call tracking. The companies announced the news today at the SMX East conference in New York. The merger enables Act-On's digital marketing customers, officials from each company say, to leverage Ifbyphone’s data to track calls from website visitors.

How to Build a Content Marketing Program from Scratch

2014-30-September-Start-Up.jpgA lot can change in a year. One year ago, I was the lone attendee from SAP at Content Marketing World 2013. We were looking for a way to create content that would resonate with our target audience and a strategy that would align with our goals.

Starting a successful content marketing initiative is an exciting and sometimes overwhelming undertaking. There are different ways to go about creating a program and the key is finding what will work best for your business.

Dave Ramsey: On Winning, Losing and Getting Personal

Connecting with Bill Sobel

What does Seth Godin — who writes the most popular marketing blog in the world — have in common with Dave Ramsey — financial author, radio host, TV personality and motivational speaker? They're two of the three co-hosts of Business Gets Personal, an event this week in New York City.

On Thursday, Ramsey, Godin and Gary Vaynerchuk, founder of Wine Library TV — a daily video blog about wine — will host Business Gets Personal at Lincoln Center in Manhattan. It will offer keynotes, panels and networking opportunities. The subtitle of the event: People, Passion and Perspiration.

Focus on Customer Convenience and Effort, Not Experience or Satisfaction

You’re out of coffee. You have two choices. Ask your neighbor or drive to the local convenience store. Your neighbor, John, is nice but boy does he love to talk. You drive to the convenience store. 

We don’t always want to engage. We don’t always want an experience. Sometimes, we just want to get things done as quickly and easily as possible.

Sounds of Silence Hamper CEOs on Social

Maybe they’re stuck in their ways, busy or just plain shy. Whatever the reason, there’s not much tweeting going on at the top.

A new survey shows that Fortune 500 CEOs aren’t using Twitter and nearly 70 percent shun all five major social media networks. And the decision may be costing them.

Can B2B Firms Really Get Anything Out of Social?

customer experience, Can B2B Organizations Really Get Anything Out of Social?

B2B and social media. Ok, we know. If you're in B2B marketing, there's a chance you may be rolling your eyes.

Bringing back your Facebook impression stats to the CEO of a multi-billion manufacturing company probably won't get you the major holiday bonus.

But social is where potential customers can be. And social is where they get talking.

"While many B2B firms support their customers through onsite and phone support, social -- and especially online communities -- offers an opportunity for B2B to connect with their customers when they need the support and insights 24X7," said Vanessa DiMauro, CEO and managing director of Leader Networks, a research and consulting firm that helps organizations craft social business and online communities strategies. 

DiMauro's organization released a report, The Social Consumer, that included surveys sent to 927 people (90 percent of them in the US) and "highlights that engagement represents the real needs and wants of the social consumer," DiMauro told CMSWire. 

It's even helpful for B2B, she said. 

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