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Web Experience/Engagement Management (WEM) Articles

Finding the Right Marketing People #AdobeSummit

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The  reinvention of the marketer is the theme at the Adobe Summit Digital Marketing Conference in Salt Lake City this week. And reinvention means taking risks — calculated risks, at least.

Even the star of the day, actor Robert Redford, told the audience at the Salt Palace Convention Center that “not taking a risk is a risk.”

So how does reinvention occur?

In his keynote address this morning, John Mellor, vice president of Strategy and Digital Marketing for Adobe, said the right people, processes and products are the keys to success in digital marketing.

“You need people with the skills in digital marketing, but also with the desire to reinvent themselves,” Mellor said.

AOL Unveils Plan to 'Mechanize' Ad Purchases

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Maybe you haven't thought about AOL in a decade or so, but Tim Armstrong has thought about little else.

Today the company's CEO unveiled the culmination of the company's four-year string of acquisitions of advertising technology companies -- a new cross-channel platform called One that he vows will do for ad sales what containerized cargo did for shipping.

The company not only unveiled a "mechanized" platform, but rebranded AOL Networks to AOL Platform just to ensure that the 600-plus marketers in the audience at ad:tech San Francisco got the point. The formal launch of One will follow later this year.

For our 20-something readers, AOL got  big -- really, really big -- when you and the World Wide Web just still toddlers. As use of the Web soared in the late '90s, as many as 30 million people relied on America Online to get onto the Internet.

The Hierarchy of Social Marketing Interaction

The Hierarchy of Social Marketing InteractionSocial marketing has become an integral part of the marketing portfolio ... at least in theory. One of the biggest challenges social marketing faces is the remaining confusion on which metrics are truly important for marketing success and which are more decorative in nature.

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?

Will Microsoft Dynamics Marketing Trigger the SharePoint Effect?At last month’s Convergence conference in Atlanta, Microsoft revealed what it had been internally assembling around its 2012 acquisition of Marketing Resource Management (MRM) specialists MarketingPilot. The resulting digital marketing suite has the potential to shake up the marketplace just as SharePoint did in the enterprise content management (ECM) market in 2001.

Real World Digital Marketing and Analytics Tales #AdobeSummit

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The numbers don’t lie. Adobe’s digital marketing unit has reached the $1 billion mark in revenue.

The news came out at the Adobe Summit Digital Marketing Conference in Salt Lake City yesterday. Adobe also announced updates to its Adobe Experience Manager platform. 

The technology showcased yesterday's ballroom keynote looked promising. The music was great. The color tone in the ballroom was cool. Each speaker Adobe presented was clever and inspiring,  if you’re a digital marketer, that is.

Heck, some of the technology drew major applause from the crowd of a few thousand (more than 5,500 are attending this week): like when in a demo one click changed an entire marketing campaign across multiple devices.

This stuff can work. No doubt.

Adobe Marketing Cloud Partners with SAP HANA #AdobeSummit

Adobe Marketing Cloud Partners with SAP HANA #AdobeSummitSALT LAKE CITY -- The big boys are playing ball. Digital marketing ball.

Adobe and SAP announced today at the Adobe Summit Digital Marketing Conference the integration of the Adobe Marketing Cloud With SAP HANA and its hybris Commerce Suite. SAP will resell the Adobe Marketing Cloud with the SAP HANA platform and the hybris Commerce Suite.

It’s a move an Adobe official this morning called the bringing together of the marketing and technology departments through the combination of digital marketing and commerce solutions to deliver real time customer engagement across multiple channels.

Execs Stress Plenty of Opportunities #AdobeSummit

Will Adobe become the go-to company for all digital marketing technology? Company executives, speaking at the Adobe Summit in Salt Lake City today, certainly paint that picture. But a dynamic and expanding industry proves there is room for plenty of other players, as digital marketing complexity expands.

Backbase Boasts 'Lean, Agile' Customer Experience Platform

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Backbase is a small company with big plans for customer experience management (CXM). The company markets a CXM platform that puts control in the hands of the business users, explained Jelmer de Jong, the company's global head of marketing.

"It's lean and agile," he said. "It lets users access all enterprise content from a single place and adapt it for optimal omnichannel experiences."

Rather than offer a unified platform, many customer experience management vendors offer a number of different applications that are only loosely tied together — and leave it to the customers to pull everything together. Backbase claims to be an exception.

"Many of our competitors, including IBM, Oracle and Adobe, grew by acquisition. They have big, bloated customer experience suites that take a one-size-fits-all approach.. We started with one integrated portal and grew on the basis of market research and client feedback to create a flexible platform that really empowers our customers," de Jong said.

Data Driven Marketing Demands a Fundamental Shift

We are in the midst of an industry wide transition period, moving away from data driven decision making and towards data driven decisioning. And while the semantic difference seems subtle, it's changing the game -- and creating incredible forward momentum -- for virtually every marketer and big brand.

Adobe Updates Experience Manager #AdobeSummit

The numbers are in from Adobe's survey of digital marketers, and they seem to gel with what we're hearing in the industry today.

According to the study, "Digital Roadblock: Marketers Struggle to Reinvent Themselves," 64 percent of marketers know their role will significantly change over the next year, and 40 percent want to reinvent themselves.

But only 14 percent know how. 

Adobe believes it can bring the other 86 percent up to date. In pursuit of that cause, Adobe will be kicking off its Adobe Summit Digital Marketing Conference with a new release of Adobe Experience Manager, its web experience platform, which will simplify website re-platforming, dynamic asset delivery and mobile app development.

Connecting: Sprinklr's Social Nerd Talks Digital Tech

Connecting with Bill Sobel

Two years ago, Esteban Contreras sold most of his earthly possessions on Craigslist, walked away from a city he loved – New York – and moved to Canada. He happily resettled about 30 minutes from Vancouver, British Columbia but stayed connected with his adopted hometown by by advising and working with NYC based Sprinklr, a provider of social media management tools.

We told you about Sprinklr last month when it bought Austin, Texas-based Dachis Group, a social analytics company, and formed the largest independent end-to-end social relationship platform in the market. Contreras is director of strategy at Sprinklr.

He's a native of Guatemala, but he has little concern for geography — and said he's "glad we live in a day and age in which it is possible to work from virtually anywhere."

And he's probably just as glad we live in an age when it's possible for one person to do so many interesting things. Before moving to Canada, Contreras was the first social media marketing manager at Samsung USA.

He's also the author of the book "Social State," founder of Social Nerdia Consulting, which focuses on the convergence of technology, marketing and social, and an advisor to multiple tech startups.

We've Got it Wrong: The Funnel, Lead Scoring, Conversions and More

RunninginSkiBoots.jpgImagine learning how to run, but in ski boots. You can work hard and get better at it, but it may get so exhausting that you skip the marathon and go watch TV.

That’s what happens frequently in modern day organizations -- we decide on building a strategy around real time marketing, but most of the time it just takes too much effort to manage proper adoption and the results don’t seem as revolutionary as we anticipated.

A big part of the solution is to realize that we don’t need a protein bar -- we need to ditch the ski boots.

Taking Digital Marketing to the 'Next Level' #AdobeSummit

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Digital marketers have a lot to sort through these days.

How do I reach millennials? Do I put all my investment into marketing automation? Is social media really a legitimate B2B marketing tool?

The convergence of technology and personalization has obviously today's affected marketers.

To answer all these questions and more, we're heading to the the Adobe Summit Digital Marketing Conference in Salt Lake City this week.

Thismoment Wants Brands to Become Content DJs

To better spin user-generated content (UGC) into gold, content marketer Thismoment has announced its Content Cloud platform for rapidly organizing content into playlists that output as dynamic "cards."

Ankarino Lara, Thismoment's Chief Product Officer and co-founder, told CMSWire that the content on Content Cloud card is sometimes literally viewed as a interactive card, like on Twitter. In other cases, the "card" is more a content container that can be rendered via API in different ways for different formats, such as Facebook, Pinterest or Tumblr.

Are You Wasting Money on Customer Experience?

Are You Wasting Money on Customer Experience?Think about all you've invested in the latest digital technologies to improve customer experience (CX). Now think about this.

It might have been a big waste of time and money.

A new study by CX Act, a customer experience improvement firm, shows the most frequently used and most effective customer touch point is personal contact by phone. The study (registration required), which updates a study the company originally conducted for the White House in 1980, concludes:

While companies can’t ignore the need to offer a multichannel strategy and digital channels are likely to grow in importance (especially since younger consumers are more likely to use digital touch points), what matters NOW for creating an optimal customer contact experience is providing a phone or in-person customer interaction that delivers on the brand promise."

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