Articles

Tag: barry schaeffer (page 2)

  • Big Data and Flexible Ethics

    Big Data and Flexible Ethics

    Few of us would doubt the value in the proper use of big data collection. Healthcare is perhaps most important, but better law enforcement and product safety improvement come in close seconds. Then there’s the intelligence value of collected data to find and neutralize growing threats to our nation.

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  • Just What Are You Selling?

    Just What Are You Selling?

    Trying to market in the middle of today’s crowded digital field is a little like knocking on the customer’s door and finding 50 other salespeople on the porch with you — all selling a similar product at a lower price. This isn’t a new phenomenon.

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  • Will the Real Engagement Marketing Please Stand Up?

    Will the Real Engagement Marketing Please Stand Up?

    Engagement marketing, if we are to believe the current hype, is a new and powerful way for sellers to create and sustain demand for their products and services. Seen in marketing literature since around 2007, this approach holds that shoppers buy more and will buy from the same vendor more

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  • Analytics, Big Data and ... Hocus Pocus?

    Analytics, Big Data and ... Hocus Pocus?

    Businesses that are scrambling to keep up with the quickly changing e-commerce world are turning to big data and analytics as important, if not primary tools.

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  • Do We Expect Too Much of CMOs?

    Do We Expect Too Much of CMOs?

    You may have noticed that the relationship between buyer and seller is in major flux. This turmoil impacts the position tasked with leading firms’ marketing efforts and held responsible for leading firms’ marketing efforts — the CMO.

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  • The Coming Collision of Brick and Click Commerce

    The Coming Collision of Brick and Click Commerce

    As e-commerce continues to explode across the retail world, brick and mortar (BAM) retailers are facing mounting pressure to stay relevant in a world increasingly focused on the internet. Not all of them are succeeding. The e-commerce onslaught will likely continue as more and more buyers move their shopping

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  • When Content Plays Support to E-Commerce's Lead

    When Content Plays Support to E-Commerce's Lead

    Content has always been the primary focus of whatever setting and way it is to be used: novels are serial, broken only by chapters; non-fiction works are segmented by subject and accompanied by footnotes and references; work instructions are divided by processes, tasks and steps with references to parts, materials

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  • The Real Force Behind the Digital Workplace

    The Real Force Behind the Digital Workplace

    The digital workplace is grabbing much of the spotlight these days as interest in moving from physical to virtual workspaces grows. Given our heritage of “clustered workplaces” dictated by the lack of transportation and communication resources in the 18th century, such a movement would seem to make eminent sense.

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  • Keeping the Customer in Customer Relationships

    Keeping the Customer in Customer Relationships

    But combine the growing reliance on statistical approaches to the marketplace with our penchant to turn everything into an abstract variable that can be managed by more data and more expensive software, and we risk losing touch with the only thing that, in the end, makes any of this worth

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  • Look Before You Leap Into the Big Data Revolution

    Look Before You Leap Into the Big Data Revolution

    Like the proverbial elephant and five blind men, big data looks different depending on who's describing it: from holy grail for information in society, to dangerous step toward a world in which people are treated based on predictions of what they are likely to do instead of what they

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  • Personalized Content: Nice in Theory, Challenging in Practice

    Personalized Content: Nice in Theory, Challenging in Practice

    Amid the intense focus on vehicles for marketing -- social media, omnichannel merchandising and what have you -- heightened interest in content and its role in marketing is a welcome development. Perhaps content marketing  hasn’t taken center stage before because everyone does it, and always has.

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  • Confronting the New (and Not So New) World of DAM

    Confronting the New (and Not So New) World of DAM

    Although digital asset management has arguably been around since at least the 1990s, the virtual explosion of multimedia has catapulted it near the top of the stack for many organizations.

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  • Dealing with the Reality and Myths of Omnichannel

    Dealing with the Reality and Myths of Omnichannel

    If you sell stuff in your and your partners’ stores and via e-commerce, you have probably heard today’s buzzword -- “omnichannel” -- meaning that your customers should be able to use any part of your commerce chain as if it were a single entity: find and buy anywhere, pick up

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  • Signs Along the Road to Digital Marketing

    Signs Along the Road to Digital Marketing

    Marketing is fast becoming digital.  But the market targeting now done with computers has been around at some level for a while now, and there may be some lessons for us in it.

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