Category archive for: digital marketing

Top 10 Reasons Customer Experience Initiatives Fail

May 21, 2015 | 0 Comments

Last night, as you probably know, was David Letterman’s final show. 33 years of subversive humor—from stupid pet tricks; to random remote junkets to Hello Deli; to celebrations of Dave’s stage manager, Biff Henderson, Dave’s adorable mom, and the delight of living, breathing cartoon characters like Larry “Bud” Melman. I’ll resist the temptation to bloviate… Read More

Pepsi Brings Social Responsiveness to the Analog World

May 12, 2015 | 0 Comments

In the age of the social web, examples of the responsive brand are legion. Oreo with its now infamous tweet heard around the world. Arby’s clever shout out to Pharrell Williams. Consumer and service-based brands, in particular, are listening and poised to respond. But this phenomenon is mostly indigenous to social and other forms of… Read More

How to Scale Full-Stack Thinking

April 29, 2015 | 3 Comments

Full-stack thinking is unlocked when we’re given layers of abstraction that shelter us from the specialized skills that once stood in the way of progress. These abstractions include frameworks, automation, cloud-based services and even agencies and outsource providers that do the heavy lifting on our behalf. For marketers, full-stack thinking is a welcomed alternative to… Read More

The Age of the Full-Stack Marketer

April 22, 2015 | 1 Comment

You’ve probably heard the now-classic Gartner prediction that, by 2017, the CMO will spend more on technology than the CIO. It’s news to exactly no one that marketing—once seen as the department of tchotchkes, irony and snark—has become a bona fide technical discipline. Today, 81% of enterprises have the equivalent of a chief marketing technologist… Read More

Measuring Content Performance: A Conversation with SAP’s Jung Suh

April 16, 2015 | 0 Comments

Gartner analyst Kirsten Newbold-Knipp and I recently published a research note called “Content Marketing Comes of Age” (Gartner for Marketing Leaders subscription required), which set out to identify and shine light on the patterns of progressive content marketers. Perhaps unsurprisingly, one very conspicuous pattern emerged: the highest performing content marketers know how to measure content… Read More

10 Ways to Get Your Creative Mojo Back

April 7, 2015 | 2 Comments

Last week, I cooled my heels in the southernmost climes of Key West. This week, I returned with the benign hangover that accompanies even the most wholesome of holidays: vacation brain. Creativity is a fairly delicate thing. Exercise the muscle too much and it seizes. Exercise it too little and it atrophies. A week doing… Read More

Headless Commerce Monetizes Moments of Truth

March 25, 2015 | 1 Comment

Who needs storefronts and shopping carts when experiences themselves can be merchandised? Welcome to the age of shoppable everything. Here, banner ads, lookbooks, videos, images are made shoppable, enabling brands and retailers to capitalize on precise moments of truth as consumers stumble upon shiny objects of inspiration. Why usher consumers to the checkout line—and risk… Read More

Customer Experience Starts with Empathy

March 18, 2015 | 0 Comments

Most every company says they’re customer centric. Some actually believe it. But companies that are truly customer centric walk the talk. They translate high-minded words into daily deeds. These companies serve the customer at every touchpoint. They do as legendary Southwest Airlines chief Herb Kelleher once advised: they treat profit as a byproduct of the… Read More

Content Marketing in the Age of the Robo Writer

March 11, 2015 | 2 Comments

If you saw The Imitation Game or if you’re at all familiar with the principles behind artificial intelligence, you probably know about the Turing Test. It’s a measure of a computer’s ability to convincingly imitate human intelligence—and it’s seen as a key hurdle in the intellectual contests of man versus machine. Predictions of machines overtaking… Read More

Mobile Marketing Grows Up

March 3, 2015 | 1 Comment

Have you noticed that mobile marketing has become less of a thing? A couple years ago, this technique often felt like the digital equivalent of the guy in the inflatable suit waving you in for a Sunday sale on mattresses. Sure, you may honk and wave back. You may even laugh. But you’re probably not… Read More