Category archive for: digital marketing

Seven Habits of Exceptional Customer Experience Leaders

August 21, 2015 | 1 Comment

Customer experience is really important. We all got that memo. But how do you drive company-wide improvements for something that’s, let’s be honest, almost laughably broad in mandate? First, you acknowledge that customer experience a team sport. Next, you practice the seven habits of exceptional customer experience leaders. These leaders: Flip the orientation Average organizations… Read More

The ABCs of Digital Marketing

August 18, 2015 | 3 Comments

A is for attribution, that essential but elusive goal. B is for buyer’s journey, the imagined path customers stroll. C is for content, the coin of the marketer’s realm. D is for digital, the assumption of every project we helm. E is for event, those small moments that trigger an action. F is for feedback,… Read More

When Did Brand Become a Dirty Word?

August 12, 2015 | 2 Comments

If you ever want to raise the hackles of the typical digital marketer, just talk at length about branding. They’ll tell you that, in an age of near-perfect information and abundant consumer choice, branding is merely a form of magical thinking, a layer of lipstick applied liberally to what may otherwise still be a pig.… Read More

Sustaining a Content Supply Chain Depends on Decoupling

August 4, 2015 | 1 Comment

Modern marketing has an insatiable appetite for content. The proliferation and fragmentation of channels and media and consumers’ growing expectations for rich, relevant and resonant content in many formats and languages means that most marketers are genuinely struggling to feed this content-hungry beast. Consequently, the content supply chain—the sourcing, production and governance of marketing content—has… Read More

In Customer Experience, Consistency is the New Delight

July 30, 2015 | 2 Comments

We’ve all heard the stories about brands that go to extraordinary lengths to delight a customer. The home visit bearing gifts. The call from the CEO. The impromptu tropical vacation to reward your loyalty. There’s no doubt that this sort of delight is a powerful currency, particularly in the age of social where these highly… Read More

Use Four Senses in Your Customer Experience Strategy

July 21, 2015 | 0 Comments

I had a great conversation the other day with a customer experience leader at a large global organization who, I must admit, sounded perhaps just a bit whipsawed by customer feedback data. It’s an issue that I’ve encountered before. So many voices, each clear enough on their own, but utterly cacophonous in combination. How do… Read More

What Presidential Campaigns Can Teach Marketers About Branding

July 14, 2015 | 0 Comments

Ah, politics are in the air, the silly season of the election cycle. Even the most civic-minded among us can grow a bit tired of the nattering din of the news cycle—the attention-seeking antics, the artificial sound bites, the power ties and the pant suits, the overwrought, hyper-enunciated stump speeches, the insistent wagging of innocuously tucked… Read More

What’s the Role of Advertising When Machines Do the Buying?

July 9, 2015 | 1 Comment

A couple years ago, it was fashionable to suggest that earned media would be the savior of escalating paid media spending, offering welcomed relief from an addiction marketers were eager to shake. As the theory suggested, chatty social networks and the bottled lightening of virality would carry messages to the masses and vast media empires… Read More

MRM is Dead. Long Live MRM.

July 1, 2015 | 0 Comments

Of all the capabilities in the modern marketer’s technology stack, marketing resource management—or MRM—is among the most necessary and unloved. Why MRM is necessary is of no great surprise. Marketing needs a system of record to manage the plans, the assets and the performance of all the various marketing programs launched out into the wild.… Read More

The Iron Triangle of Customer Experience

June 24, 2015 | 1 Comment

You probably already got the memo that customer experience is the new competitive battlefield. In fact, I’d argue that customer experience is fast becoming the top imperative of modern business. But while we all generally agree on the importance of customer experience, it’s one of those things that’s easy to say and hard to do.… Read More