Category archive for: digital marketing

The Best Customer Experiences Hide the Seams

January 28, 2015 | 0 Comments

There’s nothing particularly new in the insight that our functional orientations can breed inside-out—rather than outside-in—thinking. Sales, marketing, customer support. These functions exist, first and foremost, to support a separation of enterprise concerns, the roles and responsibilities designed to make an organization go. But sometimes they also create a sort of myopia. The same holds… Read More

On Productivity: Meditations from a Marketer and Armchair Behaviorist

January 20, 2015 | 0 Comments

Call me an armchair behaviorist. I’ve spent years seeking, applying and testing various methods to maximize creative output and productivity. The primary subject of my study was none other than me, a person of average attention span and no shortage of delight in objects and ephemera shiny and bright. When I began this strange little quest,… Read More

The Digital Marketing Future is Already Here—It’s Just Unevenly Distributed

January 9, 2015 | 1 Comment

The future is already here—it’s just unevenly distributed. That’s one of my all-time favorite quotes. Why? Because, here, William Gibson, the noir prophet of cyberpunk science fiction, lends credence to the fact that there are few actual fictions today. If you look closely enough, outlandish futures are playing out before your eyes. That’s certainly the… Read More

Customer Experience is a Team Sport

January 6, 2015 | 1 Comment

Last year, Gartner for Marketing Leaders made some waves when we said that customer experience was the new competitive battlefield—and that, more often than not, marketing was calling the shots. Few took issue with the fact that, in the face of rising competition and consumer empowerment, customer experience becomes, perhaps by necessity, the last bastion… Read More

My 2014 Digital Marketing Research Roundup

December 22, 2014 | 0 Comments

It’s often useful to reflect on where you’ve been to inform the path forward. In that spirit, and with this as my final blog post of the calendar year, I thought I’d share a roundup of my 2014 research. What follows is a sample—some of the research that got me excited this year. Full access… Read More

A CX Throw-down in Beantown: An HBS Prof Seeks to Right a $4 Wrong

December 10, 2014 | 0 Comments

I was intrigued by the David and Goliath style customer service incident playing out in Boston this week. Traditionally, you might think of the corporation as Goliath and the consumer as David. Only, in this case, the roles reversed: The Goliath was the consumer, a Harvard Business School professor who felt the moral obligation to… Read More

The 10 Most Overused Marketing Words and Phrases of 2014

December 3, 2014 | 13 Comments

We all have a list of words and phrases that we wish, for the love of all that’s good and pure, would mercifully go away. Paradoxically, it’s often the fact that these words and phrases are essentially right that, with time, makes them so deadly wrong—and deadly dull. As we enter the waning days of… Read More

Where Marketers Stand on Disruptions Depends on Where They Sit

November 25, 2014 | 2 Comments

‘Tis the season for predictions. At Gartner, we recently published our top predicts for 2015, which included this one—“By 2017, 50 percent of consumer product investments will be redirected to customer experience innovations”—which I discussed in a recent post. In addition, Gartner for Marketing Leaders published a few of our own (available to GML clients… Read More

Digital Marketing and the Tyranny of Targeting

November 18, 2014 | 4 Comments

Ever feel like you’re being watched? It’s that vaguely disconcerting sense that, without permission, someone has entered into your personal space. And it’s every bit as creepy as it sounds, in both physical and virtual worlds. Yet many marketers continue to cross the line. Why? Call it the tyranny of targeting, the consequence of the… Read More

Content Marketers Should Adopt Newsroom Habits

November 11, 2014 | 3 Comments

A lot of marketers have asked me how to organize to meet the accelerated demands of their content marketing efforts. I generally point to the newsroom masthead for inspiration. Here, roles are organized to address roughly three factors of complexity: A portfolio of diverse subject matter—or “beats,”—which range from general to specialized, from broad to… Read More