Category archive for: digital marketing

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

Five Questions Every Marketer Should Ask to Prioritize Work

February 24, 2015 | 1 Comment

Ever feel like all paths lead to marketing? That’s because you are the ultimate utility player. You’re a communicator. You’re a strategist. You know how to get things done. You know how to take a ragged idea on a coffee-stained napkin and turn it into a story even your grandmother will appreciate. For this, my… Read More

Toward a Unified Customer Experience Hub

February 19, 2015 | 0 Comments

A few weeks ago, I wrote about the need to hide the seams in customer experiences. In this post, I suggested that one of the primary causes of these unseemly seams is the way companies are organized: our functional orientations show through in often conspicuous, sometimes clumsy ways. But, of course, it’s more than how… Read More

Two Simple Ways to Get Smarter About Innovation

February 10, 2015 | 0 Comments

While expert opinion may be divided on whether the rate of failure for new tech ventures has in fact declined, I’ve seen far fewer sock puppets skulking around in the wild these days. You remember the sock puppet: that charismatic mascot of Pets.com; that doomed effigy of irrational exuberance? Back in the days of Webvan.… Read More