Congrats, you’re a marketing leader. But what type of digital commerce leader are you?
By Jennifer Polk | May 09, 2017
Of course you’re a digital marketing leader, but are you a digital commerce leader? And which type of digital commerce leader are you? Studies show digital marketing leaders are taking on expanded responsibilities—from leading innovation to improving customer experience to growing…
Over-Communicate to Manage Customer Expectations in Digital Commerce
By Jennifer Polk | May 01, 2017
The old adage goes, “Tell ’em what you’re going to tell ’em. Tell ’em. Then, tell ’em what you told ’em.” This is true in digital commerce more than anywhere else. Customers coming to e-commerce site or mobile commerce apps…
Why Communication is a Cornerstone of Customer Experience
By Jennifer Polk | April 24, 2017
It’s been said that CX is the new competitive battlefield and brands that lead in CX put the customer front and center. If the customer is truly at the center of your CX strategy, then communication with customers must be a…
Marketing Operations Take on Mission Critical Priority
By Jennifer Polk | April 13, 2017
Marketing operations are becoming essential to managing the many moving parts of the modern marketing organization and it’s campaigns, programs and initiatives. Yet, the role is ill-defined and oft-forgotten when marketing leaders build and staff their teams. Operational management is the thing…
All the Data that Matters
By Jennifer Polk | February 17, 2017
Much has been said about data—customer data, data privacy, data integration. The list goes on. It has its place, like helping marketers more intelligently target their ads—I for one am grateful for fewer Cialis ads. It can also be instrumental…
Consumers Get Wise to Digital Commerce Promotions
By Jennifer Polk | January 26, 2017
Retail and brand marketers know promotions are a race to the bottom. But they’re also an addictive marketing tactic, and the promotional habit is one that’s hard to break. Let’s face it, promotions can bring a quick boost to online…
Waiting for Superman: Can Digital Commerce Save the Retail Store?
By Jennifer Polk | January 12, 2017
eCommerce sales growing, but store sales remain stagnant. Leading retailers are closing stores and placing their bets on the Web. Is a multichannel retail strategy the answer? Is digital commerce the only thing that can save the retail store?
Enable Considered Purchases Through Digital Commerce
By Jennifer Polk | October 14, 2016
Whether you sell consumer goods or industrial equipment, digital commerce is forever changing the way your customers plan, prepare and purchase products and services. But companies that sell considered purchases often think their products and services are too complex. Here’s why and how you should enable digital commerce for considered purchases.
Use Subscription Models to Keep Customers Coming Back
By Jennifer Polk | September 06, 2016
A subscription service isn’t a new concept. This model dates back at least as far as newspaper subscriptions that brought the weekly paper to your doorstep. Recently, a whole new fray of subscription revenue services has sprung up, giving customers…
Four Ways to Drive Digital Commerce Innovation
By Jennifer Polk | July 14, 2016
Digital commerce exemplars don’t merely convert their product catalogues into ecommerce sites and mobile commerce applications. Leaders in commerce achieve success by disrupting the customer buying journey itself, starting with understanding that journey. Digital commerce interactions that stand out employ…