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Six Reasons Customer Journey Mapping Fails (And What To Do About It)

Augie Ray | August 29, 2016

Customer journey maps are a strong tool for marketers seeking to improve their brands' customer experience. Unfortunately, many marketers report that their customer journey mapping initiatives fail to drive the…

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Voice of Customer (VoC) Platforms Become Customer Experience Platforms

Augie Ray | August 25, 2016

Ten years ago, "voice of customer" (VoC) platforms were thought of as systems that sent surveys to collect feedback about customer satisfaction so that the data could be exported and…

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Avoid These Traps When You Create a Marketing Center of Excellence

Anna Maria Virzi | August 25, 2016

Interest in centers of excellence is soaring. The trend has taken hold in at least one high-profile area of marketing: analytics. In Gartner’s Data-Driven Marketing Survey last year, 36% of…

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The Rule of Three in Marketing

Jake Sorofman | August 25, 2016

Early in my career, I worked with a brilliant guy—a charismatic showman who may have sold snake oil in some other life—who presented every case in three parts. He'd stand…

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Build Digital Expertise without Creating a Digital Silo

Kirsten Newbold-Knipp | August 19, 2016

In many marketing organizations today there is a distinct divide between the digital ‘haves’ and ‘have nots’. A few months ago I wrote about a debate that we Gartner marketing…

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Why You're Better At Digital Marketing Than You Think

Martin Kihn | August 19, 2016

A few years ago, a survey came out revealing more than half of marketers felt they weren't very "proficient" in digital techniques. Evidence abounds that the forces of disruption have left many groups…

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Introducing the Buy/Own/Advocate Customer Experience Journey

Augie Ray | August 12, 2016

Even though we all recognize the role of word of mouth (WOM) in building brands and delivering marketing results, customer journey models routinely omit any consideration for the impact of brand…

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How a Yeti Awakened This Reluctant Consumer

Jake Sorofman | August 11, 2016

I’m no materialist and, honestly, really not much of a consumer. With the exception of things that float, I’m actively indifferent to stuff. My tendency is to shed, not acquire. This…

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Distributed Marketing Hinges on Orchestration

Noah Elkin | August 10, 2016

It's easy to ask the wrong question, as my colleague Augie Ray pointed out in a recent post. But why do marketers ask the wrong question? And how does the right…

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Zooming Out - 2016 Gartner Hype Cycle for Digital Marketing and Advertising

Chris Ross | August 09, 2016

"Hype - an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect." Hype, by definition should make us all a little wary. Gartner Hype…

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How Cross-Device Identity Matching Works (part 1)

Martin Kihn | August 09, 2016

Cross-device identity is the thing that tells marketers and other nosy types that Device A and Device B and Browser C all belong to the same Person X. Devices (and browsers, which…

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Blog

You Don't Own the Customer; She or He Owns You

Augie Ray | August 05, 2016

"Who owns the customer?" This is a question I have heard from a wide variety of organizations. Insurance firms wonder if the agent or the company "owns" the customer. B2B firms struggle…

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Marketing Technology’s Top Priority

Andrew Frank | August 05, 2016

It was an Emperor’s New Clothes moment in marketing class. “If marketers are spending unprecedented shares of their budgets on all this advanced technology,” the student was asking, “then why…

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In Search of the Marketing Unicorn

Jake Sorofman | August 03, 2016

Not long ago, I wrote about poets and quants in the marketing department. I suggested that, while it may sometimes feel like the mathletes have the advantage, both skillsets are…

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Marketers' Questions about Customer Experience and the New Customer Journey

Augie Ray | August 02, 2016

Last week I provided a free webinar about customer experience. I presented a new customer journey, one that is based not upon mass media era processes and behaviors but on the…

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Taylor Swift and the Rise of the Unbrand

Martin Kihn | August 02, 2016

Let’s think about Taylor Swift as a brand – a symbol of the way the most successful current brands (and politicians) present themselves, often without knowing it. Forget for now…

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What Type of Mobile Marketer Are You?

Charles Golvin | July 28, 2016

Apologies straight off if you arrived expecting a quiz similar to those that will tell you into which Hogwarts House you’d be sorted or which Star Wars or Toy Story…

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Digital Transformation Requires a Mindset Beyond Marketing

Don Bulmer | July 28, 2016

Executives responsible for leading digital transformation face daunting challenges.  This is especially true in complex business organizations with entrenched cultures and longstanding business models that resist transformation. Many will start their…

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Blog

The Running (Marketing) Man

Ewan Mcintyre | July 28, 2016

The other month Christi Eubanks published a great post comparing marketing analytics and CrossFit. It's been a while since I've stepped in a gym - not because I'm averse to exercise, but…

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Digital Marketing and the Convergence of Everything

Jake Sorofman | July 26, 2016

A couple weeks ago, I wrote about the tyranny of words and how, sometimes, the more we say, the less we all understand. Loose language and opportunistic co-opting of categories,…

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Surprise, Many Enterprises Still in Experimental Content Marketing Stage

Kirsten Newbold-Knipp | July 21, 2016

Working with enterprise marketers across sectors, I am still periodically surprised when clients tell me about the state of their content marketing efforts. After taking more than 100 client calls…

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Silos Belong on Farms, Not in Your Marketing Organization

Noah Elkin | July 20, 2016

The prevalence of farming metaphors in business has always struck me as an odd mismatch, especially when it comes to marketing. Take the fastest-moving, most cutting-edge part of your average…

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When Attribution Was Young: An Oral History

Martin Kihn | July 19, 2016

Attribution is one of those things -- like parkour and the paleo lifestyle -- more talked about than done. But amidst all the pixel-wringing, it's only reasonable to remind ourselves…

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Blog

My Free Customer Experience Webinars

Augie Ray | July 14, 2016

I apologize for the bit of self-promotion, but in two weeks I'll be presenting a pair of free webinars on customer experience that may interest you.  The webinars are entitled "Align…

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Blog

Four Ways to Drive Digital Commerce Innovation

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…

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High Performing Marketers Treat Work Like a Game

Jake Sorofman | July 14, 2016

Confucius said that if you choose a job you love, you’ll never work a day in your life. Of course such cat-poster wisdom tends to favor the fortunate. Charmed is…

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Marketing Innovation – Building a Clear Definition

Ewan Mcintyre | July 12, 2016

Every town has a story or two to tell. I live in rural Northumberland, in the far North East of England, and where I live is notable for a couple…

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Digital Marketing and the Tyranny of Words

Jake Sorofman | July 07, 2016

Without proper care and feeding, words can become slippery, pernicious things. This, of course, is the case wherever and whenever words are used and abused, but it often feels particularly true…

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The Perils of Innovation

Noah Elkin | July 06, 2016

In my personal technology museum (read: the bottom of a desk drawer) sit five BlackBerry devices, going as far back as my first monochrome model from 2005.  So attached was I…

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What Advocacy Really Means (To Marketers, Just Like Everyone Else)

Augie Ray | July 05, 2016

Marketers cannot open their inbox or browser without being bombarded by articles and pitches about advocacy. It’s a hot topic, and for good reason—in an age of social media and…

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Don't Read This Blog Post

Martin Kihn | July 02, 2016

Happy 4th, marketers! Today I'm happy to guide you away from this idle forum to a couple of extraordinarily well-delivered arguments with relevance to us all. Both are beautifully done,…

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Blog

Do Marketers Really Use LTV?

Kirsten Newbold-Knipp | July 01, 2016

LTV. Lifetime value.  It’s one of my favorite topics and I had the opportunity to get a pulse on how many enterprise marketers measure and actively use LTV during one…

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The Marketing Recruiting Challenge

Ewan Mcintyre | June 30, 2016

I can’t remember who it was that originally said that marketing is more of an art than a science – my rule is, whenever unsure, always attribute to either Mark…

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High-Tech Marketers Face High-Fidelity Challenges

Noah Elkin | June 27, 2016

Rising expectations from the C-suite, ongoing concerns about delivering relevant marketing conversations using the right channel mix, emerging priorities around digital commerce, increased pressure to demonstrate ROI from marketing technology investments.…

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Gartner Marketing Organization and Strategy Survey: How Are Firms Building For The Future?

Simon Yates | June 24, 2016

With the release of two recent research notes --Marketing Organizational Design and Strategy Survey 2016: Marketing Leaders’ Ambitions Outstrip Capabilities and Designing Your Marketing Team for the Next Decade --  there's been a healthy…

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The #1 Concept in Data Science for Marketing

Martin Kihn | June 24, 2016

The marketing people have spoken: we love data science. Thanks to the outpouring of joy that greeted a recent squib on 14 key machine learning terms for marketers, I thought I'd share a…

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The Sharing Economy Is Dead. Long Live the Leverage Economy!

Augie Ray | June 23, 2016

Let me start by saying that I am a customer and fan of the services offered by Uber (took a ride Monday!), Airbnb (recently booked a family member into a…

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Where Virtual Reality Fits In Your Marketing Funnel (If It Fits)

Augie Ray | June 23, 2016

In my recent report for Gartner's marketing clients, "Virtual Reality: What Marketers Need to Know Now," I share an organized and cautious approach to ensure marketers get value from any…

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Every Brand Has a Story: A Conversation with Screenwriting Legend Robert McKee

Jake Sorofman | June 23, 2016

If you saw the 2002 movie Adaptation, you’ll probably remember the (unforgettable) scene where the main character—an aspiring screenwriter named Charlie Kaufman played by a wan, self-loathing Nicholas Cage—attends one…

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B2C Marketers! Put Those “Engagement” And “Love-Based Journey Designs” Down

Adam Sarner | June 17, 2016

Those are for closers only…Like B2B Marketers. B2B marketing leaders are advancing their capabilities for prospect and customer understanding and optimizing segmentation and targeting along a buying process.  They are also…

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The Dividend from Apple Pay’s Web Play: Still Mostly About Mobile

Charles Golvin | June 16, 2016

At its 2016 Worldwide Developer’s Conference Apple announced—among many other things—that Apple Pay is coming to the Web. Generically, this means that commerce-enabled Websites will be able to add a…

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Machine Learning for Marketing: Cheat Sheet

Martin Kihn | June 15, 2016

Having published a handy primer for marketers called "Understand Data Science Basics for Marketing" (clients enjoy here) as a cross to the thunderous jab of my previous "Understand Big Data Basics…

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Microsoft and LinkedIn: The Potential and the Risk for Marketers

Jay Wilson | June 15, 2016

On Monday morning, I was reading one of Augie Ray’s compelling critiques of LinkedIn user behavior when the news broke – the professional social network had been acquired by Microsoft…

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Preparing Multichannel Marketing for the Internet of Things

Noah Elkin | June 15, 2016

With an installed base of 21 billion internet-connected objects and $3 trillion in spending projected for 2020, there's little wonder why the Internet of Things (IoT) has reached the Peak of…

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Digital Asset Management: What’s Old is New Again

Jake Sorofman | June 14, 2016

If you’re of a certain age, you’ll probably remember the 80s as a decade of less than impeccable taste. From popped collars, to boat shoes, to those large, round eyeglasses,…

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Is it Time to Drop “Mobile First” From Your Strategy?

Ewan Mcintyre | June 10, 2016

Last week Gartner reported that smartphone sales are slowing globally. Time to ditch your mobile marketing strategy, right? Of course not, what we’re seeing is the inevitable maturation, as we…

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First Impressions of Oculus Rift Virtual Reality (and What It Means For Marketers)

Augie Ray | June 06, 2016

As a frequent early adopter of technology, I have sometimes experienced a unique and contradictory set of feelings when using groundbreaking tech: I can be simultaneously dazzled and also modestly disappointed. The…

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CX and Innovation: Questions From Gartner Digital Marketing Conference

Simon Yates | June 03, 2016

Innovation is complex and so is customer experience. Bringing the two together to drive business results is a critically important task if you want to stay ahead of competitors ---…

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Hacking Marketing & The Dip: 2 Books Worth Reading

Martin Kihn | June 02, 2016

From the Gartner for Marketing Leaders Book Bag, I recently pulled out two titles worth a look. The first is a recent monograph from ChiefMarTec's Scott Brinker called "Hacking Marketing:…

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Behold, Marketing and Commerce Clouds Converge

Jennifer Polk | June 02, 2016

Yesterday Salesforce announced plans to acquire Demandware, a $2.8 billion acquisition that will add commerce to Salesforce’s Customer Success Platform and form the Salesforce Commerce Cloud. But this isn’t the…

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