Storytelling has long been a staple of good brand marketing. But the concept has taken on more urgency in the digital space, where brands now have the power to engage directly with their customers through web and mobile channels.
The mandate for more sophisticated brand content has introduced a new set of challenges for online retailers—namely, how to integrate traditionally separate marketing and commerce operations to deliver a unified experience to shoppers.
The Issue: The Content and Commerce Divide
Commerce and digital marketing teams tell a familiar story. The commerce team launches an online store on a commerce platform. Commerce and IT focus on the platform and evolve it as the online business grows—focusing on basics such as PCI compliance and product information and expand-ing to more complex integrations. Now they want to add content, such as reviews and engaging media, that will inform and guide shoppers.
Meanwhile, the digital marketing team regards the online store as a missed branding and engagement opportunity and tries to jump in and contribute only to find that the system can’t meet their needs. So marketing goes outside to a digital agency, pays for a separate microsite, and takes their creative production needs elsewhere. And thus a classic divide is formed.
Download the Forrester Report to learn the impact of integrated and personalized commerce experiences.
Published By: AcquireWeb
Published Date: Jan 22, 2007
This article addresses one of the biggest challenges associated with e-mail marketing programs – establishing meaningful contact with customer targets in order to increase sales, while protecting and enhancing your brand. It illustrates that successful e-mail marketing designed to drive sales and build brands requires adopting a methodology that includes more precise prospect targeting, better permission-based models, a better overall consumer experience and better quality lists.
Published By: AcquireWeb
Published Date: Apr 07, 2008
This white paper suggests there is no doubt that email marketing can be an extremely cost-effective marketing tool, and when used properly can significantly improve a company’s bottom line. It explains that email can be used in every element of the marketing process, and presents a number of benefits that email can deliver as part of an overall marketing strategy.
Published By: Acrolinx
Published Date: Apr 01, 2015
Content marketing is one of the highest priorities for today’s marketers, with growth rates for content development and distribution skyrocketing. According to the Content Marketing Institute, for example, 70 percent of marketers are investing more in content marketing than ever before. A recent research report from global market intelligence firm IDC further underscores the point, noting that “building out content marketing as an organizational competency” is one of CMOs’ most important initiatives, second only to measuring ROI. Read this white paper to learn more about the Global Content Impact Index.
Published By: Acronis
Published Date: Apr 26, 2011
Closing the Virtualization Loop white paper identifies the objectives in the next phase of virtual machine backup and recovery and provides recommendations on how to improve backup and disaster recovery in a hybrid IT environment.
Over the last 12 years, a massive amount of material has been written about Search Engine Optimization (SEO). Much of this material remains applicable today; However, there are a growing amount of out-dated tactics still being touted as best practices (exact match domain names, keyword density targets, exact anchor text, and so on). In this eBook, you’ll learn the current best practices in SEO that companies of all sizes can use to increase site visibility, increase traffic, and most importantly, improve conversion rates.
New customer acquisition is the lifeblood of many businesses, but it can be costly. Comprehensive lead management strategies have been developed to maximize lead value and bring order and efficiency to the top of the marketing funnel. Such strategies emphasize quality, precision, and the increased probability of conversion. When well-executed, lead management strategies can produce significant savings, reduce time spent in the funnel, and bring sales and marketing into closer concert.
People buy from people, not companies. Next to events and other face-to-face methods, social media is the best channel for building meaningful connections with your prospects. This eBook explains the five key steps to use social selling to build relationships that last, provide value, demonstrate consistency, and are mutually beneficial.
But what seems like a spoon full of sugar is often a tough pill to swallow when you consider regulatory requirements from agencies like the FDA for use of these networks. Adopting new technologies that allow employees to share information and exchange ideas with each other and with your customers is often the best way to achieve better business results, but doing so can involve considerable risk. That’s because the content people create using these technologies is subject to the scrutiny of regulators, legislators, and litigators. On top of that, increasing litigation has made it a business requirement to consider solutions that help bring down skyrocketing legal costs. Pharmaceuticals companies must be knowledgeable of, and abide by, specific information retention regulations in every country where they do business, including those countries that prohibit data from leaving the countries’ borders. Not having technology in place to help manage these requirements and increasing risks, or
How can you avoid failure while employing the proper tools to gain experience? you can do it by avoiding big mistakes and learning as you go. Download this eBook to learn some of the biggest mistakes that business owners make and how you can avoid them.
A Chief Marketing Officer's Roadmap.
In this paper Acxiom shows how Media Mix Optimization can help overcome the complex challenges of today's marketing. Herein we not only detail both the "Journey" of MMO and its rewards but also how to avoid several key hurdles along the way.
In July 2013 Acxiom commissioned Forrester Consulting to evaluate how companies use the data they collect from their customers to make better decisions on their marketing campaigns by gauging their experiences and attitudes around their use of and future vision for using customer data across multiple marketing channels. In order to understand this topic, we conducted interviews with 11 executives representing a range of roles and perspectives, including consumer packaged goods companies, financial services organizations, and agencies.
Until recently, the waterfall methodology of development and deployment had taken a strategic hold in the majority of enterprises. Enterprises have moved into the world of Agile, where different concepts are leveraged and the development process is handled in a completely different fashion. Agile development ideologies are proving to be a better way to deal with rapidly changing objectives and speeding the time-to-market for business applications, services and other customer- (or internal-) facing offerings. The ideas behind Agile extend beyond basic application development, and can benefit numerous projects by improving the process to achieve deliverables and garner improved productivity.
Your mobile device is speaking to your garage door. Your alarm is telling your coffee maker you are up and it’s time to get that caffeine kick going. Your car is dropping your thermostat a message, telling it to keep the house warm before you step in. This isn’t a quote from an Issac Asimov novel, it’s the reality of how the Internet of Things is making a difference to our lives.
Most of us are consciously making the shift to a connected world, while at home or at work. While this has caught the public imagination, enterprises are chasing to fulfil their Internet-of-Things-ambitions and transform their customer experience.
In this e-book we aim to address the 5 fundamental questions that one should not hesitate to ask about your foray into the world of Internet of Things, while telling you how it can reshape your business.
Welcome to the future of 24/7, any-time, anywhere access to digital content - where dynamic publishing solutions are the mantra. Is your organization ready for this brave new world of digital content distribution? This whitepaper explores how to prime your organization to leverage rapid digital content consumption as a key to business intelligence.
This paper highlights the advances in closed-loop marketing that enable measurement and optimization of digital marketing efforts. It also describes the challenges that CMOs face when pursuing digital marketing strategies and how next-generation WCM solutions help CMOs overcome those challenges.
Join Christophe Coenraets as he demonstrates how to build mobile apps for iOS and Android devices more easily using Adobe Flash Builder, Flex & LiveCycle. Learn how to minimize development time and reuse components across device platforms.
There's a lot of opportunity for companies to drive better business results by improving their customer experience management efforts. How? By charting a course toward Experience-Based Differentiation (EBD).
The volume of customer data that marketing departments possess continues to grow at explosive rates. But new research from the Aberdeen Group finds that less than 40% of marketers use this information to optimize and target their campaigns. This "data rich, insight poor" phenomenon is examined in their new white paper, which identifies common analytics challenges-and shows how you can rise above them.
Adobe has released the 2012 Digital Marketing Optimisation Survey Results, which focuses on the key areas where digital marketers need to excel in order to ensure success: personalisation, social media, mobile, and customer experience.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
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