Archive | December, 2013

How to Deliver Consistent Onmichannel Customer Experiences

I recently read somewhere that you know when a concept or practice or a technology application is new when you can’t find one unanimous way to spell it. For example, not that long ago, we would see EcommerceeCommerce, and e-commerce all used with near-equal frequency.

Today, omnichannel (or omni-channel or omni channel) has become a hot buzzword in business, marketing, and technology circles. The concept first gained attention in the retail sector, as retailers sought to link offline, in-store shopping activities and online shopping. During the past twelve months, many marketing pundits have expanded the concept and now use it to describe an approach to marketing that applies to many types of enterprises.

The term omni derives from the Latin word omnis, which means “all” or “universal.” As used today, omnichannel marketing usually means providing consistent, personalized, and contextually appropriate messages and customer experiences on all relevant communication channels and devices.

Some experts contend that true omnichannel marketing requires companies to capture customer interactions in all channels and then make the interaction data useable by allcommunication channels and platforms on a near real-time basis. For example, when a customer or prospect visits a website, the website needs to be “aware” that the customer/prospect just interacted with the brand on the company’s Facebook page.

The ultimate objective of omnichannel marketing is to tell a continuous story and provide a seamless experience that plays out whenever and wherever a customer interacts with a brand.

Few, if any, companies have achieved this level of omnichannel integration, but ominchannel marketing is clearly becoming an important priority for many enterprises.

 

 

What is the CMO’s number one issue today

Scott V. Olrich has been President of Marketing and Platform at Responsys, Inc. since May 5, 2013. Mr. Olrich is responsible for Responsys’ go-to-market and sales strategies and leads the strategic direction for all of Responsys marketing products and services. He shares his view on the CMO’s number one issue today.

How DAM Can Enable and Support Customer Experience Management

This month, ADAM is offering a series of webinars exploring how digital asset management solutions enable and support major strategic marketing objectives.

On December 5th, ADAM hosted Building blocks to create your Integrated Marketing Solution. In this webinar, Bart Omlo, CEO of HintTech, discussed what is required to build truly integrated marketing solutions. You can view a recording of this webinar here.

On December 19th, ADAM will host How to create consistent omnichannel customer experiences?. This presentation will be given by Bart Theys, Senior Consultant with ADAM partner,Delaware Consulting. You can register for this important webinar here.

On Wednesday of this week (December 11th), ADAM will host The role of Digital Asset Management in Customer Experience Management. This webinar will be in the form of a panel discussion that will feature Gordon Walsh, DAM Practice Lead with Accenture, and Timothy Day, Senior Director, DAM Consultancy Practice Lead with Cognizant.

In this week’s webinar, our panel of experts will address three critical questions.

  • Do you see an evolution/trend in the requirements for DAM projects over the last 5 years?
  • Can you describe the biggest challenges to avoid DAM projects being deployed as stand-alone siloed point solutions, but become a business critical part in corporate marketing processes?
  • How can DAM solutions assure their vital role in tomorrow’s CXM/WCM solutions?

Customer experience management has become one of the hottest topics in business and marketing circles. IBM recently published the highlights of its 2013 global C-suite study, The Customer-activated Enterprise, and this study revealed how much importance C-suite executives place on customers and customer experience management.

  • CEOs said that customers exert a bigger influence on their organization’s business strategy than all stakeholders other than the C-suite itself.
  • No matter what their specific role, every CxO wants to become more involved in managing the customer experience.
  • Among CMOs, designing customer experiences for mobile applications was identified as the top marketing priority.

The future role of the CMO

Jonathan Gordon, expert principal at McKinsey & Company, reflects on the future role of the CMO.

The Role of DAM in a Marketing Technology System

There has been a significant amount of discussion in recent weeks about the future characteristics of digital asset management software and the future structure of the DAM software industry. In October, CMSWire published several articles discussing whether there is still a need for dedicated, “full-featured” digital asset management solutions, and the October CMSWire DAM Tweet Jam included a discussion of whether DAM is becoming (or should become) more specialized. Last month, Ralph Windsor addressed the topic of DAM specialization in a feature article for DAM News.

As you might expect, there’s no shortage of opinions on these topics.

  • Some industry experts contend that DAM software has become “bloated” with features that most users don’t need.
  • Others say that most DAM solutions are too “generic” and don’t provide the specialized functionality that many users require.

Debates regarding the future of DAM are certainly interesting to those of us who are directly involved in producing DAM software. For obvious reasons, we’re also deeply interested in how the DAM software industry will evolve from a competitive perspective. But these are not the only issues that are important to many current and potential DAM users.

One of the greatest challenges facing marketing leaders in large enterprises is to select and implement a marketing technology system that will enable and support the delivery of exceptional customer experiences. DAM software is a critical component of an enterprise-class marketing technology system, but it is only one piece of the puzzle. Therefore, astute marketing leaders will not evaluate DAM software as an isolated, stand-alone application. Of course, the functionality of the DAM software is important, but the ease with which the DAM software can be integrated with other marketing applications is equally important.

On Thursday, December 5th, ADAM will host a webinar – Building Blocks to create your Integrated Marketing Solution – that will address these important issues. During this webinar, Bart Omlo, CEO of HintTech, will explore how to build an integrated marketing technology system and describe the role that DAM software plays in that system.

You can register for this important webinar here.