Today’s customer journey is built upon decades of legacy infrastructure. Even with modernization, the relationship between digital and physical touch points are often disjointed, transactional, and in many cases, they just feel outdated. When I was asked to keynote DEEPCRAWL Live and share my ideas for a new future in marketing and search, I jumped at the opportunity. I had so much to share. In particular, I was anxious to preview the “Ignite Moment,” the moment that immediately follows micro-moments and…
The Content Experience Also Shapes the Customer Experience, Design Accordingly
Originally published in the Alexa blog, “Out with Content Strategy, In with Content Experience.” Did you know that 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online? And, 65% look for the most relevant information regardless of the company providing the information? The question for you is, where is your business in these activities? What is it that customers find about your brand, if at all,…
The 11 Digital Trends Shaping CX and Marketing in 2020
Each year, I help kick-off Brand Innovators Mega-Trends event during CES. In the opening keynote, I share the trends (and hopes) I would love brand executives to embrace in the new year. In 2020, the presentation focused on “11 Digital Trends Shaping CX and Marketing.” There are certainly more than 11 trends to follow, but in the context of this conversation, I focused on the convergence of AI, customer empathy, digital distractions and intentions, and the technology that connects the…
The Ultimate Moment of Truth and The Art of Digital Engagement
In 2012, Google along with Jim Lecinski published a fantastic book that explored how digital customers made decisions in what Google refers to as “The Zero Moment of Truth.” The ZMOT as it’s abbreviated, helps strategists discover relevant strategies and tactics on how to show up at the right place, at the right time and with the right content in a digital ecosystem. In a world where consumers “Google it” to begin their digital journey, ZMOT revealed that brands need…
Is your PR firm ready for digital marketing? Use these 10 questions to assess their SEO and social media readiness
Guest post by Lee Odden: Follow him on Twitter | Read his blog 6 Questions to Assess Your PR Vendor’s SEO/Social Media Readiness Recently Jason Falls made an insightful comment on his blog about PR professionals being “social media ready”. In that post, he cited the need for specific social media marketing skills to be assessed for companies evaluating the effectiveness of their PR efforts. The state of the PR industry is in flux with increasing emphasis on the digital…
The Decline of Traditional Advertising and the Rise of Social Media
Forrester Research released its five year forecast that estimates interactive marketing spending from 2009 – 2014. Forrester predicts that interactive marketing in the US will near $55 billion and represent 21% of all marketing spend by 2014 and will include search marketing, display advertising, email marketing, social media, and mobile marketing. More significantly however, overall advertising in traditional media will continue to decline in favor of less expensive, more effective interactive tools and services. Forrester analyst Shar VanBoskirk alerts marketing…
Will The Real Social Media Expert Please Stand Up?
Social Media is everything you know and nothing about what you think or do in marketing. Sounds strange eh? It’s true though. Think about how you approach marketing campaigns today and the picture will become a bit clearer. – You evaluate target demographics. – Develop strategic messages. – Conduct an audit or focus group. – Revise messages and fine-tune the plan. – Determine the broadcast mechanisms to push your content. – Go live. – Monitor the response. – Evaluate the…
The Future of the Social Media Release is in Your Hands
Todd Defren and Brian Solis. The Social Media Release (SMR) is gaining traction and visibility and is now looked to by many as the savior of the traditional press release – which may honestly be too great a task for any one tool. But, at the very least, the discussions around the SMR are fueling the evolution and improvement of the press release overall. Each day new examples are emerging and will only continue to be showcased as Social Media…
WebGuild Annual Conference – Ram Schriram Keynote
It was billed as an alternative to O’Reilly’s upcoming Web 2.0 conference in San Francisco. Was it? No. Was it related to Web 2.0? Not really. Was it still useful? Yes. Bambi Francisco and Roland Vogl, Esg. For a “Web 2.0” event however, it had a completely different group than I’m used to seeing. It seemed to mash veteran Silicon Valley professionals with up-and-coming Web 2.0 entrepreneurs. But, that’s OK. It was still, for all intensive purposes, a valuable event;…
This Thursday, WebGuild’s Annual Conference – Web 2.0, The New Web
I’m going through my calendar of upcoming events, and it looks like I’ll have time to make it to the WebGuild 2006 Annual Conference: Web 2.0 – The New Web. Since I am not invited to O’Reily’s Web 2.0 conference (like the rest of us), I’ve decided to attend the WebGuild event, especially since much of the content and speaker line-up is similar – not to mention the vast contrast in price, $239 compared to roughly $3,200. This event is…
