The digital marketplace presents new challenges for marketers, yet provides the perfect canvas for creating personalized, relevant communications and developing deep relationships with customers based on ongoing interactions.
This paper explores what customer “moments of truth” mean, and how understanding those moments of truth along the customer journey enables marketers to deliver the personalized, real-time responses that customers crave. You’ll also learn best practices on how customer experience optimization and digital marketing optimization can help marketers capitalize on moments of truth.
Welcome to the 2017 Digital Marketing Study. Between March and April 2017, we
reached out to 1,165 digital marketers in enterprise companies in the United States,
Canada, the United Kingdom, France, and Germany, with an average company size
of more than 7,000 employees. We’ve also gathered information and insights from
leaders in several industries regarding their specific challenges, priorities, and tactics.
In this report, we use this data to help companies at all levels of maturity successfully
transform into an experience business. We hope you find it valuable.
Yet again we have been blown away by the response to
our Digital Trends survey, with almost 13,000 marketers
taking part globally. This year’s report, now in its eighth year,
gives an annual view of the ‘state of the nation’ of digital,
alongside data showing what distinguishes outperforming
companies from their peers.
In Forrester’s 53-criteria evaluation of online testing platform vendors, we identified the seven most significant providers — Adobe, Autonomy, Maxymiser, Monetate, Optimizely, SiteSpect, and Webtrends — in the category and researched, analyzed, and scored them. This report details our findings about how well each vendor fulfills our criteria, and where these vendors stand in relation to each other, to help customer intelligence professionals select the right partner for their online testing needs.
Published By: Sitecore
Published Date: Mar 27, 2017
In a digital era where 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests, it’s time for marketers to think differently about how they personalize the shopping experience, and we’ll show you how. Download now!
Note: Part two of Karen Walker’s blog series continues her insights about Digital Transformation and spotlights how Cisco’s Marketing and Communications team is using technology to transform their function.
Excerpt: Today’s marketers are delivering more and more content digitally, but to be effective that digital content can’t just be generic reference material. Rather, effective content must be relevant, timely, and personalized. And its goal should be to create a dialogue with the customer.
This is no easy task. It requires investing in marketing technologies that help deliver personalized content with speed and agility. For modern marketers, technology opens the door to new revenue pipelines. Digital platforms and applications combined with data and analytics augment our go-to-market model.
Published By: Monetate
Published Date: Sep 30, 2014
Personalization. It’s about the hottest topic out there for digital marketers.
If you’re going to do it, though, you need to know with which customers you should start your personalization efforts. Which means you need to know which of your customers are most valuable—not always an easy task.
This white paper will teach you how to identify your most valuable customers, create a personalized experience for them, optimize that experience, and begin the process again with another customer segment. Also included are three real-life examples of companies that found their most valuable customers, focused on personalizing their relationships with them, and drove additional business, increased customer loyalty and improved customer retention.
Successful email marketing, demand generation, and lead management processes hinge on a modern strategy aligned to buyer needs across all phases of the buying process — marketing automation. Using a wide spectrum of digital channels, today’s buyers employ an extensive network of tools and resources to make the most informed purchase decisions. The Modern Marketing era is driven by the self-educated buyer who marketers must engage to achieve a relevant, targeted, and value-based customer experience. Find marketing automation fundamentals here.
According to eMarketer, digital marketers have a “love affair with data,” and are planning to increase spending and usage in data-driven marketing strategies. Data helps marketers make more informed decisions about their most receptive audiences, so it should come as no surprise that 75% of B2B marketers currently leverage data to inform their digital advertising strategy, according to a new study.
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.
Today’s meandering customer journeys take place over multiple channels and devices. Each interaction creates a stream of digital information, leaving marketers with a growing pile of data. But, with data seemingly everywhere, why are so many marketers still feeling like there’s not a drop to drink?
Leaders Have a Data Strategy and Enable More Teams with Data
In this research report from June 2017, Econsultancy surveyed more than 700 marketing and analytics executives at consumer brands to better understand how data factors into marketing strategy — and daily decision making.
Two-thirds of leading marketers — those who outperformed their top business goal — say they currently have a documented data and analytics strategy.
In this report, you’ll also learn how leaders have built data-driven cultures and why they are more likely to use:
digital analytics to optimize user experience in real time
audience-level data to personalize customer experience
customer-level data to segment and r
Published By: Brightcove
Published Date: Sep 17, 2014
Internet users are spending more time than ever with digital video, and marketers have noticed. To help you stay on top of the latest trends in video content, eMarketer has curated a roundup of some of our latest coverage on the subject, including statistics, insights and interviews.
Published By: MediaMath
Published Date: Feb 27, 2015
Download “The CMO Solution Guide to Programmatic Marketing” Now From the RFP, to onboarding, to managing campaigns – what does the CMO need to know to drive success with programmatic? Nearly 70% of marketers surveyed in a recent CMO Club poll weren’t sure about the technologies used to execute their digital marketing campaigns. MediaMath and the CMO Club produced this peer-to-peer guide to bridge the knowledge gap for CMOs and senior marketers.
"When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency and connection that drive the foundational relationship between the brand and the buyer.
The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media, entertainment and telecommunications marketers to discuss how audience insights across the digital and physical experience have been turned into action, allowing these brands to personalize and enrich each engagement.
Multiple case studies will also be discussed during the webcast that focus on the power of segmentation and innovations around cognitive computing. Speakers include Liz Miller, Senior Vice President of Marketing for the CMO Council; Jody Sarno, Dedicated Client Partner, Communications Industry for IBM; Chris Crayner, Ch
Marketing and technology partners must collaborate as never before in order to delight and engage customers “in the moment.” Previously stove-piped functions are starting to work together to take a holistic approach to create great digital experiences at enterprise scale, but organizations see the need for more work to create relevant, integrated digital customer experiences in real time.IBM commissioned Forrester Consulting to discover how developers and marketers are working together to provide customers exceptional digital experiences reliably, quickly, and seamlessly.The study found that while the mandate to collaborate has been heard, there is still work to be done to move to the next level and put in place technology, processes, and culture to create digital customer experience in real time.
Learn the Pros & Cons of Leaders in the Engagement Space to ID the Best Solution for Enterprise Marketers
The first-of-its-kind Forrester Wave™ on Mobile Engagement Automation helps digital business and marketing professionals make the right choice to power that next level of hyperpersonalized customer engagement — whether on mobile, or not.
Get your complimentary report to learn:
? Which vendors Forrester analyzed based on a 30-criteria evaluation
? How these vendors differ on current offering, strategic vision and market presence
? Why more companies are investing in mobile engagement automation
? The considerations needed to make the right choice for enterprise marketers