I recently published an article in Chief Marketer about driving conversions through increasing the relevancy of content entitled, Drive Conversions by Making Interactions More Relevant
Posts Tagged ‘integrated marketing’
Tags: CMS, Conversion, Customer Experience, CXM, Dynamic Publishing, integrated marketing, Interactive Marketing, personalization, relevancy, ROI, SDL
Tags: CMO, Customer Experience, integrated marketing, marketing technology
I just had the most incredible customer experience last weekend at Mt. Rainier National Park. And no it doesn’t have to do with a single interaction with park rangers, concession employees or infrastructure. It was all about the experience itself.Spending the last day of summer hiking up the side of one of most beautiful mountains in the world with my son, having a snowball fight in 80 degree sun and running down the trail to bring my wife, who was sidelined by crutches, with a chunk of a glacier before that same 80 degree sun gave real meaning to global warning.
My point is not to rave about a great family outing I had, although it was fantastic. On the drive home, I started thinking about what made the day a great experience. We got stuck in bumper to bumper traffic driving up the winding mountain road. The brand new multi-million dollar visitor center had fewer exhibits than a grade school science fair and we had to walk single file up the first trail because there were so many people. When I look at the day from a series of controllable human interactions, it sounded more like a bust than a memorable moment.
From a UX perspective, they could have designed better traffic flow on the roads. The visitor center might have been adaptable to my persona’s needs and of course they could have simply built more trails, scaling for the demand. But in the end, they wouldn’t have made much difference, because ultimately it wasn’t about navigational or operational issues, it was about pure experience.
My pure experience was blue sky, bright sun, views that dwarfed me and a time/place/people combination that wowed me. In other words, it was the content that made the experience. So much of the content we create today is mass produced, aimed at the lowest common denominator and tries to shock or titillate to such a degree as it simply becomes part of the noise and noise which is getting louder every day.
The answer is not easy and there isn’t a simple solution, but if try to adhere to one simple principle we may be able to come closer to the mark. Every time we pitch, design, develop, or evaluate an idea, a campaign, or a business model, we should ask ourselves if it can rise to the monumental or at least taste like a lick of a blue glacier on the last day of summer.
Tags: #Forrester, #ForresterResearch, analytics, CIO, CMO, digital agency, integrated marketing, marketing technology, Metrics, ROI
Let’s start with understanding the problem. It’s not that CMOs and CIOs speak different languages, it’s that they fundamentally approach problem solving differently. Most CMOs come out of the advertising and creative world of the “big idea.” At the end of the day, they are dealing with abstraction, creating emotional ties to an ephemeral concept, known as the brand. While they can measure success from outcomes, they can never conduct QA testing to see if the solution works or not. Whereas most CIOs come from an IT background where at there is ultimately a “right” answer or solution to a given problem and it is easily measured b whether it works or not. And the outcome of working is out of scope.
At our company, Blab, I’m lucky that our CTO Joseph and I have a strong working partnership. It comes mutual respect (very common at C level), shared goals (common if business focused) and most importantly, because we spend a lot of time together talking through ways to solve problems.
I’ve learned some of the lingo of technology. I have a rudimentary understanding of database schema and at least don’t cringe when I hear the terms php, ruby on rails and lamp stack. I recognize they are development languages. But what is more important is that I understand that they are critical to my being able to effectively and efficient communicate with my customers across multiple channels.
Joseph, on the other hand, has not spent his entire career managing IT infrastructure. He can write code himself, actually thinking its fun and is excited about solving challenging problems. He’s learned something about frequency and reach and the abbreviations, cpc, seo, sem and crm don’t make his eyes glaze either.
But the real key to our mutual success is sitting down together in front of a whiteboard and sometimes over a beer, talking about the big picture issues we both face. Are we keeping up with our customers? Do we understand the problems they have? Are we equipped with the ability to listen to our customers, analyze what they’re saying and acting on the insight before it’s too late.
Joseph’s mind certainly works differently than mine. He often comes up with a completely different perspective on the issue and as often as not, his logical rational mind is as perceptive as the most gifted and creative brain. And then he tells me how he can build whatever it takes to bring the idea to life.
Tags: B2B marketing, Closed Loop Marketing, CMO, CRM, Customer Experience, Customer Lifecycle, Customer Relationship Management, digital agency, integrated marketing, Interactive Marketing, Marketing Automation, marketing technology, Metrics, ROI
After nearly 5 years, I’m leaving Ascentium and starting my own consultancy, Rainier Advisory Group specializing in helping companies navigate the complexity of the marketing technology landscape.
I’m very proud of the success I’ve had growing Ascentium from a small technology consulting firm into the 5th largest independent digital agency according to AdAge and being called out with the highest customer satisfaction scores in the country by Forrester Research in their 2009 Forrester Wave® of Top Interactive Agencies.
Now is the time to move on and focus on my real passion of mastering cross-channel customer experiences through the integration of the technologies that are helping transform the marketing landscape from search to analytics, lead management to CRM and everything in between. With the maturation of cloud-based services, today’s marketer is faced with a myriad of choices and almost no one to help navigate not only the applications and services themselves, but how they fit into an integrated cross-channel strategy, Forrester calls Digital Brand Orchestration.
I believe that my combination of executive experience on the client side for Lufthansa, T-Mobile and Gateway, agency consulting experience working with companies like Microsoft, Intel, Lexus, and Ford as well as start ups like Marketfish, Quasar, and Surveyanalytics as well as my thought leadership and speaking engagements for organizations like Forrester Research, the DMA, Digital Hollywood, Mirren New Business, The Integrated Marketing Conference and MarketMix, position me well to provide the strategic consulting services needed by leading companies, marketing service providers and advertising agencies.
Please feel free to reach out to me if you’d like more information or if you know of any firm in need of my services.
I will also be devoting time to my commitment to our industry in my capacity as past president of the Seattle Direct Marketing Association, incoming president of the Pacific Northwest Business Marketing Association chapter as well as lecturing on digital marketing at local institutes of higher learning.
Most of my contact information remains unchanged, with the exception that I can now be reached at firstname.lastname@example.org or email@example.com . Today I have also launched my new company website, www.rainierag.com . Farewells are always sad, but new beginnings are even more exciting. I continue to wish everyone at Ascentium continued success and I look forward to sharing new stories with each of you in the near future.
Tags: #ForresterResearch, BMA Engage, Customer Experience, integrated marketing
I just read a great report, “eight Customer Experience Megatrends,” from Bruce Tempkin, formerly an analyst with Forrester Research. While every consultant likes to issue their predictions for the next big thing or the direction of the market, I found Bruce’s list and more importantly the key implications of each trend, a stimulating read. Here’s the list. To read the complete report, go to Bruce’s blog, Customer Experience Matters
1. Customer insight propagation… customer insights will drive decisions across the company
2. Unstructured data appreciation… text analytics will become a critical capability
3. Customer service rejuvenation online interactions will increasingly use touch-screens
4. Loyalty intensification… loyalty metrics will be a major element of executive dashboards
5. Interaction iPod-ization… online interactions will increasingly use touch-screens
6. Social media assimilation… social media will get absorbed into the fabric of companies
7. Digital/physical integration… experiences will blend mobile devices with retail locations
8. Cultural renovation… engaging employees will become a key stepping stone for engaging customers