For marketers that operate in a distributed or local marketing environment (such as a national brand with a localized or distributed presence) , traditional media has played a critical role in brand strategy for decades – but digital, not so much. Nobody knows the customer better than local marketers. Unfortunately, local marketers rarely have the resources to execute digital campaigns effectively – and when they do, they run the risk of violating brand compliance if they fail to comply with corporate-approved processes and brand standards. These days it’s not enough to blast generic communications out to your target audience. You must reach them with relevant and personalized communications that build intimate relationships. You need a digital strategy for local engagement; the challenge is making it scalable. Read more »
Digital Asset Management (DAM) has become a critical differentiator for Top Performing organizations, and for good reason: digital assets are growing at exponential rates, and so is the challenge of capturing, storing, and finding digital content. On the surface the use case seems obvious; DAM is a systematic way to add structure to asset management in your organization. But maximizing the return on investment isn’t always so easy. Users have to actually embrace the tool and move away from individual hard drives, shared drives, and disks for file storage.
For some organizations, investing in DAM is a no-brainer, as digital files multiply to levels that are simply unruly to manage, and they become difficult to re-use and store. But what about organizations that already use DAM? Could they be doing more to maximize the return on investment? According to Gleanster Research the answer is, unequivocally, yes. In Q3 2013 Gleanster surveyed 265 organizations to ascertain how Top Performing organizations (that achieved superior performance in revenue growth, asset utilization, and DAM usage) maximized their investment in DAM.
Join us on December 4 at 10:00 a.m. PT for “Maximize the Return on Your Digital Asset Management Investment.” During the webinar I will reveal three secrets to DAM success according to Top Performers. Participants will also receive a copy of the Gleanster Research Deep Dive, “Future-Proof Your Investment in DAM.” You can register here.
This week Salesforce.com kicked off the annual Dreamforce event in San Francisco. Gleanster is in the thick of things the entire week in dozens of briefings with the 300+ sponsors at the event. This year, Salesforce is touting a record 120,000 registered attendees both at the event and online. (Although we should note that the online registrations allow SFDC some considerable fudging to demonstrate consistent YoY growth at the event.)
On Monday Salesforce announced Salesforce 1, a move that will position the “customer company” as the backbone of the digitally connected world. According to the company Salesforce 1 will become a foundational element for managing the customer engagement across the ever expanding “internet of things”- a move that will also future proof the company as a suite of solutions that power customer interaction for the enterprise. Back in October I wrote a blog post titled “The Internet of Things Becomes the Future of Things” after attending the Oracle Open World event. There’s absolutely no denying the shift in connectivity and mobility in the way our global economy connects and consumes information. Companies like Oracle and Salesforce.com should be gravitating toward solving the challenges associated with identifying, connecting, and optimizing customer relationships on the “internet of things.”
The question is, what does that really look like? And as compelling as the story might seem, is this a story that 100,000+ Salesforce customers are ready to solve through a single platform? Scratch that: can it be solved from a single platform?
It is estimated that the average internet user spends a quarter of their time on social media sites each year. With over 400 million tweets a day and 10 million Facebook apps (and growing) the social frontier is evolving at an alarming rate – and with it comes exponentially more data from your target audience. According to Gleanster Research (see the Deep Dive “Leveraging Social Data Expertise to Maximize the Value of Social Listening”), 85% of brand marketers believe social media is critical to the marketing strategy. It turns out that it’s not so difficult to engage consumers on social; anybody can create a brand presence on social channels.
The difficulty is actually building relationships with customers and delivering engaging brand experiences, and that demands understanding, comprehension, judgment, interpretation, and, most importantly, listening. As the Greek philosopher Epictetus said, “We have two ears and one mouth so that we can listen twice as much as we speak.” Nowhere is this more important than in the realm of social media, where consumer options, desires, wants, and needs are readily available. But it’s one thing to listen, and it’s quite another to interpret and react appropriately – analysis, that is to say, often demands an entirely different set of skills. Brands have become increasingly adept at social listening, which means the data exists, but what do you do with it once you have it? What skills are required to extrapolate meaningful strategy and business decisions from social data?
There’s a constant theme in general technology coverage which bemoans changing standards of behavior. Whether it’s kids who decide that it’s OK to bicycle down the street wearing a pair of headphones (it isn’t) to the fact that a particular generation of new technologists are starting to use social networks for an increasing number of business functions.