DAMs are pieces of software that help a company store, organize, and make better use of all of its digital assets. A DAM is the “single source of truth” where marketers can find all versions of media assets that are useful. This includes photos, PDFs, images, audio, video, and even VR or other new forms. A DAM adds metadata to these files that tell marketers everything they might want to know about the file before they use it, like: Does the company have the right to use a picture forever, and if......
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It is said that David Ogilvy once said, “Give me the freedom of a tight brief.” It is thought that briefs that are focused and detailed, leaving little room for interpretation, lead to the best creative results. The idea for creative briefs came from advertising companies in the 1960s. They were a way for the account planner, who was closest to the client, to start the creative process. Well-done creative briefs are still an important basic tool for marketers today, but they take time, which is something marketers don’t have much of.......
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You’ve made a good business plan, gotten the money you need, and are excited to tell the media about your brand. People tell you that you need PR, which stands for “press release,” right? People often think that public relations (PR) only includes news releases when they talk to startups about it. When you add earned media, which is a type of PR, things become even less clear. Start-ups that think their names don’t need PR because they haven’t had any “bad press” are even worse. For the record, crisis communications is another type of PR that deals with bad news......
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What will customers remember about your website, product, service, or people? What will they say to their friends and coworkers about their experience? Will they even mention it? A huge amount of attention and resources are being directed toward incorporating AI into the customer experience, ranging from automating responses to social media comments to improving call center experience. Who knows where OpenAI’s Voice Engine will finally lead us? Do you think customers will discuss how “wowed” they were by their AI experience? I am willing to bet they won’t notice. AI-created experiences will be more “expected” than “exceeding.” So, how......
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As a senior marketing leader, you’re all too aware with the bottlenecks and train wrecks produced by silos and a lack of alignment among various teams and departments in the marketing ecosystem. CMOs frequently cite this as one of the most significant impediments to smooth marketing operations and attaining desired outcomes. However, the solution does not just involve improved communication or coordination among discrete teams and roles. The most effective marketing organizations (MEMOs) understand that meaningful cross-functional collaboration to bridge organizational barriers necessitates a fundamental adjustment in marketing structure and work flow.......
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According to Gartner, martech utilization fell to 33% in 2023, down from 42% in 2022 and 58% in 2020. Underutilization of martech results in unforeseen consequences. For example, it may result in future budget cuts depending on previous platform utilization. Inadequate use of martech might also impede the advancement of marketing processes. There are several reasons why martech is underutilized. As the landscape moves rapidly, CMOs and other leaders may wish to investigate new technology. Many martech users may not profit from utilizing a specific platform. Users may also not be properly......
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I recall when the internet was spanking new, unfamiliar, and frightening to many people. The organization I worked for was quite conventional, and they promised never to create a website or allow staff to use email. Well, that was in 1996, and as you could expect, a few years later, they couldn’t fight it because the world had changed. It appears that AI is creating the next paradigm change. And instead of being a recent college graduate, I’m now one of those elderly folks who are dubious of what’s going on. But......
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Artificial intelligence (AI) is establishing itself as a game-changing force in the consumer experience (CX). AI’s capacity to process massive quantities of data and drive automation at scale enables organizations to provide tailored, frictionless CX journeys that inspire loyalty and satisfaction. This article looks at how great firms use AI to change the customer experience in three key areas: clear messaging, frictionless interactions, and tailored experiences. Clear messaging. Effective communication is the foundation for developing a great brand. It is also one of the most commonly disregarded parts of the client experience.......
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The consumer experience has completely transformed from anonymous transactional to individually helpful. To continue to be useful to consumers, retail brands must seamlessly integrate and be present throughout the customer journey. They must deliver genuine value in the right place at the right time. Consumers base their purchasing decisions mostly on web research, rather than on product packaging, benefits, or customer service. How does that research look like? Searches for comparison guides, ingredient descriptions, brand and product reviews, and so on. Brands that proactively deliver the information their audiences seek will develop......
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As much as we would like to think differently, only some products or services are actually suitable for some. And, while some products or services can (and do!) benefit almost everyone, certain categories are far more inclined to buy than others. A target audience is a group (or groups) of people for whom your product or service is intended and to whom your marketing efforts are directed. Why is having a target audience important? Without a target audience, your sales and marketing approach is essentially flinging spaghetti against the wall and hope......
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