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Last updated: January 2014
From Mobile First to Customer First
Authors: Jaimy Szymanski and Brian Solis
Companies are faced with disjointed and unsuccessful mobile strategies when attempting to “bolt them on” to existing digital marketing initiatives (often living in different departments) without studying the common thread of mobile customer behavior first. In order to adequately plan, strategize, execute, organize, and staff mobile efforts, companies must begin with the true “first screen,” mobile, and integrate strategies from the customer up. This report will explore common mobile pain points that companies face and provide recommendations for organizations undergoing digital transformation focused on the digital customer experience through the lens of mobile.
Using Social to Deepen Relationships and Increase Sales
Author: Linda Saindon and Charlene Li, with Jon Cifuentes
Evolving existing sales approaches and changing behavior is really the key to successful adoption and implementation of social selling within an organization. This report will look at: What are the essential elements of a social selling program? From staffing and training to technology platforms and measurement? How do you get started and how should you evolve the program over time? Is there a maturity roadmap to follow? How do organizations change because of social selling, if at all? How will social selling itself change in the future, eg. technology platforms, less outsourcing of sales, shift from transactions to relationships?
Customer Experience and the Internet of Things
Jessica Groopman and Rebecca Lieb
The opportunity in customer-facing IoT lies in the interface and exchange of data (on the enterprise side,) with experience (on the consumer side.) Yet, determining when, how, and to what extent to apply connected services, products, and processes to the customer experience remains poorly understood by modern marketers and digital strategists., This report will focus on identifying how IoT can be used to optimize consumer-facing programs (e.g. Marketing, Sales, Customer Service, etc.) to enhance customer experience, drive interactions, and glean powerful business intelligence in the process.
Measuring Content Marketing
Author: Susan Etlinger and Rebecca Lieb, with Jessica Groopman
How should content be measured and analyzed? Let us count the ways (or at least begin to). In this report, we'll assess what metrics can be applied to content beyond sales and leads, and support functions across the entire organization (e.g. product development, customer service, social selling, employee engagement, recruiting and hiring, etc.). This research will showcase examples of organizations which have used content metrics to support primary business objectives such as operational efficiency, brand health, revenue generation and beyond.