Contribute to Altimeter’s Report on Employee Engagement and Advocacy

Three types of employee engagement

Altimeter recently published a new report on Digital Transformation that highlights the central role that customer experience plays. A key factor to creating and delivering a great customer experience is the ability of a company's workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency. To that end, my colleague Jon Cifuentes and I are working on a new Altimeter report on how … [Read more...]

Redefining Marketing: What it Means to be a Modern Marketer

Modern Marketer

Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever. And just in the past few years, the widespread adoption of social and mobile technologies has brought more complexity, yet also the potential for even greater insight into the customer journey. The result of this goes beyond an update in marketing tactics, but a redefinition of marketing. Wikipedia tells us that, … [Read more...]

Battle of the Marketing Clouds

Battle_of_Gibraltar

IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop. This expands IBM’s  capabilities to scale personalized customer engagement beyond Unica—certainly in email, but across all digital channels. (IBM is no stranger to marketing software, but they've really not been a contender in this category) IBM confidently announced on the call that the other vendors were clearly following their lead in building the technology … [Read more...]

New Report, New Service Offerings for Social Data

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Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010? I started talking to clients and vendors to take a pulse on how people were thinking about command centers, what they looked like, what were the use cases, and how they were calculating value. I looked at several … [Read more...]

Wildfire is dead. Long live Wildfire?

When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business. Last year Google announced it was integrating Wildfire’s technology into DoubleClick, and Wildfire dropped off the radar as a social business tool since then. So yesterday’s announcement that Wildfire Social Marketing Suite was being sunsetted was not a shock. Why the acquisition in the first place? Social … [Read more...]

Social TV: Solving for Synchronicity in an On-Demand Future

Source: TheVerge.com

Real-time content synchronization between offline and online media has become the darling of social TV, frequently serving as its very definition for companies looking to marry traditional and digital marketing experiences. Take Target, for example. Prior to the 2013 release of Justin Timberlake’s “The 20/20 Experience,” Target promoted the album synchronously on social, mobile, and TV. Its Facebook video post offered an exclusive pre-order of the album, and appeared simultaneously in fans’ news … [Read more...]

Trends to Watch in 2014 from Altimeter Group

About 2014 on graph

As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year. Below is a link to each post as well as a synopsis of some of the top themes we are exploring. As you read through each post, you’ll see that there are commonalities and overlap. This isn’t a surprise, as we have multiple people researching different aspects of customer experience, big data, innovation, and digital marketing. The diversity of thought and … [Read more...]

The Six Business Cases for Real-Time Marketing

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As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization. The payoff? That digital marketing ideal: the right message to the right person at the right time. The right instant, even. Real-time marketing (RTM) can add tremendous value to customer interactions; making brands appear relevant, with-it, informed, dynamic … [Read more...]

Eight Success Criteria for Native Advertising [Infographic]

If you’re a marketer who has evaluated native advertising offerings, then you’re likely already familiar with Facebook’s suggested posts, Twitter’s sponsored tweets and hashtags, or sponsored content on any number of online publications. But what IS it even? What are the benefits? How do you prepare? And what are the considerations along the way, as you deploy your native advertising campaigns? In our recently published report, Defining and Mapping the Native Advertising Landscape, analyst … [Read more...]

Benchmark Your Social Business Program: Research on “The State of Social Business 2013″

Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business. Overall, we found that investment in headcount and infrastructure have steadily grown, as companies reach "intermediate" stages of social business. Top findings include: Most organizations are “intermediate,” … [Read more...]