In today’s multi channel world to reach increasingly connected prospects, a company needs to provide a user journey across channels and platforms that are part of their target audience’s world.
Indeed, marketers are increasingly aware of the need to connect with so-called “consumers of information” through the savvy use of data and targeted engagement strategies. But are they doing it effectively?
The Digiday/Acxiom State of the Industry study found that while most marketers want to understand their customers and engage with them with bespoke experiences “in this era of the empowered consumer”, the majority haven’t yet found the optimal way of tapping into user data effectively.
Are you a software technology company that invests in SEO and PPC in the hope that, once found, your website will convert users directly to a demo of your product?
To do so is an oversimplification of the customer journey. What if a user isn’t ready to sign up for a demo? What then?
This “premature demonstration” user experience approach is likely to only resonate with the less than 5% of visitors that are at any one time ready to take a demo or make a purchase decision. So what about the other 95%? (more…)
Leading European cloud orchestration software provider Flexiant has chosen Brightfire to drive and implement its inbound content marketing and lead generation strategy in Europe as it looks to grab its share of a £30bn global marketplace.
I was struck by the recent news of the acquisition by SDL of Marketing Analytics and Social Media software company Alterian for £67m. SDL is an international information management company which started life in the localisation market providing content translation software. It then expanded its business with the acquisition of Web Content management software provider Tridion. Now it has added marketing analytics and social media to its portfolio.
This appears to be a trend in the information management software market as evidenced by Oracle’s recent acquisition of Fatwire, HP’s acquisition of Autonomy, Adobe’s acquisition of Day Software, Salesforce and Google’s recent investment in HubSpot and many others.
Convergence is a driver in many high technology markets but none more so than in the digital content market. Bringing together a variety of complementary technologies into a single integrated offering makes sense to acquisitive software companies in this market not because the products were made for each other but rather because they all converge on the most important thing of all: the customer.