Digital experience management (DXM) refers to the marshaling of strategy, process, and technology to provide highly satisfying digital interactions to customers. DXM is relevant across industries, but it has a special place in the healthcare industry--so much so that I'd like to think of it as the digital equivalent of the mandate to "wash your hands." In other industries serving to enhance customer interactions, DXM is the icing on the cake. But in the healthcare realm, DXM can play an even more crucial role in helping achieve better health outcomes for customers. This article focuses on DXM for organizations in the healthcare industry-hospital systems and other healthcare providers, pharmaceutical companies, and medical device makers.
The healthcare industry is heavily regulated globally and is not an early adopter of digital technologies and techniques, including DXM. But consumers, exposed to superior digital experiences in other industries (such as retail and financial services), have increasingly high expectations of healthcare companies. Read More.
Content marketing isn’t just about creating the right content: the right martech is needed for a content marketing strategy to be effective. You can’t attract, acquire, and engage an audience without a proper collection of systems to manage customer data, compelling content, and product information.
The term martech has entered into common usage, although people often disagree on exactly what it means. Construed very broadly, digital marketing technology is the collection/cocktail of digital systems that marketers use to gather, cultivate, and nurture leads and customers. Traditionally, these systems reflected how a marketer wanted to represent a brand or product line.
However, as marketing becomes (or aspires to become) more customer-centric, marketers increasingly sense that new approaches must focus much more intensely on customer preferences — including their browsing and buying history — and meet them in the channel of their choosing (mobile, in-store, catalogue, or otherwise). Digital assets are instrumental to realising this plan.
The marketing world has perhaps never seen so much change. The core tenet of marketing – that of a marketing funnel – is disappearing and is being replaced by the amorphous concept of a customer journey. Consequently, marketing is much more dependent on complex technology.
But the marketing technology landscape is so crowded and confusing that it can overwhelm any enterprise buyer. As marketing is transforming into a more data- driven and scientific discipline, picking the right set of tools remains a challenge.
When you are looking to select marketing technology (MarTech) for your enterprise, you will encounter several half-truths and also some outright falsehoods. Here are ten such commonly encountered myths and the real story, based on our experience of advising large global organisations with their MarTech initiatives. Read the full article here.
It's difficult for even large enterprise customers to comb through their data to gain a comprehensive view of their prospects and customers. "If I want a 360-degree view--or at least a coherent view of the customer or the target or prospect that you're trying to reach--that's a hugely difficult task," says Kompella.
Getting the most value from a marketing cloud platform is hard work, and customers are coming around to that viewpoint, Kompella says. He suggests investing in people "who can make sense of all the data that is coming at you," as it may be even more important than the tools.
A lack of content is another reason that a marketing cloud platform may be viewed as a bad investment for a company, especially for small to mid-sized companies. "A lot of the power or value of this all comes from being able to divide your audiences into different segments," Kompella says. "So having appropriate content for each of these segments becomes very complex."
Digital experience management (DXM) connotes the coming together of strategy, technology, and process to provide the True North of highly satisfying digital interactions to customers. This fundamental notion of DXM remains relevant across industries, including nonprofit organizations (nonprofits)-although your DXM priorities, approach, and techniques may vary based on your core mission and goals.
Unfortunately, nonprofits usually find themselves operating under severe resource constraints-budget limitations and staff shortages are almost a given. Staffers (sometimes part-time) play several roles, and in such a scenario, dedicated staffing for digital projects seems to be a luxury. However, we all have experienced high-quality digital interactions in other spheres (such as commerce and marketing); right or wrong, we have come to expect the same from nonprofits. This sets the bar for nonprofits high, and DXM is fast becoming a strategic imperative. With this in mind, here are eight DXM projects that nonprofits should consider, beginning with the relatively simple and ending with those requiring increasing levels of expertise/investment. Read Full Article Here.
"...there is a paucity of internal expertise – what is a bit surprising is that even large enterprises seem to face this challenge. If CMOs are going to be spending heavily on technology, then it is imperative that they pay attention to their current capabilities, benchmark themselves against best-in-class industry peers and invest in building capabilities where they may be lacking." Read the Complete Article Here."
But despite the advantage of cross-promotions with Airtel, competition will make breaking into the black difficult, analysts say.
"There is [WhatsApp], a deep-pocketed, well-entrenched market leader and another deep-pocketed rival entering," said Kashyap Kompella, analyst at tech consultancy Real Story Group, referring to Reliance Jio, owned by Indian tycoon Mukesh Ambani. Reliance Jio last month launched mobile services on a trial basis and is developing its own mobile-app ecosystem. Read the Complete Article Here.