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How to Write a Business Case for a WCM System

An opportunity to make a business case can be a blessing and a curse. On the one hand, it's an indication that the project is taken seriously. On the other hand, it formalizes the intentions, emphasizes responsibility, and implies approval by multiple stakeholders. Writing a good business case requires a pragmatic approach, strategic thinking, and persuasive language. Done well, it can convince the top management to invest in your project. Done poorly, it can cause delays or even stall the project entirely.Read More >>

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Eye On With John Snyder, co-founder and CEO of Grapeshot

John Snyder, CEO and co-founder of Grapeshot, which help brands better target advertising campaigns through advanced probability algorithms that understand context on real-time basis, says the company he keeps a close eye on teaches him through its mistakes.Read More >>

The Headless CMS is the Unsung Hero of Digital Content

The term "headless CMS" has emerged to describe a new way to manage content--and web managers cannot get enough of it. Instead of overwhelming their dev team with trivial requests, a headless CMS decouples code from content so that anyone can easily make edits--no training or development required. But how can it be that easy? The answer comes in the form of technology: The cloud and APIs.Read More >>

How Not to Lose Your Marketing Job to a Machine

It seems there's hardly a job a machine can't do. You go to the grocery store, and your cashier has been replaced by a computer. Your travel agent was replaced by Expedia years ago. The car in your driveway was mostly built, not by an assembly line of workers, but by advanced robots. Artificial intelligence (AI) can drive your car and clean your floor. Honestly, what doesn't your smartphone do for you? And if you happen to work in a marketing department, you may be wondering if you're going to come in one morning to find some form of AI sitting at your desk.Read More >>

It’s Time to Update Your SEO Strategy for 2018

A quarter-century ago, when SEO was in its infancy, it was as easy as slathering on a heavy layer of keywords and tossing in abundant backlinks to rise in the rankings on search engine results pages. But by 2018, that rudimentary approach will be a distant memory, with Google, Bing, and other search engines' sophisticated algorithms in a state of constant refinement. Those organizations will seek to outwit unscrupulous players determined to manipulate results at the cost of user experience. Meeting the challenge of effective SEO may take on even more importance in the year to come, considering the renewed pressure on search engine providers to help users weed out fake news and other low-quality content.Read More >>

C-Suite Conversations: An Interview with John Snyder, Co-Founder and CEO, Grapeshot

We've all been there: followed a bit too long, and a bit too closely. Hopefully not in the real world, but it certainly happens during our digital travels, as advertisements clued in to our search and browsing behavior dog us for hours, days, and weeks on unrelated sites—and well past the point of purchase decision. "In the world of digital ads, the consumer is disenfranchised—they're being stalked or else they're turning on ad blockers," says John Snyder, co-founder and CEO of Grapeshot, which uses adaptive machine learning algorithms to improve ad targeting, creating a more contextual experience.Read More >>

Customer Data Exchange: The Difference Between Cool and Creepy

When done right, brands can use customer data to build relationships with individuals and offer concierge-level experiences. The "State of the Connected Customer" report found that 57% of consumers are willing to give up personal information and data, but there has to be a return. Ultimately, consumers must feel that they're giving marketers their data, not that marketers are creepily stalking and taking their information behind the scenes.Read More >>

Your Influencer Marketing Program Must Be Omnipresent

It's no surprise that influencer marketing -- or, modern day word of mouth -- has come into its own as a primary method of marketing for merchants, brands, networks, and the entire performance marketing ecosystem. These influencers, celebrity or otherwise, have built up huge followings on Twitter, Facebook, Instagram, Pinterest, Snapchat and elsewhere and have become an important tool for merchants to leverage to move product.Read More >>

The Challenges and Opportunities of Launching a Paywall

What can publishers do to monetize more effectively? Implementing a paywall can help publishers connect with a loyal audience and increase ARPU, which is more important than ever, since most online traffic comes from anonymous social feeds where the audience is often unaware of your brand.Read More >>

Globalization Testing Takes More than Functionality Checks

Whenever digital globalization is initiated or accelerated the testing stage is a critical milestone to certify that global content delights target audiences and thrives in any target market. This may sound like any other testing effort regardless of scope and nature. Yet, it must be considered holistically. Leading it as a mainstream activity and prioritizing sanity checks are two typical pitfalls that put globalization testing off track and off budget. A couple of guidelines should be kept in mind to avoid ending up with unnecessary iterations and to generate cost effective takeaways.Read More >>

EContent Infographic--Native Advertising and Content Formats

Every issue of EContent brings you insight from the industry's most influential thinkers and strategists. Now we're bringing that to you in infographic form. In this installment we look at the best labels for native advertising, and the content formats marketers turn to most for their campaigns. Read More >>
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