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New 8 Content Marketing KPI’s You Can’t Afford To Neglect

New 8 Content Marketing KPI’s You Can’t Afford To Neglect | digitalNow | Scoop.it
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KPI’s To Measure Your Reach

1. Unique visitors: These are the standard measurements of how  many visitors have viewed your content within a defined time frame – typically  30 days. This KPI is a good platform to compare the different forms of your  content and their trends over the time. Keep in mind that all unique visits are  not the same. For instance, a unique visit to an e-book could be more valuable  for lead generation compared to a unique visit to a blog — especially if more  time spent was recorded with the content for that particular visit.

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digitalNow
Exploring leadership, management, innovation, and technology issues and trends; impacting associations & non-profit organizations in the digital age.
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Leveraging the Value of Data Analytics

Leveraging the Value of Data Analytics | digitalNow | Scoop.it
In the past, traditional process-driven organizations generally viewed data as a secondary byproduct. Now, however, many of these enterprises are using data strategically to help them become more competitive, increase revenue and profits, reduce risk and begin new initiatives, according to a new report. Some are even building entire business models in order to deliver exceptional products and services. The report, "Data and Advanced Analytics: High-Stakes, High Rewards," produced by EY and Forbes Insights, stated: "Global executives that understand the full value of advanced analytics are making it a core element in their business strategies and using it as a competitive differentiator."  Chris Mazzei, EY global chief analytics officer and emerging technology leader, added, "Companies have moved from pilot projects that originated in business units or countries to using data and advanced analytics at enterprise levels to rethink and reimagine their entire business to identify new opportunities." The report surveyed 1,518 C-level executives based in the Americas, the Asia-Pacific rim region and EMEA
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5 Digital Marketing Tips To Increase Your Brand's Growth Online And Improve Ad Results

Buy Now, Book A Flight, Request A Quote--Whatever next step you want the user to take (which is typically the objective of your campaign) should be vibrantly displayed in your content.

Every successful advertising campaign contains a clear and compelling call-to-action (CTA). This “button” tells the user what the next step is and is how they get from the advertisement back to your site, moving them further down the funnel and closer to the point of conversion.

When it comes to selecting a CTA, you want to focus on language that is relevant to your brand, service or products, and completely obvious to the user. Anything ambiguous can confuse the user, and even if they click on the CTA, arriving at an onsite page that doesn’t meet their expectations won’t result in a conversion. That being said, you want to avoid generic language like “learn more” or “read more”—while this can be relevant to what you’re promoting, it isn’t unique to your brand, or even your industry.
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Tim Berners-Lee Has a Plan to Reinvent the Web

. Privacy
Privacy is all but dead — but that’s not the worrying part. 

People, in general, have come to accept the loss of their online privacy as a forgone conclusion. If we go by usage statistics of privacy-pinching apps like Facebook alone, most internet users have succumbed to the fact that, to use the most popular online platforms, you need to part with elements of your privacy.

But Tim Berners-Lee is of a different opinion. In an article published by The Guardian, Berners-Lee stressed that privacy shouldn’t be viewed as a luxury of old. Instead, it should be seen as nothing less than a human right.

You “can't mess with human rights like that without massive unexpected and very disastrous consequences,” he stated.

In a separate interview with Wired, Berners-Lee accused governments of increasingly watching every move online, and passing extreme laws that trample on privacy rights. “Watching everyone all the time is simply going too far,” he said. 
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Ops 4.0: Fueling the next 20 percent productivity rise with digital analytics

Product driven. For organizations whose strategic imperative is to design and launch products more effectively, advanced analytics combines with design to value, becoming analytics to value, or AtV.
Journey driven. Many organizations have already seen a dramatic impact from applying lean management’s end-to-end perspective to their customer journeys. Digital technologies and agile processes let organizations make these changes more easily, quickly, and sustainably—and on a greater scale, with a bigger impact—than ever before. Together, the technologies and processes form EdgE, or end-to-end digital enablement.
Cost and budget driven. Traditional cost-control measures have often been a blunt instrument at best, but a more sophisticated analysis required too much data and coordination to be practical. Now, sophisticated analytics techniques make zero-based budgeting, or ZBB, more feasible, flexible, and profitable than ever.
Manufacturing driven. To help companies reach new levels of resource productivity and effectiveness, digital manufacturing connects novel and existing data sources with smarter machines and new process technologies.
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The Right and Wrong Ways for CEOs to Disagree

The Right and Wrong Ways for CEOs to Disagree | digitalNow | Scoop.it
The Sweet Spot Where Honesty and Tact Converge

Honesty and diplomacy are not mutually exclusive, and if you can find that “sweet spot” where honesty is tempered by tact and respect, you have found a good starting point for expressing your opinion. While you don’t want to lay it on too thickly to where the other person doesn’t realize there actually is a difference of opinion, it costs you nothing to be civil and empathetic.

The same piece of criticism can be expressed destructively or constructively. Feedback can be curt and mean-spirited, or it can be non-accusatory and helpful. It’s the difference between saying, “You don’t know what you’re doing,” and “I like what you did here, but it’s important that we consider these points too.” Finding merit in what someone has put work into disarms defensiveness and sets the stage for a productive conversation.

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The future is now: How to win the resource revolution 

A technology-driven revolution

To understand what is going on, consider the way transportation is being roiled by technological change. Vehicle electrification, ride sharing, driverless cars, vehicle-to-vehicle communications, and the use of lightweight materials such as carbon and aluminum are beginning to ripple through the automotive sector. Any of them individually could materially change the demand and supply for oil—and for cars. Together, their first- and second-order effects could be substantial. McKinsey’s latest automotive forecast estimates that by 2030, electric vehicles could represent about 30 percent of all new cars sold globally, and close to 50 percent of those sold in China, the European Union, and the United States.

That’s just the start, since vehicles for ride-sharing on local roads in urban areas can be engineered to weigh less than half of today’s conventional vehicles, much of whose weight results from the demands of highway driving and the potential for high-speed collisions. Lighter vehicles are more fuel efficient, use less steel, and will require less spending on new roads or upkeep of existing ones. More short-haul driving may accelerate the pace of vehicle electrification. And we haven’t even mentioned the growth of autonomous vehicles, which would further enhance the operating efficiency of vehicles, as well as increasing road capacity utilization as cars travel more closely together. Several million fewer cars could be in the global car population by 2035 as a result of these factors, with annual car sales by then roughly 10 percent lower—reflecting a combination of reduced need as a result of sharing but also higher utilization and therefore faster turnover in vehicles and fleets.

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What Makes a Genius?

Throughout history rare individuals have stood out for their meteoric contributions to a field. Lady Murasaki for her literary inventiveness. Michelangelo for his masterful touch. Marie Curie for her scientific acuity. “The genius,” wrote German philosopher Arthur Schopenhauer, “lights on his age like a comet into the paths of the planets.” Consider Einstein’s impact on physics. With no tools at his disposal other than the force of his own thoughts, he predicted in his general theory of relativity that massive accelerating objects—like black holes orbiting each other—would create ripples in the fabric of space-time. It took one hundred years, enormous computational power, and massively sophisticated technology to definitively prove him right, with the physical detection of such gravitational waves less than two years ago.

Einstein revolutionized our understanding of the very laws of the universe. But our understanding of how a mind like his works remains stubbornly earthbound. What set his brainpower, his thought processes, apart from those of his merely brilliant peers? What makes a genius?
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When company values and actions collide

From my vantage point, the situation being discussed with the division president was one where both respect and accountability were being challenged, and this was our moment to demonstrate the courage of our conviction for those values. I’m pleased to say that the company made the right decision, and not only complied with the law but also honored the values at the core of its brand.
Could another, less favorable decision have been taken? Might the company have looked the other way, favoring the harasser over his victims because of his contributions to corporate profits? Surely, as an experienced leader, you know the answer to those questions. But if recent events with United Airlines and Fox News are any example, customers, investors, employees and even the general public are holding companies and their leaders to a higher standard, one that has significant financial and brand ramifications if left unmet.
As a leader, you are the bastion of company values. Make sure that you know what you stand for — and be prepared to act.
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Digitization Is a Work in Progress

Digitization Is a Work in Progress | digitalNow | Scoop.it
The vast majority of global CEOs feel that a failure to embrace digital transformation will prove damaging to their organization. However, relatively few strongly agree that their company understands what it means to be digitally transformed, according to a recent survey from the Conference Board. The report, "CEO Challenge 2017: Leading through Risk, Disruption and Transformation," indicates that CEOs, CIOs and other senior leaders have their work cut out for them in pursuing digitization. Only a minority, for example, are very confident that their organization is more advanced than peers and competitors with regard to these efforts. Nor do they strongly feel that their organization has adapted an enterprisewide strategy to maximize the impact of digitization. As a result, the desired impact is falling short with respect to increased efficiency, productivity and ROI. "Digital transformation stretches across the value chain and touches every aspect of business operations, from the initial research and development phase to the final delivery of a product or service," according to the report. "A successful digital transformation requires an enterprisewide approach to strategy and systemic change. The challenge of true digital transformation is to change the organizational culture, convert risk-averse disbelievers within the organization, and facilitate digital transformation at all levels, in all business units throughout the organization." More than 500 global CEOs took part in the research.
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Five Strategies To Help You Sound Like The Leader You Want To Be

Be aware that specific sounds are tied to impressions.

Like it or not, the voice on your voicemail greeting is the voice you are using to communicate with the world. Unfortunately, most people are trapped behind voices that don’t convey how special they are, says Love. “The goal in any communication, especially business, is to control the way that other people perceive you when you speak.” Remember, you only have a few seconds for people to decide if they believe you and want to listen to what you’re going to say next.
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Socials Fairly Big in the US, But Messaging is Yet to Take Off

As hot as social media currently is in the US, it’s not quite the force it is across several other countries, according to a comScore report [download page]. And messaging apps are barely registering on the radar of US mobile activity, per the study, which examined use of mobile messaging apps across 9 countries.
Indeed, the 5 major messaging apps combined accounted for just 1.4% of mobile minutes in the US during January of this year. By contrast, these apps accounted for more than 1 in every 8 mobile minutes in countries such as China (13.2%), Spain (14.5%), Brazil (14.6%), and Mexico (15.8%).

Messaging Apps by Region
While Americans clearly prefer Facebook Messenger, WhatsApp is overwhelmingly the messaging app of choice in Europe and Latin America.
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Whats the Biggest Challenge in Proving Marketing ROI?

While most marketers feel that it’s getting easier to prove marketing’s impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing’s value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report.
Indeed, almost three-quarters (71%) of the 217 marketers surveyed for the report identified this as a challenge, far ahead of the other obstacles identified. Past research has indeed shown that social media and content marketing are among the most difficult channels to measure for ROI. Within the US, only 1 in 5 CMOs are able to demonstrate the impact of social media quantitatively.

Likely as as response to these difficulties, content performance and social media analytics are considered the most important digital components and features used by marketers.
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The Most Important Trends Impacting the Future of Public Relations

Digital storytelling will be the most important communication trend affecting public relations in the next 5 years, according to those who probably should know best: public relations professionals. In its Global Communications Report 2017 [pdf], the USC Annenberg School for Communication and Journalism also found that social listening is a key trend likely to impact the future of PR.
These were also cited as the most important communications trends by marketers responding to an accompanying survey. Indeed, storytelling has been dubbed one of marketers’ top priorities in recent years, while social listening is a critical tool for many marketers today.

There are some differences in opinions between PR and marketer respondents: the former tend to ascribe more future impact to big data and behavioral research, while the latter see more influence arising from real-time marketing and branded content.
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CIOs Choose Collaboration to Drive Innovation

CIOs Choose Collaboration to Drive Innovation | digitalNow | Scoop.it
A new survey says that technological innovation is crucial to modern enterprises' ability to solve business challenges, pursue innovation and drive higher revenues. Almost half of CIOs must follow the board's vision, but one-third said they have "wide scope to pursue innovations, whether they receive a free hand on IT or the directors' backing for their work colleagues' new ideas," the report said. The research was conducted by Sapio Research for Teneo, a specialist technology integrator. Teneo's CTO Marc Sollars said, "CIOs know that old-style board-driven or in-house innovation models won't satisfy customers who are already working closely with them in extended supply chains or federated business models, giving them far more clout than before." IT leaders are taking more sophisticated approaches to make innovation happen on a worldwide scale. To do so, Sollars said, CIOs must either set up new types of collaborations as they execute across multiple time zones and hundreds of locations, or cede specific areas to outside experts if their in-house teams lack the necessary skills. The reasons CIOs are ceding sole control of innovation strategy are complex global operations and extended supply chains. Sapio Research surveyed 400 global enterprises, half in the United States and half in the United Kingdom.
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The next-generation operating model for the digital world 

Shift #1: From running uncoordinated efforts within siloes to launching an integrated operational-improvement program organized around journeys

Many organizations have multiple independent initiatives underway to improve performance, usually housed within separate organizational groups (e.g. front and back office). This can make it easier to deliver incremental gains within individual units, but the overall impact is most often underwhelming and hard to sustain. Tangible benefits to customers—in the form of faster turnaround or better service—can get lost due to hand-offs between units. These become black holes in the process, often involving multiple back-and-forth steps and long lag times. As a result, it’s common to see individual functions reporting that they’ve achieved notable operational improvements, but customer satisfaction and overall costs remain unchanged.
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Who Knew Chat Widgets Were So Complicated?

A Chat Widget With More Than Meets the Eye
In the end I selected a potential service that fit the requirements above, and by how it looked and interacted with people coming to the website: a sleek, unbranded app that didn't force people to enter details when they asked questions.

But the tool turned out to be something more than a chat widget. It automatically collects web viewers, tags them based on on-site behavior and sends emails to them — both manual and automated. 

It was awesome, with one minor complication: many of these chat widgets charge you per agent using it or by the number of conversations. This one charged by the number of users it collected. 

And it collected: over 3,000 users in its database in a span of a week. It ended up being too expensive for my purposes. 

Does a 'Simple' Chat Widget Exist?
In the search for the perfect chat widget, I saw a wide variety of solutions. It was hard to even establish a common meaning of what a chat widget really is.
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How to Maximize Your Return on Technology Investment

First, it is essential for businesses to document and understand their current processes, and any process variations. Businesses often don’t appreciate the complexity of their own processes until they see them mapped. To determine whether there are historical or practical reasons why processes are what they are, investigate and understand the reasons behind each, as well as any nuances or variations that exist within the processes.
Involve all the affected areas of the business in both current and future state workshops. Change management demands everyone impacted by technology changes get on the same page. Doing so helps to overcome resistance to change, and will also preempt some of the staff complaints that normally follow. Even more important, creating buy-in helps to inform the processes and gives staff a better understanding of not only what changes are being made, but why they are being made.
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How to Tap into Multi-Sided Networks for Exponential Growth

How to Tap into Multi-Sided Networks for Exponential Growth | digitalNow | Scoop.it
Solving the Chicken or Egg Problem

In a platform business, producers and consumers are your chicken and egg. The challenge here is that your platform has no value until you have participants on both sides . Here’s the really tricky part: If you don’t get both producers and consumers onboard at roughly the same time, or in close succession, the group that gets on board first will find no value in having joined and will fail to use your platform. This can cause user engagement to sputter out before the other group gets involved to make the whole thing work.

We can use Uber as an example of this problem. Imagine if only riders (the consumers) joined Uber in the beginning, but no drivers (producers). What would happen? The riders would see that there were no drivers available to take them where they needed to go, and they’d likely write off the Uber app as a failure and never look back.
So how did Uber and other successful platforms manage to get a virtuous cycle of producers and consumers engaging with their software early on? They each employed one or more of these eight launch strategies.
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5 Essential Steps to a Winning Digital Platform

5 Essential Steps to a Winning Digital Platform | digitalNow | Scoop.it
All types of businesses can benefit from digital platforms, but most new digital platforms will fail if companies neglect the five key steps to digital success.


While many businesses are embracing digital platforms—and that trend is expected to grow substantially in the next couple of years—Accenture's report on "Five Ways to Win With Digital Platforms" cautions organizations that most new digital platforms will fail if they neglect the five essential steps for digital success.

Success, Accenture states, is a matter of remembering the 5 Ps:

• Proposition: to focus less on products and more on solving customers' changing needs.

• Personalization: to customize customer experiences based on their interests and needs.

• Price: to move to new models like freemiums, discounts and surge pricing to match demand with supply.

• Protection: to safeguard the data shared between platform players.

• Partners: to work with others, such as app developers and payment providers, that enrich the customer experience and differentiate the platform.
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Courage: The Defining Characteristic of Great Leaders

"COURAGEOUS LEADERS TAKE RISKS THAT GO AGAINST THE GRAIN OF THEIR ORGANIZATIONS"
Courage is neither an intellectual quality, nor can it be taught in the classroom. It can only be gained through multiple experiences involving personal risk-taking. Courage comes from the heart. As Buddhist monk Thich Nhat Hanh once said, “The longest journey you will ever take is the 18 inches from your head to your heart.”

It takes bold decisions to build great global companies. If businesses are managed without courageous leadership, then R&D programs, product pipelines, investments in emerging markets, and employees’ commitment to the company’s mission all wither. These organizations can slip into malaise and may eventually fail, even if their leaders can move on to avoid being held accountable.
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The Gig Economy Matches Workers With Employers

The Gig Economy Matches Workers With Employers | digitalNow | Scoop.it
Businesses are increasing their use of contingent workers, thereby creating momentum for what's called a "gig economy,"  according to recent survey research from EY. The resulting report, "Is the Gig Economy a Fleeting Fad, or an Enduring Legacy?," defines a gig economy as "an environment in which temporary positions or contingent work is common, and organizations contract independent workers for short-term engagements." Findings indicate that these employees represent a considerable portion of the total staffing base, as CIOs and other managers seek more professionals with specific skills that are lacking in their existing full-time staff. They also believe that contractual workers and temp hires can help overcome resistance to change, better positioning their organization for business and technological shifts. "The gig economy is supported and accelerated by the rise of technology and by customers who expect goods and services to arrive faster and more flexibly than ever before," the report states. "[Organizations] need access to highly skilled professionals for short-term projects to drive innovation and rapid change. At the same time, workers are looking for work opportunities that offer greater flexibility and variety. Technology is the key enabler to facilitate the nature of supply and demand, where available talent meets organizational need." More than 200 managers and an estimated 1,000 contingent workers took part in the research
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Spontaneous speaking: The 5-second strategy to improve delivery

Can it really be that easy? The truth is, even when you only have seconds to collect yourself, following this strategy helps you come across as more articulate and confident. Here’s how.
1. Always listen carefully.

Have you ever noticed that the best speakers are also the best listeners? If I hadn’t been paying careful attention to the client’s concerns, I would not have been able to come up with an effective strategy on the spot.
2. What’s your takeaway message?

Ask yourself: what do my listeners want or need to know right now? You may be surprised at the way answers will emerge by simply asking yourself this question. Try to express it in a single sentence.
3. How can you frame that message?

Next, choose a familiar structure to organize your thoughts and help others to follow what you’re saying.
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5 Essential Steps to a Winning Digital Platform

5 Essential Steps to a Winning Digital Platform | digitalNow | Scoop.it
Proposition: to focus less on products and more on solving customers' changing needs.

• Personalization: to customize customer experiences based on their interests and needs.

• Price: to move to new models like freemiums, discounts and surge pricing to match demand with supply.

• Protection: to safeguard the data shared between platform players.

• Partners: to work with others, such as app developers and payment providers, that enrich the customer experience and differentiate the platform.
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How Do Marketing and PR Pros Think Their Roles Will Converge?

A majority of marketers believe that public relations will become more closely aligned with marketing in the next 5 years, something that many PR professionals agree with. But there are some differences in opinions among other respondents to USC Annenberg’s Global Communications Report 2017 [pdf].
In fact, 41% of PR agency respondents and 35% of in-house PR respondents believe that public relations will either play an increasingly important role compared to marketing or will play a dominant role over marketing. Not too surprisingly, marketers are less inclined to agree that such a shift will take place, as only 1 in 8 felt that way.

Instead, 1 in 5 marketers surveyed believe that PR will become a subset of marketing in the next 5 years, being more than twice as likely as PR professionals to feel that this will occur.
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Retail Site Search Queries Are Getting Shorter; Most Are A Single Word

In a unique look at the all-important field of retail site search, a new study from SLI Systems [download page] reveals that the majority of search queries are only 1 word in length – and that the percentage of single-word queries has gradually risen over the past 4+ years.
To arrive at its conclusions, SLI Systems analyzed a sample of 1.5 billion queries. In its own words: “The sample was generated by looking at searches from SLI Systems clients every second week spanning from January 2013 to March 19, 2017. We defined a ‘word’ as a group of letters and/or numbers in a search query separated from other letters/numbers by a space.”

The results of the analysis showed that 56% of searches in Q1 2017 were a single word in length, while 26% consisted of 2 words and another 11% of 3 words.
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