Experiences: The 7th Era of Marketing

April 27, 2015 – 6:25 pm

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Avid travelers have a unique lifestyle. They’re curious. They’re adventurous. And most of all, they value the experience of travel.

Marriott sells hotel rooms. Or does it?

Marriott is one of just a few companies evolving its marketing focus when it comes to engaging audiences. The brand launched an original content studio that creates content that informs, entertains and adds value to travel lifestyle consumers. It’s building worldwide communities of people passionate about travel that will drive commerce to the company’s hotels.

This is one example of how companies are shifting into the next era of marketing — the era in which marketers use content to build audiences by creating differentiating experiences. In Marriott’s case, it understands the need for a formalized process to create, manage, organize and measure a portfolio of content experiences — a key to stand out in today’s always-on, hyper-connected world.

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Go Big, Go Fast with Short-Term Campaigns

April 27, 2015 – 5:14 pm

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Not too long ago the idea of cloud services as a utility encountered the skepticism of many in IT who had seen too many “Next Big Things” fail to make it beyond the “Next Big Buzzword” stage. Among the skeptics were a number who had themselves led innovation in IT.

Most have recanted. It’s become harder to argue with the economies of scale, depth of expertise and range of services cloud providers can muster and pass on to their subscribers.

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Migrating Jive to Yammer? Dell Can Do That

April 27, 2015 – 4:30 pm

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Dell just announced the release of Migration Manager for Enterprise Social (MMES), which it describes as the market’s first enterprise social migration solution. It’s designed to help organizations move content from Jive to Yammer.

Not that there’s anything wrong with Jive, Randy Rempel, senior product manager at Dell told us. “No one I have ever spoken to has said anything negative about Jive,” he added.

But Microsoft is trying to get all its client enterprises moved into Yammer and Dell saw a business opportunity.

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Warby Parker CEO: Great CX Starts With Happy Employees

April 27, 2015 – 3:22 pm

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And for every pair sold, a pair of glasses is distributed to someone in need in the developing world. Working with an established non-profit, Warby Parker has distributed more than one million pairs of glasses to people in need. 

As both a businessman and an eyeglass wearer, I’ve long been intrigued by the company’s products, business strategy and, truth be told, its very cool location on Greene Street in downtown New York City.

Blumenthal received an MBA from The Wharton School of the University of Pennsylvania in 2010. Next month, he and Warby Parker co-founder and co-CEO Dave Gilboa — a fellow Wharton MBA alumni — will be the featured speakers at the School’s MBA graduation in Philadelphia.

Geoff Garrett, Dean of the Wharton School, said the duo “embody the spirit of Wharton – to do well and to do good.”

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Take the Work out of Your Enterprise Networking

April 27, 2015 – 3:14 pm

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Why does everything to do with social collaboration sound like so much work? We talk of enterprises, vast collaborative landscapes and complex user bases. 

For those taking the first brave steps, it can seem more of a learning cliff than a learning curve. And for those doing this on top of their day job, insurmountable.

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