It's not just about your website anymore. So what's next?
"Are you fishing where the fish are?"
That's what we've been asking around our company lately, because, despite the fact that we invented traditional website analytics, it's over. Dead. Kaput. Most of what analytics companies help you measure and improve - brand interactions, tipping points, influence points, decision points, retention points, acquisitions, and so on - happens off your website and in an increasingly decentralized model.
Your Web experience today is fragmented. It's not just about your website.
The Splinternet. A huge chunk of your interactions with customers occur away from your website and across multiple channels. The proportion might be more or less for you, but in terms of digital marketing, are you fishing where the fish are?
Customer-centric and insight-driven action. With all these channels, you need to be relevant to get value out of any customer interaction or you risk them forever ignoring you like the kid in school with the permanent cowlick. How? Leveraging and automating insight about those people to speak only to their needs.
Social marketing. Digital has connected humanity on a scale only scratched back when CompuServe gave us more news about the 1989 San Francisco earthquake than our beloved television. Embracing this roller coaster of new platforms and interconnectedness is less about one particular social network, channel, or device. So social marketing means using the social/viral nature of digital in an extremely relelvant way across various media with integrated campaigns to drive engagement and influence perceptions.
This is no short-term fad; you can't put the genie back in the bottle. Marketing is young, and digital marketing is even younger. Many industry "best practices" are barely 18 months old. Despite that, "Web analytics" providers will barely recognize the world in the next few years. Remember "hit counters"? Soon pageviews will give us similar nostalgia.
"Imagine having the ability to directly compare your mobile applications across multiple platforms and technologies, to compare mobile web and mobile application initiatives, and to compare your mobile efforts to your fixed web efforts…If you're like the majority of our clients today, you certainly would…"
What will we do in this new world?
Just as we ushered in website analytics, our completely open platform will be the engine driving the innovation again.
Why talk about this now? Today, we purchased Transpond and announced the availability of an apps platform. This lets you - yes, you personally, because no programming is required - create and measure social marketing apps, native to the Facebook, iPhone, and Android platforms. And (if you choose), tie that activity together and put in concert with behavior on all of your other digital touch points, including the website (we haven't left it off the map).
And we have more on the horizon. Adobe chewed up Omniture; IBM snapped up Coremetrics. They will try to squeeze the last bit of value out of the old Internet. We're not looking to get hitched, thanks. We have a lot of living to do.
This decentralized Web experience will be a huge change. Hell, it's here today. The first groups that can remold their people, processes, and technologies to produce relevant, customer centric, cross channel marketing, then measure and improve it quickly, will be visionaries, pioneers, and ultimately the leaders of tomorrow.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
As chief executive officer, Alex Yoder is responsible for worldwide operations and the overall strategic vision of Webtrends.
Prior to his appointment as CEO, Yoder spent the past seven years serving in key management positions at Webtrends, with his last role being vice president of sales, North America. During his tenure at Webtrends, he has successfully worked to expand the brand and deliver business value to global enterprises.
His time at Webtrends tops off more than 20 years of global business experience spanning leadership roles across sales, marketing, and operations. Yoder has also served as vice president of sales for Touch Clarity, a behavioral targeting company.
Yoder holds a Bachelor of Arts in English literature from Whitman College.
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