On the web, we need a new form of communications that focuses on serving customers rather than telling them what to do.
Communications and marketing professionals are being offered a huge opportunity by the online world. There is a major need for professionals who understand customers and can generate content that serves these customers better.
Winning is at the heart of strategy. Strategy has its roots in military thinking and the art of war is the art of winning.
Converting people is really hard. It's much easier to allow the already converted to do what they came to your website to do.
Let’s say you’re running the website for a local church. What should your core focus be? Should it be to get new converts for your church or to help those who are already converted?
Organizations that have no relevant strategy for the online world are in love with technology and content for its own sake.
The fact that GOV.UK has won a top design award shows that the benefits of functional web design are finally being recognized.
We’re all online. And we’re spending more and more of our time there. Strategy must change because of online.
Online is everywhere. It is impacting practically everything we do; from how we interact with friends, to how we buy things, to how we deal with our health and taxes.
Why do customers follow Cisco on Facebook, Twitter and community forums? That’s the question Cisco wanted to answer in order to better tailor the content they provide on these platforms. To answer this question, Cisco came to Customer Carewords to leverage our Top Tasks methodology.
Content full brands are those on which customers need more detail. Whereas with content empty brands, the less customers know the better.
“Researchers reported Tuesday that they have linked 180,000 obesity-related deaths worldwide to sugary drinks, including about 25,000 adult Americans,” USA TODAY wrote in March.
Humans and technology are much better at adding than removing. That needs to change.
In my online banking there is a feature that allows me to save the details of entities to whom I need to transfer money. There’s a problem, though. Once added, there’s no way to delete the entity. So, my list is getting longer and longer.
On its own, search technology will not help us find the right things quickly. We need human expertise and human management.
Customers today have less and less attention to give. On the Web, they’re doing research, trying to complete tasks. They don’t like being disrupted.
The traditional communications, marketing and advertising industries are facing major challenges. Their old models aren’t working as well anymore.
Today, the number one challenge of the web professional is as a change manager.
Most organizations are simply not ready for the modern world the Web is driving. But what exactly is the modern world? Is it all about technology? Is it all about content?
We are sitting on a goldmine when it comes to our online presence; but we are managing it like a coalmine. There is tremendous consensus among the 1,000 online professionals surveyed in December 2012 that we must: