Articles by Jill Finger Gibson
Engaging with customers in their language is essential to delivering great experiences. Language is more than just using the right words. It also involves crafting all content that touches the customer in such a way that it demonstrates empathy and understanding.
Column/Content and Commerce in Context -
Posted Apr 04, 2017
Contextual commerce describes the situation in which a customer completes a purchase within his or her current online environment, rather than having to go to an external website, search for the item, place it in the shopping cart, and fill out payment information. Other terms that have been used to describe this type of transaction include "conversational commerce" and in the publishing and media world, "shoppable" content.
November/December 2016 Issue
Posted Nov 07, 2016
Ubiquitous connected devices, social networks, and cloud services have empowered consumers, allowing them access to vast amounts of information and shared opinions. Consumers are emboldened by choice. They have developed an appetite for rich and rewarding interactions and rarely hesitate to seek alternatives when disappointed. This poses a major challenge to organizations that depend on these customers to buy their goods and services in order to survive.
December 2014 Issue
Posted Dec 22, 2014