SmartStory Blog

Explore a fully integrated technology solution that enables organizations to rapidly deliver relevant content to end-users at high-value moments.

SmartStory Congratulates Optum for Winning Platinum and Gold AVA Digital Awards!

By Greg Ness | February 24, 2021

SmartStory customer Optum won two prestigious AVA Digital awards* in January: a Platinum for digital marketing and interactive brand experience; and a Gold for new patient digital marketing and engagement. They also won an honorable mention for secure messaging platforms with what they accomplished with SmartStory.

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Mobile/Video/Personal: the Beginning of the End of Persona-based Marketing

By Greg Ness | February 2nd, 2021

We’re not in the late 90’s anymore. It’s time to start treating people as people instead of static personas. And engage people with dynamic (versus static) content powered by video.

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Next Gen Digital Engagement will be Purpose-built for the Mobile Era

By Greg Ness | January 10th, 2021

Most digital engagement hubs, systems and platforms were built pre-mobile to send email with links to static webpages and forms or surveys. They’re complex, support-heavy and cumbersome. Campaigns can take weeks or even months to set up, and often depend upon IT or external vendor support teams. Customer tastes have shifted to mobile and want more personalization. Every marketer I’ve spoken with who does mobile sees much higher engagement rates than email. Underneath the surface there is an even bigger story, and that is the widening gap behind the promise of digital transformation and the actual capabilities of these “transformed” legacy hubs.

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The Way Forward: Digital Transformation… or Revolution?

By Greg Ness | December 1st, 2020

Digital transformation projects often stall, and for a variety of reasons. Per a recent McKinsey survey, confusion and complexity top the list of challenges. Why? Maybe it’s too costly and complicated for disparate teams to transform years of technical debt into digital success. If so, could the traditional marketing platform/hub leaders be pointing us in the wrong direction? As we wrap up 2020 and look ahead to 2021, it’s time to think beyond digital transformation to a faster, more abrupt and customer-focused digital revolution, taking us from the costs of kluge to the speed and cost benefits of purpose-built omnichannel platforms.

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