About Cleve Gibbon
Hey, I’m Cleve and I love technology. A former academic that moved into fintech to build trading platforms for investment banks. 20 years ago I switched to marketing and advertising. I joined a content technology spin-off from the Publicis network that was bought by WPP in 2014. I'm now at Omnicom. These pages chronicle a few of things I've learnt along the way…
My out-of-date cv tells you my past and linked in shares my professional network
Author Archives: cleve
What do content strategists do?
It’s a question being asked a lot these days. By clients, the industry, fellow colleagues, creatives, technologists; the list goes on. So in June I attended an EConsultancy course on Digital Content Strategy delivered by Catherine Toole, CEO of Sticky … Continue reading
Posted in content modelling, content strategy
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Online CXM Solutions – CMS In The Middle
A recently published Forrester Wave report on Web Content Management for Online Customer Experience evaluates the strengths and weaknesses of some of the leading WCM vendors, observing that: The WCM market is growing rapidly to accommodate Customer Experience Management needs (CXM). The most effective … Continue reading
Posted in cms, content strategy, content platforms, marketing
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Low Effort increases Customer Loyalty
Back in July 2010, the Harvard Business Review (HBR) told businesses to Stop Trying to Delight Your Customers. HBR challenged conventional marketing wisdom and declared that satisfied customers are NOT loyal customers. Delighting customers does not build loyalty. However, reducing the amount of … Continue reading
Posted in content architecture, marketing
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Baked in Analytics
The old adage, you can’t control what you can’t measure, resonates loud and clear with marketers. If you don’t measure, you just don’t know, and businesses today cannot afford to be ignorant of their customer needs. Technology has played a vital … Continue reading
Posted in content platforms, marketing, cms
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What is a Marketing Technology Platform
Last month I gave a presentation on building a marketing technology platform. A few people have been in touch to share their ideas around customer engagement platforms and marketing automation. It comes as no surprise that there are numerous marketing technology … Continue reading
Posted in content platforms
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Two marketing views of your website
Where do you think your website sits on the Web? The folks over at Hubspot and have been quite vocal when advocating the benefits of inbound marketing over outbound marketing. They are not alone. Real-world marketing experiences reported by the Content Marketing … Continue reading
Posted in marketing
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