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Our Writers

Don Hoffman
Don Hoffman
Content Manager

Don Hoffman worked for CoreMedia as chief wordsmith, brand storyteller, voice-over talent, and overall content guru. A native of New Orleans and graduate of Amherst College, he has more than 20 years of experience shaping mar-com strategy for global publishers, eCommerce businesses, advertising agencies and enterprise software companies. He is lives in the Bay Area and is a passionate songwriter and opera singer.

The Business of Hype

The Business of Hype: How to Master the Drop

The drop.

It’s the hottest trend in digital marketing. And it encapsulates everything brands today want: "cool kid" street cred, tech savvy, word-of-mouth, exclusive customer experiences, social media buzz (fueled by celebrities), and, most importantly, merchandise flying off the shelves.

Don Hoffman

Don Hoffman

Seven Ways A.I. Will Impact Retail

Seven Ways A.I. Will Impact Retail

Is the beginning of widespread Artificial Intelligence (AI) finally here? Seemingly every day brings some big announcement, from breakthrough findings in ALS research generated by AI data mining to AI-powered phone calls that sound convincingly human (Google’s Duplex).

Don Hoffman

Don Hoffman

Recommended Read #10: Experiential In-Store Experiences

Recommended Read #10: Experiential In-Store Experiences

Here at CoreMedia we talk a lot about how brands can deliver great online experiences. But part of our bigger vision is enabling retailers to deliver great in-store experiences as well. And this is a very hot topic right now, as retailers rush to provide their customers – particularly millennials – with not just products to purchase but also experiences to savor (and share).

Don Hoffman

Don Hoffman

NRF Slam Dunk: Our Winning Formula

NRF Slam Dunk: Our Winning Formula

Last month we attended the annual retail supershow known as NRF. (Officially it’s the “National Retail Federation’s Big Show” but everyone just uses the acronym.) Held in Manhattan, it is indeed big – with more than 600 exhibitors vying for the attention of some 35,000 attendees.It’s tough to stand out, particularly if you’re not a top sponsor or aren’t dropping big bucks on a huge booth.

Don Hoffman

Don Hoffman

Recommended Read Picture

Recommended Read #7: The Future of Online Fashion

Though initially slow to embrace eCommerce, luxury retailers are catching up fast. In fact, some of the most exciting innovation has been happening in this sector recently, as major fashion brands seek to create immersive customer experiences that amplify and enhance traditional in-store transactions.

Don Hoffman

Don Hoffman

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

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Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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