Marketing Technologists on Multichannel and Enterprise Integration

Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

T1. Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges

Moderator:
Scott Brinker, Founder & CTO, ion interactive, inc. and Author, Chief Marketing Technologist Blog

Panelists:
Bill Simmons, CTO/Co-Founder, DataXu
Frederick Faulkner, Director, Marketing & Digital Strategist, ICF Interactive
Vikalp Tandon, Director and North America Customer Platform Lead, SapientNitro

Harvard Business Review and WGBH transforming digital engagement

Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!

Update: The new HBR.org site launched a couple of weeks ago. Check it out and meet the HBR.org development team; Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit will join Kevin Newman at this session.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement

Moderator:
Marc Strohlein, Principal, Agile Business Logic and Principal, Agile Business Logic

Speakers:
Kevin Newman, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review

Cate Twohill, Director, Technical Product Development, WGBH Educational Foundation, and George Corugedo, CTO and Co-founder, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse

See the complete conference schedule.

Speaker Spotlight: It’s more than just making a website responsive

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Arjé Cahn, Co-founder and CTO of Hippo. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Arje Cahn headshotArjé Cahn

Co-founder & CTO, Hippo

Follow Arjé @arjecahn

 
 
 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Firstly, of course: mobile is the priority. Period. This means organizations need to really rethink the context in which visitors are coming to their site. Relevance based on geolocation is relatively simple to implement: will they be on the road? at home? at a competitor’s store? These factors should tailor the contextual experience. It’s about more than just making a website responsive. That’s step one, but it’s not what the visitor expects when they use their mobile device to come to you. They expect to be welcomed with an experience that resonates with where they are and what they’re doing. Organizations should carry out top task analysis to identify visitors’ main objectives when visiting their mobile site, and build an experience around it. Ultimately, mobile should seamlessly connect the “online” and “offline” customer experience. With new sensor technologies like the iBeacon and Viewsy, we can use insights from both online and offline to enrich continuous and seamless customer experiences.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

Marketing is changing. The rise of content marketing really demonstrates marketing’s role as a facilitator of an overarching business strategy. If you look at the businesses with the most successful content marketing strategies, you’ll see that content creation is a collaborative process that is internally sourced, and leverages the subject matter expertise within other departments. As technology becomes a greater part of all business processes, other departments should take note: content has an increasingly prominent role in driving business. Personalized and relevant digital experiences need strong content; an engaging eCommerce site needs immersive and engaging content; good customer service requires relevant content. Therein lies marketing’s responsibility: as a catalyst and facilitator for telling an authentic story that the entire organization buys into and resonates with visitors..

Catch up with Arjé at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Experiences – Vendor Panel Discussion
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Arjé and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Mobile forces simplicity and succinctness

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Pawan Deshpande, Founder & CEO, Curata. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Pawan Deshpande | Gilbane conferencePawan Deshpande

Founder & CEO, Curata

Follow Pawan @TweetsFromPawan

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Mobile forces simplicity and succinctness, for two reasons, limited screen real estate and limited attention spans, because content is often consumed in a casual setting with other interruptions. It’s forcing us to boil our content, and messages down to the minimum and shed all the excess.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

There is so much discussion about technology for marketing these days because marketing in many ways is the last one to resist technology. Other disciplines have already learned and rely heavily on technology. For example, sales has salesforce, customer support has well-adopted ticketing systems, engineering has source control and bug tracking systems. All of these provide in-depth accountability, management transparency and organization. Marketing is still, however, struggling to adopt CMSs and marketing automation largely because of diverse needs, and the resulting vendor fragmentation. If anything, marketing can learn about technology adoption from other disciplines.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content marketing and content strategy are different but often overlap. My diagram below is my perspective on where the responsibilities differ and are shared.

Content strategy and content marketing

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Working in B2B setting, it does not have an immediate impact on us. Just like we are setting website personalization have the first impact on B2C, I expect it to trickle down to B2B companies from a content standpoint years from now.

Catch up with Pawan at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Pawan and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Align delivery to appropriate channels

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Tom Alexander, Founder and CEO, PK4 Media, Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Organizations should definitely align their content delivery priorities to reach their target audiences not only on desktop, but also on mobile and tablet devices. Marketers need to be cognizant of which platforms their audience uses to interact with their content. Aligning the content strategy to ensure they are connecting with their target audience in an appropriate manner is very important. Many technologies silo content delivery to specific platforms, however, audiences typically jump between multiple devices and screens. Using a true cross-platform technology that can optimize delivery to the best performing placements will be a more efficient and cost-effective way to reach the target audience no matter what device they are using.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

Technology allows processes to be automated and it also provides marketers with an extensive pool of information data. This data allows other departments in an organization to learn more about their target audiences. As the information gathered about their behavior online, across tablets and mobile devices and offline behavior becomes more apparent, other departments can create new and different ways to interact with customers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content strategy and content marketing should always be aligned. In order to make the greatest impact with your content, there needs to be a specific strategy in regards to where the content will appear. At the same time, specific pieces of content need to be created to meet the needs of the audience viewing them. Strategy and marketing must work hand-in-hand to be most effective.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

PK4 Media, being a technology company, is in tune to the latest and greatest connectivity options, so the Internet of Things could definitely come into play for our infrastructure in the future.

Catch up with Tom at the Gilbane Conference:

Track P: Digital Strategies for Publishing and Media

P5: The Future of Advertising Panel
Wednesday, December 3: 9:40 a.m. – 10:40 a.m.

Register now to hear more from Tom and all of our speakers.

See our complete conference program for more details.

Get a complimentary Gilbane technology showcase pass

If you can’t make all three days of the Gilbane Conference, we’ve got plenty going on in the technology showcase too. Register today to claim your free showcase pass.

Your pass includes access to:

  • Product Labs
  • Conference Opening Keynotes (8:30 – 12:00 pm Dec 2)
  • Technology Showcase
  • Networking Reception on December 2

This central meeting place gives attendees the opportunity to network with their peers and speak one-on-one with industry-leading exhibitors while learning more about their products and services.

Exhibitors include:

ActiveStandards, Adobe Systems, Alfresco, Americaneagle.com, Crafter Software, CRM Magazine, Digimind, Domo, EContent Magazine, Ektron, e-Spirit Inc., Hippo CMS, MEI, MerlinOne, HP Autonomy, KMWorld Magazine, MerlinOne, NEWSCYCLE Solutions, Oracle, Quark Software Inc., R2integrated, shufflrr, Smartling, Inc., Superior Media Solutions, and more.

Save an extra $100 off your conference pass or get a free Showcase Pass now

Venue – Special Rate Deadline is Monday

Gilbane Boston 2014 hotelThe Renaissance Boston Waterfront Hotel is the official conference hotel for Gilbane Conference 2014. A discounted guest room rate of $219 for a single/double room (plus applicable fees/taxes) at the Renaissance has been arranged for attendees who book by Monday, November 17, 2014. Learn more.

Speaker Spotlight: All front-end experiences should be responsive

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Jake DiMare, Digital Strategist at Agency Oasis. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Speaker Spotlight: Jake DiMare, Digital Strategist

Agency Oasis

Follow Jake: @jakedimare

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

It sounds cliche, but I am constantly reminding anyone who will listen to take a ‘mobile first’ approach to every customer and employee facing digital property. All front-end experiences should be responsive and native apps may be an appropriate consideration whenever the customer experience will be enhanced by the ability to leverage deeper hardware features or if the overall strategy calls for an installed app on the user’s device.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

It’s a really interesting time for marketing because both marketers and technologists are making a concerted effort to better understand the depth of each other’s experience and strengths. The result of this confluence is organizations’ marketing goals are better served by the emergence of better new technology while marketers are growing able to leverage the powerful features and functionality becoming available to them. At the same time organizations have stopped ‘rushing in’ to the adoption of new technology and we are seeing overwhelming demand for strategic planning around digital transformation.

This new desire to think strategically before taking action is the biggest lesson the back office can learn from marketing when undergoing digital transformation. We all know new technology is ‘disruptive’ but I think there are still organizations who fail to understand this disruption doesn’t only apply to the hopeful effect transformation will have on the competitive environment.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

This is an interesting question that’s come up a few times in the last year. The clear difference between Content Marketing and Content Strategy is one is limited in scope and highly focused on marketing goals, while the other could be applied to any aspect of organizational content from annual reports to training manuals. The other important distinction is content marketers are content producers, curators, and amplifiers. Content Strategists are, as the title implies, strategists, planners, and enablers.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Yes, we are thinking about the appropriate content strategy to ensure content is future friendly and available across devices on all our own digital properties, as well as when advising the clients we serve.

Catch up with Jake at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T3: Marketing Automation, Data, and Multichannel Marketing
Tuesday, December 3: 4:00 p.m. – 5:00 p.m.

T5: Multichannel Content Management – How do you do it?
Wednesday, December 3: 9:40 a.m. – 10:40 a.m.

Register now to hear more from Fred and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight – Content your customer needs, not what you want

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Rachel Metscher, Director of Content Marketing, ICF International. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Speaker Spotlight: Rachel D Metscher Director, Content Marketing

ICF Interactive; American Marketing Association

Follow Rachel: @rachelmetscher

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

I think it is important to note how your content will look and feel on mobile. I know for my team, we are trying to find ways to repurpose content in visual forms; however,  it is influenced by the fact that our audience are accessing different types of information both at the office and at home.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

While technology is important, it is also important to remember that technology is powered by people. People will make or break the success if implementing technology. Getting everyone on board is key to adoption. If you don’t plan for adoption and use your technology project is dead in the water. Planning is the key to success.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Every great campaign starts with a plan. Content marketing is no different. I try to advice our team to begin with who are we reaching and why should the care. With those two questions in mind we weave our content marketing initiatives into our editorial calendar to match up the content with the audience we want to reach.  Marketers face a real challenge of quantity versus quality in an age where everyone is a publisher. Again, in my mind, the purpose of content is to communicate with your prospects in a meaningful way. It’s about creating content that your customer needs, not what you want to produce. There is a huge difference. Organizations need to rethink their content creation in terms of value and relevancy. Without value and relevancy the content cannot deliver business results.

Catch up with Rachel at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Fred and all of our speakers.

See our complete conference program for more details.