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A New Brand of Marketing – a must read for executives

A New Brand of Marketing
Those of you who appreciated Scott Brinker’s Gilbane Conference keynote What is a Marketing Technologist?, and even more importantly those who missed it, should check out Scott’s short new book, A New Brand of Marketing – The 7 Meta-Trends of Modern Marketing as a Technology-Powered DisciplineThe book is free to download and share and doesn’t require registration.

A New Brand of Marketing ”… frames the epic collaboration underway between marketers and technologists…” – note the use of ‘collaboration’ rather than ‘battle’. Scott is not only a supreme example of a marketing technologist who knows the details, but may be the most facile communicator (and diplomat, in the most positive sense) of the marketing technology big picture.

A New Brand of Marketing is a must read for CMOs and CIOs, but all senior executives should read it to understand the dramatic changes underway in marketing or to get some pointers on how to communicate the changes to colleagues.

Just a few of my favorite quotes from the book:

Fact: everything digital is powered by software.

Companies don’t just compete for who can provide the most helpful content. They compete for who can provide the most helpful services.

When you’re skydiving, you should know how to pull your parachute.

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Marketing technology landscape explosion and CMS evolution

The most popular and pervasive meme at the recent Gilbane Conference on Content and the Digital Experience was certainly “marketing technologist”. There were many other topic streams but none quite so critical to marketings’, and marketers’, future (and not only marketers, but that’s another story).

One of the three questions we posed to our speakers prior to the conference was, Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be? A number of speakers, including Scott Brinker, provided answers in our speaker spotlight series. Scott also delivered the keynote What is a Marketing Technologist? where he shared a graphic he had created of the marketing technology landscape that illustrates what a marketing technologist has to deal with. Last week he published the new substantially enhanced version below that is now a must-have reference tool.

Marketing technology landscape

What makes Scott’s latest version dramatically more valuable for marketers and IT, or anyone involved in digital experience strategies and architectures is the organizational structure he added. As Scott says this is not perfect or the final word. But the six technology categories and structure are certainly a courageous stake in the ground.

Martec marketing technology categories

Be sure to read Scott’s full post, where he explains what he has done in more detail, provides links to high resolution .png and .pdf versions of the marketing technology landscape super graphic 3.0, links to additional resources, and answers the many comments he has received.

Web content management

Scott’s new landscape also provides some food for thought regarding a second major theme at the conference, which we included in another of the three questions for the speaker spotlights: Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center? A slightly different way to think about this is to ask where the center of gravity is in marketing technology architectures.

Scott places WCM and all its variations (CEM, CXM, DXM, etc.) in the Marketing Backbone Platform category. This is surely where it belongs, but it raises lots of questions about just how it ties in with or ties together all the other categories and the variety of technologies within them. And of course there is overlap and competition for the center-of-gravity crown between e-commerce, CRM, and marketing automation platforms, though some of them may not realize it yet. This will be a very interesting game to watch in 2014 (and certainly one we’ll be addressing in this year’s conference). See Scott’s thoughts on this in his CMS Wire post on 9 Key Facts about Web CMS in the Marketing Technology Landscape.

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Gilbane Conference resources and coverage

Gilbane conference logoMisty has been collecting posts about this year’s Gilbane Conference. If you see any we are missing please let us know via comment or email. You can also check tweets at #gilbane, or via Topsy, find conference presentations at http://gilbaneconference.com/Presentations.aspx, and see speaker spotlights.

Media Sponsors

CMS Myth
• http://www.cmsmyth.com/2013/12/best-bets-at-gilbane-2013-which-sessions-ill-be-attending/
• http://www.cmsmyth.com/2013/12/when-will-end-users-overwhelming-love-their-cms/
• http://www.cmsmyth.com/2013/12/how-marriott-is-rethinking-content-delivery-across-70-countries-and-3800-hotels/
• added 12/17/13: http://www.cmsmyth.com/2013/12/redefining-success-for-web-cms-project-teams/

CMS Wire
• http://www.cmswire.com/cms/web-cms/5-ways-marketers-can-improve-the-cms-experience-023410.php
• http://www.cmswire.com/cms/information-management/should-cios-report-to-marketing-ridiculous-its-beginning-to-happen-023396.php
• http://www.cmswire.com/cms/customer-experience/notes-from-gilbane-business-model-first-customer-experience-second-023388.php
• http://www.cmswire.com/cms/customer-experience/forrester-4-things-about-customer-experience-management-gilbane-023373.php
• http://www.cmswire.com/cms/customer-experience/sap-says-link-revenue-to-social-media-to-show-roi-gilbane-023362.php
• http://www.cmswire.com/cms/customer-experience/cio-reports-to-cmo-technology-under-marketing-gilbane-023356.php
• added 12/20/13:  http://www.cmswire.com/cms/customer-experience/tips-from-an-industry-user-on-making-web-cms-work-023587.php
• added 3/4/14:  http://www.cmswire.com/cms/social-business/should-the-cio-report-to-the-cmo-024370.php

eContent
• http://www.econtentmag.com/Articles/News/News-Item/Context-at-Gilbane-93598.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Strategists-vs.-the-CMS-at-Gilbane-93615.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Management-and-Your-Mobile-Strategy-at-Gilbane-93637.htm
• http://www.econtentmag.com/Articles/News/News-Item/The-Internet-of-Things-Comes-to-Life-at-Gilbane-93641.htm
• added 1/13/14: http://www.econtentmag.com/Articles/Column/Content-Throwdown/The-Rise-of-the-Marketing-Technologist-93907.htm

Fierce Content Management
• http://www.fiercecontentmanagement.com/story/marketing-technologist-could-act-bridge-between-cmo-cio/2013-12-03
• http://www.fiercecontentmanagement.com/story/multichannel-delivery-means-its-time-separate-content-creation-presentation/2013-12-03

Blogs

4 hoteliers
• http://www.4hoteliers.com/features/article/8056?awsb_c=rss&awsb_k=xfeed

Accidental Taxonomist
• http://accidental-taxonomist.blogspot.com/2013/12/taxonomy-governance.html

Bluebill Advisors
• added 1/9/14: http://bluebillinc.com/2014/01/findability-issues-impact-everything-work-related/
• http://bluebillinc.com/2013/12/beyond-customer-experience-management/

Chief Marketing Technologist
• http://chiefmartec.com/2013/12/marketing-technologist-neo-marketing-matrix/

Citeworld
• http://www.citeworld.com/social/22751/sap-social-media-streamlined
• http://www.citeworld.com/consumerization/22747/customer-attention-challenge

Creative Virtual
• http://www.creativevirtual.com/blog/?p=821

Curata
• http://www.curata.com/blog/content-marketing-event-gilbane-conference-2013-wrap-up/
• http://www.curata.com/blog/content-marketing-technology-wrap-up-gilbane-2013-video/

Globalization Partners
• added 12/19/13: http://blog.globalizationpartners.com/insights-into-gilbane-conference.aspx

Engaging Times
• http://engagingtimes.com/battle-ready-offer-global-customer-experience-notes-gilbane-frontline/

I-Cubed
• added 12/17/13: http://wem.i-cubed.com/blog/content-marketing-cq-technology-gilbane

Jeff Cutler
• http://jeffcutler.com/social-media-blogs/gilbane-conference-2013-content-marketing-track-qa-session-review/#.UqdJXvRDs8w
• http://www.youtube.com/watch?v=F6HyjzloD3U

Marketing Think
• http://marketingthink.com/sap-got-social-media-act-together/

The Parallax View – Winter 2014
•  added 3/4/14:  http://www.parallax.ca/?page_id=4665

Zia Consulting
• http://www.ziaconsulting.com/blog/gilbane-conference-2013-recap/

Other

Seen.co
• added 12/17/13: http://seen.co/event/gilbane-conference-2013-boston-ma-2013-527/

 

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Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pawan Deshpande, Founder and CEO of Curata. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pawan Deshpande | Gilbane Conference speaker

Speaker Spotlight: Pawan Deshpande

Founder and CEO

Curata

 

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

There is no doubt that marketing technology is here to stay.  Some analyst firms have even predicted that marketing’s technology budget will one day outpace that of the IT department. (i.e., Forrester)  In order to manage the increased adoption and leverage of technology across the marketing organization, as well as integration with other functions, CMOs will need to put in place a marketing technologist role.  Two questions may come to mind when reading this recommendation:

      1. Isn’t that the role of marketing operations?; and
      2. Isn’t that the role of the IT department?

The marketing operations (MO) role first developed approximately 8-10 years ago, as covered by IDC’s CMO Advisory Service, (i.e., Rise of the Marketing Operations Function). The MO role was developed in response to the need for a process-oriented marketer who would be able to apply greater rigor to marketing’s investment management, demand generation process, performance measurement process, and overall technology. Although this role proved highly valuable in the short-term for change management, the rapid growth of marketing technology and the need for greater marketing accountability proved too much to bear for one function. More importantly, each marketing area needed to have its own level of expertise and rigor in process and technology.

Some marketing organizations attempted to increase their dependence on the IT department. However, this strategy proved detrimental since marketing technology was rarely a priority for IT teams, and IT lacks the in depth understanding of the marketing process. Better organizations tapped into the power of SaaS solutions to bypass IT, however, this still left a very disjointed marketing technology strategy. Enter the marketing technologist.

Marketing technology touches every part of marketing’s “supply chain”; from awareness building (e.g., social media, content marketing) to demand generation (e.g., lead processing, lead nurturing) to sales enablement (e.g., content management and delivery to sales and partners). Having a marketing technologist in larger organizations provides the opportunity to develop and deploy a more connected marketing strategy across the organization. This individual/team will be responsible for managing the technology associated with the different elements of marketing, as well as collaborating with the following teams: marketing-dedicated folks within IT, sales operations, and finance. (i.e., at global, regional and business unit levels). Specific examples where this role could add value include:

  • Developing a marketing technology roadmap across all functional areas (current, 1 year and 3 year plan);
  • Continuing to refine the demand management process (e.g., integration of marketing automation with sales’ pipeline process/technology); and
  • Taking on the new challenge of supporting content marketing from a technology perspective. (e.g., content creation, content curation, content lifecycle management).

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

If you ask any large company CMO about their content inventory, they will quickly tell you that they have too much content. A conversation with the same company’s digital marketing team (i.e., the team that delivers content to blogs, microsites, newsletters, web sites and social media channels) will reveal that they don’t have enough content. Herein lies the greatest challenge for delivering digital content: Putting the process and technology in place for disparate parts of an organization to collaborate on developing relevant and high quality for their audience; and getting this content to them in the right time, place, and format to drive greater engagement. Addressing this challenge will require the development of two new roles in marketing: a senior level marketing strategist to develop and deploy a content management process (e.g., VP Content Strategy) and a marketing technologist.

Catch Up with Pawan at Gilbane

Track C: Content, Marketing, and the Customer Experience


Wednesday, December 4:  2:00 p.m. – 3:20 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Pawan @TweetsFromPawan

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Scott Brinker – Technology is marketing’s interface to the world

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Scott Brinker, Founder & CTO, ion interactive, inc., and author of the Chief Marketing Technologist Blog. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Technology is marketing's interface - Scott Brinker | Gilbane Conference 2013

Speaker Spotlight: Scott Brinker

Founder & CTO

ion interactive, inc.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Marketing has been sucked into a digital world.

In this world, the majority of interactions that marketing has with its audience happen through channels that are mediated by software. Software has become the eyes and ears by which marketers observe people in their market — through tools for analytics, attribution, and social media listening. Software has become the hands and mouth by which marketers touch and talk with their prospects and customers — through web content and experiences, mobile apps, and social media outposts.

Let’s face it: technology is now marketing’s interface to the world.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

To thrive in this environment, organizations absolutely need “marketing technologists” who understand how to select, configure, operate, and extend these marketing technologies that provide that interface. They need people who blend technical talents with marketing insights and ideas to produce compelling experiences throughout the buyer’s journey.

The titles don’t matter. Some call these folks creative technologists, or marketing IT, or growth hackers. What matters is that the organization is finding and nurturing this next generation of marketing talent. They’re integrating them with the broader marketing organizations. They’re giving them a seat at the table in defining marketing strategy and the operational roadmap to execute it.

Catch Up with Scott at Gilbane

Opening Keynotes
Tuesday, December, 3: 8:30 a.m. – 10:00 a.m.

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Scott on Twitter - @chiefmartec.

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Mayur Gupta – Web Content Management – Not the Only Cog in the Wheel

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Mayur Gupta, Global Head, Marketing Technology, Kimberly-Clark. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Mayur Gupta on Web Content Management at Gilbane Conference

Speaker Spotlight: Mayur Gupta

Global Head, Marketing Technology

Kimberly-Clark

Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center?

It’s a great question. Often as marketers and technologists, we get excited with naming conventions & terminologies and get swayed away by new, shiny objects. Back to the question though, I strongly believe that there is no CENTER or HUB for digital experience management anymore, the entire ecosystem is the center. What does that mean? The challenge as well as the opportunity in the marketing technology landscape lies in the inter connectivity (data & context) between the different technology layers and components. It’s like a bicycle wheel with many cogs, Web content management or Digital Experience Management is just one of them, if you move the wheel forward or backward, you’ll have another cog appearing to be the center. For instance, data analytics & CRM is equally central to driving personalized consumer experiences but either of them (WCMS or Analytics) in isolation is incomplete. The simultaneous diversification and consolidation of various technology providers and platforms is an effort to address this challenge — making the ecosystem as the center instead of a particular technology or platform.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I head the global marketing technology capability @ Kimberly Clark, so in that regard yes we do have the “marketing technologist” role in our organization and we are expanding it each day. We are one of the very few Fortune 500 companies that have acknowledged the massive transformation in business at the intersection of Marketing & Technology, so I have a lot of respect for my leadership for being one of the pioneers in this space. Having said that, “marketing technology” as a role is just a nomenclature, what is critical is the concept of “marketing technology” as a capability, regardless of organizational boundaries, titles and ownerships.

Marketing technology is a progressive outcome of the dramatic evolution in the digital landscape within the last decade, with an extremely demanding, strong and in-control consumer at the epicenter. This evolution and innovation has reduced the conventional gulf between consumer experiences, marketing strategies and technologies that enable them to the extent that technology itself is the experience now. We can no longer define brand strategies in isolation from technology or build technology roadmaps without connecting it to consumer experiences that enable brand strategies. And, that is the role of a “marketing technologist” – connecting & combining brand strategies, creative consumer experiences with emerging and innovative technologies. Besides the technology landscape itself, marketing technology demands a more agile, nimble and lean perspective to technology innovation and adoption and therefore it requires more of a behavioral, mindset and cultural shift as compared to the conventional ways of technology delivery.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

Catch Up with Mayur at Gilbane

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Mayur on Twitter – @inspiremartech.

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Jake DiMare – Web Content Management Hub, Multiple Channels, and Marketing Technologists

In another installment of Speaker Spotlight, we posed three of our frequently asked questions to speaker Jake DiMare, Senior Project Manager at ISITE Design. We’ve included his answers to those questions here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Jake DiMare - Gilbane Conference

 

Speaker Spotlight: Jake DiMare

Senior Project Manager

ISITE Design

Do you think “web content management” should be the hub of digital experience management implementations?

My personal perspective is the customer is at the center and everything else orbits around them. Thus, if I must use a label, customer experience management makes the most sense to me. That said, and to extend the metaphor, I do think content management is the hub of technology in the ‘low customer orbit’. I believe customers make decisions about where to focus their attention in the digital world based on the content available and so it stands to reason the technology that delivers your content must be rock solid.

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

To borrow an acronym from NPR (National Public Radio), in my humble opinion, the best strategy is COPE or “Create Once Publish Everywhere”.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Frankly, ‘Marketing Technologist’ has been an imperative, existing role within digital agencies and on the client side for over a decade. Whether the need is recognized and respected is the real question… And so the title and associated job description are laggards. Predictably, the result is many people within an organization will wear the marketing technologist hat.

In the most practical sense, if your organization engages with customers through any digital channels, whether you want it or not, somebody at some point will play the role of marketing technologist. The size of your organization will certainly dictate when this becomes a full time job or jobs, but the following responsibilities will always need attention:

  1. Coordinating internal and external digital strategists, designers and engineers for the purpose of designing, building and maintaining digital properties.
  2. Working with content strategists to ensure a seamless transition of content across channels.
  3. Coordinating with traditional marketing to ensure digital channels are aligned with overall initiatives.
  4. Measurement and optimization of customer engagement through existing digital channels using analytics and reporting.
  5. Looking forward to determine how to engage audiences with emerging technology.
  6. Understand and grow customer engagement management.
  7. Work with brand strategists to ensure the overall digital customer experience is aligned with brand values.
  8. Accountable for digital projects.

 

Catch Up With Jake at Gilbane

Track E- E5. Incorporating Content Strategy into Your Project: Why and How?
Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Hear more from Jake when you subscribe to his blog, The CMS Myth.

Complete Program Conference Schedule Register Today

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Press Release: Gilbane Conference Keynotes Share Strategies for Building Next-Generation Digital Experiences

Gilbane Conference 2013, Banner, Content and the Digital Experience

The rapid-fire format allows attendees to get the most from their keynote experience

Boston — October 10, 2013BUSINESS WIRE – The Gilbane Conference 2013 (http://gilbaneconference.com), now in its 12th year, taking place December 3–5 at the Westin Boston Waterfront, features a stellar mix of leading industry practitioners and analysts in its two keynote sessions.

In the first keynote session, hear from two marketing executives at global organizations who have critical responsibilities for digital experience strategy and delivery. Our third speaker, a technologist who co-founded a company to help brands and agencies implement digital experiences, authors the well-known and highly Chief Marketing Technologist blog covering the intersection of marketing and technology.

The keynotes, scheduled on Tuesday, December 3 at 8:30 a.m., and 11:00, a.m., are moderated by conference founder and chair, Frank Gilbane. The first features the following speakers and topics:

  • Sara Larsen, Vice President, Digital Marketing, SAP
    Squeeze Every Penny Out of Your Content Investment
  • Meghan Walsh, Senior Director, eCommerce Platform System Management, Marriott International
    Rethinking Content Delivery: Moving Beyond a Traditional Web Content Management Approach
  • Scott Brinker, Founder & CTO, ion interactive, inc., and Author, Chief Marketing Technologist Blog
    What Is a Marketing Technologist?

“One of the unique benefits of our conferences is that we always include industry analysts from multiple competing firms to ensure our conference attendees hear differing opinions so they can make better informed decisions” says Gilbane Conference founder and chair, Frank Gilbane. “In our second keynote session, we have senior analysts from Gartner, Forrester, and Real Story Group. Each will address a topic crucial to digital experience strategies for customers and employees.”

Speakers and topics include:

  • Jake Sorofman, Research Director, Marketing Leaders Research Team, Gartner
    Move Over Big Data — Here Comes Big Content!
  • Stephen Powers, Vice President and Research Director, Forrester Research
    The Context Conundrum?
  • Tony Byrne, Founder, Real Story Group
    ShakesPoint: What the Bard Could Teach Us About SharePoint — And the Digital World

To register to attend the Gilbane Conference 2013 go to https://secure.infotoday.com/forms/default.aspx?form=gil2013 or phone 1-800-300-9868. For a limited time, those who sign up for the ConferencePlus Pass will receive a Google Nexus 7.

Media registration is open to working journalists and analysts with commercial news organizations and research firms. To register for free, please go to .

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About Bluebill Advisors and Gilbane.com
Gilbane.com was launched in 1996 by Frank Gilbane. Bluebill Advisors, Inc. is a technology analyst firm focused on disruptive information technologies and their potential for strategic application. The firm has advised hundreds of organizations representing a wide range of industries and has helped executives responsible for a variety of functions, including corporate strategy, marketing, investment, product development and support, engineering, and publishing. Bluebill has created the program and chaired the Gilbane Conferences since its inception in 2002.

About Information Today, Inc.
Information Today, Inc., (www.infotoday.com) is a leading publisher and conference organizer in the field of technology and technology applications in today’s enterprise. In addition to producing the KMWorld, CRM Evolution, and Customer Service Experience conferences, Information Today, Inc. publishes KMWorld, EContent, and CRM magazines and their corresponding websites (www.destinationCRM.com, www.econtentmag.com, and www.kmworld.com). The company also publishes Streaming Media and Speech Technology magazines and organizes several other technology conferences including the Gilbane Conference.

Contact:

Information Today
Misty Simms, 859-278-2223
msimms@infotoday.com

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Speaker Spotlight: Lindy Roux – Multi-channel Content

In our second installment of Speaker Spotlight, we pose a few of our frequently asked questions to speaker Lindy Roux, Principal Content Strategist at Siteworx. Be sure to see additional Speaker Spotlights from our upcoming conference.

Lindy Roux Siteworx | Gilbane Conference speaker
Speaker Spotlight: Lindy Roux

Principal Content Strategist

Siteworx

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

With the explosion of digital devices and channels, the need to centralize content delivery is increasingly important. Create once, publish everywhere, but in a contextually relevant way. This requires an integrated content strategy, a versatile or flexible organizational structure and the right technology suite. A multi-channel content approach allows for:

  • Efficiency –  a way to streamline the overall editorial process
  • Consistency – seamless messaging, voice, and tone across the digital landscape
  • Agility – ability to adapt to new channels and technologies more quickly

Major challenges that we have observed are:

  • A siloed organizational structure that is not conducive to integrated strategy
  • A lack of, or minimal investment in content strategy and governance
  • A less-than-clear understanding of user context to help to drive digital strategy

Catch Up With Lindy at Gilbane:

Workshop B – Engineer Seamless Experiences Across Every Digital Touch Point
Thursday, December, 5: 9:00 a.m. – 12:00 p.m.

Find out more about this workshop and our conference sessions here.

Be sure to follow Lindy and Siteworx on Twitter @lindroux and @siteworx 

Complete Program Conference Schedule Register Today

 

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Guide to “Virtual tracks” at the Gilbane Conference

Many of you will have already seen the program for the upcoming Gilbane Conference, which is organized into four tracks. But with 38 conference sessions and workshops, 90 107 speakers, and the variety of overlapping and related topics associated with content, marketing, and digital experience, it can be challenge choosing which sessions to attend. So in addition to our formal tracks, which are the best place to start, below we have created some informal suggestions for ”virtual tracks” based on specific topics. These are meant to help you create your own custom program, but you will still need to check the conference schedule to make sure individual sessions don’t conflict.

Note that the Keynote sessions are not included below since they touch on a wide range of topics and are designed for all attendees.

Formal tracks

See the conference program for details on our formal tracks:
Keynotes
Track C: Content, Marketing, and the Customer Experience
Track E: Content, Collaboration, and Employee Engagement
Track T: Re-imagining the Future: Technology and the Postdigital Experience
Track P: Digital Strategies for Publishing and Media.

Virtual tracks

Mobile:

C2. Responsive Design and the Future of Digital Experiences
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
T1. Are You Leveraging All the Mobile Technologies Required for Competitive Mobile Engagement?
T5. How Should Your CMS Fit into Your Mobile Strategy?
T6. How to Build an Enterprise Mobile Strategy for Content Applications
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
P2. Multi-channel Publishing and Content Reuse
Workshop F. Designing Modern Innovative Intranets – From Good to Great and Mobile Too!

User Experience, Visualization, & Design:

C2. Responsive Design and the Future of Digital Experiences
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C9. Your Site Needs Improvement!
T1. Are You Leveraging All the Mobile Technologies Required for Competitive Mobile Engagement?
T2. New Techniques for Designing Digital Experiences: Empathy, Animation, Visualization
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
Workshop F. Designing Modern Innovative Intranets – From Good to Great and Mobile Too!

Content Strategy:

C5. Content, Context, and Educational Marketing
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
E3. Metadata Enhancement for Improved Content Management – Taxonomies and Governance – a Panel Discussion
E5. Incorporating Content Strategy into Your Project: Why and How?
T3. How to Make Authors and Content Strategists Happy, and Content Creation Efficient
T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things
P2. Multi-channel Publishing and Content Reuse
P3. Content Optimization for Publishers – Two Under-appreciated Approaches
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
Workshop B. Engineer Seamless Experiences Across Every Digital Touch Point

Content Marketing:

C5. Content, Context, and Educational Marketing
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
C9. Your Site Needs Improvement!
C10. Content Strategies: Customer Experience, Competition, Content Marketing and Curation
P1. Digital Strategies for Publishing and Media Track Opening Panel

Content Monetization:

E6. Knowledge Integration through Collaboration among Healthcare Stakeholders
P1. Digital Strategies for Publishing and Media Track Opening Panel
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
P5. The Future of Digital Advertising – What Publishers and Marketers Need to Know
Workshop E. Great Ideas Need the Right Metrics to Flourish; Building the Analytics You Need to Monetize Your Innovation

Data and Analytics:

C6. How Digital Marketers Must Move Beyond Business as Usual to Succeed
C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
T4. When do You Really Need Big Data Technologies versus More Familiar Information Management Tools?
P4. Two Ways to Improve Content Monetization – Big Data Personalization and Long Tail Reuse
Workshop E. Great Ideas Need the Right Metrics to Flourish; Building the Analytics You Need to Monetize Your Innovation

Marketing Technology / Technologists:

C1. Q&A with Real Live Marketing Technologists
C8. Pardon the Digital Interruption
E4. Evaluating Collaboration and Social Software Options for Your Digital Workplace
T2. New Techniques for Designing Digital Experiences: Empathy, Animation, Visualization
P5. The Future of Digital Advertising – What Publishers and Marketers Need to Know
Workshop A. Insider’s Guide to Selecting Web Content & Experience Management (WCM) Technology

Technology Decisions:

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
E4. Evaluating Collaboration and Social Software Options for Your Digital Workplace
Workshop A. Insider’s Guide to Selecting Web Content & Experience Management (WCM) Technology
Workshop D. POCs with a Pay-off; Staging Product Proofs of Concept for Successful Outcomes

Globalization:

C4. How Do You Implement Global Digital Experience Management?
Workshop C. Unleashing the Value of Global Information Management

 

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