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Web Applications on Mobile: current state and roadmap

The W3C has published the July 2014 edition of Standards for Web Applications on Mobile, an overview of the various technologies developed in W3C that increase the capabilities of Web applications, and how they apply more specifically to the mobile context.

A deliverable of the HTML5Apps project, this edition of the document includes changes and additions since April 2014, notably a new section covers the emerging field of integrated payments on the Web, following recent work started by W3C in this space. Learn more about the Web and Mobile Interest Group (WebMob).

If you think you have figured out your strategy for mixing and matching support for web and mobile channels, keep in mind that this is not a a one-time project but an ongoing affair. There is always discussion about this at our conference, but this W3C activity is a good way to keep up with details minus the bias and hype. Of course the W3C promotes their standards, but that is not a bad thing.

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Speaker Spotlight: Frank Schneider – Multi-modal interface essential to mobile customer engagement

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Frank Schneider, VP of Customer Experience Solutions at Creative Virtual USA. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Frank Schneider | Gilbane Conference

Speaker Spotlight: Frank Schneider

VP Customer Experience Solutions

Creative Virtual USA

 

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

As technology becomes the backbone of every organization, it forces the cross pollination of roles, especially now between marketing and IT. With a shift towards data-based marketing and new relationships forming between marketing, sales and customer service, the advent of the “Marketing Technologist” is real. This shift is fueling the need for marketing automation, sales enablement, content management, knowledge management and even translation. Marketing Technologists have emerged as the perfect conduit between platform adoption and management, and the traditionally non-technical roles of sales, marketing and customer service.

With customer service becoming the new marketing and marketing’s ability to directly influence the sales pipeline, Chief Marketing Technologists are sprouting up as the perfect solution to balance a variety of needs including marketing and CRM software, content marketing, social and mobile, data and analytics, web and app development, ad networks and customer engagement programs. From social media monitoring to SEO analysis to translation management and ecommerce, Marketing Technologists are fast becoming the “must have” in every organization that is competing in a global economy.

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?

Content marketing is evolving to become the center of digital strategy. Consequently, every organization should endeavor to employ the new role of Chief Content Officer or some derivative thereof. Managing the ebb and flow of content and messaging via multiple channels has created the need for a more comprehensive content strategy across departments and media. Channel management between web, social, and mobile have not only created opportunities to deliver messaging, but an urgent need to provide fresh material for public consumption.

Organizations must take cues from traditional publications hiring copy editors, writers and reviews to constantly curate fresh content that furthers the company’s mission, corresponds to the marketing goals and satisfies the needs of their audience. However, you do need someone leading the charge – a person that understands the mission of the content team, rallies the resources and takes ownership of getting it done. Furthermore, they need the tools to get it done. Now more than ever, technology will play an ever increasing role in how content is aggregated, curated, manage and delivered.

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?

A proper macro level strategy for content delivery across multiple channels should be comprised of several key elements.

  1. Consistency. Whether it be call center agents looking for an answer or policy or a customer checking a web page, the right answer, right messaging, and proper branding should be pervasive and consistent, no matter the medium or device. Nuanced variable can be in play in regards to format, UI, and design, but at the end of the journey, customers need to feel that your content delivery allowed for a seamless experience.
  2.  Correct and Compliant. Along the lines of the first element, “correct” can mean many things. First, the item must incorporate content that is not just correct in regards to the answer from a company perspective, but answer precisely the question the customer has (in regards to what began the content search or inquiry). Furthermore, this correct answer must incorporate personalization factors; in other words, the answer must be particularly right for that customer or that profile of customer. Lastly, content must be compliant… from HIPPA, to SEC guidelines, to CPNI… content delivery must adhere to compliance guidelines will protecting the interests of both consumer and business.
  3. Automated and seamless. Content delivery across all channels must be deployed with a strategy towards, and enabled by technology and tools for, automated cross pollination and management of content. The idea of multi-channel strategy, that is, the ability to deliver in multiple channels (web, mobile/tablet, call center, IVR, social/community, branch), must mature from brainstorming strategy to refined omnichannel capability. An ominichannel content delivery system allows for authentic smart delivery of content, no matter the channel or modality.

Catch Up with Frank at Gilbane

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

T1: Are You Leveraging All the Mobile Technologies Required for Competitive Mobile Engagement?
“Come As You Are: Multi-Modal Interface is Essential to Mobile Customer Engagement”
Tuesday, December, 3: 1:30 p.m. – 2:30 p.m.

Complete Program Conference Schedule Register Today

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Speaker Spotlight: Arjé Cahn – What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels?

In another installment of Speaker Spotlight, we posed one of our frequently asked questions to speaker Arjé Cahn, CTO at Hippo. We’ve included his answer that question here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Arje Cahn headshot

Speaker Spotlight: Arjé Cahn

CTO

Hippo

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

One of the biggest challenges for delivering multichannel content is getting the people inside your organization to look past modes of distribution and think instead in terms of target audiences.  It’s important to remember that ultimately, it’s the customer choosing the channel—be it web, mobile or any upcoming digital channel. You’ve got to abstract from the idea that you’re “managing a website” and think instead of managing content, and make sure the content created makes for an optimal experience for every channel.

The challenge, in other words, is understanding your audiences. It’s important to remember that they are plural and varied. You’ve got to know who they are, what their background is, what they want—and respond accordingly, with the best personalized content. This is a business challenge that Hippo helps to solve. We help discover and understand audiences—and engage these different audiences in an understandable fashion. Hippo provides real time visitor analysis—allowing you to monitor who is experiencing your site, and keep track of the content they engage with.  With this analysis, you can see patterns over time, and turn them into personas. There’s no need to rush into targeting by applying preconceived personas to visitors. Hippo supports you in the process, providing the tools and analysis to discover personas and audiences that you might be missing out on. We help you discover and understand your audiences in an organic way—the first step to creating optimal content and customer experience.

Catch Up with Arjé at Gilbane

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion
Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

Follow Arjé on Twitter - @arjecahn.

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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The Gilbane Conference is growing!

Gilbane Conference 2013, Banner, Content and the Digital Experience

 

 

 

 

Some of you may have heard there is some exciting news with regard to The Gilbane Conference.

We have entered into a partnership with Information Today, Inc. to organize and manage future conferences in this 12-year-old series. As you may know, Information Today is the publisher of KMWorld and EContent magazines along with a host of other publications and websites. Information Today also organizes the KMWorld and Enterprise Search Summit conferences, so they are on familiar ground with respect to web content management, content marketing, social media, and many other related technologies.

Information Today also publishes CRM magazine and produces the CRM Evolution conference and exhibition, which will enable us to reach out to marketers and other customer-focused professionals.

We believe the synergies between The Gilbane Conference and Information Today will assist us in producing even better and more innovative conferences in the years to come.

The resources of a larger enterprise and the personal care and attention you’ve come to know at The Gilbane Conference are what you can expect this fall.

The next Gilbane Conference will be at the Westin Boston Waterfront, December 3 – 5, 2013. We will be announcing the Boston venue and dates in the next week or two and See the new Gilbane Conference website for more information where we will be posting additional details very soon. If you are not already on our mailing list for advance information you can signup using the quick form below.

Our theme this year is Content and the Digital Experience: Manage, Measure, Mobilize, Monetize, and we’ll be continuing our vendor and analyst neutral coverage of content, marketing, and digital experience technologies for enhancing both customer and employee engagement and collaboration.

We look forward to seeing you in Boston this fall.

Sign up for conference updatesWe would love to hear more about your interests. You can tell us more by using our more complete form. Or send us a message.

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So You Want to Build a Mobile Content App? or a Better App?

Gilbane Conference Workshop: So You Want to Build a Mobile Content App?

Instructor: Jonny Kaldor, Managing Director, Kaldor Group (creators of Pugpig)
November 27th, 2012 at the InterContinental Boston Waterfront

With the continuing and massive adoption of tablet devices, content owners have a dizzying myriad of ways to disseminate content to employees and customers alike in a way that is faster, broader, more engaging and more actionable than ever before. Business models for content owners are being revolutionised, and tablets are now offering a truly viable alternative to print. But it doesn’t stop there – whether you’re pushing content to consumers or disseminating information across your enterprise, you can reap tangible benefits from publishing on tablet devices. This session will dive into the key aspects of conceiving, designing, building and launching your mobile content app, whether you’re targeting your employees, clients or consumers. We’ll cover both the opportunities and the many pitfalls that you will encounter (and nimbly jump over) as you set off of your content app journey…

Key topics:

  • Where to start?
  • Translating print or web to mobile – it’s not so easy
  • Designing an engaging and really useful user experience
  • Avoiding building a whole new team to manage the mobile channel
  • Aligning your web and mobile strategy and operations
  • Webapp vs native vs hybrid – which should I go for?
  • Adaptive design / responsive design”
  • Business models that work
  • Making sense of multiple devices and marketplaces
  • Using the big players to your advantage (Apple, Google, MS, Amazon)
  • Keeping your users happy
See the full pre-conference workshop schedule at Gilbane Boston, then Register.
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Gilbane Conference program and speakers posted

The Gilbane Conference program and speaker list are now available in addition to the conference schedule and pre-conference workshop schedule and program – there are just a few details to be added. Other changes between now and the conference will be minimal and will be reflected on the site if/as they occur, so check back once in a while.

The schedule for the product labs/case studies presented by sponsors will also be posted shortly.

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Gilbane Conference schedule posted

We have published the conference schedule for Gilbane Boston. We’ll be publishing detailed conference session descriptions with speakers in the next week or so including details on the keynote sessions. It is very tempting to provide more details right here but we are still in the process of a few speaker placements we want to finish up first.

The pre-conference workshop schedule, including detailed descriptions and instructors is also available. If you registered for a conference pass that included a workshop before the workshop options were available, you can make your choice now and contact customer service to have your registration updated.

 

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What technologies is marketing spending on?

Spencer Ante reports in today’s Wall Street Journal that As Economy Cools, IBM Furthers Focus on Marketers. The title and the short article are focused on IBM’s well-known emphasis on marketers, but the article is of more general interest in driving home the extent of one trend in corporate technology spending – the growth of marketing spending on technology – and provoking a number of questions about what it means. At only 600 or so words the article may be useful for some of you to forward to others in your organization that would benefit by thinking more about the effects of this trend.

The article quotes some recent Gartner research that marketing budgets are roughly 3 times IT budgets as a percentage of revenue, and grew between 2011 and 2012 while IT budgets shrank. Current marketing and IT budgets are both expected to increase, but with marketing budgets increasing at twice the rate of IT budgets – 9.0% vs 4.7%. Gartner has also predicted CMOs will have more control over technology spending than CIOs by 2017. Also, “In total, Gartner says companies spent up to $25 billion worldwide on marketing software last year, up from about $20 billion the previous year. Overall corporate software expenditures totaled $115 billion…”. These are impressive numbers, and our own experience based on discussions with our conference attendees, consulting clients, and other analysts and investors, suggests a broad consensus with the trend. Certainly IBM is big believer.

But the next level of detail is even more important for technology vendors and all CMOs who want to benchmark their competitors spending and strategies – for example, what are CMOs spending money on? what should they be spending on” and how do they organize their infrastructure to learn about, purchase, and manage new marketing technologies, and work with IT?

A vocal segment of the technology press suggest that the future of marketing is all about “social”. A favorite prediction of analysts is that the “Web is dead” and the future is all about mobile. Savvy marketers are beyond such oversimplifications. As important as social and mobile are, I think it is safe to say they are still a small percentage of the $25 billion Gartner number. I would love to be enlightened by anyone who has more details on what the percentage is, and what technology categories others think will benefit most from the increase in marketing spending.

Why is this?

Part of the reason are expensive legacy systems and infrastructures. But a bigger reason is that everyone (not just marketing) is learning. Most of the new technologies have some learning curve, but are not rocket science. The really steep curve is learning how to integrate and utilize new technologies, and especially data they provide, effectively – and that is something we all: technologists, marketers, analysts, will be learning about for awhile.

Learn more at Gilbane Boston.

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