Archive for WCM

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.

Gilbane Boston workshop details posted

The best way to start the Gilbane conference is by attending one or two of the pre-conference workshops offered on Tuesday, November 27, 9:00 am to 4:00 pm:

  • Insider’s Guide to Selecting WCM Technology – Tony Byrne & Irina Guseva, Real Story Group
  • Implementing Systems of Engagement: Making it Work with the Team That Will Make it Work – Scott Liewehr & Rob Rose, Digital Clarity Group
  • So You Want to Build a Mobile Content App? – Jonny Kaldor, Kaldor Group (creators of Pugpig)
  • Content Migrations: A Field Guide – Deane Barker, Blend Interactive & David Hobbs, David Hobbs Consulting
  • Social Media: Creating a Voice & Personality for Your Brand – AJ Gerritson, 451 Marketing
  • Text Analytics for Semantic Applications – Tom Reamy, KAPS Group

See the schedule and full descriptions of the in-depth pre-conference workshops.

Please save the date and check http://gilbaneboston.com for further information about the main conference schedule & conference program as they become available.

New Location!
Intercontinental Boston Waterfront Hotel
510 Atlantic Avenue
Boston, Massachusetts 02210

Welcome Digital Clarity Group

As many of you may know, Scott Liewehr has been involved with Gilbane activities for years and was our lead consultant and analyst for web content management, and a contributor to our conference program, a role he will continue again this year as a chair of the Customer and Engagement track. Scott has been putting together a team to launch a new analyst firm over the last few months, and the not-so-secret effort is just now officially launched, but already busy, as the Digital Clarity Group (DCG).

Given Scott’s experience and energy level, I was gratified and a little surprised how easy it was to talk him into joining the Gilbane Group. I was gratified and not at all surprised to find he was great to work with and immediately in high demand among our customers. With the seriously impressive group of colleagues Scott has assembled Digital Clarity Group is an organization you will be hearing a lot more from and about. Congratulations and best of luck to all on the team. Below is today’s press release introducing the team and a little about their vision.

(Disclosure: In case you hadn’t noticed, DCG is an analyst sponsor of Gilbane Boston - of course!)

DCG Press Release:

Digital Clarity Group Identifies Top Trends For The Digital Enterprise

NEW YORK, June 12, 2012Engagement and control are two words driving conversations across the enterprise in 2012 and beyond. As the CIO grapples for technology governance, the CMO struggles to keep up with the chaotic changes in marketing.  Both are challenged with leveraging technology to engage, collaborate, socialize, and measure the more empowered consumer and the ever-more virtual workforce.  To meet this challenge – some clarity is needed.

Digital Clarity Group (DCG), a new research-driven advisory firm focused on helping leaders navigate the digital transformation, is celebrating its launch today by identifying several seismic trends affecting the enterprise.

Technology industry veteran Scott Liewehr is President and Principal Analyst of DCG and has assembled an extraordinary “all-star team” of experts to focus on working with business leaders on all aspects of digital transformation.  This includes advising technology vendors on how to approach this market, as well as the buyers on how to better navigate the changes. As Scott stated; “Consumers and knowledge workers alike are grabbing control of the reigns and not letting go. The combination of the social web, open standards, the cloud, and ubiquitous mobility to name just a few, represent a field of dreams for empowered audiences to both collaborate and self-satisfy. For organizations, these represent an opportunity to transform, innovate, engage and develop loyal customers and employees like never before.”

The transformation that DCG addresses is the overlap of where Innovative Change meets the Social Enterprise and Consumer Engagement, and is facilitated with Adaptive Technology.  And as part of the inaugural launch of DCG’s practice, the team has identified several seismic trends impacting leaders across these four themes.

Former Forrester Analyst, and industry veteran Tim Walters is a Partner and Principal Analyst in the new venture and also serves as Director of Research. Tim most recently led Forrester’s research on intranets/employee portals and the emerging next-generation Information Workplace.  His top transformational trend stresses a focus on an enterprise’s need for speed as opposed to “backbone technology”. “Today’s business environment is what the US military calls VUCA – Volatile, uncertain, complex and ambiguous,” said Tim. “The five-year plan is as archaic in this context as a flintlock rifle on a modern battlefield.  Agility, flexibility, and rapid response will define the winners of the next decade.  Tactics are the new strategy, and ‘business as usual’ is a terminal disease.”

Cathy McKnight is also a Partner and Principal Analyst with DCG, and comes from senior and director level consulting/advisor roles with IBM, Prescient Digital Media, and Aon Hewitt.  She identified employee engagement and empowerment as one of the largest trends impacting the enterprise.   As Cathy said, “To satisfy consumers’ growing demand for comprehensive systems of engagement companies have to completely rethink their approach to everything; operations, IT, sales, customer service, employee empowerment – everything. Success will require a long-term commitment, a full company transformation, and the willingness to embrace the disruption rather than avoid it. ‘That’s not how we do things here’ will appear on the tombstones of the hesitant and half-hearted.”

As a Partner and head of Client Services for DCG, Elise Segar brings more than 15 years of industry expertise to bear directing sales strategy with iFridge & Company, as well as RedDot and, subsequently, OpenText.  As one of the most important trends in the Digital Enterprise, Elise identified the extraordinary importance of collaboration between sales and marketing teams; balancing technology, process – and patience.  As Elise said, “today’s sales and marketing teams are armed with more technology in their quiver than ever imaginable.  Marketing teams can target and tailor messaging, and sales can track and understand relevance of message at any stage in the funnel.  But balancing the tools and the process – and allowing the right amount of adaptability for these teams to understand this context is what is critical.”

Robert Rose is a Contributing Senior Analyst with DCG and comes with a deep background and experience in web content management technology, marketing, and enterprise marketing strategy.  He’s working with DCG to help lead the Web Engagement and Experience Management research and advisory themes. The biggest trend he identified is the need for CMO’s to embrace the chaotic nature of the new consumer engagement model – and to approach technology as one would media, channels or even brand messaging.  “Technology should only be scaled where it helps to drive agility and flexibility to react more quickly,” said Robert. “Adaptability will be the new competitive advantage in marketing. The enterprise’s ability to not only be agile – but its capacity to embrace chaos and change will be critical to marketing success.”

Digital Clarity Group Research themes

Digital Clarity Group’s mission is to provide research-driven, actionable advice to business leaders who are working through the strategic application of adaptive technology.  This may come as a focus to engage employees more deeply or enable a more social and collaborative workspace – or as a way to create new digital experiences for customers and engage them more holistically.  Or, it may come as a way to use measurement techniques to draw insight into any of those areas.   In short, today’s business leader is challenged with creating innovative new strategies for navigating digital transformations.  DCG is there to provide the clearest, most pragmatic, and actionable advice to make that effort successful.

As part of its launch and the identification of these five trends, DCG invites you to a virtual “open house” for food, drink and conversation about the enterprise’s digital transformation.   Join the DCG team in New York City on June 25th at the W Hotel In Times Square.  At 2:00 PM the team plans a more formal conversation on DCG’s plans for research, and at 5:00 join the team for casual cocktails and celebration of the DCG launch.  Space will be limited so please contact DCG to reserve your place.

Contact Information

Elise Segar
Director Client Services
info@digitalclaritygroup.com
www.digitalclaritygroup.com

One week till Gilbane Boston speaking proposals deadline!

Every year we get a last minute rush of speaking proposals for Gilbane Boston, and then… we get tons of emails asking when the deadline is, and then… we get requests for an extra day or two, and then… well, you get the picture. You’ve got a week, but why wait till the weekend!?

The deadline this year is May 14th. Here are the relevant links:

Marketing, big data, and content

“Content” in this context means unstructured data. The need to manage unstructured data is one of the main reasons big data technologies exist – the other being the need for dealing with scale and speed. This is why it is important for us to cover at our conferences. Not every company needs to build new infrastructures around Hadoop-like technologies… yet. But marketers need to manage the mostly unstructured content that is part of their world, and also process and manage the more structured analytic data that will rapidly become “big” for even small organizations, so big data technologies need to be on marketing organizations’ radar as they continue to increase their expertise and spending on technology. See yesterday’s post on Why marketing is the next big money sector in technology.

Up-to-Speed Reading for Gilbane Boston: Recent Publications

Looking to make the most of your experience at Gilbane Boston 2011? Want to be current on the latest content trends and technologies? Download our recent papers, some of which you may have missed.

Smart Approaches to Managing Mobile Learning Content. Just published! Why a content strategy rather than a project mentality is the only way to take full advantage of the business performance benefits and productivity gains that are possible with mobile learning. Listen to the webinar.

Magazines at a Digital Crossroads: eCommerce and New Models for the Future. Makes the case for a growing need for contemporary eCommerce platforms to support publishers as they experiment, win, iterate, and drive their businesses into the future. Listen to the webinar.

Content, Audience, and Targeted Messaging: The Virtuous Circle of Customer Engagement. Presenting marketing messages and advertisements that are relevant at the right moment to create the tipping point from engagement to conversion.

A Fresh Look at Web Content Management: Mastering the Core Capabilities of Contemporary Platforms. The core aspects of today’s WCM systems for anyone evaluating, or reevaluating, the WCM needs of their organizations. Listen to the webinar.

Addressing Digital Product Development Risks: Best Practics for Creating Strategic Outsourcing Relationships. Digital products fail for all kinds of reasons. Poor development does not have to be one of them.

Understanding Best Practices for Profiling, Personalizing, and Targeting Next-Generation Engagment. Develop a new appreciation for the power and value of contemporary personalization, and gain an understanding of how to realize its benefits within your organization.

Global Digital Engagement: Leveragng Opportunities to Increase Impact and Reduce Complexity. How to remove the mystery and anxiety of delivering high-value interactions that lead to engagement by improving the dynamics of each.

Did you know there is a mobile track at Gilbane Boston?

We’ve been adding content about mobile app development and publishing for a couple of years. We will be adding a full track threaded through the entire conference to our next event, but this year’s Gilbane Boston has quite a few sessions covering aspects of mobile development and content management relevant to Web, marketing/business, IT strategists, and developers.

In fact, we have a sort of a stealth mobile track – stealth, because the sessions are spread out across other tracks. To make it easier to plan schedules for those of you specifically interested in doing more with smartphones and tablets, below are five sessions that are the most directly relevant to mobile. There are other sessions that also cover mobile topics, so be sure to check the overall conference at-a-glance schedule and session descriptions.

Stealth Mobile Track:

T1: Mobile Development: App, Mobile Web, or Hybrid?

Wednesday, November 30, 1:30 – 2:30

You know mobile is becoming the dominant channel, but of course it is actually multiple channels – multiple devices with multiple APIs, form factors, interfaces and capabilities. Do you optimize for each device? Do you try and build a mobile web application? Do you mix it up with a little bit of both? This session will help you understand the pros and cons of different approaches.

Moderator: Jon Marks, Co-founder, Kaldor Product Development Group

Jon Marks, Co-founder, Kaldor Product Development Group

Introduction

Ashley Streb, 
Vice President, Technology, Brightcove

Hybrid Position


Stefan Andreasen, 
CTO Kapow

Browser Position


Philip Ramsey
, Manager, Technical Design, BNA

App Position

P2. iPad Publishing and UI Design


Wednesday, November 30, 2:40 – 4:00

With smartphones and tablets exploding in usage, publishers are racing to deliver content to new types of users who are expecting rich, interactive experiences. Yet publishers are often dependent on third parties who can create these apps for them. This session delves into how some of the standard publishing apps work, and how developers create some of the more advanced features that users are demanding.

Moderator: Ned May, Vice President & Lead Analyst, Outsell

Jim Nasr
, CEO, Armedia


Best Practices for Developing Content Rich Applications for the iPad

Michael Mahoney, 
Senior User Experience Specialist, Microlink


Information as Design 

T3. Is HTML5 the Future – If so, When?

Wednesday, November 30, 4:00 – 5:00

HTML5 enjoys widespread partial support. That is, the major browsers support some HTML5 functionality, and Mozilla, Google, Microsoft, and Apple support it politically. HTML5 promises lots of important new capabilities, but it is an ongoing development is scheduled to become a W3C recommendation in 2014. Many organizations are already using HTML5 for app development, but should they? Is it too soon?

Moderator: Richard Rubin, Principal Consultant, Professional Services, Innodata Isogen

Lubor Ptacek
, VP, Strategic Marketing & GM, Microsoft Solutions Group, Open Text

Phillip Hyun, 
CTO, EndPlay

E5. Thinking Beyond the Website – Mobile and Other Channels Deserve Your Attention Too


Thursday, December 1, 9:40 – 10:40

As phones and other mobile devices get “smarter”, so must marketers get smarter about their multi-channel strategies. It used to be acceptable for brands to focus on their desktop browser experience, and then, at some point, dumb them down by removing flash, videos, and all the other extras so that prospective customers could view the website on their phones. But this strategy is no longer viable. The Splinternet Age brings not only smart phones, but also tablets, mobile applications, social sites, and wifi-ready televisions just to name a few. As more and more consumers seek to experience your brand through these mediums, having a strong multi-channel strategy is essential.

Moderator: Scott Liewehr, Senior Consultant, Web Content Management, Outsell’s Gilbane Services



Arje Cahn
, CTO, Hippo

Tom Wentworth, 
CMO, Ektron


New Reality – Mobile First


Michael Assad
, Co-founder & CEO, Agility


Content Management for Digital Marketing: Thinking Beyond the Website

The day before the main conference we also have a pre-conference workshop covering important issues for mobile customer engagement:

Workshop B: Integrating Website and Mobile Strategy for Consistent Customer Engagement

Wednesday, November 29, 9:00 – 12:00

You’ve heard all the talk about web engagement management. You’ve read about web and content optimization for contextual consumption. You may even have preached to others about the rise of mobile-, social-, and personal-ization. We suppose you could even be doing some of these successfully, but we doubt it. These are just a few a few of the sexiest, most contemporary practices that everyone likes to talk about but no one is really doing… but they should. 

In this workshop, renowned author and digital marketing expert Robert Rose teams up with industry analyst and web content management expert Scott Liewehr to teach you how to realize true web engagement across web and mobile channels for your organization. Robert and Scott will teach attendees how to integrate content optimization into the marketing process by pragmatically focusing on three of the primary aspects of web engagement: testing, targeting and contextual design. The workshop walk attendees through a step-by-step approach to each practice, focusing on both the marketing process implications as well as the implementation and operationalization aspects. Web engagement management is more process than technology, so while you may not be able to buy it in a box, you can learn an awful lot about how to implement it in three entertaining, fun-filled and educational hours.

 Attendees will also receive Robert’s brand new book, co-authored with Joe Pulizzi: Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand.

Instructors: Scott Liewehr, Lead Analyst WCM, Outsell Gilbane, and Rob Rose, Chief Troublemaker, Big Blue Moose

Register for the conference, workshop, or both (speaking of mobile … note a Conference Plus registration includes the Workshop and also a new Kindle Fire tablet.

Guest Post: A Marketer’s Takeaways from Gilbane San Francisco

Two weeks ago, I had the opportunity to attend Gilbane SF. The conference brought together some of the top content management people from the U.S. and internationally. Overall, one of the things I really enjoyed about the conference was the mix of people on each of the panels — you had analysts, developers and content creators responsible for developing content and building web sites.

I focused on my time on the Customers and Engagement Track and also went to a few sessions in the Content Technology Track. As expected, there was a lot of talk of Web 2.0 and how to implement social into your content management strategy. There were also several sessions examining return on investment (ROI) for implementation.
Keynotes:

  • Jeremiah Owyang from the Altimeter Group kicked off the two day conference with a presentation titled “Your Corporate Website Can be Relevant Again”. His slides and video of his keynote are now available online. Jeremiah laid out an 8-step plan on how corporate websites can evolve into social websites that integrate the social experience into their web site. The best part of his presentation, which you can see on the slides is the real-world examples of sites along each step of the integration process.
  • Jeremiah was followed by Daniel Rasmus who spoke on The Future of Collaboration. My notes from his session are available. My key takeway from Daniel’s presentation was the importance of building a collaborative process within your organization. Everyday policies, such as how workplaces are designed, are all an important part of the social culture of an organization. In simple things, like meeting planning and design, everyone should have a voice. He also spoke a bit about millenials and how to create a work environment that is both supportive of millenials, but also encourages them to knowledge share about things that they know about. [Slides]

Customers and Engagement Track:

  • Audience Engagement Frameworks Case StudiesGert-Jan Schikker from Voetbal International presented on how a leading sports magazine in Holland has incorporated social into its online presence and seen a large increase in traffic and engagement. They’ve not only added social, but they also created mobile platforms, added video and worked with their advertisers and online storefront to create custom experiences based on user data.Michael Fisher from Alterian and Steven Alessi of American Greetings Interactive gave a joint presentation about work they did around the Super Bowl. Alterian used its platform to create a campaign to show 46 different brands the value of monitoring customer sentiment. American Greetings talked about the work they have done to make the online card giving experience more interactive and allow brands to connect to consumers in a positive way. As Michael put it, the key is measurement. If you’re not measuring, there’s no way to know if you’re being successful.
  • How to Mold the Customer Experience: My favorite panel of the entire two days was moderated by Ian Truscott and had Melissa Casburn (ISITE Design) and Randy Woods (non-linear creations) speaking about creating a customer experience on your web site. The thing that made this presentation great was that Melissa and Randy had obviously worked together to build the presentation and incorporate examples from both of their work. The presentation was all about how to research your customers and build personas based on customer research and then use those personas to shape the experience on your web site. The approach to building personas is a great idea as it allows you to use aggregate data. Melissa and Randy also provided some useful information on how to get started with a limited budget and use crowdsourcing to help with the process.
  • WCM as the Digital Marketing Hub: Ian Truscott and Robert Rose gave the final panel of the two days. Being the final panel is not an enviable position as people have been sitting around for two days, but Ian and Robert brought a lot of energy and humor that kept things interesting. Ian set things up by talking about the opportunity of working with customers on your web site. They are coming to your web site because they are looking for information. You have a chance to engage with them, but it’s a brief opportunity and you need to make the most of it. Ian shared an awesome anecdote about a small town men’s suit shop business owner and how he knows how to ask the right questions to provide a custom experience for each person that walks in the door.Robert followed Ian and gave some great real-world examples about how web content management relates to online marketing. Back in the early days of web development, the process was owned by the IT / Tech departments, but your corporate website is really a marketing tool. Marketers need to have the ability to be creative and be able to try things (either A/B testing or multivariate testing) without having to go through a long and involved process. Robert gave a list of things that people could start doing immediately to help separate the marketing process from the technology process.

More detailed notes from these sessions and the others I attended can be found on my blog.

My thanks to Gilbane San Francisco and Robert Rose, who gave me one of his speaker passes to the conference. I’m already looking forward to attending Gilbane Boston later this year.

Sue Anne Reed
http://www.sueannereed.com