Curated for content, computing, and digital experience professionals

Author: Clea Durrell (Page 3 of 24)

How to use a digital audit to assess marketing operations

Join us at the Gilbane Conference in Boston December 1-3 and learn how your peers are transforming their marketing operations to support superior digital experiences for customers and employees. If you have a project coming up make sure you can measure your before and after results. Learn how by attending this in-depth workshop.

Workshop B. An Anatomy of a Digital Audit

Marketing management has never been so exciting — or daunting. The proliferation of digital tactics and lightweight technology has cleared the path for us to take genuine ownership of our operations, and be less reliant on other areas of the organization to do our jobs.

While this new reality is empowering, it also comes with challenges. Indeed, today’s senior marketing manager is not only tasked with traditional responsibilities such as brand shepherding and lead generation, but also line items such as data analysis, technology portfolio optimization, and vendor relations.

To survive and thrive in this environment, it’s become increasingly important for us to measure performance using a systems-oriented approach. In this workshop, attendees will learn how to assess their digital marketing operations in entirety, and identify opportunities for improvement and costs savings.

The session will explain a comprehensive 30-point methodology for conducting an assessment, with specific focus on the following four areas of the marketing operation:

  • Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
  • Websites: copy, images, video / animation, landing pages, microsites, search, live chat, blogs
  • Technology: marketing automation, content management, analytics, and data management
  • Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization

While the core of this workshop will rely on referencing an actual case study, it will also be interactive, with attendee company assessments worked into the session.

Instructor: Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Tuesday, December, 1: 9:00 a.m. – 12:00 p.m. • Fairmont Copley Plaza Hotel, Boston

This workshop is included in the ConferencePlus package. Save $200 on the ConferencePlus and Conference Only options.

To get your Bluebill discount use priority code 200BB when registering online.

I would like my $200 registration discount – code 200BB

 

How to Select a WCM Service Provider

Join us at the Gilbane Conference in Boston December 1-3 and learn how your peers are building superior digital experiences for customers and employees. If you have a project coming up make sure you have the right service provider partners by attending this in-depth workshop.

Workshop D. How to Strategically Select a Service Provider Partner

Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to either a roadmap and/or new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of partnering with the right service provider to help you set your customer experience path, and implement the right solutions. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case
  • Identifying the stakeholder landscape
  • Managing requirements gatherings
  • Developing realistic budgets

We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” partner for your organization’s needs. And finding that fit is about way more than just ticking the boxes of a procurement process checklist. Armed with the outcomes of this workshop, you will be ready to move forward with confidence and find the right service provide to partner with on your customer experience journey.

Instructor: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group
Tuesday, December, 1: 1:00 p.m. – 4:00 p.m. • Fairmont Copley Plaza Hotel, Boston

This workshop is included in the ConferencePlus package. Save $200 on the ConferencePlus and Conference Only options.

To get your Bluebill discount use priority code 200BB when registering online.

I would like my $200 registration discount – code 200BB

 

Are you keeping up with peers in managing content, customer, and employee experience?

Gilbane15

Learn and network with peers, industry insiders, and content, marketing, and technology experts and practitioners. Hear from:

Accenture Interactive ● McKesson ● The New York Times ● Marriott International ● SAS Institute ● Editorial Projects in Education ● Nielsen ● Jazz Aviation ● PBS ● Aon ● Canadian Broadcasting Corporation ● EMC ● Cornell ● Analog Devices ● Intel ● Port of Antwerp ● Blue Cross / Blue Shield of NC ● Apollo Education ● Harvard Business Publishing ● Wiley ● Amora Coffee ● Elsevier ● Adobe ● Plexxus ● chiefmartec.com ● ChiefDigitalOfficer.net, and 75 more speakers at the
Boston Fairmont Copley Plaza, December 1-3.

Subscribers, save $200 on conference registration—use priority code 200BB

Register Today!

Diamond sponsorBrightspot CMS

Platinum sponsorAdobe

Gold sponsorsHP Marketing OptimizationOracle

Learn more about the conference programscheduleworkshopsQuestions?

Gilbane Conference program and speakers posted

This year’s Gilbane Conference program with speakers and session descriptions is now available at http://gilbaneconference.com/2015/program.

Registration for the conference is also open.

The Gilbane Conference helps marketers, IT, and business managers integrate content strategies and computing technologies to produce superior customer experiences for all stakeholders.

A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems.

This year the Gilbane Conference program focuses on how to integrate content, data, and software to support a superior multichannel digital customer experience. Whether you are just getting started with managing multichannel content, need to improve the consistency of the web and mobile discovery experience, or are ready to integrate with an ecommerce, content marketing, business intelligence or other marketing or data management platform, join us to learn what your peers are doing and what experts are recommending.

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