Curated for content, computing, data, information, and digital experience professionals

Author: Frank Gilbane (Page 39 of 74)

Marketing strategy versus technology – should be a virtuous circle

Scott Brinker has another must-read post. I excerpt parts of his post below so I can expand on it a bit but you should read his full post along with the comments.

In his post Scott explains he is responding to statements made in a podcast by Joe Pulizzi and Robert Rose. After linking to the podcast and agreeing with much of what they say Scott makes three points:

  1. “Marketing technology is not just about efficiency — it’s about experiences.
  2. The relationship between strategy and technology is circular, not linear.
  3. Marketers cannot abdicate their responsibility to understand technology.”

and mentions the one quote he really disagrees with (emphasis is Scott’s):

“Figure out your process first. And then get aligned with your internal IT guys to figure out what it is you exactly need to facilitate. Because that’s the only thing that technology will ever, ever do. The only thing technology will ever do is facilitate a process that you have more efficiently. That’s all it’s ever going to do.”

That is a pretty strong recommendation for option A in Scott’s illustration below.

strategy technology circular

I want to make three points:

The fact that the relationship between technology and strategy is circular – that they have to inform, influence, and advance with each other – is true of all enterprise applications and for all functions and has always been true.

  • If you replace “technology” with “data” or “big data” or “analytics” the points that Scott makes are equally valid. (For a different take on this see Big data and decision making: data vs intuition.)
  • Technology is not just a set of product features. The features are possible because of creative combinations of underlying software concepts, programming languages, data structures, and architectures. Without some understanding of the underlying fundamentals it is natural to think product features define software capabilities and thus to limit insight into strategy possibilities. Marketers (or other professionals) with little to no technical background can compare feature sets and build strategies that match, or build strategies and look for the set of already existing product features to match.
  • Each of these illustrate what we might call the bad kind of circularity (as we mean when we call an argument circular) and they handicap innovation. The good kind of circularity is a strategy/technology dialog of what ifs, informed by what might be possible, not by what is already known.

It is both natural and common for consultants to overemphasize option A, because way too often option B is overemphasized at the expense of option A by both their customers and technology vendors. Good consultants spend a lot of time and effort helping customers overcome an under-appreciation or political deprecation of the importance of strategy. But all of us need to be careful not to suggest either linear false choice.

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 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: 

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/

What is Content, Context, and Educational Marketing?

You can see our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

You could say that our conference has assumed content marketing since our initial focus on web content management has always attracted marketers. But there is certainly a lot more attention now paid to the crafting of content, as well as to matching content to context whether that is channel context, customer context, buying-cycle context, or better, at least these three. In spite of the wise-cracky session description, you will hear thoughtful and reliable commentary on one of the biggest buzz terms of the year.

C5. Content, Context, and Educational Marketing

Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Content Marketing is certainly hot. But what is it? Is it new? Is it old? Was there ever a time when marketing was content-free? Has it always been content-free? Is there some new kind of content that makes marketing different? Is it a strategy, a methodology, a parallel universe? Snarkiness aside, it is easy to see that carefully created or chosen content can help improve success rates of different kinds of marketing objectives. This session takes a serious look at what content marketing is today, how you can use it, and how it is evolving.

Moderator:
Jose Castillo, President, thinkjose

Speakers:
Kipp Bodnar, Director of Marketing, Hubspot
WTF is Context Marketing?
Doug Bolin, Associate Director, User Experience Design, Creative, DigitasLBi, and Adjunct Professor, Mass Art
Beyond Content Marketing, The Emergence of Edumarketing

 

Responsive Design and the Future of Digital Experiences

Digital experience designers are familiar with the approach of responsive design even if they haven’t used it. If they have used it they know it is not quite as easy as it first sounds, and the popularity of responsive design courses suggests there is a still a lot of learning going on. But even if you don’t need to understand the code, if you are a marketing manager you need to know what you can expect responsive design to accomplish and what level of effort it entails.

C2. Responsive Design and the Future of Digital Experiences

Tuesday, December, 3: 2:40 p.m. – 3:50 p.m.

Responsive design has been around since the early days of the browser wars, but as mobile channels grew it became both more important and more complex. Gone are the days when new digital channels, form factors, and other device characteristics can be anticipated and digital strategies need to reflect this new reality. This session will provide multiple perspectives on what responsive design can do, what its limitations are, and what its future challenges are.

Moderator:
Tom Anderson, President, Anderson Digital

Speakers:
Scott Noonan, Chief Technology Officer, Boston Interactive
In Koo Kim, Senior Manager, MOBEX, NorthPoint Digital
Scrap the Big Launch, Fly a Kite: How to Create and Maintain Control of Smarter Mobile Apps with Real-Time UI Updates, A/B Testing, and Personalization
Christopher S Carter, General Manager, aLanguageBank
Are You Prepared to Create Content for the Internet of Things?

Multi-channel Publishing and Content Reuse

We’re big believers in the potential for learning from colleagues in other industries. There are many shared challenges crossing vertical boundaries not always obvious because of different vocabularies, and often a gem can be found in the variety of solutions, or an idea can be sparked by a slightly different lens on the problem. The publishing industry’s influence on computing and digital experiences goes way back and is especially applicable horizontally – markup languages, style sheets, electronic type – and of course multi-channel publishing. This is why we have usually included a publishing track in our conferences. This session looks at how a couple of publishers have dealt with some thorny multichannel publishing issues.

P2. Multi-channel Publishing and Content Reuse

Tuesday, December, 3: 2:40 p.m. – 3:50 p.m.

In this session two publishing organizations report on projects that involve moving publications and existing content from print to multi-channel digital. Business Insurance, part of Crain Communications, implemented a digital publishing strategy that supports interactive digital content and content reuse across print, Web, iOS, and Android, all based on HTML5. Wolters Kluwer Health now creates textbooks with versions for print, multiple eBook formats, and integration with Learning Management Systems and other advanced learning tools. As part of their multi year initiative they report on a recent project where they implemented round tripping between XML and author-editable Word documents, and discusses the technical and organizational problems they solved.

Moderator:
Tom Brown, VP, Multichannel Solutions, HP

Speakers:
Dave White, Chief Technology Officer, Quark Software Inc.
Case Study: Transforming Print Content into Mobile and Web Apps
Ken Golkin, Technical Project Manager, Wolters Kluwer Health
and
Niels Nielsen, Managing Director, Avalon Consulting, LLC
Long Cycle Reuse in Textbook Publishing: Cracking the XML–>Word–>XML Round Trip Nut

 

How Should Your CMS Fit into Your Mobile Strategy?

There are many answers to this question, but the right answer for you will depend on what other components make up your digital experience management system, how they integrate with other enterprise systems, the types of content and apps and mobile platforms you need, existing developer expertise and tools, and so on. CMS and DXM vendors have to work through the possibilities with their customers and partners so are a valuable resource for helping you think through some of the options.

T5. How Should Your CMS Fit into Your Mobile Strategy?

Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

As analysts will tell you, web content management systems are now, or should be one of the core components of a larger digital experience management strategy. There are lots of questions about what this means in practice, but this session focuses specifically on how your content management system(s) can or should support your mobile presence. Should your CMS manage all mobile content? Should that include apps as well? Is mobile content delivery by the CMS active or passive? Where does the delivery layer reside? Is data incorporated by the mobile app or by the CMS? Should you create a separate system just for managing mobile content? Should your WCM mind its business and stick to the Web? Should your other CMSs stay with whatever enterprise applications they support?

Moderator:
Marc Strohlein, Principal, Agile Business Logic

Speakers:
Ian Truscott, VP Product Marketing, Content Management Technologies Division, SDL
Loni Stark, Director of Product, Industry Marketing, Adobe

 

Building Next Generation Web Content Management & Delivery Digital Experiences – Gilbane Conference Spotlight

While not everybody agrees that web content management should be the hub of digital experience management implementations, there should be no doubt it is an essential core component. Certainly the WebCM / CustomerXM / DigitalXM, etc. vendors that started in web content management have an opinion, though there are many nuances in their positioning which are important to understand. Even more interesting is what they have all learned in the past few years while incorporating or integrating other technologies to help their customers build modern digital experiences for customers and employees. Vendor visions and expertise are at least as important as those of analysts, consultants, integrators, agencies, and even your peers.

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion

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

You probably need to attend every session in the conference to even learn all the questions to ask before embarking on a next generation digital experience strategy and design. In this session a panel of competing vendors will discuss what they see as the critical components and challenges based on their customer’s experiences and feedback, and on their own vision of what is possible. Vendors have lots of valuable experience and information and this is your chance to hear from knowledgeable representatives minus the PowerPoint pitch.

Moderator:
Melissa Webster, Program VP, Content & Digital Media Technologies, IDC
Panelists:
Arjé Cahn, CTO, Hippo
Robert Bredlau, COO, e-Spirit
Ron Person, Sr. Consultant, Business Optimization Services, Sitecore
Russ Danner, Vice President, Products, Crafter Software
Loni Stark, Director of Product, Solution & Industry Marketing, Adobe

 

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