Curated content for content, computing, and digital experience professionsals

Category: Marketing technology (Page 2 of 4)

Learn how to use data to navigate personalization vs brand marketing

Gilbane Boston 2017 bannerContent management, marketing, and digital experience

Featured session:
Customer Experience, Data, Personalization, and Brand Marketing

Marketers have a lot to figure out these days. They need to navigate between decisions about how much to focus on personalization versus brand marketing, determine what data they need for each, and how it will be acquired, analyzed, and utilized, and decide which marketing technology components they need to choreograph to support their goals. And all the while they need to ensure they will be improving the customer experience. This session includes two presentations looking at the role of data in overall marketing strategy and customer experience.

Wednesday, November 29: 10:30 a.m. – 11:30 a.m.

*Register today to save your seat and use priority code 100FG17 for an extra discount*

Phil Kemelor at Gilbane Conference
Moderator:
Phil Kemelor, Partner, VP-Client Services, MaassMedia

Aaron Kechley at Gilbane Conference
Aaron Kechley, SVP, Product Management, Marketing & Technical Solutions, DataXu
The Marketer’s Dilemma: Data Activation

Mark Smith at Gilbane Conference
Mark Smith, President, Kitewheel
Supporting Today’s Connected Consumer with the End-to-End Customer Journey

Gilbane Digital Content Conference
Renaissance Boston Waterfront Hotel, November 28 – 29, 2017

You Have Content. Now What?

You’re running full-speed ahead with your content bucket full and your heart bursting with the need to share it with the world. But, you may need to hit the breaks for a moment and think about the tools needed to help you move forward in a way that will deliver the best digital experience to your customerGilbane conference attendeess.

Register now to join us for the Gilbane Digital Content Conference‘s Track T: Technologies for Content, Marketing, and Digital Experience, and make sure you’re on the path to success. This track is designed for technology strategists and executives focused on near-term and future software for creating, managing, and delivering compelling digital experiences across platforms, channels, and form factors.

Technology track sessions include:

  • Tag Team: Hot Topics in Marketing Technology & Strategy
  • Marketing Technology Expectations and Decisions
  • What’s All This Talk About Headless CMSs?
  • Single Source Content Management, and Taxonomy Development / Management: Big Projects with Benefits
  • Optimizing with Deep Linking, Hummingbird, and Rankbrain
  • Blockchain to Bots: a Look at Use Cases
  • Out Front with Real-Time Data & Analytics

Click each session for a detailed description and list of speakers, then, check out our site for even more!

Register with code F16G to save an extra $100 off the Early Bird rate of your conference pass.

Register Today

The Venue

Gilbane conference hotel 2016The Fairmont Copley Plaza is the official conference hotel for the Gilbane Digital Content Conference 2016.
Discounted guest room rates (plus applicable taxes) have been arranged for attendees who book by November 11, 2016.

Find out more…

Know about deep linking?

We are close to completing the program for this year’s Gilbane Conference and have some topics we still need another speaker, or possibly panelist, for:

  • Mobile and web deep linking / app indexing. What do these do for customer experience? What do they mean for content apps? What do you need to do about deep linking and app indexing, why, and when?
  • Marketing technology stacks: strategies and experiences.
  • Digital multichannel strategies: mobile, web, responsive, social, IoT, pages vs cards, etc.

If you have a well-informed opinion to share on any of these email me at speaking@gilbane.com.

Keep in mind our audience is a combination of marketers, technologists, and content strategists and managers.

Of the almost 300 speaker proposals we will be able to include less than 100 so we welcome additional proposals on the topics above. Note that we will be notifying proposed speakers slowly over the next 2-3 weeks.

Marketing Technologists on Multichannel and Enterprise Integration

Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

T1. Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges

Moderator:
Scott Brinker, Founder & CTO, ion interactive, inc. and Author, Chief Marketing Technologist Blog

Panelists:
Bill Simmons, CTO/Co-Founder, DataXu
Frederick Faulkner, Director, Marketing & Digital Strategist, ICF Interactive
Vikalp Tandon, Director and North America Customer Platform Lead, SapientNitro

First three Gilbane Conference workshops posted

Gilbane conference lightbulb logo
We’ll be posting the complete program for this years’ Gilbane Conference over the next 4-5 weeks on the main conference website. The first three of the six planned workshops are below.

Workshop A. Insiders Guide to Building Digital Marketing Technology Toolkit

Speaker: Theresa Regli, Principal Analyst and Managing Partner, Real Story Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Marketing practitioners multitask just about every minute of every day. There are ongoing email, web, mobile, and marketing strategies to organize, plan and execute. Each of these areas used to include a range of technologies that was purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. Now, there are new suites of tools that can manage all of these processes. But how do you select the right one that will help you to accomplish your marketing objectives?

Specifically, the session will provide a methodology for mapping business needs to technology alternatives, as well as a road map for evaluating digital marketing technology vendors.  We will provide critical and hard-hitting reviews of the available digital marketing technologies. Don’t be surprised after-the-fact. Find out the real strengths and weaknesses of these tools before you purchase them.

Key Takeaways:

  • Digital marketing trends and emerging architectures
  • Hints and tips on selecting a digital marketing product for your organization
  • Overcoming the daunting prospect of selection – how to narrow down your list of vendors to evaluate.
  • A critical, high-level overview of digital marketing solution providers

Workshop B. Foundations for Best-Fit WCM Service Provider Selections

Speaker: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

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 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 implementing the right solutions with the right technology and service partners. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case,
  • Identifying the stakeholder landscape,
  • Managing requirements gatherings, and
  • 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” solution for your organization’s needs. And finding that fit is about way more than just matching features to requirements. Armed with the outcomes of this workshop, you will be ready to move forward with confidence.

Workshop C. Successful Social Intranets

Speaker: Rebecca Rodgers, Senior Consultant, Step Two Designs

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Modern intranets are steadily becoming more “social” and “collaborative”, but this can mean many things. Some recent intranets put social at the heart of everything (including the homepage), while others supplement existing sites with simpler features, such as commenting. While this is still a rapidly evolving space, intranet teams in the real world need to make concrete decisions with confidence.

This interactive workshop will cover four key steps for social intranets:

  • Explore the opportunities. Looking at social intranet examples around the globe, we will explore the reasons, benefits and business cases for social.
  • Understand your organisational landscape. Every organisation is different, and this has a big impact on the what, where, when and how of social intranets.
  • Choose what to launch. Where to start, what to launch and for who: there are multiple options to choose from, depending on your strategy and organisational context.
  • Make social a success. There are a growing list of best practices to draw on, relating to design, launch, adoption and governance.

This inspirational and practical workshop will mix plenty of screenshots and examples with discussions and workshop activities. While not every question will be answered, participants will walk away with a greater sense of confidence and knowledge about social intranets.

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/

 

Speaker Spotlight: Karl Wirth – Real time and relevant content

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

Karl Wirth | Gilbane Conference
Speaker Spotlight: Karl Wirth

Co-Founder and CEO

Evergage

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?

I believe the best overall strategy is delivering relevant content to audiences. Thanks to Big Data and technology, organizations now have the ability to serve their users and visitors dynamic, personalized content, based off of their behaviors and actions. Increasing relevancy and interacting with people in real time will capture attention, drive engagement, and ultimately increase conversions.

Real-time behavior-based personalization:

  • Is always relevant
  • Drives customer engagement
  • Compels action
  • Increases conversion rates

The biggest challenges that we have observed are:

  • Lack of resources – a customer success manager or marketer may not have the time to utilize a new technology
  • Budget constraints – organizations may not have budgeted for a new marketing tool
  • Content control – content may be managed by different departments creating inconsistencies and ownership confusion

The truth is that the days of static and irrelevant content are over. In our customer-driven world, organizations should invest to get to know their customers and tailor content to their actions.

Catch Up with Karl at Gilbane

Product Labs


Wednesday, December 4:  3:30 p.m. – 4:15 p.m.

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

Be sure to follow Karl @Evergage

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