Tag: marketing technologist (Page 1 of 2)

Gilbane Advisor 9-30-15 – Mobile web 2X app traffic

October 2, 2015 / Frank Gilbane

Mobile browser traffic is 2X bigger than app traffic, and growing faster

Mobile browser traffic is actually twice that of mobile app traffic, according to a just-released Morgan Stanley report… This appears to fly in the face of recent, strong, and repeated evidence that the app is winning, capturing 80-90 percent of our time on mobile.

Using comScore data, Morgan Stanley says the web is winning… comScore says the app is winning… Both are right… The problem is terminology and the exact focus of each study. Morgan Stanley’s study is focused on unique visitors… while comScore’s report is focused on actual user time spent.

There is still a lot of confusion around this. It’s not as simple as mobile web vs app. Marketers need mobile strategies that cover both: a mobile web strategy for top of the funnel reach and growth, and an app strategy for increasing engagement with those further along in the “customer journey”. For details Read More

Adaptive Content, Context, and Controversy

Trying to decide between responsive design, adaptive design, or separate web and mobile sites? It is a big decision and the attendent debate is both necessary and well worth the effort educationally. Technical, marketing, and business stakeholders should all be involved and all would benefit from Karen McGrane’s accessible and useful perspective on the options. Read More

Marketing technologists, growth hackers, and regression to the mean

This predicted phenomenon — of marketing technologists being a temporary specialization that largely regresses back to the mean of what defines a “marketer” — seems analogous to the pattern we’ve seen with digital marketing and, possibly, what we’re seeing with growth hacking too.

For a while, digital marketers were specialists that raced ahead of baseline marketers with their unique knowledge and domain expertise. But today — even though we’re not there completely — we see the reunification of digital marketing into the standard definition of marketing. Digital marketing is just an implicit part of marketing now. … Although, important to note, it took 20 years. Read More

This free online encyclopedia has achieved what Wikipedia can only dream of

For all Wikipedia’s utility it is too often frustratingly incomplete and blatantly biased. This is not a knock on its hard-working editors or its laudable mission. Wikipedia it is a positive force in advancing education and its faults are mainly a result of its idealistic scope. Hopefully it will continue to grow and improve. There at least one example of a very successful model that should at least be applicable to other special domains…

The Stanford Encyclopedia of Philosophy may be the most interesting website on the internet. Not because of the content—which includes fascinating entries on everything from ambiguity to zombies—but because of the site itself… Its creators have solved one of the internet’s fundamental problems: How to provide authoritative, rigorously accurate knowledge, at no cost to readers. It’s something the encyclopedia… has managed to do for two decades … Unfortunately, all of the other current ways of designing an encyclopedia very badly fail to meet at least one of these requirements. Read More

The Fake Traffic Schemes That Are Rotting the Internet

If you’ve been following the topic you won’t be shocked, but will likely find some additional details in this report. If you are not familiar with what has been going on the report will open your eyes wide – where they should be if you are spending money on advertising. The infection by vertical domain is interesting too. Read More

Gilbane Conference 2015

Join us in Boston, December 1-3. Content, technology and customer experience. gilbaneconference.com

Short takes

The Impossible Definition of Content Marketing… “Or we could just call it marketing.” via Percolate

Publishers & advertisers no longer in alignment… Popping the Publishing Bubble via Stratechery

His theory of diffusion causation could be applied to other cases – the Web for example. How quickly will ads disappear from the Internet? via Asymco

One publisher’s reaction to ad blockers… You Can Now Turn Off Ads On Techdirt via Techdirt

Data dwarfs… Why are we still calling them phones? via Quartz

This is a great start in improving citizen web experience. Introducing the U.S. Web Design Standards via 18F.gsa.gov

Adobe’s Plan to Make Your iPad as Good as Your Desktop makes sense for them, and Apple is helping. via Wired

Good advice for product managers and designers. Dark Forest At Night via Medium

If you use Flash you no-doubt already know that this already happened… Google’s Chrome Browser Will Begin Blocking Flash Web Ads via the Wall Street Journal

About

The Gilbane Advisor curates content for our conference community of content, computing, and digital experience professionals throughout the year. You can also subscribe via our feed.

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

Marketing Technologists on Multichannel and Enterprise Integration

November 20, 2014 / Clea Durrell

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

Gilbane Conference speaker proposals – update

May 21, 2014 / Frank Gilbane / 0 Comments

Thank you all for the Gilbane Conference speaker proposals. We received a record number again this year. We are now busy evaluating, organizing, and mapping proposals to the topic areas our audience needs to hear the most about.

If you have submitted a proposal you can expect to hear from us over the next 6-7 weeks. With over 300 submissions we’ll have to make some difficult choices and we will be contacting many of you for further discussion.

Miss the deadline?

For all of you who missed the deadline to submit proposals for this year’s conference, our policy is that we always accept proposals – in fact we accept them all year long if you use our submission form – however, proposals received after the deadline for each conference miss the first review by the program committee and some of the early decisions. If we have two good proposals on the same topic the on-time proposal gets preference. Also, decisions are largely made on a rolling basis once the deadline passes, so if you have missed the deadline it is still a good idea to submit as soon as possible.

If there is a particular topic we need more proposals for we will post about it on this blog, so stay tuned.

Deadline Reminder – Gilbane Conference call for papers

May 1, 2014 / Clea Durrell / 0 Comments

Don’t miss The Gilbane Conference Call for Papers

Proposal deadline is May 9!

The Gilbane Conference on Content and the Digital Experience is designed for marketers, content managers, technologists, and executives responsible for building strategies and implementations for compelling multichannel digital experiences for customers, employees, and partners. Topics are organized into four main tracks:

Content, Marketing, and the Customer Experience – Designed for marketers, marketing technologists, growth hackers, content managers, strategists and technologists focused on customers and digital marketing.

Content, Collaboration and Employee Engagement – Designed for content, information, technical, and business managers focused on enterprise social, collaboration, intranet, portal, knowledge, and backend content applications.

Re-imagining the Future: Technology and the Postdigital Experience – Designed for technology strategists, IT, and executives focused on the future of content and either internal or external digital experiences.

Digital Strategies for Publishing and Media – Designed for publishing and information product managers, marketers, technologists, and business or channel managers focused on the transition to digital products.

If you have not spoken at our conference before please read the Speaker Guidelines.

A New Brand of Marketing – a must read for executives

March 11, 2014 / Frank Gilbane / 0 Comments

Those of you who appreciated Scott Brinker’s Gilbane Conference keynote What is a Marketing Technologist?, and even more importantly those who missed it, should check out Scott’s short new book, A New Brand of Marketing – The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline. The book is free to download and share and doesn’t require registration.

A New Brand of Marketing “… frames the epic collaboration underway between marketers and technologists…” – note the use of ‘collaboration’ rather than ‘battle’. Scott is not only a supreme example of a marketing technologist who knows the details, but may be the most facile communicator (and diplomat, in the most positive sense) of the marketing technology big picture.

A New Brand of Marketing is a must read for CMOs and CIOs, but all senior executives should read it to understand the dramatic changes underway in marketing or to get some pointers on how to communicate the changes to colleagues.

Just a few of my favorite quotes from the book:

Fact: everything digital is powered by software.

Companies don’t just compete for who can provide the most helpful content. They compete for who can provide the most helpful services.

When you’re skydiving, you should know how to pull your parachute.

Marketing technology landscape explosion and CMS evolution

January 19, 2014 / Frank Gilbane / 0 Comments

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.

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.

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.

Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

November 30, 2013 / Clea Durrell / 0 Comments

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

Speaker Spotlight: Pawan Deshpande

Founder and CEO

Curata

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

There is no doubt that marketing technology is here to stay. Some analyst firms have even predicted that marketing’s technology budget will one day outpace that of the IT department. (i.e., Forrester) In order to manage the increased adoption and leverage of technology across the marketing organization, as well as integration with other functions, CMOs will need to put in place a marketing technologist role. Two questions may come to mind when reading this recommendation:

Isn’t that the role of marketing operations?; and
Isn’t that the role of the IT department?

The marketing operations (MO) role first developed approximately 8-10 years ago, as covered by IDC’s CMO Advisory Service, (i.e., Rise of the Marketing Operations Function). The MO role was developed in response to the need for a process-oriented marketer who would be able to apply greater rigor to marketing’s investment management, demand generation process, performance measurement process, and overall technology. Although this role proved highly valuable in the short-term for change management, the rapid growth of marketing technology and the need for greater marketing accountability proved too much to bear for one function. More importantly, each marketing area needed to have its own level of expertise and rigor in process and technology.

Some marketing organizations attempted to increase their dependence on the IT department. However, this strategy proved detrimental since marketing technology was rarely a priority for IT teams, and IT lacks the in depth understanding of the marketing process. Better organizations tapped into the power of SaaS solutions to bypass IT, however, this still left a very disjointed marketing technology strategy. Enter the marketing technologist.

Marketing technology touches every part of marketing’s “supply chain”; from awareness building (e.g., social media, content marketing) to demand generation (e.g., lead processing, lead nurturing) to sales enablement (e.g., content management and delivery to sales and partners). Having a marketing technologist in larger organizations provides the opportunity to develop and deploy a more connected marketing strategy across the organization. This individual/team will be responsible for managing the technology associated with the different elements of marketing, as well as collaborating with the following teams: marketing-dedicated folks within IT, sales operations, and finance. (i.e., at global, regional and business unit levels). Specific examples where this role could add value include:

Developing a marketing technology roadmap across all functional areas (current, 1 year and 3 year plan);
Continuing to refine the demand management process (e.g., integration of marketing automation with sales’ pipeline process/technology); and
Taking on the new challenge of supporting content marketing from a technology perspective. (e.g., content creation, content curation, content lifecycle management).

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?

If you ask any large company CMO about their content inventory, they will quickly tell you that they have too much content. A conversation with the same company’s digital marketing team (i.e., the team that delivers content to blogs, microsites, newsletters, web sites and social media channels) will reveal that they don’t have enough content. Herein lies the greatest challenge for delivering digital content: Putting the process and technology in place for disparate parts of an organization to collaborate on developing relevant and high quality for their audience; and getting this content to them in the right time, place, and format to drive greater engagement. Addressing this challenge will require the development of two new roles in marketing: a senior level marketing strategist to develop and deploy a content management process (e.g., VP Content Strategy) and a marketing technologist.

Catch Up with Pawan at Gilbane

Track C: Content, Marketing, and the Customer Experience

C10: Content Strategies: Customer Experience, Competition, Content Marketing and Curation
Wednesday, December 4: 2:00 p.m. – 3:20 p.m.

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

Be sure to follow Pawan @TweetsFromPawan

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Speaker Spotlight: Jake DiMare – Web Content Management Hub, Multiple Channels, and Marketing Technologists

October 11, 2013 / Clea Durrell / 0 Comments

In another installment of Speaker Spotlight, we posed three of our frequently asked questions to speaker Jake DiMare, Senior Project Manager at ISITE Design. We’ve included his answers to those questions here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Jake DiMare - Gilbane Conference

Speaker Spotlight: Jake DiMare

Senior Project Manager

ISITE Design

Do you think “web content management” should be the hub of digital experience management implementations?

My personal perspective is the customer is at the center and everything else orbits around them. Thus, if I must use a label, customer experience management makes the most sense to me. That said, and to extend the metaphor, I do think content management is the hub of technology in the ‘low customer orbit’. I believe customers make decisions about where to focus their attention in the digital world based on the content available and so it stands to reason the technology that delivers your content must be rock solid.

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

To borrow an acronym from NPR (National Public Radio), in my humble opinion, the best strategy is COPE or “Create Once Publish Everywhere”.

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

Frankly, ‘Marketing Technologist’ has been an imperative, existing role within digital agencies and on the client side for over a decade. Whether the need is recognized and respected is the real question… And so the title and associated job description are laggards. Predictably, the result is many people within an organization will wear the marketing technologist hat.

In the most practical sense, if your organization engages with customers through any digital channels, whether you want it or not, somebody at some point will play the role of marketing technologist. The size of your organization will certainly dictate when this becomes a full time job or jobs, but the following responsibilities will always need attention:

Coordinating internal and external digital strategists, designers and engineers for the purpose of designing, building and maintaining digital properties.
Working with content strategists to ensure a seamless transition of content across channels.
Coordinating with traditional marketing to ensure digital channels are aligned with overall initiatives.
Measurement and optimization of customer engagement through existing digital channels using analytics and reporting.
Looking forward to determine how to engage audiences with emerging technology.
Understand and grow customer engagement management.
Work with brand strategists to ensure the overall digital customer experience is aligned with brand values.
Accountable for digital projects.

Catch Up With Jake at Gilbane

Track E- E5. Incorporating Content Strategy into Your Project: Why and How?
Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Hear more from Jake when you subscribe to his blog, The CMS Myth.

Tag: marketing technologist (Page 1 of 2)

Gilbane Advisor 9-30-15 – Mobile web 2X app traffic

Mobile browser traffic is 2X bigger than app traffic, and growing faster

Adaptive Content, Context, and Controversy

Marketing technologists, growth hackers, and regression to the mean

This free online encyclopedia has achieved what Wikipedia can only dream of

The Fake Traffic Schemes That Are Rotting the Internet

Gilbane Conference 2015

Short takes

About

Marketing Technologists on Multichannel and Enterprise Integration

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

Gilbane Conference speaker proposals – update

Miss the deadline?

Deadline Reminder – Gilbane Conference call for papers

Don’t miss The Gilbane Conference Call for Papers

Proposal deadline is May 9!

A New Brand of Marketing – a must read for executives

Marketing technology landscape explosion and CMS evolution

Web content management

Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

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

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?

Catch Up with Pawan at Gilbane

Speaker Spotlight: Jake DiMare – Web Content Management Hub, Multiple Channels, and Marketing Technologists

Do you think “web content management” should be the hub of digital experience management implementations?

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

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

Catch Up With Jake at Gilbane

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