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Marketing to Millennials: You're Doing it Wrong

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Millennials have it rough. Not only have they come of age in the worst economy since the Great Depression, but log on to any news site and you’re likely to find them assailed by older generations as selfie-taking, text-a-holic, unemployable idlers.

But perceptions of millennials are beginning to shift. A number of recent articles point out that millennials are not somehow worse than boomers or gen X, they’re just different. These differences touch many aspects of millennials’ lives — from work ethic and prioritization, to spending habits and how they use technology.

As a demographic, they present obstacles for marketers. To understand these obstacles and overcome them, it’s important to first understand what makes millennials tick.

Dear Marketers, Thanks for Ruining My Holiday Shopping Experience

2014-04-December-vintage-christmas.jpgMy earliest memories of my late father include heading out to scoop up bargains on the day after Christmas. What, I wondered at the age of four, could be better than buying plastic reindeer and strings of fat multicolored bulbs for 50 percent off — 364 days before you'd ever want to use them?

Nothing, I concluded. It was fun, even exciting, a way to effectively extend the magic of the holiday just a little longer.

And now, through a flurry of ill-conceived marketing, the fun is over. Some Master Marketer who clearly lacked access to a calendar decided that After Christmas Sales would be even better before Christmas. And that triggered a rash of related, equally annoying decisions to accelerate sales of all kinds.

Black Friday on Thursday, anyone? How about Cyber Monday on Saturday? Why don't we just have sales all month long?

But that's not all. After the sales are accelerated, many of them are extended — so all those Cyber Monday specials are still out there on Thursday.

5 Components of a Social Media Policy in a Regulated Industry

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A sound social media policy serves two key purposes: 1. to educate employees on use within and outside a company work environment and 2. to mitigate corporate risk through guidance on process and procedure as it relates to industry compliance and messaging.

For some more heavily regulated industries, the latter becomes extremely important.

An ECM Space Oddity: Still Chaotic After 6 Years, 2001 Stories

2014-02-December-Odyssey.jpgSometimes — and in some areas of IT — you feel like you’re going around in circles. Enterprise content management (ECM) is a case in point.

Six years and 2001 posts ago, when I started covering ECM for CMSWire, the single biggest issue was the struggle to keep content chaos at bay.

Fast forward to last week and the problem remains. Social media, customer experience management, digital marketing and big data management have emerged as driving forces across the content industry, but the cruel reality remains.

Effective content management still eludes many, many enterprises.

Discussion Point: Helping Employees with Targeted Content

Thumbnail image for Discussion-Point-640x480.jpgIt's a double edged sword, this glut of information that companies have at their disposal.

It's a source of revenue and potential driver of innovation. It's also a source of frustration, lost time, lost productivity and lost revenue. The problem isn't new, though it grows in complexity as more sources of information are introduced.

To mitigate the information chaos, companies have turned to targeted content delivery, which presents relevant information for an employee's context. While evidence of this tactic can be seen in the targeted messages marketers deliver to customers, the practice isn't as evident behind the firewall. In theory it's possible, but in practice? It's a different story.

The SharePoint Landscape from 30,000 Feet

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If SharePoint were a character in a movie, it would be Rocky Balboa, or maybe Mark Twain (“The reports of my death have been greatly exaggerated”). With the end of the year around the corner, it's a good time to take a 30,000-foot view of the lay of the SharePoint land and see what's in store for 2015. While SharePoint may not be perfect, the technology is something many enterprises count on. We've seen great growth and energy in SharePoint over the past year and there are some events and developments that will be driving the technology next year.

Using DAM Content Migration to Maximize Asset Value

2014-04-December-Trained-Migration.jpgInstalling a new digital asset management (DAM) system can be overwhelming. It requires a great deal of planning and coordination across multiple departments and groups. One of the biggest tasks is the migration of existing assets from one or more sources into the new DAM system.

While your vendor may offer a simple way to migrate old assets into the new DAM, they'll rarely spend the time to see how your organization can get the most value out of old assets. So before you jump in, take the time to consider the opportunities a content migration can offer.

How a Juggler is Shaping the Future of the Internet

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Boris Veldhuijzen van Zanten is a serial entrepreneur, blogger, speaker — and a guy who likes to "link to things that inspire me or make me laugh."

What else would you expect from a man who went to the circus school when he was 15, and once, in 1987, held the distinction of being the only person in The Netherlands who could juggle 7 balls?

He's also co-founder and CEO of The Next Web (TNW), a company that manages several initiatives focused on international technology news, business and culture. More recently he startedTwitterCounter.com, which he describes as a combination of Feedburner and Google Analytics for Twitter.

Starting companies is apparently something the Amsterdam-based businessman just likes to do. In 1997, he launched his first company, V3 redirect services, a redirect service that was acquired by Fortune City in 1999. In 2001 he founded HubHop, a WIFI hotspot service, which was acquired by the Dutch telecom operator KPN.

Since he has started several projects and companies in addition to The Next Web, including TNW Conference and Fleck.com.

How a Mobile Social Network Connected a Start-Up's Employees

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Do enterprise social networks (ESNs) have the ability to influence or change company culture or identity? They do, although the experience will vary dramatically from organization to organization, and may be quite subtle or slow.

Marketer, Meet Commerce Expert

2014-03-December-Meeting.jpgWe've established the importance of a strong collaborative relationship between marketing and IT. As we approach 2015, it's time to highlight another relationship that will become equally important in the year ahead: a strong partnership between marketing and commerce teams.

Commerce experts today are laser-focused on implementing the best platforms and portals to facilitate online transactions safely and securely. Meanwhile, marketers concentrate on telling strong brand stories to increase sales and build customer loyalty. While both teams have similar goals when it comes to increasing a company’s business, their efforts are often siloed. They don’t realize the benefit of integrating efforts closely in order to create bottom-line business impact.

A Sneak Peek Into Information Governance's Future

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Information governance is slowly moving beyond its traditional image as a center of risks and costs as it evolves into a technology practice that delivers added value for companies.

That was one of the themes yesterday in a CMSWire Webinar, "Real Customer Successes: Business Transformation with Information Governance." The speakers were Barclay T. Blair, executive director and founder of the Information Governance Initiative (IGI), and Stephen Ludlow, the director of product marketing at OpenText who leads that company's e-discovery and information governance (IG) practice.

The core of the presentation was a preview of a benchmarking study by IGI that is based on interviews with 30 information governance managers.  You can watch the full webinar by clicking here or at the end of this story. The full IGI study is scheduled to be released in January.

At the Edge of Impossible

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Consider Doctor Who’s Clara, the Man of La Mancha’s dream and Star Trek’s deflector shields. What do they have in common? All are impossible … or are they?

At the beginning of this year, I looked at technology trends and made some predictions. For one trend, I cited fictitious research from Spacely Sprockets: “By 2020, traditional supply chains will no longer exist. Instead all objects will be created at the point of use by 3-D replicators.” Then I predicted that this “dimensional disruption” would drive all supply chains to zero length.

This prediction was intended to be interesting, yet quite impossible. But look at what is happening in our digital universe: fantasy and reality appear to be converging to achieve impossible things.

Where Enterprise Mobile Fits in the Digital Workplace

“Let’s just make the intranet accessible on mobile devices. It looks fine on my smartphone, I just have to zoom in a little.”

Nope. No, no, no. That is not a good enterprise mobile strategy. It misunderstands the role of mobile devices in employees’ work lives and the transformative power of well-designed mobile tools.

For those looking to develop strategic, integrated digital workplaces that deliver high business value, understanding the role of mobile devices is critical.

How to Interpret the Gartner ECM Magic Quadrant

2014-01-December-Interpreters-G20.jpgAmong the many tools organizations use to evaluate enterprise content management (ECM) solutions lies Gartner's research, specifically its Magic Quadrant (MQ), which scores ECM solutions and solution providers in specified categories. But before you turn to the MQ when seeking your next ECM solution, take the following factors into consideration.

Analytics is Everywhere

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We saw the usual spate of announcements coming from the major software companies this fall. Lots of new extensions to the Salesforce.com and Oracle marketing clouds, Adobe extensions and updates to Creative Cloud, and most recently, IBM’s Launch of IBM Verse. And that’s just the big players.

All of the fall software announcements had one thing in common: analytics. Whether it’s sales analysis, data for making marketing decisions or prioritizing emails, analytics — predictive analytics especially — is everywhere. It’s behind the latest supply chain management tools and integrated into CRM systems. Analytics is in email too.

The High Cost of Sales-Marketing Misalignment

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It’s almost 2015, and we have a lot of things now we never thought we’d have: computers we can wear on our wrists, movies and television shows delivered to devices in our pockets, and the ability to print three-dimensional objects from computer files.

So why is it still so that, in this era of human accomplishment, many businesses can’t manage to get sales and marketing together?

The Continued Decline of the Homepage

Google is your new homepage. Every page you have is a homepage for someone. We must think beyond the traditional homepage.

For Google Algorithms to Mobile Insights, Digital Marketers Give Thanks

2014-26-November-Thank-You.jpgWith some $13.1 billion in sales expected over this long Thanksgiving weekend, brands and marketers have much for which to be grateful. With CyberMonday starting off the following week, digital marketers have additional reasons to give thanks.
 
In the spirit of the holiday, CMSWire took its own informal survey to quantify, what exactly, people most appreciate.
 
From the goofy to the incisive to the obvious-but-still-needs-to-be-said, we give you eight things about which digital marketers are thankful. 

Forget Email, Text and Chat - It's Time to Talk Again

2014-26-November-Call-Me.jpgLotus Notes creator Ray Ozzie thinks it’s time to pick up the phone and have conversations again. There’s nothing wrong with email and texts, he says, but sometimes a simple phone call with a co-worker or a call with a group is the best way of getting something done. Especially because it allows us to really connect via tone of voice and human emotion.

And yes, Ozzie knows that iChat exists and that the conference call has already been invented and is too often loathed by all.

What Comet Landers Can Teach Us About Metadata

2014-26-November-Rosetta-Earth.jpgThe recent success of the European Space Agency (ESA) sending the Rosetta probe in orbit around a comet, and the more bittersweet successful landing of the Philae lander has made me nostalgic for the days when I worked with space scientists.