HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

Latest Featured Articles News & Articles

The Hyperconnected Future of Web Content Management

2015-12-February-Connected.jpg

By the end of the decade, there will be 33 billion devices connected to the Internet, or roughly four connected devices for every living person. And a significant portion of devices — roughly 50 percent — will come from emerging categories that are now beginning to make up the Internet of Things (IoT). Smart homes, smartphones, smart TVs and wearable devices will soon outnumber more familiar connected devices like PCs.

Where Should Information Governance Live?

2015-12-February-tent-city.jpgThere are some perennial questions in the world of Enterprise Content Management (ECM) consulting. What is the most common reason ECM fails? What is the most important element in good governance? Can’t we just use one tool for all our content?

Most of the time, these are straightforward to answer (lack of defined business benefits, executive support, no), but there’s one that is not only perennial but, to me at least, extremely difficult to answer: where should information governance live?

Addressing the Gap Between Marketing Automation and CRM

2015-11-February_leap.jpg

In this era of economic growth, the Sales Enablement Trends 2015 Report (registration required) by Qvidian was sobering. While B2B companies continue to grow at any cost, sales teams still struggle with quota attainment and can’t ramp up fast enough. Companies are trying to fix this by automating virtually every marketing process, sales process and touch point.

The result? We’re drowning in data and analyses.  Big data and predictive analytics are providing a lot of information, but scant meaningful insights that can be acted on with consistent successful results. The problem is data is siloed and analyzed as such. Even when broader data is analyzed, it’s never all of it. Some gets left out because it’s outside the organization’s four walls or it wasn’t considered relevant. That creates a condition of being directionally correct but precisely wrong.

The problem persists because companies don’t really know their buyers — a fact that they are finally coming to terms with.

Better Safe than Sorry: Protecting Online Identity

Anyone who's made a purchase — whether in-store or online — within the last few years knows that providing an email address has become a standard part of doing business in the United States.

Plan for Migration Success with Search

2015-11-February-Home-Moving.jpg

Migrating a website or an intranet to a new CMS or new information architecture comes with considerable challenges. Automated tools can support the process, but almost inevitably a great deal of discussion and work will need to take place around specific areas of the site. Having information management policies and strategies in place goes a long way in helping to define content quality, metadata and a taxonomy for the new site. Moving file shares and other repositories into a cloud storage and application environment such as Google Drive has emerged as another requirement.

Effective search will play a vital role in adoption if the migration results in any changes to the intranet structure, and will continue to do so until users have found their way around the information architecture (IA), new content types and repositories.

Navigating the Intersection of IT and Business

2015-10-February-Crosswalk-Times-Square.jpg

Which side are you on: IT or the business?

This “them vs. us” mentality used to be common among IT professionals when it came to getting along with co-workers outside of their department. And it put CIOs in a challenging position: caught like a referee in the middle, rather than a coach calling the plays.

Although there's no silver bullet to transform the relationship between IT and the business in the short-term, the issue has a solution. CIOs can lead the charge and extend an olive branch by getting a better understanding of business-wide objectives, making an effort to enhance communication, and implementing technology that has greater usability across the enterprise. Putting these three tactics into action can be a game-changer for not only IT, but the business as a whole.

Is the DAM Industry Heading in the Right Direction?

2015-10-February-Directions.jpgWe heard from Digital Asset Management (DAM) vendors at the beginning of the year as they shared their 2015 roadmaps and visions of where the DAM industry was headed beyond 2015. The ensuing conversation made me want to hear the other side of the coin: what the DAM community wanted or needed from DAM.  

I asked the community these questions: Did the industry get it right? Are vendors developing the features and functionality your organization needs? If you could get DAM vendors to build one thing just for your business, what would you ask for?

Tips to Build Your Online Community Manager Team

2015-10-February-Help.jpg

Does this sound familiar? A single community manager, working in a part-time capacity, is taking care of an online community. The community is successful: it attracts new members, who create more discussions, which in turn attracts even more members. Before long, the community manager is presented with a “good problem” to have: the need to grow the team.

Putting the Context in Mobile Content and E-Commerce

2015-09-February-Tiger-Smile.jpg

Mobile is a lifestyle, not a channel. So the value of mobile devices emerges most strongly when you engage users in the context of their day-to-day activities. Developing an ongoing relationship with consumers means serving them when they have a specific need, as opposed to pushing content and offers out to them.

This requires a fundamental shift in marketer's mindsets. They know they have to understand user's needs and contexts in order to serve up appropriate content. The challenge lies in integrating content marketing into merchandizing and brand management functions.

5 Requirements of Agile Digital Marketing

2015-09-February-Yoga-Class.jpg

Everyone wants to be agile these days. Whether it's a bunch of senior execs in a boardroom, or a group of super software gurus in an “idea space” full of Nerf balls, or anyone in between. Things just move too fast and we need to adjust on the fly.

So how does marketing get agile? 

FAQs are the Dinosaurs of Web Navigation

The purpose of classification, navigation and search is to deal with customers’ frequently asked questions (FAQs).

A Look at the Google Customer Journey Tool

2015-9-fenruary-the-look.png

One of the most daunting aspects of a multichannel marketing strategy is determining what medium consistently attracts potential customers.  

Does an email or a tweet pique a customer’s interest? Precise understanding on digital influence is tricky, but combining Google Customer Journey Tool with analytics reports can bring marketing much closer to an easier understanding of that influence.

Marketers Hold the Secret to M&A Success

2015-9-February-the-customer

2015 is set to be a record-breaking year in mergers and acquisitions (M&A). But how many of those deals will actually be successful?

Depending on the research you choose to believe, between 50 percent and 90 percent of mergers result in failure.

Although this could be attributed to any number of factors, Paul Hagen, senior principal of customer experience at business and technology consulting firm West Monroe Partners, said success lies with the customer.

“Most of the time, when people are looking at M&A’s, they’re doing a lot of internal navel-gazing, looking at finances, internal systems, synergies, and cost savings,” said Hagen.

“None of this has anything to do with the customers. The customers are certainly part of the equation – there is some disruption in these areas – but no one’s really looking at the perceptions of the customers, nor how the affinity for the brand changes when companies come together.”

No Cowboys Here: Teamwork, Culture Leads to Sales Success

2015-9-February-no-cowboys

Have you heard the one about the high-performing, hard-charging sales person? You almost surely have— he or she is usually bringing in the most revenue, outperforming the rest of the team by a significant degree.

This salesperson is almost always a cowboy of sorts, not following the rules laid down by the organization and certainly not taking the time to input data into whatever sales automation system the company uses.

No matter, though. If it weren’t for this person, and perhaps one or two others performing within striking distance, revenues would be far less.

Or would they? The idea of the lone cowboy sales representative, who does things his way, by gosh, and goes on to land the deal is so well entrenched in corporate lore that few think to question it. But maybe they should.

How Retailers Can Drive Timely, Contextual Engagements

Capitalizing on modern shopping behaviors and seasonal trends requires robust technology that recognizes today’s mobile-social consumers and engages them with the right messages at the right times.

Today’s marketing landscape is all about omnichannel engagement — having the ability to listen in real time to the interactions, opinions and aspirations of customers across mobile, social and web channels. It's also imperative to act quickly on what you hear — to approach each customer on his or her own terms so you can positively influence potential sales.

Google Analytics on the Line: Using Data for Better Insights

2015-6-february-google-analytics-on-the-line.png

Gartner predicted that by 2015 there would be 4.4 million big data jobs, but that only one third of them would be successfully filled. This presents a huge opportunity for marketing professionals to advance in their roles by learning more about digital analytics, as well as how to accurately interpret and implement data to improve their company’s performance.

Here's an overview of several Google Analytics reports that in-house marketers can use to glean insight to develop new strategies, prove digital marketing’s worth in relation to the company’s overall growth and assist other departments in successfully reaching their goals.

A Marketer's Guide to Digital Image Rights & Permissions

2015-6-february-shades-of-grey.jpg

Brands and marketers, listen up. It’s 2015, and if digital image rights and permissions haven’t been something you’ve addressed, you need to start now.

Why? Because as you’re increasing your use of imagery and visual communication (as all of us are), you’re also increasing your risk of a potential legal problem or damaging your brand.

Just think about the breadth of social media options alone that leverage digital images — Facebook, Twitter, Pinterest, Instagram, Tumblr, blogs. With varying usage terms across these platforms and a public that continues to view copyright law loosely, marketers using images need to confront the many shades of grey regarding what is legally permissible and what may cause a rights quagmire.

The 2 Irresistible Forces of Enterprise Mobility

2015-5-february-blue-angel1.jpg

“What happens when an irresistible force meets an immovable object?” I was a teenager when I first heard this question. It was an interesting thought exercise at the time, but the practical application in business is more about two forces that go in different directions. For an example, look no farther than when an IT leader sees things differently than a business leader.

Why Translation is Becoming Invisible

2015-05-February-Location.jpgIf you’ve ever tried to find a hotel in Paris without knowing French or searched for that famous restaurant in Beijing without Chinese skills, you know that navigating a foreign country can be an adventure — to put it mildly. Tech companies from Microsoft to Google are helping remove difficulties by building increasingly sophisticated translation capabilities, such as real-time voice translation.

Average users can now employ their mobile devices to ease the transition between cultures, and they expect similar progress in your company’s website and app. How do you make your multilingual presence not cumbersome nor half-finished, but seamless and invisible?

How to Staff a Content Marketing Team

2015-05-February-Team.jpg

Behind every great piece of content marketing is a great content team.

That should be obvious, but for all the emphasis brands are placing on content marketing, surprisingly little is said about the teams that make it work. Surprising because while marketers are shifting more dollars toward content marketing, the sector is suffering from a huge staffing problem. Nearly half of all B2C marketers have dedicated content teams within their organizations, according to the latest annual trend report from the Content Marketing Institute (pdf). Yet the same report found that a third of the 5,000-plus marketers surveyed said they had trouble finding trained content marketing professionals.