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Digital News & Analysis

News Bites: Real Science, Easy Apps, Get Togethers and Tree Hugging

The latest in powering, streamlining, partnering, enabling, communicating and saving the world from the Swinging City, San Francisco, the Big Peach, the Tall Stick, the Empire City and Silver Sprung.

Just Because You Can Steal Content Doesn't Mean You Should

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You just finished preparing your first presentation for that big seminar at the annual meeting with the coolest pictures you could find on Google images and Flicker, the slickest YouTube videos and the hottest tracks from Pandora. You’re all set, right?

Not so fast, according to Gretchen Klebasko, associate general counsel and managing director of Intellectual Property at Legg Mason. While those sites offer a wealth of media for the asking, much of the material may be considered pirated if you use it. The legal problems begin with the difference between “free to view” versus “free to use.”

The Copyright Clearance Center’s overly wordy titled webinar: “Video, Music and Text, Oh My...Managing Copyright Compliance in a Multimedia World,” does a good job of explaining those differences in plain language. It also explains how to avoid the plethora of media materials that could get an individual or a company in legal hot water.

Klebasko has an impressive litigation background, but stuck with lay-language and delivered helpful information in a succinct presentation that doesn’t talk down to the participants. (Her full disclosure includes Legg Mason’s “wonderful working relationship with CCC.”)

Deliver Big Data in Bite-Sized Pieces with Mainstream Apps

2014-16-October-Squirrel-Lunch.jpgHow can we transform Big Data into the Big Idea that turns into an opportunity in the digital revolution? How can we use this data gleaned from multiple sources and turn it into smart “consumer style” data driven, mainstream apps? The answers aren’t easy.

But without these answers we'll be unable to develop the data driven-apps that analysts are flagging as the next “Big Thing” in the sales and marketing arena.

Is it Better to Build or Buy Your Marketing Cloud? [Video]

Build versus buy is a debate that precedes digital marketing clouds. It's nothing new.

But it's hot in digital marketing. And it's something that got a lot of people talking during the annual Marketing Technology Conference this past summer in Boston.

"The explosion in marketing technology (martech) is a wonderful opportunity for all of us in digital marketing," said Jay Calavas, chief evangelist for San Diego-based tag management provider Tealium. He made his comments during a CMSWire/Tealium webinar this week, "Build vs. Buy Your Marketing Cloud -- A Roundtable." 

"There are more than 1,000 digital marketing solutions," Calavas added. "That's a good thing. Here at Tealium we've experienced a huge growth in the tag management space, the desire for the marketer to manage data and distribute it off to all their marketing technology partners."

So the verdict in the build vs. debate from the webinar panelists? It's all about your organization's ability to match marketing technology with core business objectives and have solutions in place that integrate well.

Transform the Customer Journey with Predictive Analytics

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Predictive analytics is on the rise. Two years ago, retail chain Target was able to find out a teenage girl was pregnant before her father even did. While this revelation sparked controversy around issues of user privacy, the incident demonstrates the power of data.

Data can also predict user behavior. Google Calendar, for instance, absorbs user information and can predict where you will be and what you will be doing on a given Tuesday afternoon.

But data’s ability to anticipate and understand human behavior is not limited to business-consumer interactions: it has the ability to implement much-needed change in the way we engage with customers in general.

You Are Not Building a Website

2014-15-October-HTML-blah-blah-blah.jpgAre you about to implement a content management system? Do you want to make sure that technology investment pays off? There’s one thing you need to keep in mind.

You are not building a website.

Salesforce Shares Its Marketing Vision #DF14

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Matteo Sala, a developer and analyst from Italy, strolled away from Salesforce.com's Marketing Cloud presentation at Dreamforce today liking what he saw.

"The marketing cloud is very exciting. Journey Map is very interesting," said Sala, already a customer of the Salesforce Sales and Service clouds. "We saw a lot of innovation in this product."

It was probably the exact reaction that Scott McCorkle, CEO of the Marketing Cloud, had hoped for during a keynote speech that included demonstrations of the ways Salesforce technologies already work at such customer-centric companies like Fitbit, Live Nation and McDonalds.

Jeffrey Bowman on Demographics, Diversity and Reaching Customers

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You don't have to look far to realize the US has changed — and we're not talking about social and mobile. We're talking something far more basic … specifically, the people behind all those emerging technology trends.

There's more diversity than ever before, US Census data confirms. In fact, during the next five years, 80 percent of the country’s growth will come from multicultural and under-served audiences. 

So how can marketers and advertisers reach this changing population? 

Ask Jeffrey L. Bowman. Bowman is a senior partner and managing director at Ogilvy & Mather, an international advertising, marketing and public relations agency based in Manhattan. He's also the founder and chairman of the Cross Cultural Marketing & Communications Association (The CCMCA).

How Face-to-Face Events Build Online Community Engagement

2014-14-October-The-Conversation.jpgWhat I’m about to tell you may sound counterintuitive: you can use face-to-face events to build engagement in your online community. If you think about it, you realize the outsized role that online interactions play in our lives. When I wake up early in the morning, I check email first, Twitter next. And that’s before I get out of bed.

Are You Ready for A World Gone Social?

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Today’s leaders can learn a lot from a turtle. Yertle, that is.

If you’ve never read the Dr. Seuss story, here’s the gist: Yertle, a power hungry turtle king, orders all of his turtle constituents to pile on top of each other to lift him higher and higher so that he can be ruler of everything within his sight. Ignoring the repeated pleas of Mack, the poor, squashed turtle at the bottom of the stack, up Yertle rises until, fed up and hungry, Mack emits a tower-shaking belch that topples the tower and ends Yertle’s rule.

The demise of Yertle? He was a failure at social. By not using his channels to listen to and learn from those lower in the ranks, his empire ended up in the mud.

Ted Coiné, Chairman of Switch and Shift, and a Forbes Top 10 Social Influencer, offered CMSWire this analogy when we chatted with him about his eye-opening book, A World Gone Social, co-written with Mark Babbitt.

Computing Moves from Personal to Intimate #DF14

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It's hard to say which is more disruptive in San Francisco today: tearing up downtown streets for a new cross-town subway or Dreamforce, the tech conference that has added 135,000 pedestrians to the scene. Both represent changes that will affect community members and businesses on a broad scale.

The technology shifts were outlined at the start of the four-day conference by a panel of senior Salesforce executives. 

The message was reinforced a short while later when other managers outlined how the company's new Community Cloud will make it possible for non-technical business managers to build branded communities in a half-hour. 

The Key Difference Between Online and Print Publishing

Vigorously managing what is already published is the critical difference between a professional online publishing culture and a traditional offline print culture.

Chasing the Elusive Single View of Your Consumer

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Multinational organizations often confront ambitious proposals for global CRM rollouts that promise to power their marketing ecosystems. These proposals are typically rebuffed by difficult questions around ROI or are prematurely terminated owing to reactive corrections of marketing strategies.

Others, that manage to clear the budget approval and allocation viability gates falter in selling their global vision to their local counterparts. The few who hit the finishing line often struggle to assimilate the massive amounts of consumer data and its implications. These organizations cave in under a self-fulfilling prophecy of “big data cannot be tamed.”

The few who excel in justifying their investments have probably paid close attention to the following consideration in their CRM strategies: Is a “Single Consumer View” your holy grail?

Small Fish Makes Big Leap in Gartner's WCM Rankings

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Acquia made the biggest leap in Gartner's Magic Quadrant for Web Content Management (WCM) this year, jumping from a "visionary" to a "leader" in a web software space packed with giants.

Gartner Research grouped the Burlington, Mass.-based company of about 500 employees into the WCM leaders space alongside returnees Adobe, Sitecore, Oracle and HP. Also making a surge was IBM, which jumped from last year's "challengers" pool into the leaders category.

SDL and OpenText got the boot from the leaders group, both being named by Gartner as "challengers." Microsoft stayed put in the challengers division.

News Bites: Platforms for Brands, Surveys for Sales, Software for Staff

The latest in customizing, strategizing, chatting and digitizing from Paris on the Yarra, The Eureka State and Jamlando.

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