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Digital News & Analysis

Time to Embrace Marketing Automation #KenticoConnection

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If you’re like many marketers you’ve probably got a list of tasks you think would improve your website and e-mail marketing. Unfortunately, there just aren’t enough hours in the day to get them done.

If this scenario sounds familiar — it’s time to automate, Brian McKeiver, a senior solution architect and co-owner of BizStream, an Allendale, Mich.-based web and software development company, told attendees at he Kentico Connection 2014 in Boston last week.

Positive and Perplexing Trends in Mobile Marketing #incitesummit

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The burgeoning communications sector for marketers is mobile applications. However, the popularity of the smartphone has fueled growth in other more conventional communications arenas, particularly email.

Dave Hendricks, president of LiveIntent, a New York City-based real time advertising email marketing company, recalled that before the smartphone, individuals used email almost exclusively at their desktop at work and at their computers at home. However, they were offline on the way home from work — or while they were at lunch or dinner, with the exception of Blackberry users.

“Since the rise of the smartphone and the tablet, email has become the number one thing done on any smartphone device,” Hendricks said. He said that 25 minutes to 28 minutes of every hour by mobile users is spent in respect to emails.

Hendricks was one of a host of participants at last week’s “The Incite Summit: East” conference at the Wyndham New Yorker Hotel in Manhattan. Incite Marketing and Communications of Hoboken, N.J. hosted the two-day event.

What's Trending in Digital Analytics

2014-17-November-Blackboard-Analysis.jpgDuring a walk up Camelback Mountain in Phoenix one recent morning with my colleague Joe Kamenar, Steve Harris, senior director web analytics, web digital group at Capital One and David Millrod, founder of visualization platform Insight Rocket, we talked about data integration. We talked about analytics staffing. We talked about multichannel attribution models. We talked about “huddles.” Huddles? These practitioner-led discussion groups are the heart of XChange, the digital analytics conference we were attending. Now in its eighth year, XChange huddles reflect what’s on the mind of digital analytics program leaders who work at both global and national brand organizations.

Marketers Must Ask 'Am I Still Relevant?' #incitesummit

At a conference that focused on the discussion of the future of print, digital and mobile marketing, marketing executive Ash EiDifrawi seemed to capture the tremendous daily pressure and responsibilities marketing professionals face in the fast-changing, multi-faceted and highly competitive battle for the attention of the American consumer.

“The question you have to wake up everyday and ask yourself is: ‘Am I still relevant.’”

EiDifrawi told attendees at the Incite Summit: East conference in Manhattan last week that marketers must constantly review their product and marketing relevancy on a multitude of platforms. During a session entitled “Have a Look At This: Make Content That Stands Out,” he noted that one day a marketer could feel he is “on top of the world” only to find the next day “that 100 people have your idea and you are irrelevant.” 

The Future of Marketing is to be Useful

Some years ago I listened as a senior marketing executive from a technology company discussed a product their customers hated. Sales were miserable because the product was deeply flawed. “As marketers we felt that it was us that failed,” she said to me in a rather embarrassed voice. “Because we felt it was our job to convince the customer that it was a great product, even though we all knew it was a dud.” 

Discussion Point: Omnichannel Marketing in the 2014 Holiday Season

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Marketing technology vendors love to preach the value of sending consumers personalized offers on the device they're using at just the right moment.

Though we're only emerging from the developmental infancy of omnichannel marketing, several companies offer software and services that promise to do just that. Chief marketing officers at major retailers are spending more of their budgets on collecting data, analyzing actions and monitoring social media -- all with an eye toward increasing sales in their hyper-competitive sector.

7 Ways to Blend Content and Commerce to Boost Sales

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Most marketers know the best way to increase sales is by sending the right message to the right customer at the right time. Yesterday, a CMSWire webinar explained how to do that by following seven strategies.

The presentation, sponsored by HP, was built around a case study involving Nikon's site for the US, NikonUSA.com. It featured a mix of technologies from the hybris cross-channel e-commerce platform, HP's TeamSite and Kanban, the engineering firm that led the project.

You can watch the webinar by clicking here or on the video at the bottom of this story.

News Bites from [24]7, Onapsis, TeleTech, Vanilla Forums, More

The latest in strategy, appointing, redefining, growing, joining and integrating from The Orchard City, Hollywood North, Trimountaine, Broncoville, Near the Great Hill, the City of Saints and the Capital of the Palatinate, and Hindustan

Real Story Group Maps Digital Workplace, MarTech Space

Real Story Group (RSG), an independent analyst firm, just released an update to its Digital Workplace and Marketing Technology vendor map.

Given the scope of this technology space, it is hardly surprising that this one contains as many vendors are there are stations in the New York City subway. The research also identified what RSG defines as the trending — and fading — technologies.

SEO is Killing Content Quality

2014-13-November-Wicked-Witch.jpgSearch engine optimization (SEO) tips include website design best practices for how to get Google to rank your content higher in search engine results placement or SERP.

In fact, the preceding sentence is a great example of just how cumbersome this practice has made Web-based communications. By ensuring that I used the phrases, “search engine optimization (SEO) tips,” “website design best practices,” “how to get Google to rank your content higher” and “search engine results placement or SERP,” I’m virtually stuffing Google with the search phrases I want it to associate with my content.

But SEO tips aren’t the point of this article. In fact, SEO is the antithesis to my point.

Guess Where Kevin Cochrane Popped Up?

Just a year ago, Kevin Cochrane was a keynote speaker at OpenText Enterprise World 2013. This week, at OpenText's 2014 conference in Orlando, Fla., Cochrane is nowhere near the stage.

His days as CMO of the Canadian enterprise information management provider — which followed several years as vice president of enterprise marketing at Adobe — are behind him.

Cochrane left OpenText in July.

In September, he was named CMO at Mindjet, a project-based collaboration software company. He remained in that position less than two months. 

Cochrane no longer maintains any references to Mindjet on his LinkedIn profile. Instead, he states that he is a member of the board of both the Digital Clarity Group (DCG) and Jahia.

He also notes that he is CMO of San Mateo, Calif.-based Agari, a Cisco-spawned company that develops data-driven security solutions powering real time cyberthreat detection prevention for global companies and their customers. 

OpenText Reimagines Information Management #OTEW2014

There’s a gap in the kinds information management solutions available to businesses today. On one side there are the heavy-hitting, feature-filled Enterprise Content Management (ECM) solutions that highly regulated life sciences, energy and financial industries require.

On the other side, there are Enterprise File Sync and Share (EFSS) solutions that typically store content on public clouds. And then there’s Box, which is busily adding social and collaboration features to its EFSS service.

But until today there hasn’t been a vendor that provides a business information management service that sits on a private cloud and offers secure social and collaboration features, without any involvement from IT at all. That’s right, end users can buy OpenText’s new enterprise-grade Information Management solution, OpenText Core, with a credit card and get busy.

“It’s designed for the digital first world. It’s very intuitive, requires no learning and is focused on the business,” said Lubor Ptacek, vice president of strategic marketing, at OpenText.

The Big Challenge for Marketers: Good Content #KenticoConnection

BOSTON — Technology can help solve some of B2B marketers' biggest problems, such as increasing customer engagement and providing measurable results.  But it only works if marketers know how to use it — and it's not their biggest problem.

“The biggest issue for marketers is creating content that supports customer decisions at every step of the journey, " Petr Palas, Kentico CEO and founder, said at the company's two-day conference here this week.

OpenText VP Highlights Digital First Agenda #OTEW2014

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ORLANDO, Fla. -- Enterprise information is like, well, pasta sauce.

It's constantly tinkered with -- by perfectionist chefs. It's altered, adapted and, if not to its creator's liking, simply discarded.

"Information is not inert," Muhi Majzoub, senior vice president of engineering at OpenText, told CMSWire. "It has context. It changes state, can be replicated, modified or destroyed."

Managing enterprise information today requires a "digital transformation" and recognition that we live in a "digital first world," he added.

Hence, the theme of this year's annual conference for the Waterloo, ON, enterprise information management provider: Simplify, transform and accelerate in the digital first world.

So You Want to Be an Online Community Manager?

2014-11-November-Flock.jpgBecause I write a lot about online communities and online community management, I've had people ask me, “I’d like to make a career change into community management. Where do I start?” The first thing I tell them is that I’m not a community manager. But I quickly follow by saying that I work with community managers and that they’re the target audience for much of the content I develop.

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