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Web Experience/Engagement Management (WEM) Articles

Can You Make Google Love Your Global Content?

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Nǐ hǎo! ¡Hola! Konnichiwa! Oi! Guten Tag! Bonjour! Ciao! Privét! 

If your website isn’t translated into at least five of the above languages, you could be missing out on at least double your potential sales. This is the new reality of a global economy, said Alison Toon, senior director of new markets at Smartling, one of the hosts for a recent American Marketing Association webinar, “How to Make Google Love Your Global Content.”

She contends that 90 percent of global opportunities can be reached by businesses that have websites in 12 languages other than English. But many businesses seem to be missing out. When checking in with webinar participants via an interactive poll, almost 40 percent stated they currently have no website option for the non-English speaking world.

B2B Marketers Unite with National Advertisers #ANAMasters

digital marketing, B2B Marketers United in Merger with National Advertisers #ANAMastersThe technology's there, and the door's open for innovation. But everything is so complicated.

It's an interesting dichotomy for B2B marketers -- where technological advancements are met with increased difficulties in the world in which they market.

"Complexity is exploding," said Stephen J. Liguori, founder and CEO of Liguori Innovation and the global chairman of the Business Marketing Association (BMA), the 17-chapter, 2,500-member network of B2B marketing peers. "B2B marketers have all the opportunities and challenges in reaching their customers in new ways just like B2C companies."

However, Liguori continued, "we additionally work in extremely complex markets and companies. Examples: digitally connecting healthcare equipment in hospitals to support doctors, nurses and patients. Building apps for airline pilots to fly shorter, smoother routes to save money and time. So gaining new skills and expertise to successfully navigate this complex world is critical."

Content Targeting: It's the I's and O's, Not the 1's and 0's

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There’s no mistake that personalization and delivering contextual content to consumers across digital content platforms is a hot topic with marketers. As content and delivery of it in an omnichannel universe becomes an imperative that no brand can ignore, the need to target it to a specific audience (or even an individual) is becoming a business must-do.

The challenge, of course, is that consumers have learned about this as well. And their ability to filter out the noise and focus on the signal makes it increasingly hard for marketers to reach them.

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.”)

Do You Have to be 'Modern' to be a Great Marketer?

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Do things that are current. You'll win if you do.

A Forrester Research study commissioned by Oracle finds that organizations embracing a modern marketing strategy make more money, are seen as industry leaders and create better workplace environments.

According to the responses from 492 marketing decision-makers in the United States, United Kingdom, Germany and France, companies using "non-modern" marketing strategies are at a loss.

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.

Cloudwords Localizes the Oracle Cloud

Cloudwords, a startup backed by Salesforce.com founder Marc Benioff, has beefed up its integration with the Oracle Marketing Cloud, aiming to automate and organize the process of managing the localization of B2B and B2C content

Cloudwords announced yesterday that it is now integrated with Oracle Reponsys, Oracle Content Marketing (formerly Compendium), Oracle WebCenter Sites and Oracle WebCenter Content.

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.

Jeff Dachis: Still Leading the Digital Revolution After All These Years

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Jeff Dachis is the kind of guy who responds to a tweet in the middle of the night. But what else would you expect from an entrepreneur whose titles include co-founder and former CEO of Razorfish, founder and CEO of the Dachis Group, chief evangelist at Sprinklr and mentor at TechStars, Capital Factory and the Founder Institute?

Dachis has spent the past 20 years "navigating the dramatic shift in the marketplace" brought about by digital, mobile and social technologies and "has tried to help unlock the value and impact created when people can connect, share and engage with each other."

He's not only a pioneer of the digital revolution, but one of the most adaptive participants. Earlier this year, he evolved again — from the head of Austin, Texas-based Dachis Group to the Chief Evangelist and advisor at New York City-based Sprinklr.

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.

Ensighten Buy Adds Analytics to Marketing Stack

Digital marketing tag management provider Ensighten scooped up a marketing analytics company in an deal that gives Ensighten integrated data collection, real time personalization and marketing analytics. 

Ensighten, based in San Jose, Calif., announced today that it bought San Diego's Anametrix and its cloud-based multichannel marketing analytics platform.

It's another way five-year-old Ensighten tries to compete with the big marketing cloud players. When the company acquire rival TagMan in March, Ensighten CEO Josh Manion said the company is gunning for the Adobe Marketing Cloud. It "provides marketers with the unique ability to derive powerful insights and act on them in real time,” Manion said in a statement.

“In a competitive environment smart and timely actions make all the difference, and we’re proud to be leading the industry towards delivering more relevant and personalized consumer experiences across the entire customer journey,” the company boasted.

Are You Too Old to Work in Tech? IT's Midlife Crisis

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IT has the reputation of being a young person's game.

Average tech workers are portrayed in media and industry lore as  20-somethings who spent their youth tinkering with code and playing video games.

The 40-something tech worker who cut his teeth on such technologies as mainframe computing? Let's hope he cashed in on the first dot-com boom or this second wave, because otherwise, his tech career is coming to an end.

In truth, nothing could be further from the truth, say IT recruiters and human resources staff contacted for this article.

More DAM Integration: Now It's Magnolia CMS and Canto

Digital Asset Management (DAM) software provider Canto is partnering with Magnolia CMS's Java Open Source platform. The goal is to integrate digital assets into websites and apps and avoid what company officials call duplicates and versioning of assets across all marketing channels.

"The partnership primarily targets creative marketing teams who routinely create compelling, visually attractive campaigns," said Jan Haderka, CIO at Basel, Switzerland-based Magnolia International Ltd, which staffs 70 and has 200 enterprise clients. "Job roles that the integration serves include web editors, digital asset managers, social and marketing communication experts and campaign project leads."

The news comes about two months after Magnolia CMS teamed with a European digital platform provider on a cloud implementation of the open source content management platform.

The partnership speaks to a CMS trend: in September, Sitecore announced its website editors can use Picturepark DAM systems to find and place digital assets onto websites. Earlier in the summer, Sitecore partnered with DAM provider ADAM Software.

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