Archive for Session Spotlights

How to use a digital audit to assess marketing operations

Join us at the Gilbane Conference in Boston December 1-3 and learn how your peers are transforming their marketing operations to support superior digital experiences for customers and employees. If you have a project coming up make sure you can measure your before and after results. Learn how by attending this in-depth workshop.

Workshop B. An Anatomy of a Digital Audit

Marketing management has never been so exciting — or daunting. The proliferation of digital tactics and lightweight technology has cleared the path for us to take genuine ownership of our operations, and be less reliant on other areas of the organization to do our jobs.

While this new reality is empowering, it also comes with challenges. Indeed, today’s senior marketing manager is not only tasked with traditional responsibilities such as brand shepherding and lead generation, but also line items such as data analysis, technology portfolio optimization, and vendor relations.

To survive and thrive in this environment, it’s become increasingly important for us to measure performance using a systems-oriented approach. In this workshop, attendees will learn how to assess their digital marketing operations in entirety, and identify opportunities for improvement and costs savings.

The session will explain a comprehensive 30-point methodology for conducting an assessment, with specific focus on the following four areas of the marketing operation:

  • Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
  • Websites: copy, images, video / animation, landing pages, microsites, search, live chat, blogs
  • Technology: marketing automation, content management, analytics, and data management
  • Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization

While the core of this workshop will rely on referencing an actual case study, it will also be interactive, with attendee company assessments worked into the session.

Instructor: Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst
Tuesday, December, 1: 9:00 a.m. – 12:00 p.m. • Fairmont Copley Plaza Hotel, Boston

This workshop is included in the ConferencePlus package. Save $200 on the ConferencePlus and Conference Only options.

To get your Bluebill discount use priority code 200BB when registering online.

I would like my $200 registration discount – code 200BB

 

What is Content, Context, and Educational Marketing?

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

You could say that our conference has assumed content marketing since our initial focus on web content management has always attracted marketers. But there is certainly a lot more attention now paid to the crafting of content, as well as to matching content to context whether that is channel context, customer context, buying-cycle context, or better, at least these three. In spite of the wise-cracky session description, you will hear thoughtful and reliable commentary on one of the biggest buzz terms of the year.

C5. Content, Context, and Educational Marketing

Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Content Marketing is certainly hot. But what is it? Is it new? Is it old? Was there ever a time when marketing was content-free? Has it always been content-free? Is there some new kind of content that makes marketing different? Is it a strategy, a methodology, a parallel universe? Snarkiness aside, it is easy to see that carefully created or chosen content can help improve success rates of different kinds of marketing objectives. This session takes a serious look at what content marketing is today, how you can use it, and how it is evolving.

Moderator:
Jose Castillo, President, thinkjose

Speakers:
Kipp Bodnar, Director of Marketing, Hubspot
WTF is Context Marketing?
Doug Bolin, Associate Director, User Experience Design, Creative, DigitasLBi, and Adjunct Professor, Mass Art
Beyond Content Marketing, The Emergence of Edumarketing

 

Responsive Design and the Future of Digital Experiences

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

Digital experience designers are familiar with the approach of responsive design even if they haven’t used it. If they have used it they know it is not quite as easy as it first sounds, and the popularity of responsive design courses suggests there is a still a lot of learning going on. But even if you don’t need to understand the code, if you are a marketing manager you need to know what you can expect responsive design to accomplish and what level of effort it entails.

C2. Responsive Design and the Future of Digital Experiences

Tuesday, December, 3: 2:40 p.m. – 3:50 p.m.

Responsive design has been around since the early days of the browser wars, but as mobile channels grew it became both more important and more complex. Gone are the days when new digital channels, form factors, and other device characteristics can be anticipated and digital strategies need to reflect this new reality. This session will provide multiple perspectives on what responsive design can do, what its limitations are, and what its future challenges are.

Moderator:
Tom Anderson, President, Anderson Digital

Speakers:
Scott Noonan, Chief Technology Officer, Boston Interactive
In Koo Kim, Senior Manager, MOBEX, NorthPoint Digital
Scrap the Big Launch, Fly a Kite: How to Create and Maintain Control of Smarter Mobile Apps with Real-Time UI Updates, A/B Testing, and Personalization
Christopher S Carter, General Manager, aLanguageBank
Are You Prepared to Create Content for the Internet of Things?

 

Multi-channel Publishing and Content Reuse

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

We’re big believers in the potential for learning from colleagues in other industries. There are many shared challenges crossing vertical boundaries not always obvious because of different vocabularies, and often a gem can be found in the variety of solutions, or an idea can be sparked by a slightly different lens on the problem. The publishing industry’s influence on computing and digital experiences goes way back and is especially applicable horizontally – markup languages, style sheets, electronic type – and of course multi-channel publishing. This is why we have usually included a publishing track in our conferences. This session looks at how a couple of publishers have dealt with some thorny multichannel publishing issues.

P2. Multi-channel Publishing and Content Reuse

Tuesday, December, 3: 2:40 p.m. – 3:50 p.m.

In this session two publishing organizations report on projects that involve moving publications and existing content from print to multi-channel digital. Business Insurance, part of Crain Communications, implemented a digital publishing strategy that supports interactive digital content and content reuse across print, Web, iOS, and Android, all based on HTML5. Wolters Kluwer Health now creates textbooks with versions for print, multiple eBook formats, and integration with Learning Management Systems and other advanced learning tools. As part of their multi year initiative they report on a recent project where they implemented round tripping between XML and author-editable Word documents, and discusses the technical and organizational problems they solved.

Moderator:
Tom Brown, VP, Multichannel Solutions, HP

Speakers:
Dave White, Chief Technology Officer, Quark Software Inc.
Case Study: Transforming Print Content into Mobile and Web Apps
Ken Golkin, Technical Project Manager, Wolters Kluwer Health
and
Niels Nielsen, Managing Director, Avalon Consulting, LLC
Long Cycle Reuse in Textbook Publishing: Cracking the XML–>Word–>XML Round Trip Nut

 

How Should Your CMS Fit into Your Mobile Strategy?

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

There are many answers to this question, but the right answer for you will depend on what other components make up your digital experience management system, how they integrate with other enterprise systems, the types of content and apps and mobile platforms you need, existing developer expertise and tools, and so on. CMS and DXM vendors have to work through the possibilities with their customers and partners so are a valuable resource for helping you think through some of the options.

T5. How Should Your CMS Fit into Your Mobile Strategy?

Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

As analysts will tell you, web content management systems are now, or should be one of the core components of a larger digital experience management strategy. There are lots of questions about what this means in practice, but this session focuses specifically on how your content management system(s) can or should support your mobile presence. Should your CMS manage all mobile content? Should that include apps as well? Is mobile content delivery by the CMS active or passive? Where does the delivery layer reside? Is data incorporated by the mobile app or by the CMS? Should you create a separate system just for managing mobile content? Should your WCM mind its business and stick to the Web? Should your other CMSs stay with whatever enterprise applications they support?

Moderator:
Marc Strohlein, Principal, Agile Business Logic

Speakers:
Ian Truscott, VP Product Marketing, Content Management Technologies Division, SDL
Loni Stark, Director of Product, Industry Marketing, Adobe

 

Building Next Generation Web Content Management & Delivery Digital Experiences – Gilbane Conference Spotlight

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

While not everybody agrees that web content management should be the hub of digital experience management implementations, there should be no doubt it is an essential core component. Certainly the WebCM / CustomerXM / DigitalXM, etc. vendors that started in web content management have an opinion, though there are many nuances in their positioning which are important to understand. Even more interesting is what they have all learned in the past few years while incorporating or integrating other technologies to help their customers build modern digital experiences for customers and employees. Vendor visions and expertise are at least as important as those of analysts, consultants, integrators, agencies, and even your peers.

C7. Building Next Generation Web Content Management & Delivery Digital Experiences – A Panel Discussion

Wednesday, December, 4: 2:00 p.m. – 3:20 p.m.

You probably need to attend every session in the conference to even learn all the questions to ask before embarking on a next generation digital experience strategy and design. In this session a panel of competing vendors will discuss what they see as the critical components and challenges based on their customer’s experiences and feedback, and on their own vision of what is possible. Vendors have lots of valuable experience and information and this is your chance to hear from knowledgeable representatives minus the PowerPoint pitch.

Moderator:
Melissa Webster, Program VP, Content & Digital Media Technologies, IDC
Panelists:
Arjé Cahn, CTO, Hippo
Robert Bredlau, COO, e-Spirit
Ron Person, Sr. Consultant, Business Optimization Services, Sitecore
Russ Danner, Vice President, Products, Crafter Software
Loni Stark, Director of Product, Solution & Industry Marketing, Adobe

 

Content and User Experience Design for the Internet of Smart Things – Gilbane Conference Spotlight

The blog on our sister site, gilbane.com, is the place to tune to for our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

There are many reasons to be excited about the Internet of Things, a content channel is not usually considered one of them. In fact, the mere suggestion of a need to support one more digital channel is enough to cause many execs to consider a career change, never mind n additional channels, and n is the future.

Many internet things don’t and won’t need to prepare content for direct human consumption, but many will – cars and watches and glasses are just the beginning. The variety of form factors, display technologies, and application requirements will present challenges in user experience design, content strategies, content management and data integration. The session we are spotlighting today will focus on the user experience design challenges, of which there are many.

T7. Have You Talked To Your Refrigerator Today? Content and User Experience Design for the Internet of Smart Things

Wednesday, December, 4: 2:00 p.m. – 3:20 p.m. – The Westin Boston Waterfront

The web is dead. Or is it evolving into the Internet of things? If so, how can we harness the emergence of smart and app-enabled devices, appliances, homes, cars and offices into the digital gene pool? Four senior executives in experience planning and strategy, technology, creative and user experience will provide a point of view on the Internet of smart things and answer key questions, including the following, using real world examples:

  • How can your smart washing machine, refrigerator and dishwasher be mated with intelligent apps, CRM, and dynamic content management systems to create real-time marketing and ecommerce experiences?
  • What happens to content strategy and management as app-enabled “playthings” become essential to your work and family life?
  • What do we do as video baby monitors become digital caretaking, developmental tracking, medical monitoring, and product ordering parent-bots?
  • What is the optimal customer experience for using voice to simultaneously integrate and operate your car, your mechanic, your GPS, your iPod, your radio, your tablet and your smartphone?
  • What best practices are needed for creative designers, content strategists, marketers, and user experience designers to create engaging Internet of smart things experiences?
Moderator:
Doug Bolin, Associate Director, User Experience Design, Digitas
Panelists:
Michael Vessella, Vice President, Director, Experience Design, Digitas
Michael Daitch, Vice President, Group Creative Director, Digitas
Adam Buhler, Vice President, Creative Technology / Labs / Mobile, Digitas