Stories by Tom Kaneshige

Social Media

Why integrated social suites are failing marketers

Most enterprise technology eventually converges into a suite, as it did with ERP. Integration hassles, management headaches and training challenges arising from a mishmash of best-of-breed solutions drive frustrated enterprise software buyers to the suite life -- but not in marketing tech, at least not yet.

Digital Marketing

Digital marketers look for behavioral triggers

If you've spent time Google searching and window shopping online, say, on an outdoor retailer's website, dreaming about a $400 graphite fly fishing rod, maybe even putting the fly rod in a shopping cart to keep the fantasy going only to click away when reality bites, you might see the fly rod following you around the Interwebs, your Facebook feed or a banner ad.

Digital Marketing

How marketers can seize the mobile moment

Marketers and advertisers shudder when they think about the great consumer rush to mobile. With a smartphone's tiny screen and a mobile consumer's fleeting attention span, marketers face an enormous challenge capitalizing on mobility.

Digital Marketing

Adtech and martech worlds collide

People not in the branding business don't see much difference between advertising and marketing. As new-age advertising technology, or adtech, and marketing technology, or martech, logically merge, what's the problem? For advertising agencies, which have been on the frontline of branding since the late 18th century, a lot is at stake.

Digital Marketing

What B2B tech can learn from consumer marketers

In rapid-fire speech and hands waving erratically, Rachel Weiss, vice president of digital innovation, content and new ventures at L'Oreal, says nothing is more personal than what you put on your body, such as makeup. She talked up awesome new digital services, such as a virtual beauty advisor, that really tap into human emotions.

Digital Marketing

How to market to millennials (it's not easy)

In Las Vegas, if you're not new and fresh, you're old and boring. Casinos thrive on youthful energy and young executives flush with cash. Nightclubs buzz into the wee hours, chock full of hard-partying millennials, not stodgy Gen-Xers in desperate need of their beauty sleep.

Digital Marketing

Why digital marketers must drive the customer journey

Handing off customers, from marketing to sales to customer service, seems a bit jolting in today's digital world. These days, customers own the online social relationship, and they don't want to be passed around like a hot potato. They demand one group guide them through the customer journey.

Digital Marketing

Are digital marketers headed for a wipeout?

As marketers ride the digital wave to higher salaries, greater roles and bigger budgets, will it all come crashing down? Do marketers really understand the technology that has upended their profession? If they don't improve their digital IQ in a hurry, they're risking a wipeout.

Digital Marketing

Marketing technology remains a house divided

By now, it's pretty clear that marketing tech scares the bejesus out of modern marketers. Technology stacks, integration layers, APIs, oh my! Techies add to these fears by throwing tech jargon in a marketer's face, explaining technology to a marketer in a condescending way, and even snickering at the perceived simplicity of the marketer's craft.

Digital Marketing

Getting a handle on marketing technology

The marketing tech landscape has been expanding at an impressive clip over the last three years. It now boasts more than 3,000 vendors, including giants such as Adobe and Oracle. It's an ecosystem buzzing with activity -- big fish gobbling up smaller ones, startups trying to survive -- and marketers can easily get disoriented.

Digital Marketing

Marketing Technology Is Big (Really Big) Business

Hold on to your hats, spending on marketing tech is about to take off -- $120 billion over the next decade, up from $1.2 billion today. At least that's what Ashu Garg, general partner at Foundation Capital, sees when he gazes into his crystal ball.

Digital Marketing

What retailers think of mobile marketing

Marketers are getting the message that serving the consumer at the mobile moment should be their top priority. So are they investing mightily in mobile marketing tech? Not as much as you might expect.

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Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

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Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

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Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

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is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

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This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

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