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Adobe Summit: Building a Global Digital Marketing Platform

This session had a nice abstract that set some high expectations for a case study.

Creating a dynamic platform to support global digital marketing programs? PwC and USG developed a strategic plan and roadmap to deliver an integrated solution that enables local markets to take advantage of the global investment, from digital asset management, assets and product data, to developing country-specific workflows, while also ensuring brand compliance and consistent analytics and measurement. This scalable, Adobe Marketing Cloud based solution provides USG with the framework to target its marketing and optimize experience based on real-time data. Learn how USG and PwC collaborated to develop a cloud-based platform based on Adobe Experience Manager, Adobe Analytics and Adobe Tag Manager, and DAM. In this session: – Learn how starting with a Mobile First mentality drove the experience design – Discuss global analytics dashboards – Explore marketing automation platform integration, and hear how USG is leveraging the platform for their employee intranet This session is for digital marketers.

Data

  • 50 billion connected devices by 202
  • 2X the E7 GDP will double
  • Gartner by 2017 the CMO will spend more on IT than the CIO
  • eMarketer – just under 40% of marketing big data spending will go to software investment

USG is a building manufacturer. They had a large impact in the recent downturn and needed to deal with that plus making changes in how the company dealt with the market.  They had a lot of challenges including an outdated site, outdated technology, no clear user experience, no analytics or decent benchmarks. On top of that they were in the midst of going global

The old site was a bunch of links focused on their products and not much. It had little valuable information.

What did they do?

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Adobe Summit | Laying Out Your Digital Experience Game Plan

As a B2B marketer with a previous organization, I was tasked with consolidation of websites for my division. My CMO set the goal of having a unified brand experience for the entire company and my division was the first to adopt the “one-company” brand.  To provide a bit of context, my organization was a large company that had grown through acquisition. We had 20 websites to consolidate for my division — some of which had not been touched for several years. It’s also hard to admit this, but we had no meaningful plan to effectively engage with our online customers. This is something that’s a big “no-no” in marketing today!  I needed help building a game plan – something that would provide the strategy and technology processes I needed to drive success – but I didn’t know where to find that. Fortunately there are some options for marketers today.

Adobe Summit | Laying Out Your Digital Experience Game PlanAt Adobe Summit this year, the Perficient booth will be focused on building compelling marketing “Game Plans” for both prospects and clients. The goal is to find those key components and critical next steps that clients must take to enhance their digital marketing initiatives – whether they are focused on customer experience or on the technology that glues the experience together.  As a marketer, I find our solution expertise unique. Our in-house digital agency and web content management practice work in concert to help marketing and IT stakeholders work effectively together. We accomplish this by providing these stakeholders with key insights and analysis which supports the creation of digital marketing solutions that enhance customer engagement and drive revenue across all channels and touch points…something I could have used several years ago!

Robert Sumner our WCM practice director said it best, “If marketers want to truly understand who their customers are, what those customers want from the company and how to provide value, aligning their digital marketing strategies with their customer experience management strategies becomes crucial to achieving solid ROI results. We’re pleased to have the opportunity to participate in the Adobe Summit as the desire to address this evolution is native to Adobe’s approach with its Marketing Cloud solutions, and specifically with their Adobe Experience Manager solution.” Read more here.

If you are at Adobe Summit, I invite you to join us at  booth 208 to help layout your digital experience game plan. We’ll have our experts on hand to demonstrate how we’ve helped our clients to create a more compelling, personalized digital experience across touch points including legacy websites, mobile sites, social networks, customer transactions, and in-person or contact center interactions. Visitors to the booth can learn how best to integrate the right digital marketing tools with traditional web content strategies, including Adobe Experience Manager.

See you in Utah!

Top 5 Interactive Style Guides

When it comes to digital style guides, a giant PDF alone will no longer cut it. They need to be interactive with explanation and assets. It’s also important to make them a tool for use during the creative and development process not just a deliverable at the end. Defining the guide from the beginning will ensure consistency in the initial development and will provide a path and assistance for continuous development.

The following are some the best examples of interactive style guides on the web today:

1. yelp
yelp style guide

The number one example of a digital style guide and asset library.

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Five Ways That Technology Proves Santa is Real

When I was a kid, I knew Santa was real because his reindeer left footprints, he ate all of our cookies, and the wrapping paper was different than mom’s. But as technology advances, so does the quality of evidence that Santa really does exist.

Here are 5 ways to show your kids that Santa is real:

 

He’s real because he sent a message specifically for ME

Magic Santa is an online application that allows you to customize a message from Santa based on your child’s name, age, Christmas wish and personality. It also incorporates family pictures into the message and is completely free. It’s very well done and any child would love to receive one of these messages from the big guy. View an example here.

kaylee

He’s real because I saw him hanging out with his reindeer at the North Pole

ReindeerCam allows you to watch the reindeer in their natural environment as they prepare for the big day. As their caretaker, Santa pops in every now and then to pay them a visit. Follow the link to download the app for iOS, Android and WindowsPhone.

Reindeer Cam

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Posted in Android, Digital, iOS, Mobile, Musings

Turn Your Tablet into a Navigation System with a Mobile Day Pass

I am currently in the middle of the car buying process. The one upgrade that stops me every time is the navigation system. I love the idea of having it integrated into my car, but the $2,000 price tag that often comes with this upgrade seems utterly ridiculous given where we are with technology today.

My mobile phone maps are fantastic and they are updated on a regular basis…for free. The drawback is that the screen is small and it’s not integrated into my dash. I also don’t need wireless service on my tablet because I would only need it occasionally.

Today, AT&T announced a $5 day pass for mobile data service and a $25 prepaid plan for 1GB over three months.

Enter the mini tablet + mobile day pass navigation & entertainment device.navigation

A mini is about the size of an in-dash navigation system. When going on vacation or taking a road-trip, you will be able to pay $5 a day to use mobile on your tablet. The mini will become your navigation device. You will still need to determine a way to mount it on the dash, but I’m sure that solution is coming. Cars in the future may not even include electronic devices, but have a space for you to place your own device.

The mini navi/ent device can be used for maps for mom and dad or streaming Netflix for the kids. It’s the ultimate travel device at a very, very affordable price.

What do you think? Would you participate in the AT&T Day Pass?

The Rebranding of Yahoo!

 

Marissa Mayer has been making headlines across the web for her efforts in trying to turn around the Yahoo! brand. In February a memo was sent to all remote employees telling them to report to work…in an office. In May, the internet was buzzing with the purchase of Tumblr. This month, Marissa Mayer was featured posing for Vogue. The stream of news coming out of Yahoo! headquarters is seemingly endless.

There’s a lot of change happening inside those walls, so it makes sense that there would also be a change in branding. Since it’s founding in the 1990’s, Yahoo! has changed its logo twice, but with Marissa Mayer at the helm, they decided to take a decidedly public approach to their newest logo redesign.
21 days ago, they started using a new logo every day to grow excitement and engagement around their new branding. Sure, this helps to build excitement, but it also doesn’t hurt traffic to their website.

yahoo

 

On to your burning questions:
Will the logo still be purple? Yes.
Will it still have an exclamation point? Yes.
All other questions will be answered on September 5th when they make the big reveal.

Well…almost all questions will be answered, because nobody can ever predict what Marissa Mayer will be up to next.

 

IT Pros: Visualize tech industry news using Pinterest

The title of this post by CIO.com caught my attention immediately this morning:

How IT Pros Can Use Pinterest for Career Growth

Pinterest launched in 2010, and since then I have kept my eyes on its growth and how people are using it for sharing and posting visual content. I never thought that the visual aspect of industry news in the enterprise IT space would take off on this social network, which is mostly known for sharing recipes, crafts and other media that lends itself to compelling images more than the enterprise IT space.

pinterest

Technology infographics on Pinterest

But this post really gives some great reasons why Pinterest makes sense as a place for IT professionals to spend time:

  1. Find and follow influencers – they’ve had 3 years to find their way to the platform. Now there’s on Pinterest, and you should see what they’re up to here, just as you do on Twitter or LinkedIn.
  2. Pin helpful articles and books – you can post an article link and Pinterest will find a related graphic/image in that post to use as the main image.
  3. Find useful infographics – It seems to me that 2013 is the year of the infographic – there’s no shortage of them on Pinterest!
  4. Track information on specific topics – just use Pinterest’s search function to find helpful articles in the area of enterprise IT that interests you most.
  5. Webinars and events - TED Talks is on Pinterest, for example.
  6. Get career and talent search help

 

Read CIO.com’s post here.

 

STC Summit 2013 Presentation: Communicating UI Design

STC60thAnniversaryLogo-300x92
On Tuesday, 7 May at 4:00 EDT, I will be presenting at the 2013 Summit conference of the Society for Technical Communication (STC). I will be talking about how to effectively communicate user interface and interaction design to project team members and stakeholders to ensure the delivered product captures the user goals set out at the beginning. If you will be attending the conference, come by and say hello. If you cannot attend the conference but would like to know more, check out past posts I’ve written about the value of design communication and an overview of delivering this communication within Axure.

This session is part of the User Experience and Accessibility track of the conference. I wrote an summary of all the great sessions people can attend in this track. I’m honored to have a place on this list of interesting topics and engaging speakers.

SXSW Round Up: A Robot in Your Pocket

SXSW is a great place to be exposed to new ideas, but perhaps even more valuable are the sessions where you reconsider ideas you’ve grown accustomed to, and seeing them from a brand new perspective.

One session in particular this year that has resonated with me for the week and a half since leaving Austin was entitled “A Robot in Your Pocket” with Amit Kapur, formerly of MySpace, and currently the CEO of Gravity, and Jeff Bonforte, the CEO of Xobni.

In their session they discussed the advancements of Artificial Intelligence in our quest as humans to create digital personal assistants, or in otherwords, technical entities which can work on our behalf.

At the heart of the matter is the idea that we should be able to leverage digital tools to improve our lives, in either small but noticeable ways, or in innovative and revolutionary ways. Kapur and Bonforte made a very clever distinction in the kind of data sites and devices are collecting to try and improve our lives, AKA our experiences, and they defined a split in data collection into two main categories: explicit and implicit.

Explicit data is the settings that we manually set, or the customizations that we explicitly make to change an experience for the better. I remember the original customizable homepage on the web, which Yahoo introduced with My Yahoo in the mid-to-late 90s. It was a lot of work to set up, but once you did the experience was definitely improved.

Implicit data is the data that is collected without our having to put any effort into triggering or managing the experience manually. It’s a “robot” working in the background, to collect user data, and then offer changes to the experience based on conclusions made from the data itself.

As is so often the case, the speakers used an iPhone in their example. Explicitly we (currently) customize the iPhone with our email login, calendar events, and contact information. We also manually login to sites, or we change the background either by selecting from a default list of files, or uploading our own. These are all explicit acts that change things for the better.

However, the power is much more in the implicit side of the split. The iPhone 4 comes with five on-board sensors to track and collect data behind the scenes, making adjustments without us having to do anything. The iPhone has a proximity sensor that knows when the phone is on our ear, and it pro-actively disables the buttons on the screens so we don’t interrupt our call. The iPhone also comes with an ambient light sensor, so the screen brightness can adjust depending on the level of lighting in an environment. So we can clearly see how, without really even realizing it, “robots” are hard at work improving our lives without any extra effort on our part.

In the brave new world of our future, implicit data collection should evolve to be even more predictive, or as they the speakers were concluding, pro-actively making all of our experiences suit our unique requirements. And that’s all good for those of us who expect technology to improve, rather than distract us from, our lives.

Explicit data allows us to work less, and it incrementally improves our lives by saving time and effort. In the future, implicit data should be able to skip the work of entering our preferences and pro-actively work on our behalf.

I, for one, welcome our implicit robot sensor overlords.

Posted in Digital, Innovations, iOS

A Month Later: Google Flu Update

A month ago I blogged about Google Flu Trends measurements of flu-related search terms and how it related to official data from the Center for Disease Control and Prevention. As it turns out, flu cases came in quite a bit below what Google was predicting.

“Flu Trends is meant to be a complementary tool to the surveillance systems used by the CDC. Since its initial launch in 2008 and through this flu season, Flu Trends has accurately predicted the start and peak time of flu season. However, this season our models estimated a higher influenza like illness rate than the Centers for Disease Control in some regions. As we do each year, we will be performing a model analysis and potential model update to improve the accuracy of the tool.”

–from the article linked below

Derrick Harris at GigaOM took a look at the disparity in an interesting piece called Google’s flu snafu and the reliability of web data. In the article, he also looks at individual reporting data or at Twitter data. His conclusion? Data collection has its flaws and, to be effective, users have to take into account the possible drawbacks of a proposed method. It’s not rocket science, but it makes a lot of sense.