WHY IT MATTERS: Digital Transformation
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WHY IT MATTERS: Digital Transformation
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The Customer Journey to Online Purchase via @Google

The Customer Journey to Online Purchase: an interactive infographic that explores typical customer behavior to improve marketing programs.
Farid Mheir's insight:

useful tool provides insights on customer behavior in different industries. May be useful to help plan your digital interactions.

Farid Mheir's comment, May 25, 2015 3:13 PM
merci @Camille Desrochers
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Tech Trends 2015: Marketing = Digital

Tech Trends 2015: Marketing = Digital | WHY IT MATTERS: Digital Transformation | Scoop.it
The modern era for marketing is being formed around four new dimensions: customer engagement, connectivity, information, and next-generation technology.
Farid Mheir's insight:

Not sure a CEO would place marketing at the center of its organization but a CMO surely will and this paper makes the case that CMOs have become the digital leaders in many organization. Often, this is because CIOs are not up to the challenge.


In any case, I feel this is similar to what McKinsey has labelled the Consumer Decision Journey a while back.

http://sco.lt/8c19ov

Oliver Durrer swissleap.com's curator insight, April 27, 2015 12:28 PM

Marketing is being reshaped and becoming an increasingly key activity and function within many businesses (again).

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Top #Skills on LinkedIn

Top #Skills on LinkedIn | WHY IT MATTERS: Digital Transformation | Scoop.it

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.


Via VoxTrack.ai
Farid Mheir's insight:

Top skills on LinkedIn and for Marketing sound like software development and math/statistics: tell your kids to learn software development and be good in Science in school!

VoxTrack.ai's curator insight, April 23, 2015 8:16 PM

I really don't understand #9 as it is an umbrella. Regardless, this is a nice comparison between LI's top skills vs. Marketing skills.

George Schildge's curator insight, April 28, 2015 7:46 PM

How do your skills stack up?

Farid Mheir's comment, May 25, 2015 3:17 PM
thank you @George Schildge. Please recommend my topic if you can!
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Auditing Digital Marketing: Infrastructure & Applications (Part I)

Auditing Digital Marketing: Infrastructure & Applications (Part I) | WHY IT MATTERS: Digital Transformation | Scoop.it
Digital marketing operations are characterized by complex, sprawling
systems - comprised of websites, advertising assets, content, video and all
kind of applications unique to a corporation's particular needs and way of
doing business. No two are alike. 
Farid Mheir's insight:

great checklist for performing marketing audits and assessments

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Marketing Needs to Restructure to Meet Tech Demands: Survey via @Chiefmarketer

Marketing Needs to Restructure to Meet Tech Demands: Survey via @Chiefmarketer | WHY IT MATTERS: Digital Transformation | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.


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VoxTrack.ai's curator insight, March 16, 2015 6:41 PM

And this will be discussed further during a webinar hosted by The Economist and Marketo. You can register here: http://www.chiefmarketer.com/webinars/rise-new-marketer-economists-findings-key-trends/?sid=cmarticle 

CIM Academy's curator insight, March 17, 2015 6:00 AM

This article suggests that technological innovation is changing the expectations of marketers.

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Quantified Self Products from Automated Insights

Quantified Self Products from Automated Insights | WHY IT MATTERS: Digital Transformation | Scoop.it
Farid Mheir's insight:

I wrote about them in the past http://sco.lt/7FRff7 and I realize now that they are expanding their service offers into many other fields, including fitness which makes the whole solution way more personalized. Companies should take notice as they try to get more and more personal with their customers.

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5 Growth Lessons from Uber and BuzzFeed

5 Growth Lessons from Uber and BuzzFeed | WHY IT MATTERS: Digital Transformation | Scoop.it
BuzzFeed and Uber are two of the world's fastest growing startups. Here are 5 lessons about how data, technology and closed-loop systems fuel their growth.
Farid Mheir's insight:

Amazing insight on how new companies are using data to define their business model and evolve it.

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The dawn of marketing’s new golden age via @McKinsey

The dawn of marketing’s new golden age via @McKinsey | WHY IT MATTERS: Digital Transformation | Scoop.it
Marketers are boosting their precision, broadening their scope, moving more quickly, and telling better stories. A McKinsey Quarterly article.
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Accenture Spend Trends Report - Q4 2014

Accenture Spend Trends Report - Q4 2014 | WHY IT MATTERS: Digital Transformation | Scoop.it
Discover top trends in logistics, information technology, marketing, HR and corporate services.
Farid Mheir's insight:

See trends in IT and Marketing in slides 7 & 8

Christopher Zybert's curator insight, February 4, 2015 1:17 PM

Always interesting to see the future of IT. With the IoTs on everyone's mind - I wonder how this will influence IT investments over the next few years!

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2015 digital trends for marketing via @adobe and @Econsultancy

2015 digital trends for marketing via @adobe and @Econsultancy | WHY IT MATTERS: Digital Transformation | Scoop.it
  1. Customer experience

  2. Content marketing

  3. Mobile

  4. Personalization

  5. Big Data

  6. Social

  7. Multichannel campaign management

  8. Marketing automation

  9. Video

  10. Location-based services

Farid Mheir's insight:

Marketing folks are betting 2015 will be the year of customer experience, personalization and Big Data. Omni channel will also be a big focus.

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The system dynamics of 2,000+ marketing technology vendors - Chief Marketing Technologist

The system dynamics of 2,000+ marketing technology vendors - Chief Marketing Technologist | WHY IT MATTERS: Digital Transformation | Scoop.it

Via VoxTrack.ai
VoxTrack.ai's curator insight, January 29, 2015 9:12 PM

A wonderful treatise of the various factor impacting a tech firm (not just a marketing technology firm). This could apply to anyone. If you're a member of a technology company, click through for the details behind each of the six categories.

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10 Content Amplification Tools You Must Have - Social Marketing Writing

10 Content Amplification Tools You Must Have - Social Marketing Writing | WHY IT MATTERS: Digital Transformation | Scoop.it

#1 – AddThis

#2 – ShareThis

#3 – LinkedIn

#4 – Facebook ads

#5 – Promoted tweets

#6 – Buffer

#7 – MailChimp

#8 – Storify

#9 – Hootsuite

#10 – Outbrain


Via VoxTrack.ai
VoxTrack.ai's curator insight, January 29, 2015 5:44 PM

Click through for more details. MIA: Twitter lead cards.

Jake Peters's curator insight, January 30, 2015 4:14 PM

+1 for MailChimp. I had a brief fling with AWeber this week, it was disastrous, so now I'm back in the fold.

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4 Ways Wearables will Change Marketing – and what you can do to be ready

4 Ways Wearables will Change Marketing – and what you can do to be ready | WHY IT MATTERS: Digital Transformation | Scoop.it

Wearable tech hasn’t caught on and hasn’t caught on. On Friday, Google withdrew Google Glass from consumer testing, and Apple has continually stalled on the release of their watch.


Whether or not Apple eventually releases their watch to popular acclaim, wearable tech will eventually arrive in the mainstream. Probably during 2015. For marketers, this can be daunting. Comprehensive mobile and social media strategies are still hard to deliver, and here comes another, vaguely defined innovation that may turn marketing, again, on its head.


We don’t really know what wearables will look like, and we don’t really know what they will do. So how can you prepare a marketing strategy?


By relying on what marketers do best: creative thinking, looking for patterns from consumers, and a little bit of imagination. Here are four ways wearables will change marketing – and what you can do to be ready....


Via Jeff Domansky
Farid Mheir's insight:

Article raises 4 interesting paths to investigate for marketers and technologists as well.

Jeff Domansky's curator insight, January 29, 2015 1:37 AM

Could wearables change your marketing strategy? Find out more.

Jeff Domansky's curator insight, January 29, 2015 1:45 AM

Could wearables change your marketing strategy in the future? Maybe.

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G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd

G2 Crowd Announces Fall 2014 Rankings of the Best Marketing Automation platforms - G2 Crowd | WHY IT MATTERS: Digital Transformation | Scoop.it

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Via VoxTrack.ai
Farid Mheir's insight:

Useful insights.

VoxTrack.ai's curator insight, November 20, 2014 6:44 PM

Click through for details. G2 Crowd: the Yelp or TripAdvisor for the MarTech world.

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Why your data doesn't match (SiteCatalyst, comScore, Google Analytics) via @MikeWebGuy

Why your data doesn't match (SiteCatalyst, comScore, Google Analytics) via @MikeWebGuy | WHY IT MATTERS: Digital Transformation | Scoop.it
It seems like every web analyst's dream is to have numbers from similar reports match across their vendors. However this is never the case. The core of the question I am addressing is: "Why don't my
Farid Mheir's insight:

Nice overview of discrepancies between web analytics data, this paper raises a very important issue when thinking about data, business intelligence and Big Data: multiple sources of data often requires a very strict data quality management process in order to interpret the data meaningfully. This paper provides a very good example of it. Thank you Mihnea.

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Seeing Through the Illusion: Understanding Apple's Mastery of the Media via @9to5mac #mustread

Seeing Through the Illusion: Understanding Apple's Mastery of the Media via @9to5mac #mustread | WHY IT MATTERS: Digital Transformation | Scoop.it
“Beautifully, unapologetically plastic.” “Feature for feature, it’s identical to iPad Air in every way." “Just avoid holding it in that way." Apple’s public relations (PR) department is probably th...
Farid Mheir's insight:
Wow, must read piece if you want to understand Apple's PR machine. In the context of the upcoming sept 9 event this will help you put the hype into perspective. You will also gain respect for this reporter which will, no doubt, suffer consequences for stating what appears to be obvious tactics used to control the media and the message.Do not read if you don't want to know how the sausage is made because of fear you won't be able to eat sausage again in the future. But in the digital transformation world, you must read this piece as it raises an essential point: when you innovate - as is often the case when pushing for digital transformations - you need to control the message that you sent to your customers and competitors. And Apple, here also, think different...
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The consumer decision journey via @McKinsey #mustread

The consumer decision journey via @McKinsey #mustread | WHY IT MATTERS: Digital Transformation | Scoop.it
Consumers are moving outside the purchasing funnel—changing the
way they research and buy your products. If your marketing hasn’t changed in response, it should. A McKinsey Quarterly article.
Farid Mheir's insight:

Just realized that I never got around to sharing this most important paper from McKinsey. It is important for anyone concerned with digital transformation because it highlights how digital transforms the way we do things, not just how we do things. 


For example, eCommerce has not only made catalog ordering faster by providing us with a browser on the Internet as opposed to a paper ordering form that must be mailed or faxed in to the retailer office. eCommerce has transformed the way we purchase digital goods such as music and travel, allowing social integration with reviews, comments and suggestions.


McKinsey highlights here how different the process is and moving us away from the funnel metaphor to a never-ending loop that, if all goes well, builds on itself and grows.


Part of the essential reads one must make to understand digital transformation.


Also read:

Interactive tool from Google provides insight into “The Customer Journey to Online Purchase" via @google http://sco.lt/4s8QVd


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Content Marketing Team Matrix identifies skills and roles for an org chart via @Econsultancy

Content Marketing Team Matrix identifies skills and roles for an org chart via @Econsultancy | WHY IT MATTERS: Digital Transformation | Scoop.it

Via VoxTrack.ai
Farid Mheir's insight:

Useful reference when creating marketing organization charts. Helps identify roles, responsibilities and titles.

VoxTrack.ai's curator insight, August 27, 2014 7:56 PM

Outstanding assessment of an "A Team" for Content Marketing, if you have the budget. If not, it's a great approach on how to consolidate your team's responsibilities.

Cannon Technology's curator insight, August 28, 2014 11:19 AM

What a great chart to see how the marketing departments of some of  the larger corporate entity''s are using as a reference for evolved positions to adapt to todays trends.

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50 charts on marketing technology via @percolate

50ChartsontheFutureof MarketingandTechnology What is the future of marketing? Marketing is in transition. Technology has transformed the way we communicate, st…
Farid Mheir's insight:

Similar and with some overlap with 

150 slides in 25 min #mustwatch video of @kpcb's Mary Meeker performing her Internet trends talk live at #codecon http://sco.lt/6OE7UX

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Harvard Business Review publishes The Rise of the Chief Marketing Technologist via @chiefmartec

Harvard Business Review publishes The Rise of the Chief Marketing Technologist via @chiefmartec | WHY IT MATTERS: Digital Transformation | Scoop.it
When I first started writing about the role of a chief marketing technologist in 2008, it was, at best, a niche subject. A hybrid marketing and technology executive? What kind of crazy, chimerical beast was that? But six years later, with marketing increasingly viewed as a technology-powered discipline, hybrid marketing technologist roles are growing rapidly. …
Farid Mheir's insight:

A good article that features 5 marketing technologists in different organizations. It helps understand why and what a chief mar tech does but may not answer all the questions one can raise about why we need one in marketing only and why the CIO does not fill the gap. Good read nevertheless.

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Chief Marketing Technologists earn $140K - $241K via @chiefmartec

Chief Marketing Technologists earn $140K - $241K via @chiefmartec | WHY IT MATTERS: Digital Transformation | Scoop.it
How much does a chief marketing technologist earn? It depends on the size of the company, the industry, and the region, but according to the Mondo Resourcing & Staffing Agency the range is $140,000 to $241,000. The only digital marketing executive position paid more, on average, were Chief Digital Officers, earning between $148,000 to $280,000. …
Farid Mheir's insight:

Not sure if these numbers track here in Canada or in Montreal but the fact the role has become a line item  says much about the role and the opportunity within organization to better structure technology within the marketing department.


But it also raises questions: why not a chief HR technologist, chief Sales technologist, etc.? Does every dept merit its own chief technologist? Why does marketing need one and the others don't? If there is already a chief digital officer, do you need a CMT as well? When you name a CMT, does this mean the CIO is not doing his job?

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Adobe's marketing cloud goes real-time, adds app store, boosts search ads 25% - VentureBeat, ChiefMarTec

Adobe's marketing cloud goes real-time, adds app store, boosts search ads 25% - VentureBeat, ChiefMarTec | WHY IT MATTERS: Digital Transformation | Scoop.it

Intermediate/ Digest...


Tomorrow Adobe is announcing new features that will enable marketers to react immediately to customer or prospect actions, an app store to make integrating with hundreds of new marketing technologies simple and fast, and more, including a new Media Optimizer that, it says, improves search ad effectiveness by 25 percent.

 

Adobe is also adding an app-store like exchange as a new core service to its marketing cloud, which it just significantly updated in March. The Exchange had been in beta and is now generally available as a core service across all marketing cloud components.

 

Media Optimizer consists of predictive modeling algorithms that use big data to predict campaign performance, campaign analysis via Adobe Analytics, remarketing capability, the new real-time campaign management features, and a new retail advertising optimization tool.

 

From ChiefMarTec:

They’re launching with more than 150 apps in their exchange, which has apparently already been leveraged by more than 1,200 major brand customers worldwide in an extensive beta program.

 

This is not a we do everything you would ever want in digital marketing position. This is a position that acknowledges that third-party innovation is a critical part of digital marketing — that a 1,000 innovators of marketing technology can be an incredible source of strength. This is a we can be the foundation of everything you would ever want in digital marketing position.

 

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Via VoxTrack.ai
VoxTrack.ai's curator insight, May 14, 2014 4:21 PM

Just as it is with Marketo: will the onboard process for ISVs be simplified vs. the AppExchange.

John H Drew Jr.'s curator insight, July 4, 2014 8:00 PM

Adobe Marketing Cloud Exchange, a core service in Adobe Marketing Cloud, is a new marketplace for pre-built integrations and apps between Adobe solutions and third-party technologies like Google DDM, Microsoft Dynamics CRM, and Tableau.

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The Top 13 Marketing Technology Articles- good reading for rainy Sunday morning

Marketing Technology…NOW!

 

Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.

 

Today’s curated articles collected for your quick review:

-- > 5 mistakes companies make when automating their marketing - VentureBeat http://sco.lt/5hHRZp

-- > Why 55% of Potential B2B Buyers Might Not Trust Your Website Content - CMI http://sco.lt/8TZ8Nt

-- > E-commerce: B2B grows online traffic 25% through use of marketing cloud http://sco.lt/5NtUnp

-- > Product is Not the Hero of a B2B Company's Story - Marketing Interactions http://sco.lt/6TNcyf

-- > 13 Google+ Tools to Improve Your Marketing | Social Media Examiner http://sco.lt/7jeW5x

-- > 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - ClickZ http://sco.lt/5GsCNl

-- > Maximize Your Impact On Social Media Networks (Best Practices Guide) - CoSchedule http://sco.lt/5Z2Wht

-- > 15% of Websites are Responsive - 'Net Features http://sco.lt/5LLNgH

-- > Eight Secrets of Success With LinkedIn PPC Ads - Profs http://sco.lt/6NQKIL

-- > [FREE] Scoring & Grading Handbook - Pardot http://sco.lt/4pPVY1

-- > Infographic: Trends in Recruiting Content Marketers - Marketing Technology Blog http://sco.lt/8DB4fh

-- > The Science of a Killer Blog Post: Images - infographic - Digital Information World http://sco.lt/8YgBm5

-- > The Secrets to Writing an Attention-Grabbing Blog Post [Infographic] - HubSpot http://sco.lt/507rhx


Via VoxTrack.ai
Farid Mheir's insight:

I have not read all of them but plan to do so during this weekend's rainy Sunday morning...

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Create Killer "Behind-the-Scenes" B2B Content

Create Killer "Behind-the-Scenes" B2B Content | WHY IT MATTERS: Digital Transformation | Scoop.it

Basic/ Digest...


Here’s how to ensure your “behind-the-scenes” stories rock:

1. Show unusual results

If you’re going to reveal your tricks, you’ll want to make sure that people are actually wowed by your magic.

2. Dish the specifics

Unusual results hook readers, but it’s the details you reveal that will keep them on the line. Milestones are extremely effective because they give the reader benchmarks and provide narrative structure.

3. Show repeat success

If you want to impress discerning readers, repeat success is a requisite.

4. Discuss both strategy and tactics

It’s not a choice between the two—you should share both your strategies and tactics with your readers. It’s quite simple: Explain the principles behind your actions, and then back it up with a concrete example.

5. Spice it up and serve it out

It’s crucial for you to give your veggies that right spice or caramel glaze; you also need to make your readers care enough to share.

 

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Via VoxTrack.ai
Farid Mheir's insight:

Always good to be reminded. No rocket science here though.

VoxTrack.ai's curator insight, April 2, 2014 5:06 PM

A "behind the scenes" story is almost always a grabber, but there's a bit of a format to it. Click through for more detail.

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The 15-Minute #SocialMedia Audit Everyone Can Do via @buffer

The 15-Minute #SocialMedia Audit Everyone Can Do via @buffer | WHY IT MATTERS: Digital Transformation | Scoop.it
Examine what works and what doesn't with your social media marketing by performing a social media audit.
Farid Mheir's insight:

Useful checklist. True, it takes not very long and should be part of a monthly or quarterly TODO in the marketing department, with a wide distribution across your organization. Actually, every employee should get the results of this audit, if only to know about it but also, maybe, to contribute to it?

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Curated by Farid Mheir
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