Kanban recently partnered with Brightcove to deliver a project combining Kanban’s extensive content management and content engineering expertise with Brightcove’s cloud-based video delivery platform. The result delivered greater audience engagement for users by broadening content availability for desktop and mobile viewing while also providing a shorter content development lifecycle for the marketers. The key to that success was a solution conceived to better process, manage, and deliver video content to the end user.
Content strategy is growing up and what used to be a mostly ad-hoc process has become increasingly specialized and adopted by marketers everywhere. In today’s environment, what often sets a successful content strategy apart from a failure is not the strategy per se, but rather the required engineering as the geeky underbelly of content; the technology, processes and inherent integrations required to efficiently boost ROI of content-based initiatives.
And smart marketers are taking notice – in BtoB’s “2013 Marketing Automation Study”, 42% of respondents said they would set aside new funds for marketing automation over the following 12 months, which includes content management and digital asset management. These visionary marketers are taking a holistic approach to not only what they want to communicate, but the technologies, processes and system architectures to manage, relate, process and deliver content effectively. Continue reading
Integrating a single sign on system (SSO) with a customer relationship management (CRM) system, as well as social platforms and other back-end systems, can provide marketing teams with the ability to personalize user experience and drive revenue. Today’s savviest digital marketers are combining their CRM systems, social platforms and other internal databases via SSO to broaden the customer experience, and are being rewarded with a three-dimensional understanding of their customers in return.
Companies can track, segment, and manage their customer base and provide new channels to engage audiences. Marketers can overlay social data from Facebook and Google with their CRM data and build greater awareness of customer demographics, affinities, and purchasing habits. From a technical perspective, it requires significant planning to ensure a full and secure SSO implementation and avoid gaps and a disconnect with industry standards. Continue reading
Rambo testing is somewhat of a misnomer: it’s not always about doing whatever it takes to break the new functionality. That would be too easy. It is about going off script in a thoughtful manner. The idea of Rambo testing at Kanban is to find legitimate ways that the customers or users might work with the system that are not explicitly documented in our functional spec, and thus wouldn’t be covered in our regular scripts. Continue reading
Many of us can recall the time we first came across the term “Content is King.” For me, it was probably around 1996 or 1997 (thank you, Bill Gates) and at the time, just about every brand was racing to have a presence on the internet.
Back then, it was mostly static brochure-ware, lending itself to the growth of content’s reign over the digital marketing. Somewhere between the late ’90s and today, we saw a shift in focus, or perhaps more than one shift. From eyeballs in 1999 to user-centered design in 2002 to Web 2.0 rich interfaces shortly thereafter.
And now, after keeping the user front and center, deploying rich apps to any user anywhere, we are back to a focus on the ultimate marketing currency…content. Continue reading