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Top 5 Marketing Tech Predictions for 2014 [Jan. 6, 2014]

Submitted on
lundi, le 6 janvier 2014h
,
CMSWire

By Tom Wentworth, Acquia CMO

Technology adoption has become a competitive differentiator for CMOs who strive to out-innovate their competitors. There is so much opportunity for brands to strengthen consumer engagement through their digital channels. So, with 2014 upon us, it’s time to look at how websites and digital experiences will change in the year to come. What is the future of the branded website? How will technology change customers’ online shopping experience?
Here are my top marketing tech predictions for 2014.

1. CMOs Will Take Back Control
Over the core components of the digital customer experience that is. Many of these digital customer channels, like websites, mobile devices and social networks, were offloaded to IT in the past. But in 2014, CMOs will take back the control over this content to ensure the brand image is accurately portrayed on the customer facing end.

2. Evolve or Die
Ok, this might be a bit of an overused statement, but it does hold some truth. Stemming from taking back control from the IT teams, CMOs will put a greater value on agility and integration over single vendor solutions in 2014. In today’s digital age, CMOs must embrace the shift to digital or risk being phased out in favor of digital natives who understand how business and technology meet.

An entirely new job title —Chief Digital Officer — has emerged because marketing leaders, to date, have not fully embraced the disruptive nature of digital. CMOs who don't evolve will face the harsh reality of marketing in a world where digital experiences are customer experiences.

3. Content Meets Commerce
Recent data from Forrester Research shows that Web Content Management and e-commerce are the top two priorities for digital executives. Next year, I believe the lines between these two priorities will blur. Customers want the opportunity to review great content while shopping online, and visa versa.

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Acquia's Dries Buytaert 'Not Interested in the Hype' [Dec. 26, 2013]

Submitted on
jeudi, le 26 decembre 2013h
,
Boston Business Journal

In 1999, Dries Buytaert made the decision to spend "a couple nights" working on a message board for himself and other computer science students at the University of Antwerp to use.

“That ended up being 13 years of my life,” said Buytaert, whose project evolved into Drupal, an open-source content management system and site development platform now powering more than 2 percent of the world’s websites.

Drupal provides Web developers with a free set of tools and is particularly tailored to sites that have a lot of content that is continuously being updated, as well as sites that need to serve a large number of registered users.

Drupal now has more than 1 million users in 228 countries, and Buytaert continues to serve as the project lead for Drupal as well as president of the nonprofit Drupal Association.

“I very much feel like I’m an accidental leader,” Buytaert said. “I enjoy what I do and feel great about what I do, but I never planned to build software that would be so widely used.”

Growing A Mo: Lessons Learned From The Movember Project [Dec 19, 2013]

Submitted on
jeudi, le 19 decembre 2013h
,
MediaPost

By Bryan House

Were any of your colleagues or friends sporting awkward moustaches until recently? If so, it’s likely they were among the thousands of Mo-Bros taking part in the worldwide Movember movement committed to raising funds and awareness for men’s health, specifically prostate cancer and other cancers that affect men. Those awkward moustaches were unavoidable at my office. My company has been an active and proud participant for the past four years; last month more than 80 participants and hundreds of contributors helped raise $38,000 as part of Acquia’s "Mo Drupal" team this year.

The success of Movember is no fluke. From its founding a decade ago in Melbourne, the Movember moustache has expanded to more than two dozen countries. In fact, it’s the simple act of growing a moustache that has encouraged several hundred thousand men around the world to become walking billboards for the — quite literal — face of men’s health, an extremely successful strategy that has helped the annual fundraiser gain momentum. These “Mo Bros” (and their ever-supportive and patient Mo Sistas) raise awareness by prompting private and public conversations about men’s health. They also raise an amazing amount of funds for programs that support men’s health initiatives; Movember donations this year surpassed $106 million worldwide.

According to Mark Hedstrom, the U.S. director for the effort, “Movember is about getting men to engage in a fun and somewhat irreverent campaign. By supporting a fun environment, men start engaging more in their personal health.”

So how has the Movember Foundation had so much success engaging such a vast group of men? Let’s take a look at the top three things: language, competition and keeping it fun.

5 Experiences Commerce Websites Should Replicate from the Apple Store [Dec. 6, 2013]

Submitted on
lundi, le 30 decembre 2013h
,
The Next Web

By Tom Wentworth, Acquia CMO

Whether you’re an Android or iOS user, we’ve all probably made our way into an Apple store at some point. After pushing past the suspiciously friendly blue-shirted door greeters, the in-store experience is actually quite pleasant. It’s a far cry from what you’d expect from a massive consumer goods retailer; people actually seem to be enjoying themselves in the stores and are eager to come back.

Unlike big-box retailers who couldn’t care less about which products you buy (as long as you buy something), Apple controls its brand message and experience within its stores. The result is a unique brand engagement that’s a win for both the Apple name and the consumer. This is exactly the experience Apple intends.

Apple has largely been successful in creating an in-store shopping experience that’s as simple, dynamic, and stress-free as a visit to its online store. While brick-and-mortar retailers are seemingly shutting their doors left and right, Apple stores seem to keep popping up around the world.

That got us thinking: what tactics did Apple implement in some of its physical stores that every retailer and brand can adopt? Here’s a list of five

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Breaking Bad Habits in IT: Avoid the Suite Trap [Dec. 2, 2013]

Submitted on
lundi, le 2 decembre 2013h
,
CMSWire

By Tom Wentworth

It’s time to break some bad habits. Fifteen years ago, CIOs bought into expensive technology suites that offered a “one stop shop” for every digital project on their agenda. These suites consolidated a range of applications into one package, offered by a large vendor like Oracle, SAP or IBM. But these “one stop shops” proved to be a bad investment. Individual applications rolled into suites became old news, and CIOs found themselves locked into their investments while companies like Salesforce.com and Workday took a majority of the market share away from applications in suites.

And now history is repeating itself …

CIO budgets are shifting toward the CMO, encouraging large marketing technology providers to recreate the types of suites big tech companies introduced years ago, targeted specifically to CMOs. These large packages pieced together from individual applications that guide every process of planning, creating and implementing marketing campaigns do not offer the dynamic solution marketers need in today’s digital age.

Reason To Be Thankful: Being Named A Fast-Growing Tech Company [Nov. 27, 2013]

Submitted on
mercredi, le 27 novembre 2013h
,
SemanticWeb.com

By Jennifer Zaino

It’s got to be a happy Thanksgiving for a number of tech companies that made their way to Deloitte’s recently-released Technology Fast 500. The 2013 ranking of the fastest-growing tech companies based in North America also has something to show for anyone who’s doubted that there’s money to be made taking advantage of semantic and other Web 3.0 concepts, a look at the list should show it’s time for the doubting to stop.

Have a look at some of the winners with their overall rankings:

#2 Acquia. Drupal claims the title of being the first mainstream content management system to support semantic web technology in its core. The Drupal-powered project Acquia was co-founded by Drupal creator Dries Buytaert to provide cloud, SaaS, and other services to organizations building websites on Drupal – and has on staff software engineer Stéphane Corlosquet, who had a big hand in bringing those semantic capabilities to Drupal’s core. In fact, Corlosquet spoke at the most recent SemTechBiz about Acquia as an example of a Drupal-powered project managing its content as Linked Data.

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How A Dorm Room Project Became Acquia, the Web's Go-To Content Management System [Nov. 25, 2013]

Submitted on
lundi, le 25 novembre 2013h
,
Inc. Magazine

By Doug Cantor

As a grad student in computer science at the University of Antwerp in the early 2000s, Dries Buytaert began fiddling with what he thought was a fun side project: an open-source software platform that could support all kinds of websites. He called the system Drupal--Dutch for "droplet"--and figured no more than a dozen people ever would use it.

Buytaert graduated in 2007. But unlike his fellow grads, he didn’t have to look for a job. It turned out that his modest side project had captured enough users and buzz to be the basis of a business.

So Buytaert partnered with Jay Batson, a Boston tech entrepreneur he'd met at a conference, and founded founded Acquia, which provides service and support for websites built on the Drupal content-management system. They set up shop in Burlington, Massachusetts, the better to tap into Boston's deep well of tech talent. Tom Erickson, a former executive at the digital mapping company Tele-Atlas, joined the business as a board member in the first year and now serves as CEO, while Buytaert keeps his focus squarely on the technology.

Five years later, Acquia has clients in 25 countries, and has built websites for clients including Twitter and Intel. It’s appeared on the Inc. 500 list two years in a row, landing at No. 109 in 2013; 2012 revenue hit $45.4 million.) It now has more than 400 employees, offices in Germany, Sweden, Belgium, and Singapore, and investors like Goldman Sachs, Accolade Partners, and Investor Growth Capital.

A more astonishing fact: Drupal now provides the backbone for more than 2 percent of all of the sites on the Internet. For that reason alone, Inc. considered the founders of Acquia are strong candidates for 2013's entrepreneur of the year.

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Top 5 Ways To Boost Holiday Sales By Leveraging The Web Site [Nov. 11, 2013]

Submitted on
lundi, le 11 novembre 2013h
,
Retail TouchPoints

By Kelly O'Neill

It’s that time of year again when brands and retailers work to find the best way to market a product to drive the greatest amount of sales during the holiday season. But this year is different: limited retail floor space combined with consumers’ demand for more information in real-time has presented an opportunity for brands to create a direct-to-consumer connection, one that can inspire greater brand loyalty and drive more sales.

But how can this be done? With their web sites.

Believe it or not, a brand’s web site has greater influence on sales and brand loyalty than most people think. When the web site is designed correctly — delivering a seamless integration of content, social interaction and commerce opportunities that customers look for — the potential to inspire greater loyalty, engagement and sales increases significantly.

Here are the top five ways brands can better leverage their web sites this holiday season to drive sales and increase the direct-to-consumer relationship.

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Tech Sector Throws Lunchtime Dance Party [Nov. 7, 2013]

Submitted on
jeudi, le 7 novembre 2013h
,
The Boston Globe

By Callum Borchers

It’s lunch time in the Innovation District, so of course it’s time to paper over the windows, hang the strobe lights, and crank up the music.

Welcome to the new power lunch in Boston, about as far as you can get from the cushy banquettes of the downtown dining salons, where a buttoned-down waiter recommends the baked scrod and two guys in suits discuss weekend golf.

Instead, Lunch Beat Boston style is an amped-up dance hour, where the Seaport’s District Hall is turned into a darkened disco, and techies groove to thumping electronica so loud that networking becomes, by necessity, a wordless bounce to the beat with your neighbor.

Lunch Beat — a global franchise that started three years ago in the electronic dance music hub of Stockholm — is a noontime rave intended to break up the work routine with a midday jolt of techno tunes. Organizers in Greater Boston held their fourth such rave Wednesday at District Hall, the newly erected center of the city’s budding Innovation District.

“A lot of young people don’t want to just work and go home,” said Dries Buytaert, cofounder of Acquia, a software company that cosponsored the event. “They want to be part of something. They want to have an experience, so having some fun matters. It matters because it gives you a sense of purpose and makes work not just work.

“Technology people often come across as reserved, but I think they’re the first ones to drop their guards in an atmosphere like this,” Buytaert added.

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Announcing the 50 on Fire Finalists for Marketing & Advertising [Nov. 1, 2013]

Submitted on
vendredi, le 1 novembre 2013h
,
BostInno

There's a glow in Boston right now. Not only are Halloween jack o'lanterns illuminating our city streets, but the glory of a historic Red Sox World Series victory is igniting the Hub, fueling what is sure to be days of celebrations.

But we here at BostInno are about to add more fire to a city already hot with hometown pride.

The time has come to name finalists for BostInno’s second 50 on Fire. After months of anticipation and a grueling selection process, thousands of nominations have been narrowed down to less than 200. These are the extraordinary companies and individuals who burn brighter than the rest. They are the newsmakers, forward-thinkers, and innovators undeniably setting the scene aflame. Check out all the 50 on Fire Finalists here.

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