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12 Marketing Trends Every Top Brand Needs To Know In 2016

Michael Brenner

If there’s one thing we learned in 2015, it’s that in 2016 marketers are increasingly moving away from a “Mad Men” advertising era to a digital marketing age focused on the customer experience and journey. So what strategies, technologies, and tactics do marketers need to understand and learn to better engage, entertain, and delight their consumers? According to Andreas von der Heydt, a senior executive at Amazon, these are the top 12 trends marketers need to know to build a stronger brand in 2016:

1. Personalization and simplicity

Today’s consumers have more choices and information than ever before when it comes to making a purchase. But they also want to spend as little time as they need to when choosing what fits their needs and wants.

That’s why many top brands today are implementing lead nurturing programs that are personalized to the needs, interests and actions of different prospects, so they are sent off to the appropriate nurture paths.

An example of personalized marketing approach is dynamic pricing. Subscription models like Amazon Prime Video or Spotify, and “Pay What You Want” strategies like Humble Bundle, are effective marketing tactics to deliver a customized, simplified and improved customer experience.

2. Big Data and analytics

Using big data and analytics, brands can uncover new insights on their existing and new target groups, and better understand and predict consumer needs and wants to improve their sales and marketing strategies.

Data-driven tools and CRM solutions like Hubspot, Salesforce Pardot, Oracle CRM, and Nimble are helping marketers collect, organize, and analyze their data; generate new insights to incorporate into their marketing strategies; and make better recommendations and predictions for future actions. Whether you’re a small, mid-sized, or large company, you’ll want to consider taking advantage of these tools to gain a competitive edge.

3. Social selling

Today nearly two-thirds of American adults use social networking sites, according to a recent study by Pew Research Center. Another Pew research found that 62% of all American adults are Facebook users, with 31% on Pinterest and 28% on Instagram. User engagement for these social media sites has also increased significantly, with 59% of Instagram users, 27% of Pinterest users, and 22% of LinkedIn users visiting these sites on a daily basis.

It’s clear that social media is an effective tool for driving site traffic, and top brands are taking social media to the next level by using it to drive sales. For those who are looking to develop or improve their social media strategy this year, having the right metrics and social listening are key.

Regardless of the channels your brand is on, you need the right metrics to define and measure ROI and success. Going beyond vanity metrics like “views,” top brands are tracking engagement and other metrics like comments, shares, and even quality of comments (i.e. Klout score of users, leads and sales generated from comments, etc.).

Social listening is also critical to your marketing and sales success. Andreas suggests brands to keep social “social.” Use it to listen to your audience, understand their needs, answer their questions, and gather feedback and ideas from them. You also want to set realistic expectations for your social activities, and not over-stretch too much too fast.

4. Generation Z consumers

Generation Z is here. Defined as those born between mid to late-1990s and 2010, Gen Z grew up with digital technology and a world with easy, constant access to the web. Their comfort with technologies will represent both an opportunity and challenge for brands who want to reach them.

Generally speaking, Gen Z is more financially conservative than their Gen Y peers. They are also very entrepreneurial, independent-minded, and socially responsible. They embrace diversity and differences. Compared to Gen Y, Gen Z is much harder to interact with and they have much shorter attention spans.

But one important thing marketers need to understand is that they are no different than any other generations of consumers, in that they are looking for brands who they can trust and relate with, and can add value and help with their needs and wants.

5. Mobile and location-based marketing

According to Google, more searches are now performed on mobile devices than computers. This means leading marketers will be investing even more on mobile. Marketers can use location-based marketing technologies such as iBeacons and Radio Frequency Identification (RFIDs) to connect and interact with consumers in real time and to promote more sales.

313 Somerset, for example, is the first mall in Singapore to implement location-based marketing technology. Shoppers can use the mall’s app to get sales alerts and coupons on their mobile devices when they are near the shopping center. Retailers have reported 46% sales conversion as a result of the app.

6. Messaging apps

36% of smartphone owners use messaging apps like WhatsApp or Facebook Messenger on their devices in the U.S. Globally, this number reaches billions of users. For brands and marketers, messaging apps represent huge opportunities to drive more sales and revenue.

WeChat, a popular messaging app in China, is already leading the way in mobile commerce and marketing. It’s had great success as a mobile payment platform, allowing users to purchase movie tickets and taxi services, for example.

Slowly but steadily, messaging apps have also begun experimenting with advertising. WeChat has successfully integrated ads into users’ timelines already, and we are starting to see this with popular apps in the West as well like SnapChat Discover, which allows brands to directly reach consumers in creative ways.

7. Wearable technology, virtual reality, and artificial intelligence

Virtual reality and wearable technology will hit the mainstream. Wearables and VR headsets like Oculus Rift will present marketers new ways to tell their brand stories and communicate with consumers through immersive 360 experiences.

In 2016, we’ll also see improved artificial intelligence capabilities (see the RoboWatch project) and more sophisticated “Chatbots.” In a few years, we may see AI-powered robots and personal assistants searching the web to help consumers find what they want, and making personalized recommendations based on their needs.

8. Video and moving images

2015 has already been an incredible year for video, and its popularity will further increase in 2016. With shorter attention spans, video is here to stay and won’t be going away anytime soon. In fact, according to Cisco, consumer Internet video traffic will make up 80% of all Internet traffic by 2019, up from 64% in 2014.

We are already seeing brands re-prioritizing their traditional advertising budgets for digital video. For many marketers, branded video content has already become an essential component of their marketing activities, and soon it will become the center.

Leading marketers will also focus more on live-stream video platforms like Periscope and Vine videos. Red Bull, for example, is known for live streaming behind-the-scene views of its snowboarding contests on Meerkat.

A newer video streaming app called Blab is also growing in popularity. Blab allows up to four people video chatting simultaneously with the audience watching and commenting live. Blab video chats can easily be shared on Twitter, which helps with social sharing and viral growth.

9. Data security

Hacking, in Michael Dell’s words, has become a “multi-billion-dollar industry.” For top marketers, cybersecurity is an essential focus to ensure customer data is protected. Leading brands are hiring specialized companies like Social-Engineer to test and identify weak points in their security both online and offline.

10. Meaningful, real-time communication

As consumers increasingly expect more personable and real-time interactions with brands, top marketers will need to focus on strategies that deliver such experiences, such as video streaming, blogging, and webinars to get people’s attention and engagement.

As well, finding “moments” that matter to consumers where brands can build authentic emotional connections will be key for top marketers. These moments, for example, may be the Olympics, Super Bowl, or blockbuster movies like Star Wars. But it’s not enough to just show up with real-time messages. You need meaningful, bold, and inspirational content to stand out from all other competing brand messages.

Smart marketers will also develop an influencer plan to identify top bloggers, relevant experts and influential leaders they can collaborate with to help amplify their messages to the relevant audiences.

11. Employee advocacy

To build a strong brand, you need a fan base of highly engaged and committed brand ambassadors who can help share and promote your brand messages through their networks.

Content shared by employees gets 8 times more engagement than when shared by official brand channels. 90% of consumers also said that they trust social media and word-of-mouth recommendations by family or friends more than other advertising, and that’s where your employees can come in.

According to the 2015 Edelmann Trust Barometer, 63% of consumers surveyed refuse to buy products or services from a company they do no trust. On the other hand, 80% of respondents will buy from companies they trust, and 68% will recommend them to a friend or colleague.

That goes to show how important it is for top brands to build trust and honest, authentic relationships with their audiences. By empowering your employees to take an active role in telling and sharing your brand stories, they help improve your company’s personal branding efforts, as well as increase their own engagement and commitment to your brand.

12. Customer and content-centric organizations

Leading brands are thinking and taking their digital strategy beyond marketing, to everything from sales, HR, finance, R&D, legal, and business planning. Many companies have introduced the new role of chief digital officer (CDO) to lead the digital transformation for the entire organization. Others are building their digital capabilities by improving their business models and processes, then building leadership capabilities across the organization to drive change.

Forward-thinking brands are also rethinking their key departments and functions and reorganizing based on customer experience and innovation. As well, they will work hard to recruit hybrid marketers who have both strong analytical and tech-savvy skills as well as an aptitude and passion for marketing. These next-gen marketers will help top brands evolve, compete, and win in the modern marketing era.

What do you think? Which of these trends have you adopted already or will be executing this year? Please share your thoughts below!

For more marketing strategies to boost your company’s growth this year and beyond, see Digital Tactics That Help Acquire, Convert, And Retain Customers.

The post 12 Marketing Trends Every Top Brand Needs To Know In 2016 appeared first on Marketing Insider Group.

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About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.

Shaping Consumer Buying Habits In A Post-Choice World

Shady Ghattas

Have you noticed how stressed-out many marketing professionals have become over the past few years?

Or, if you’re a marketer who’s been in the game for a while, have you reflected on how much more hectic and challenging your job has become since social media forced you to drink through the data firehose?

The explosion of Internet media has introduced more customer touch points than marketers can possibly keep up with. When TV, magazines, billboards, and the like were the only ways to be seen by consumers, it was manageable. Today, not a chance. CEOs are pushing CMOs harder and harder to prove the ROI of their marketing investments—something most marketers still struggle with.

At its core, the role of the marketer has always been about choice/rejection. Choose our brand, reject the competitor. Marketers target the “moments of truth” to achieve this. In the digital world, there are many more moments of truth to manage. Think of all the interactions on social media and how brands need to get defensive really quickly in some situations. In the past, marketers had a good idea of when those moments were, and they were largely in control during those moments.

While most marketers continue to grapple with these new realities of today, let’s look at how you’ll need to do marketing to be successful 5 to 10 years from now—and how you can start laying the foundations today so you don’t get caught unprepared again.

The next wave of marketing—which has already begun in some areas—will be based on automation. Automation will create a new paradigm for marketers, one where choice/rejection is removed from the equation. The digital age expanded the number of touch points for choice/rejection, whereas the automation age has the potential to eliminate them. The question becomes: “What is the role of the marketer if there is no opportunity to influence?”

Think for a second about Amazon Dash, a device that enables you to purchase products by simply pressing a button. Think about that smart fridge that might be in your kitchen a few years from now, ordering a new carton of milk for you when it recognizes that you’re running low. Imagine that each virtually mindless, purely habitual purchase you make is no longer even that – the possibility of you breaking the mold and choosing something new has gone from 1% to 0.1%. To marketers, that is a world of difference. Unilever is one company that seems to understand this thread, given its $1B acquisition of Dollar Shave Club.

When you no longer go into the store to select your brand of laundry detergent, how does a competing brand tempt you to choose their product instead? If a brand can no longer tempt you with an attractive promotion, superior product placement, better pricing or product (the traditional 4Ps of marketing), how does a marketer get you to switch to their brand?

The answer is the marketer can no longer be about just marketing. The marketer needs to become an expert on the entire customer experience.

The complete customer experience is in part about how the front office and the back office work together. If you press the Dash order button but your order never arrives or arrives late, that’s not a positive experience. If you order but your billing is out of whack, that’s not a positive experience either. The entire shopping experience, from ordering to receiving, must link together perfectly. Automation will provide an opportunity for brands that can offer a better overall experience to win in the market. Brands that get the automation piece right, integrate their front and back office, and offer that amazing customer experience will see their margins rise and the risk of losing customers fall significantly.

Ivey Business School marketing professor Niraj Dawar explains, “Spending billions to remind consumers to buy your brand will seem inordinately wasteful. Instead, advertising dollars will be redeployed to building relationships, challenging incumbents, increasing rates of consumption, and influencing algorithm designers and owners. Brand loyalty will be redefined, forcing marketers to differentiate much more clearly between mere repurchase and actual loyalty. Marketers of incumbent brands will need to ask whether the algorithm is “loyal” or the consumer is. For challengers, the critical question will be what they need to do to compel consumers to change the algorithm’s default settings.”

The companies that succeed in the digital age will not just get the customer experience right, they’ll also understand that it’s about the power of connecting the business and the brand at every node. With this comes an opportunity for emerging players to steal market share, but also an opportunity for incumbents to keep a firm grip on theirs.

Join SAP Hybris at The Gathering, an exclusive union of the world’s bravest brands, in Banff on February 22-24. You can also register for the online-only SAP Hybris LIVE: Digital Summit happening on March 8.

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Shady Ghattas

About Shady Ghattas

Shady Ghattas is Customer Solution Director of SAP Hybris Canada (SAP). He is a digital transformation leader with a focus on customer experience from marketing to commerce.

SMBs: Seize The Moment! In Marketing, Timing Is Everything

Bernard Chung

What’s the dominant trend in marketing right now? Personalization. It’s the ability to identify customers and prospects, and capture enriched information on each individual to develop a deeper profile.

I believe there’s another major evolution right around the corner, which I call “marketing in the moment.” And no marketer can afford not to seize the opportunity.

From building the brand to building a relationship

To elaborate on this concept, let’s think about the evolution of marketing. Not long ago, companies were able to rely on the strength of their brand and on marketing to the masses. Marketers devoted most of their effort to building the brand. Consumers recognized “Coke,” for instance, and bought it.

Then Coca-Cola recognized that not everyone wanted a traditional Coke; some preferred caffeine-free, others wanted low-calorie and sugarless. Marketers began to differentiate their buyers, segmenting the different target audiences, tweaking the product offerings and the message and the advertising channel.

Today, marketers have refined this approach to the point of individualized interactions – because they can. Digital technology offers enormous power to capture and analyze behavioral data for deep insight into each customer’s intents and motivations.

The next wave: knowing when to engage

The idea of marketing in the moment is to deliver exactly the right message to a single individual – at exactly the right time. That’s not a green light to bombard the consumer at every moment, but instead to identify the right moment to have a discussion.

For example, if I call my bank to complain about an overdraft fee or report a lost ATM card, the representative would be ill-advised to pitch a product while I’m in that negative frame of mind. The rep doubtless has a few data points about me, and knows that I am currently considering remortgaging my house. But the context is wrong for trying to engage me in a discussion about refinancing.

Delivering instant response

The emerging model of customer engagement is known as “empathy marketing,” where the objective shifts to becoming empathetic to the individual. A key aspect of being empathetic is timing. There are moments in everyone’s life when they are open to influence and value information that meets their needs in that instant. And those needs change very fast.

To return to my banking example: I can do a Google search for information about refinancing, and very quickly identify a few companies I might do business with. Within seconds, my smartphone will buzz with a response from one or more of those sources with interest rates and terms.

If that information arrives the next day, it’s too late. Consumers today expect immediate gratification. They expect it not only for major financial decisions like this, but in their everyday activities: where to grab a pizza, get cash at an ATM, buy a Mother’s Day card, catch a screening of the latest 3D movie.

The three essential pillars for marketing in the moment

How is it possible to meet these expectations? Putting it simply, there are three fundamental pillars.

First is the ability to collect and analyze huge amounts of data and convert it to actionable insight. Since consumers use multiple channels to engage with organizations, the second pillar is to maintain a strong, consistent presence in all key marketing and commerce channels for a seamless customer journey from one channel to the other. This involves building a consolidated view of the customer across all relevant touchpoints to discover the customer’s real-time intent, and what information that person needs to move forward in the journey. The third pillar is the ability to work collaboratively within your organization to effectively manage and qualify leads, measure results, and make midcourse adjustments to your strategy on the fly.

Digital solutions designed for SMBs

Enabling this approach is what we call a digital core, which combines transactions and analytics on a single platform. Instead of relying on multiple applications for different processes, a single platform centralizes your customer data—CRM, financial information, and so on—and brings in external sources as well. Everything is connected: internally, marketing campaigns, sales data, and customer payment info, for example; and externally, the web, social media, and the Internet of Things. Powerful tools allow you to analyze and visualize enormous amounts of data to gain the type of insights I’ve described here.

While this approach may appear out of reach for small and midsize businesses, there are in fact digital solutions available – and economically accessible – that allow you to seize the marketing moment. And advisors are at the ready to support you with evaluation, implementation, industry-specific functionality, and ongoing services.

For more information, please visit the SAP S/4HANA Partner Packages site here.

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Bernard Chung

About Bernard Chung

Bernard Chung is Head of Audience Marketing for Marketing Line of Business at SAP Hybris.

3 Ways Robots Will Co-Evolve with Humans

Christopher Koch

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About Christopher Koch

Christopher Koch is the Editorial Director of the SAP Center for Business Insight. He is an experienced publishing professional, researcher, editor, and writer in business, technology, and B2B marketing. Share your thoughts with Chris on Twitter @Ckochster.

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Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

About Andre Smith

An Internet, Marketing and E-Commerce specialist with several years of experience in the industry. He has watched as the world of online business has grown and adapted to new technologies, and he has made it his mission to help keep businesses informed and up to date.

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awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

About Neil Patrick

Neil Patrick is director of the GRC Center of Excellence in EMEA for SAP.

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awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Ioana Sima

About Ioana Sima

Ioana Sima is an architecture student at Ion Mincu University of Architecture, CMO of DigitalWebProperties, coffee lover, and avid gamer. Despite my academic background, I decided to pursue a career in digital marketing. Why? Because it's thrilling, fascinating, and unpredictable. My goal is to contribute to the creation of something truly meaningful & to grow professionally. Follow me on Twitter if you enjoy gaming, dank memes, and digital marketing.

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awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Bruce McCuaig

About Bruce McCuaig

Bruce McCuaig is director - Product Marketing at SAP GRC solutions. He is responsible for development and execution of the product marketing strategy for SAP Risk Management, SAP Audit Management and SAP solutions for three lines of defense. Bruce has extensive experience in industry as a finance professional, as a chief risk officer, and as a chief audit executive. He has written and spoken extensively on GRC topics and has worked with clients around the world implementing GRC solutions and technology.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

About Richard Howells

Richard Howells is a Vice President at SAP responsible for the positioning, messaging, AR , PR and go-to market activities for the SAP Supply Chain solutions.

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awareness