Tom Kaneshige

Senior Writer

Tom Kaneshige has been covering business and technology in Silicon Valley for two decades. As senior online writer at CIO.com, Tom covers Silicon Valley culture, BYOD and consumer tech in the enterprise.

Content marketers need to get (really) personal

Content marketers need to get (really) personal

The good news for marketing tech pros is that customers want personalized service both in-store and online. The downside is that they want to see only what's relevant to them and they will punish brands that don't deliver this. What’s...

Adtech and martech worlds collide

Adtech and martech worlds collide

The forces putting advertising technology and marketing technology on a collision course seem inevitable. Will ad agencies be the big loser?

Coca-Cola finds innovation with startups

Coca-Cola finds innovation with startups

The odds of a 129-year-old mega corporation unearthing innovative ideas or technology in-house are virtually impossible. Instead, the company turns to startups – and not your typical Silicon Valley startups.

Content marketers are overworked and under-performing

Content marketers are overworked and under-performing

Last year, marketers spent more than $135 billion creating digital marketing content. However, much of it is wasted as 70 percent of it isn't being used and social media is littered with failed attempts.

Marketing tech pros,‘Frankenstack’ tools and the future
Q&A

Marketing tech pros,‘Frankenstack’ tools and the future

Today’s marketers are asked to take control of the digital customer experience, from brand awareness to sales conversion to customer loyalty. To make this work, marketers need an integrated set of tools. Instead, what has emerged are...

Digital marketers face a suite challenge

Digital marketers face a suite challenge

Less than half of enterprise marketing software suite customers say they are ‘totally satisfied,’ according to a new Forrester report – not great news for a technology that plays a key role in your company's digital marketing...

What B2B tech can learn from consumer marketing

What B2B tech can learn from consumer marketing

Business-to-business marketing is based on education and analytics where the best offering wins, right? Not so fast. Purchasing decisions for B2B customers can be even more emotional than consumer purchases. After all, the stakes are...

How to market to millennials (it's not easy)

How to market to millennials (it's not easy)

A group of young marketers offer advice about wooing technically savvy, digitally driven millennials, who -- despite the fact that many are drowning in student loans – are the target market du jour.

Why digital marketers must drive the customer journey

Why digital marketers must drive the customer journey

The customer may have always been right but now they know it and they are demanding more from companies that sell to them. Here’s what marketers need to know about the customer’s digital journey. (Includes infographic.)

CIOs must partner with CMOs on ‘insight teams’

CIOs must partner with CMOs on ‘insight teams’

Customer insights are the new currency in today's digital world, yet too many companies can't seem to produce them quickly enough. What’s the problem? It comes back to a familiar theme.

6 mobile work habits from around the world

6 mobile work habits from around the world

Mobile technology has changed the world, but it’s also put workers across the global on call 24/7. Here’s how – and where -- citizens of six countries squeeze in more work thanks to mobile devices. Spoiler alert: Stand, or sit, proud,...

Marketing tools dominate DEMO

Marketing tools dominate DEMO

DEMO Traction is the latest example of marketing technology taking over the world of enterprise tech. The benefit is lots of new tools. But one side effect is confusion.

Mobile guilt trips lead to distracted workers. Time to unplug?

Mobile guilt trips lead to distracted workers. Time to unplug?

Does your smartphone or tablet make you feel like you're stealing time from your family when you're working at home and robbing your employer when you sneak in personal business at work? You're not alone, according to recent...

Are digital marketers headed for a wipeout?

Are digital marketers headed for a wipeout?

According to a new report from Forrester, marketers don’t completely understand the technology driving digital marketing.

For marketing pros, digital equals dollars

For marketing pros, digital equals dollars

Marketing professionals who bring skills in areas such as SEO, social media, Web design and analytics can demand top dollar. (Includes infographic.)

Digital marketing and death of a B2B salesman

Digital marketing and death of a B2B salesman

Those touchy-feely relationships with salespeople are giving way to researching choosing and purchasing products over the Web. Digital marketers are claiming the customer relationship, including the sales conversion, and that will...

What does a content marketer look like?

What does a content marketer look like?

Many marketers still don’t get digital content. Instead of treating potential customers as people and being part of the social media conversation, marketers add jargon and sales pitches as if they still own the conversation. So what's...

Think you know your customers? You’re wrong

Think you know your customers? You’re wrong

The majority of consumers think brands don’t understand them as individuals. However, a similar percentage of digital marketers are confident that they have a holistic view of their customers. What gives?

Marketing technology remains a house divided

Marketing technology remains a house divided

Marketers and techies working together have the power to change the destiny of their companies. First, though, they must overcome the great divide between the groups -- a gap that was apparent in two conferences in San Francisco over...

What is data-driven marketing?

What is data-driven marketing?

Once considered a mysterious black art, marketing is now a quantifiable, data-based function. But how do businesses use data analytics to drive marketing decisions?

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