tkaneshige

tkaneshige

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.

Articles by tkaneshige

Why integrated social suites are failing marketers
Feature

Why integrated social suites are failing marketers

The central argument for an integrated marketing suite, such as those from Abobe and Salesforce, has yet to be made, yet most marketers think a social suite is the way to go -- but they couldn’t be more wrong.
July 2, 2015
Digital marketers look for behavioral triggers
Feature

Digital marketers look for behavioral triggers

Behavioral triggers let marketers identify your recent Web activity to strike while the iron (and your interest) is hot by firing off targeted messages over many channels.
June 26, 2015
Marketo’s CMO on the future of marketing
Feature

Marketo’s CMO on the future of marketing

Marketing technology is entering a brave new world and no one has a better view of it than Sanjay Dholakia, CMO at Marketo. CIO.com’s Tom Kaneshige visits with Dholakia to discuss where martech is headed.
June 24, 2015
3 ways marketers are failing with tech
Feature

3 ways marketers are failing with tech

Today’s marketing jobs require at least one digital skill -- such as SEO, website design or analytics -- according to the Digital Professional Institute. Here are the most common marketing technology failures and how to overcome them.
June 17, 2015
The art of storytelling in the age of content marketing
Opinion

The art of storytelling in the age of content marketing

What do you call a laid-off journalist? A content marketer. It’s no joke. Former journalists still get to tell dramatic stories – that is, if corporate legal departments and marketing teams sign off first.
June 11, 2015
How to strike a balance between marketing and tech
Feature

How to strike a balance between marketing and tech

The chief marketing technology officer, or CMTO, role is emerging inside companies to help businesses find a happy medium between the opposing natures of marketers and technologists. Here’s how CMTOs bring it all together.
June 10, 2015
CMTO University teaches marketers about tech (and vice versa)
Feature

CMTO University teaches marketers about tech (and vice versa)

The title ‘chief marketing technology officer’ itself defines the challenge of the position. CMTOs come from either the technology side or marketing side and often don’t have a firm grasp of the other discipline. That's where CMTO University comes in.
June 8, 2015
How marketers can seize the mobile moment
Feature

How marketers can seize the mobile moment

If you think responsive Web design meets your customers' needs, you better think again (and think fast). Mobile users are on the move and want answers quickly. Treating mobility like an extension of your Web presence won’t cut it.
June 3, 2015
The 6 faces of chief marketing technologists
Feature

The 6 faces of chief marketing technologists

Marketing now must be well-versed in customer data, analytics, mobile, social and marketing automation tools. Who's going to lead this dramatic and critical transformation? Enter the chief marketing technologist – or chief marketing 'technologists'.
June 3, 2015
Content marketers need to get (really) personal
Feature

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 a marketer to do?
June 2, 2015
Adtech and martech worlds collide
News Analysis

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?
May 27, 2015
Coca-Cola finds innovation with startups
News Analysis

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.
May 22, 2015
Content marketers are overworked and under-performing
News Analysis

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.
May 19, 2015
Marketing tech pros,‘Frankenstack’ tools and the future
Feature

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 ‘Frankenstack’ tools. CIO.com talks to marketing tech expert Scott Brinker about the challenges that lie ahead.
May 18, 2015
Digital marketers face a suite challenge
Feature

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 success.
May 12, 2015
What B2B tech can learn from consumer marketing
News Analysis

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 higher. So what can B2B marketers learn from their B2C counterparts – and vice versa?
May 7, 2015
News Analysis

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.
May 6, 2015
Why digital marketers must drive the customer journey
Tip

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.)
April 30, 2015