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
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
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
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
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
CIOs must partner with CMOs on ‘insight teams’
Feature

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.
April 29, 2015
Marketing tools dominate DEMO
Opinion

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.
April 23, 2015
For marketing pros, digital equals dollars
Feature

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.)
April 14, 2015
What does a content marketer look like?
News Analysis

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 a digital marketer to do? (Includes infographic.)
April 9, 2015
Marketing technology remains a house divided
Opinion

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 the past couple of weeks.
April 2, 2015