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

What is data-driven marketing?
News Analysis

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?
March 31, 2015
In a digital world, your customers can kill you
Analysis

In a digital world, your customers can kill you

In today’s digitally driven and socially engaged world, the customer isn’t just always right. An unhappy customer can destroy your business.
March 27, 2015
How CIOs can woo customer advocates?
Opinion

How CIOs can woo customer advocates?

CIOs need a makeover. They need to become experts in human behavior. In marketing speak, they need to turn detractors into net promoters.
March 26, 2015
Mastering the subtle art of content marketing
Analysis

Mastering the subtle art of content marketing

When it comes to marketing messages, content may be king, but because great digital content doesn’t try to sell a product or service, it’s difficult to measure its impact on relationships, mindset and branding.
March 24, 2015
Why CMOs must take mobile more seriously
Feature

Why CMOs must take mobile more seriously

Smartphones are becoming a digital consumer's window to the world, yet Forrester says 44 percent of companies state that mobile services are simply a scaled-down version of their online initiative. Why aren’t CMOs seizing 'mobile moments'?
March 20, 2015
Getting a handle on marketing technology
Opinion

Getting a handle on marketing technology

As the marketing tech landscape continues to take shape, it’s clear that a lot still needs to happen before digital marketers reach the holy grail of customer interaction. Picking winners and losers is a risky proposition, but CIO.com senior writer Tom Kaneshige takes a shot.
March 18, 2015
Is it time for CIOs to step up and rule the digital world?
Analysis

Is it time for CIOs to step up and rule the digital world?

To help gain a view of the digital customer, some enterprises are expanding the C-suite to include a chief digital officer, chief data officer, chief analytics officer, chief marketing technologist, chief experience officer and the list goes on. But have businesses had the answer all along in the CIO?
March 17, 2015
Why workers want self-service IT
News Analysis

Why workers want self-service IT

A combination of consumer tech that’s as powerful as it is cool, cloud services with free versions, and IT departments that are perceived as slow-moving is leading workers to look to roll their own tech solutions, according a Harris Poll survey.rnrn
March 13, 2015
Hillary Clinton is now the face of shadow IT
Opinion

Hillary Clinton is now the face of shadow IT

Even if the former secretary of state set up a private mail server purely for the convenience of using a single phone for both government work and personal use, Hillary Clinton is now the poster child for the dangers of rogue IT. Intentions aside, a move like Clinton’s puts the security of confidential data at risk.
March 12, 2015
Analysis

Why CMOs Shouldn’t Rely on ROI for Everything

CMOs are increasingly being asked to ensure every dollar spent offers a clear-cut return on investment, Here’s why that approach is wrong when it comes to marketing agencies.
March 10, 2015
CIOs and CMOs far apart in pharmaceuticals
Feature

CIOs and CMOs far apart in pharmaceuticals

In the pharmaceuticals sector, the digital disconnect between the CMO and CIO is one of the largest to overcome of any industry. But don’t blame IT. According to an Accenture global survey, pharma CIOs have the highest desire across industries to align with marketing, but pharma CMOs rank among the lowest in their desire to collaborate with IT.
March 4, 2015
CIOs Emerging as Stars of the Executive Team
News Analysis

CIOs Emerging as Stars of the Executive Team

Every department, from marketing to sales to customer service to finance to human resources, is undergoing a digital facelift. Every company leader is woefully unprepared to handle technology without assist from the CIO.
February 25, 2015
Digital Marketers Must Own the Customer Lifecycle
Feature

Digital Marketers Must Own the Customer Lifecycle

Marketers have traditionally been focused on the front-end of the customer relationship -- things like brand awareness and lead generation. But in today’s digital world, marketers can't simply hand over that relationship to the sales department.
February 24, 2015
Marketing technology is big (really big) business
News Analysis

Marketing technology is big (really big) business

Spending on marketing technology is on the rise – to the tune of $120 billion over the next decade, according to a Silicon Valley venture capital firm.
February 19, 2015
Feature

15 cities that are hidden gems for tech job seekers

San Francisco and New York City may offer the glam factor, but they also bring high costs of living to go with it. If you dig a little deeper, there are many lesser-known cities that offer good pay and good quality of life.
February 19, 2015
Where Are the Marketing Dollars Going?
Feature

Where Are the Marketing Dollars Going?

Marketing budgets are on the rise thanks, at least in part, to digital technologies. However, where marketers are investing their dollars isn't as clear.
February 3, 2015
What Makes Marketing Work?
Feature

What Makes Marketing Work?

Today’s marketer is expected to be tech-savvy and data-driven, but marketing is more art than science. This eye-catching infographic shows some of best-liked and most-memorable marketing slogans. Experts also weigh in on why work.
January 30, 2015
Feature

Tech Salary Guide for 2015

From CIO to PC technician, salaries for technology-related jobs are on the rise. This IT salary guide covers pay increases for more than 80 positions in 12 categories. And if you work in the Silicon Valley, the news is even better.
January 30, 2015
Why Social Listening Platforms Are Failing
Feature

Why Social Listening Platforms Are Failing

Social listening services promise to capture and analyze the buzz about a particular brand on Facebook, Twitter and other social networks. The problem is they don’t come cheap and they aren’t working.
January 27, 2015
Feature

12 Ways Silicon Valley Hates Women

Tech leaders in the Bay Area say the right words, but reality reveals a serious problem. Here are a dozen examples of how the world’s hub for technology is a hotbed for sexism.
January 26, 2015
Proximity-Based Advertising Closer Than You Think
News Analysis

Proximity-Based Advertising Closer Than You Think

Proximity-identification and real-time targeted marketing are the future, and this ‘Minority Report’ type advertising is coming soon thanks to mobile and biometric technology.
January 22, 2015
Workers Want Employers to Hand Out Wearables
Feature

Workers Want Employers to Hand Out Wearables

Nine out of 10 white-collar employees want their company to provide a wearable device, such as a smart watch, but it is for function or prestige?
January 16, 2015
Time for CEOs to Step In and Stop CIO-CMO Bickering
Feature

Time for CEOs to Step In and Stop CIO-CMO Bickering

The rise of marketing technology and its growing impact on sales and the customer experience has gotten the attention of the CEO. It's also made CEOs aware that CIOs and CMOs aren’t playing nice.
January 15, 2015
10 Popular iPhone Apps You Should Delete
Feature

10 Popular iPhone Apps You Should Delete

Screen after screen, folder after folder, app after app, the iPhone has become the new enabler for the mobile hoarder. For the New Year, though, many iPhone addicts have vowed to break or at least temper this fixation. If you’re looking for a fresh start, you can begin by deleting these 10 apps.
January 8, 2015
Is Silicon Valley Numb to Age Discrimination?
Opinion

Is Silicon Valley Numb to Age Discrimination?

It’s not just tech companies that are being accused of ageism in the Bay Area. The San Francisco 49ers now find themselves at the center of the controversy. If they are guilty, who can blame them? After all, as Facebook's Mark Zuckerberg says,‘Young people are just smarter.’
January 7, 2015
Why Last-Minute Holiday Shoppers Are Worth Less to You
Feature

Why Last-Minute Holiday Shoppers Are Worth Less to You

If you’re in the ecommerce or digital marketing business, this is a big time of the year for you. But when it comes to those last-minute shoppers, you should take their money but don’t spend a lot of time trying to nurture them to become loyal customers. Here’s why.
December 23, 2014
BYOD Was a Tech Roller Coaster Ride in 2014
News Analysis

BYOD Was a Tech Roller Coaster Ride in 2014

From the beginning, the Bring Your Own Device movement has been a nightmare for CIOs. And recently many workers – once excited by the concept – are wondering if it’s worth it. Here’s a look back at CIO.com’s year-long coverage of this ongoing workplace conflict.
December 19, 2014
Today’s CIO Better Know What’s in a Name
How-To

Today’s CIO Better Know What’s in a Name

More than ever, CIOs need to be out among the people – and not just IT people. We’re talking marketing, HR, finance, sales. Of course, meeting all these business colleagues can backfire if you can’t remember their names. Here are some pointers to help master this underrated leadership skill.
December 18, 2014
How to Reduce Enterprise App Clutter on Your iPad
News Analysis

How to Reduce Enterprise App Clutter on Your iPad

To help control the proliferation of cloud apps cluttering iPad home screens, Collage looks to manage data feeds and notifications from Yammer, Office 365, Salesforce and others.
December 16, 2014
How Marketing Is Tackling MDM in the Shadows
Feature

How Marketing Is Tackling MDM in the Shadows

Tech vendors are targeting marketers and other business executives with products and services and selling them behind IT's back. This shadow or rogue tech trend has now made its way to mobile device management.
December 12, 2014
Buzzwords and Jargon Just Aren’t Revolutionary Anymore
Opinion

Buzzwords and Jargon Just Aren’t Revolutionary Anymore

As tech cultures collide with mainstream culture, tech buzzwords have led to serious consequences. Techno jargon is partially to blame for the demise of a 100-year-old magazine as well as general confusion in the C-suite.
December 11, 2014
In the Digital Enterprise Everyone Needs to Think SEO
News Analysis

In the Digital Enterprise Everyone Needs to Think SEO

Since the dawn of the Web when Google first learned to crawl, search engine optimization has been a key to Internet success, but today it's more important that ever. The Home Depot’s SEO manager talks about how SEO now ‘stretches through everything.’
December 4, 2014
BYOD Brings Corporate Contradictions
News Analysis

BYOD Brings Corporate Contradictions

CIOs naturally want a BYOD policy in place to give them some level of control, but the reality is that employees will do whatever they want regardless of the policy.
December 1, 2014
Why CIOs and CMOs Must Run Side by Side
Feature

Why CIOs and CMOs Must Run Side by Side

CMOs want to move fast with digital technology to grab revenue opportunities, but the CIO needs to be onboard with any deals from the beginning in order to address technical complexities that can leave marketing executives reeling.
November 25, 2014
How to Attract Digital Natives to Buy at Retail Stores
How-To

How to Attract Digital Natives to Buy at Retail Stores

Those 18- to-25-year-olds are a savvy bunch. They window shop at retail stores only to bargain-hunt online. They research products on their smartphones while walking the aisles. Retailers that want them to buy at brick-and-mortar stores better get personal or digital natives will walk.
November 21, 2014
How to Be the CIO of Tomorrow
Feature

How to Be the CIO of Tomorrow

What does the future CIO look like? He or she probably won’t have a technology background. However, this new kind of CIO will not only have to lead a technical staff but will also be a leader of leaders in the boardroom.
November 18, 2014
CMOs Must Capitalize on Digital Moments of Engagement
Feature

CMOs Must Capitalize on Digital Moments of Engagement

Thanks to access to the latest technology, CMOs have become managers of a potentially prosperous customer journey that runs from initial contact to building loyalty. So why are digital marketers feeling alone and overwhelmed?
November 17, 2014
Opinion

Why Your Workers Hate BYOD

If CIOs and other IT leaders have any doubt that employees are down on BYOD, senior writer Tom Kaneshige clears up any confusion.
November 7, 2014
CIOs and CMOs Must Join Forces to Win Digital Consumers
News Analysis

CIOs and CMOs Must Join Forces to Win Digital Consumers

Winning in the age of the digital consumer and the ‘mobile moment’ requires the CIO and the CMO to work together, Forrester CEO George Colony said at Dreamforce. Together, they can truly understand customer behavior and how customers use technology.
October 15, 2014
Inside the Secret Clash of CIOs and CMOs
Feature

Inside the Secret Clash of CIOs and CMOs

Publicly, CIOs and CMOs say they get along, but in the dark recesses of the enterprise, tensions abound. Here’s why (warning: the 'why' comes from a decidedly CMO perspective).
September 29, 2014
How CIOs Can Learn to Be Better Presenters
How-To

How CIOs Can Learn to Be Better Presenters

Great presenters don't memorize speeches verbatim. Instead, they memorize a speech by visualizing it, blowing up emotionally moving images and telling compelling stories. Most CIOs don’t do it that way.
September 11, 2014