Last week, I promised to give this particular little megaphone back to one of my team, but while their backs were turned, I have kept hold of it for one more week and here is a little trip through what I have learned this week:
I personally have friends across the analyst ecosystem and we as censhare work with a wide range of analysts, including Forrester and Gartner, and it was good to read some of the folks outside the big two get some credit in Top Ten Most Influential Analysts Firms .
Gartner have created a new category, recognizing that product companies need more than a Product Information System (PIM) , they actually need to orchestrate an experience around a product – so (drum roll), how about PxM, Product eXperience Management? This is the view of Simon Walker of Gartner in From PIM To PxM The Evolution Of Product Information Management – me, I am not sure all this slicing and dicing of the market helps buyers , but he has a point about needing more than PIM.
On a similar note about the customer experience and silos and I confess, a little horn toot for our own website. We have an excellent paper written by Theresa Regli (author and all round DAM industry expert), deconstructing the building of a Digital eXperience Platform (DXP), with some straightforward analysis that looks through the business speak and silos to discuss what organizations really need. The whitepaper is entirely free, no need to even register: One-To-One Marketing and the Elusive Digital Experience Platform
This is a fantastic article in the UK marketing magazine The Drum , a deep dive into what the author believes is killing creativity, both in music and marketing – it’s the watch word for modern marketing – optimization – food for thought: Optimisation is the enemy of creativity in marketing and music
In a similar vein to the Drum article discussing how we are optimizing the life out of our marketing, Robert Rose makes a marvelous case for brands to embrace their flaws, all our heroes have flaws and in content marketing the brand is the hero. Your Flawed Brand Character Matters
So, there you go, 5 things I have learned this week – hope some of this is useful to your week.