Category Archive for: Technology

b2b security vendors

B2B Security Vendors: Prepare for Scrutiny

Growing Skepticism Toward Vendors’ Claims Public sentiment toward technology vendors is undergoing a significant shift. Just take a look at what Ben Smith at Buzzfeed is saying, or the message behind Franklin Foer’s new book, “World Without Mind.” The shift reflects a growing skepticism in the claims technology providers make about their products and services.…

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shadow banking

What Shadow Banking Means for Your Financial Services PR Program

The Rise of Shadow Banking Financial services, as an industry umbrella term, includes personal finance, M&A, credit card related services, and robo advisors—just to name a few. As expected, the “big” banks offer something in all of these areas. However, since the financial crash of 2008 and the coinciding rise of AWS, iPhones, and frictionless…

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MarTech Stack eBook

How to Choose a MarTech Stack: a new eBook from SHIFT

With a plethora of Marketing Technology tools available at our fingertips, how are we, as marketers, supposed to know which is the best fit for our needs and goals? The overwhelming number of choices to satisfy even one objective can result in making a poor decision – which can cause money to be wasted, time…

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How to choose a martech stack

How to Choose a Marketing Technology Stack, Part 5 of 7: The Marketing Technology RFP

In this series, we’ll unpack our marketing technology deployment strategy. We’ll learn how to properly plan a marketing technology stack rollout, develop a sensible governance model, examine what could go wrong, and succeed on the first try rather than patch and duct tape a disaster repeatedly. Part 5: The Marketing Technology RFP Believe it or…

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best of q4

SHIFT Archives: The Best of Q4 2016

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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Company Launch

A Company Launch: The Story of Bringing SiFive Out of Stealth

When we landed SiFive as a client earlier this year, they presented us with an interesting challenge. We were tasked with gaining awareness and traction for a company launch out of stealth…for a company that wasn’t quite stealth. The backdrop: the semiconductor market has been rapidly shrinking due to consolidation, making it difficult for anyone except the…

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commercial drones

Commercial Drones – How to Make this Industry Work in the U.S.

Communicating Effectively is about Community The U.S. lags far behind the rest of the world in commercial drones and Unmanned Aircraft Systems (UAS). Countries like Japan, Australia and others have been using these tools commercially for more than five years in industries such as agriculture, insurance, construction, mining, film making and newsgathering, as well as…

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technology PR

What Sets Technology PR Apart from Other Types of PR

Approaching my first year working in technology public relations, I’ve started to reflect on how much technology PR differs from my former life in corporate PR. In my past, I spent time working with nonprofits and now I pitch tech trade outlets (some of which I didn’t know existed). I used to put tech media…

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beware of shiny object syndrome in marketing

Beware of “Shiny Object Syndrome” in Marketing

While every marketer is aware of – and presumably wary of – falling prey to “Shiny Object Syndrome,” inevitably you’ll encounter a C-level executive whose teen-aged child has evangelized the next must-have campaign approach, and you’ll need a ready answer to delay any rash decisions. “Shouldn’t we be on Snapchat? My daughter and her friends…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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