Carolina K. Reid

Carolina K. Reid writes about technology and international business and is based in the NYC metropolitan area. Previously she was the director of marketing of GE Medical Systems in Europe (EMEA), the VP of Strategy at Answerthink, and the VP of Marketing at Workplace, a business process software startup based in NYC. She is a trained Geophysicist who worked at Asarco and Occidental Petroleum prior to earning her MBA at INSEAD in France.


Articles by Carolina K. Reid


Imagine you are walking out of a store where you just bought some jeans. As your feet hit the pavement, you get a text. The text reads, "Spend just $10 more and you will qualify for a $100 gift certificate!" Is this great? Is this creepy? Is this effective? No matter your stance, this is the very, very new reality of real-time marketing.
News/News Feature - June 2014 Issue, Posted Jun 09, 2014
The issues that have dogged digital advertising in the past have been a lack of trust and weaker customer engagement than in traditional media. Digital ads-more than print, radio, or TV-were mere ephemera in the busy lives of their intended audience, and they were easily filtered or ignored. Yet, over the past year, digital advertising started to get better results. In 2013, new forms of digital advertising got much, much better results and sprung a new source of revenue in the guise of native advertising.
Editorial/Feature - January/February 2014 Issue, Posted Feb 12, 2014
BillyFish had just set out to create the ebook version of its flagship book, a story of the first human-powered circumnavigation of the globe, which came out Aug. 1, 2012, in print. Without the ebook version, the company faced losing revenue in the expanding digital market, which includes, says Stevens, "a surprisingly broad demographic including seniors and people traveling on vacation." With this travel and adventure book, missing the August vacation traveler on his e-reader would be a critical mistake. However, as the print date approached, the vendor chosen for the task of producing the ebook showed signs of distress. Once the people at BillyFish Books found the problem, they were concerned they might miss their publication deadline.
Editorial/Case Studies - April 2013 Issue, Posted Apr 15, 2013
If you are in the business of digital content-and in this day and age, we all are-you have undoubtedly heard the phrase "content strategy" tossed around lately. You've heard how important strategy is to any content endeavor, but you may still be wondering what that means to you.Content strategy defines how a company is going to use content to meet the needs of a business, guides decisions about content from creation to deletion, and sets benchmarks against which to measure success. Deciding to post a YouTube video is not content strategy, nor are the myriad and growing numbers of features that your CMS offers. A strategy sets a vision for the future. Although it can be revised, it is perennial, not seasonal.
Editorial/Feature - January/February 2013 Issue, Posted Feb 18, 2013
When David Feinleib, a California-based venture capitalist turned tech blogger, began to wonder what to post and when to post it, he had an arsenal of contacts in the Big Data world to help him figure this out. "These companies can all do these incredible things with their technology, but it's hard to get specific use-cases," or examples of a technology as applied to day-to-day business decisions. So Feinleib set off to find the company that would run analytics on the Forbes.com website to help his blog there and give him and the Forbes staff some useful input. He found Datameer, Inc., a Hadoop-based analytics software provider formed in 2009 that was nimble enough to do it.
Editorial/Commentary - December 2012 Issue, Posted Dec 17, 2012
As the publishing industry continues to evolve, publishers are experimenting with new online models. But to find the right commerce solution, you must think about your primary objectives. Are you building a branded content destination, or are you glad to attract followers around the edges of the digital world in social media outlets or around other properties that do not bear your brand name? Is video an enhancement to your message or a distraction? Is your content valuable to other brands? All of these things must be considered before you choose a commerce model.
Editorial/Feature - November 2012 Issue, Posted Nov 19, 2012
Creating and disseminating content is getting easier every day. There are countless free and premium tools ready to help you get your information on the web. As the volume of web content continues to grow, however, users are becoming more selective about the sources they rely on-and engaging an audience isn't nearly as easy as putting out content.
Editorial/Feature - September 2012 Issue, Posted Sep 17, 2012
Electronic health records are not new. The concept has been around since the first PC hit the stores. Yet despite the much improved systems and greater reasons to use them, fewer than 20% of physicians' practices use electronic medical records.
Editorial/Feature - May 2010 Issue, Posted May 14, 2010
At one time, knowledge management (KM) purely encompassed the library-style research-and-documentation endeavor required to organize knowledge-primarily for companies that trade in knowledge, such as law firms and consultancies. Early in its life, KM was defined by Thomas A. Stewart in a Fortune magazine article entitled "Mapping Corporate Brainpower," as "Efforts to transmute the accumulated knowledge of individual employees into a corporate asset." Today, KM has grown well beyond these original boundaries, and its tenets are leveraged by organizations of all kinds to manage information and intellectual assets.
Editorial/Feature - November 2009 Issue, Posted Nov 13, 2009
Social networking for the enterprise is booming. The sector is unquestionably adding revenues for new providers, adding jobs at old companies, and adding profits throughout the industry. In a wave that seemed to begin in earnest just 18 months ago, enterprises now embrace these tools to achieve better (and less expensive) results across most major business functions despite fears over losing control of company secrets.
Editorial/Feature - June 2009 Issue, Posted Jun 15, 2009
Has the enterprise portal been helped by or swept into oblivion by the successive waves of progress of Web 2.0 and the already-much-ballyhooed Web 3.0? Despite the phenomenal growth of collaborative web culture, the notion of a centrally managed, single point of entry to reach company applications and content persists in companies across the globe. Yet the opinions of experts in the field differ greatly on what the priorities should be today.
Editorial/Feature - April 2009 Issue, Posted Apr 09, 2009
Green IT is all around. These days, anyone so inclined could fill his or her days signing up for green IT initiatives. Now, companies in the software-as-a-service sector are leading a charge to show how SaaS is the ultimate secret weapon for reducing any client company's carbon footprint.
Editorial/Feature - January/February 2009 Issue, Posted Jan 28, 2009
Take a closer look at SORCE, Ltd., one of the 12 companies that inspired the most banter among the EContent 100 judges during the voting process.
Editorial/Feature - December 2008 Issue, Posted Dec 01, 2008