Date post: | 19-Aug-2015 |
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Technology |
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Deane Barker
Content Management Practice Director
Blend Interactive
17 people in the U.S. Midwest.
Working with eZ publish since 2004
Work both sides of the platform divide:
Microsoft .Net
LAMP
2/14/2012PRESENTER: DEANE BARKER 2
About Me
The Future is in Delivery
There is a difference between content management and content delivery.
This division has widened in the last few years.
Content management is something of a solved problem.
Most of the new features in the commercial CMS space are happening on the deliveryside.
Open-source is slow to adopt this trend…
…but customers are slower.
Content Production
Content Modeling
Definition of content types
Definition of attributes
Development of custom datatypes
Content Production
Editing of content
Organization/relating of content
Content Collaboration
Workflow
Task management
Content Management
Repository Services
Versioning
Differencing
Archiving
Governance Services
Permissions
Workflow
Organization Services
Metadata
Search
Content Delivery
Integrated Analytics
Multi-Variate Testing
Conversion Tracking
Inbound Campaign Management
KPI Management and Tracking
Traditional Personalization
Anonymous Personalization
Demographic Segmentation
Behavior Segmentation
User-Generated Content
Visitor Segmentation
Segmenting visitors into groups to deliver customized content to them.
2/14/2012 27
What’s in a name?
“Web Experience Management” / WEM (2,150,000)
“Customer Experience Management” / CXM (1,050,000)
“Customer Engagement Management” (468,000)
“Web Engagement Management” (239,000)
“Marketing Automation” (2,540,000)
2/14/2012 40
WEMI
“Web Experience Managementis a redefinition or evolution ofWeb Content Management.Where WCM provides thefoundation for collaboration byoffering users the ability tomanage content, WEMemphasizes the importance ofthe delivery of the aggregatedcontent into a total WebExperience.”
2/14/2012 41
Forrester
“These solutions promise to enablebusinesses to manage and optimize thecustomer experience across customertouchpoints through a combination of contentmanagement, search, customer targeting,analytics, personalization, and optimizationcapabilities.”
2/14/2012 42
Could content MANAGEMENT be a solvedproblem?
Could it become a commodity?
Will the real market differentiator of the future becontent DELIVERY?
“Content management is largely a solvedproblem. Almost all of the advances in the fieldare happening in the delivery/marketing space.”
2/14/2012 45
“Development on our repository is strictly to support our delivery services.”
“The majority of our development effort is focused outside our core managementproduct.”
“Content management was commoditized as soon as open-source solutions reachedsufficient competency at a no-cost price point.”
“The focus on the management side is now on strictly reducing implementationcosts.”
2/14/2012 47
“The ‘money shot’ of a content management solution is no longer ‘here’s how you edita page of content.’”
“…how many different ways can you demo core content management?”
“We build our product 100% for marketers. The idea of a ‘content editor’ is anantiquated notion.”
2/14/2012PRESENTER: FLORIAN RÖLLIG SLIDE 48
In many commercial products, the delivery tierlicenses for 2-3 times the management tier.
2/14/2012 SLIDE 49
The post-publish life of content is the mostcomplicated phase in its lifecycle.
2/14/2012PRESENTER: FLORIAN RÖLLIG SLIDE 61
The Rise of Content Strategy
More thought is going into the production of content – what happens before publish.
This thought process is bleeding over into what happens after publish.
When thought is put into how content must perform before it is created, inevitablystructures will arise to ensure or document this performance after it is published.
2/14/2012 63
Recruiting the Marketing Technologist
“A talent gap is growingbetween the skills that manynew advertising jobs requireand the number of people whohave those skills. The dilemma,[…] is particularly acute for jobsthat require hard-corequantitative, mathematical andtechnical skills.”
2/14/2012 69
Skills Required of the Marketing Technologist
Basic understand of web technologies (HTML, CSS, Javascript, HTTP, Ajax, etc.)
Basic understanding of quantitative analysis and data visualization
Ability to recognize and understand patterns
Thorough understanding of web usability and interface design
Thorough understanding of web analytics
Understanding of and commitment to a primarily experimental methodology
Commitment to a never-ending incremental improvement process
“Mashable software fluency”
2/14/2012 70
“They have to be fascinated with their topic. Thereneeds to be a way to develop this fascination fromeither side.”
─ Michael Fischler, Markitek
2/14/2012 71
The Sad Truth:Very few clients have the skills the exploit thecurrent wave of delivery technologies.
2/14/2012 72
3.Selling CMS will require a clear understanding ofCXM services, both in general and in terms ofmarket providers.
2/14/2012 80
4.CMS customers may bring their own CXM suiteto the selling process and demandinteroperability.
2/14/2012 81
Core Belief:Content serves no purpose other than that of amarketing tool. If content doesn’t perform, itshouldn’t exist.
2/14/2012 82
“The developers looked at me like I was crazy, likethey couldn’t understand why I wanted to betray theiropen-source ideals with something as trivial asmarketing.”
─ Anonymous Drupal User
2/14/2012 83