Blog Post:You must be mad to be a digital marketer. Just look at what’s going on with the consumer journey: it’s a tangled maze of channels and devices. But cheer up; it’s only going to get worse! New digital channels and devices will make the consumer journey – and your ability to deliver a consistent, relevant and engaging experience – even more complex. It is genuinely difficult to manage content across your web, social and mobile apps and properties (in multiple regions, no less). It gets even harder to deliver that content across different devices with different screen sizes and resolutions. To make matters worse, consumers’ attention spans are shrinking, so you’ve got less time than ever to engage the consumer. Oh, and the half life of content is shrinking, which means you have to create or source more content more frequently to keep things interesting. Quick recap: consumers need more and more content that you need to seamlessly deliver across a growing number of channels and devices and do so in real time. Yes, you indeed must be mad to be a digital marketer. Fortunately, content management is growing up and making this nightmarish job a manageable reality. In fact, many European companies in numerous industries are re-platforming their content management system (CMS) to keep up. London-based Investec provides a seamless experience across its global websites using Adobe Experience Manager, and doubled their site traffic in the process (read about that here). If you are attending Adobe Summit: The Digital Marketing Conference, next week in London, you’ll hear from several companies that have recently re-platformed to meet the challenges of the increasingly complex customer journey.  These companies include: Lastly, leading independent research firm Forrester recently issued “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” report. (You can click on the hyperlink above for a free copy of the report), which stresses the importance for companies to move beyond using CMS as a means to simply manage content and strategically utilize it to create digital experiences.  Think of this as CMS 2.0. They evaluated 10 web content management systems in light of this new challenge using 100 criteria and named Adobe the leader. However, we are still in the beginning stages of companies re-platforming so they can indeed use content management to better connect with customers. We are excited to help companies navigate their way through the tangled mess and mire of delivering more content across more channels and devices and doing so in milliseconds. It may seem a herculean task, but really the explosion in digital content, channels and devices is an incredible opportunity for marketers. If we get this right, our customers will love us. If we get this wrong, our customers will quickly find more user friendly, relevant alternatives. It may be a mad world we live in as digital marketers, but it certainly isn’t boring! Author: Date Created:18 April 2013 Date Published: Headline:It’s a mad, mad, multichannel world Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/04/74.png

You must be mad to be a dig­i­tal mar­keter. Just look at what’s going on with the con­sumer jour­ney: it’s a tan­gled maze of chan­nels and devices. But cheer up; it’s only going to get worse! New dig­i­tal chan­nels and devices will make the con­sumer jour­ney – and your abil­ity to deliver a con­sis­tent, rel­e­vant and engag­ing expe­ri­ence – even more complex.

It is gen­uinely dif­fi­cult to man­age con­tent across your web, social and mobile apps and prop­er­ties (in mul­ti­ple regions, no less). It gets even harder to deliver that con­tent across dif­fer­ent devices with dif­fer­ent screen sizes and res­o­lu­tions. To make mat­ters worse, con­sumers’ atten­tion spans are shrink­ing, so you’ve got less time than ever to engage the con­sumer. Oh, and the half life of con­tent is shrink­ing, which means you have to cre­ate or source more con­tent more fre­quently to keep things interesting.

Quick recap: con­sumers need more and more con­tent that you need to seam­lessly deliver across a grow­ing num­ber of chan­nels and devices and do so in real time. Yes, you indeed must be mad to be a dig­i­tal marketer.

For­tu­nately, con­tent man­age­ment is grow­ing up and mak­ing this night­mar­ish job a man­age­able real­ity. In fact, many Euro­pean com­pa­nies in numer­ous indus­tries are re-platforming their con­tent man­age­ment sys­tem (CMS) to keep up. London-based Investec pro­vides a seam­less expe­ri­ence across its global web­sites using Adobe Expe­ri­ence Man­ager, and dou­bled their site traf­fic in the process (read about that here). If you are attend­ing Adobe Sum­mit: The Dig­i­tal Mar­ket­ing Con­fer­ence, next week in Lon­don, you’ll hear from sev­eral com­pa­nies that have recently re-platformed to meet the chal­lenges of the increas­ingly com­plex cus­tomer jour­ney.  These com­pa­nies include:

  • Shawn Burns, Global Vice Pres­i­dent, Dig­i­tal Mar­ket­ing, SAP, who will dis­cuss how com­pa­nies are con­nect­ing to cus­tomers by build­ing brand engage­ment through per­son­al­ized con­tent and expe­ri­ences (How to stand out: Sur­vival of the most rel­e­vant, April 24th at 14:00, ses­sion #24202)
  • Stevin Treurniet, Senior Mar­ket­ing Con­sul­tant, DSM, who will dis­cuss insights learned as DSM re-platformed to deliver rich, engag­ing con­tent to audi­ences across devices world­wide (The marketer’s guide to solu­tions for build­ing brands online, April 2th at 11:40, ses­sion #25205).

Lastly, lead­ing inde­pen­dent research firm For­rester recently issued “The For­rester Wave™: Web Con­tent Man­age­ment For Dig­i­tal Cus­tomer Expe­ri­ence, Q2 2013” report. (You can click on the hyper­link above for a free copy of the report), which stresses the impor­tance for com­pa­nies to move beyond using CMS as a means to sim­ply man­age con­tent and strate­gi­cally uti­lize it to cre­ate dig­i­tal expe­ri­ences.  Think of this as CMS 2.0. They eval­u­ated 10 web con­tent man­age­ment sys­tems in light of this new chal­lenge using 100 cri­te­ria and named Adobe the leader. How­ever, we are still in the begin­ning stages of com­pa­nies re-platforming so they can indeed use con­tent man­age­ment to bet­ter con­nect with customers.

We are excited to help com­pa­nies nav­i­gate their way through the tan­gled mess and mire of deliv­er­ing more con­tent across more chan­nels and devices and doing so in mil­lisec­onds. It may seem a her­culean task, but really the explo­sion in dig­i­tal con­tent, chan­nels and devices is an incred­i­ble oppor­tu­nity for mar­keters. If we get this right, our cus­tomers will love us. If we get this wrong, our cus­tomers will quickly find more user friendly, rel­e­vant alternatives.

It may be a mad world we live in as dig­i­tal mar­keters, but it cer­tainly isn’t boring!