Blog Post:I feel your pain, fellow marketers, for I have just spent a weekend battling holiday traffic to get to the beach hearing the inevitable question “Are we nearly there yet?” from the back of the car every few minutes. The same question applies to the journey digital marketers have had with web content management.  WCM was meant to elevate the tactical content management function into a highly strategic business function that positively impacts key customer metrics such as loyalty, retention and conversion.  But the sands beneath our feet have shifted massively in recent years; the need to deliver content to a plethora of new devices and social channels, with ever greater personalisation using social graph, location or just information people choose to share with us. As I shared in a recent post, the complexity is only going to get worse. Are we there yet? To understand more about where we all are on this journey, we have just published our latest Digital Intelligence Briefing, in association with Econsultancy, about web content management (WCM). (You can download a free copy of the briefing by clicking the link above.)  The report is based on a global survey which has attracted more than 1,000 respondents, a record for this on-going series of reports, and a clear testament to the reality of the content and experience challenges marketers face. Some of the findings are insightful about where we are on the journey: The strategic importance of web content management is increasingly referenced in analysts’ reports such as Forrester, which stress the importance for companies to move beyond using a CMS as a means to simply manage content and strategically utilise it in order to create digital experiences.  And yet, just 38% of this survey’s respondents agree that their CMS facilitates a ‘brand enhancing digital presence’. At Adobe, our focus has been to help companies address the challenge of web content management in an increasingly mobile and social world where consumers are often switching between devices and channels.  Adobe Experience Manager, part of Adobe Marketing Cloud, highlights our commitment to helping organisations deliver personalised experiences across the web, mobile devices, social community and video.  Our mission is to help companies not only to deliver engaging experiences, but also to measure and quantify this activity. Are we at the beach yet? Perhaps not, but maybe it’s not as far as you think! What do you think still needs to happen to get CMS elevated to a strategic business function that creates engaging, relevant digital experiences?  Please leave a comment below or engage me on Twitter @neil_morgan_uk. Author: Date Created:13 May 2013 Date Published: Headline:Are we nearly there yet? The journey from Content Management to Customer Experience Management Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2013/05/68.png

I feel your pain, fel­low mar­keters, for I have just spent a week­end bat­tling hol­i­day traf­fic to get to the beach hear­ing the inevitable ques­tion “Are we nearly there yet?” from the back of the car every few min­utes. The same ques­tion applies to the jour­ney dig­i­tal mar­keters have had with web con­tent man­age­ment.  WCM was meant to ele­vate the tac­ti­cal con­tent man­age­ment func­tion into a highly strate­gic busi­ness func­tion that pos­i­tively impacts key cus­tomer met­rics such as loy­alty, reten­tion and con­ver­sion.  But the sands beneath our feet have shifted mas­sively in recent years; the need to deliver con­tent to a plethora of new devices and social chan­nels, with ever greater per­son­al­i­sa­tion using social graph, loca­tion or just infor­ma­tion peo­ple choose to share with us. As I shared in a recent post, the com­plex­ity is only going to get worse.

Are we there yet?

To under­stand more about where we all are on this jour­ney, we have just pub­lished our lat­est Dig­i­tal Intel­li­gence Brief­ing, in asso­ci­a­tion with Econ­sul­tancy, about web con­tent man­age­ment (WCM). (You can down­load a free copy of the brief­ing by click­ing the link above.)  The report is based on a global sur­vey which has attracted more than 1,000 respon­dents, a record for this on-going series of reports, and a clear tes­ta­ment to the real­ity of the con­tent and expe­ri­ence chal­lenges mar­keters face.

Some of the find­ings are insight­ful about where we are on the journey:

  • 70% of organ­i­sa­tions sur­veyed agree that ‘deliv­er­ing opti­mal expe­ri­ences across all screens and devices is a major challenge’
  • Only 14% of respond­ing busi­nesses say that their ‘CMS enables them to have a com­plete view of engage­ment across all channels’
  • A third of respon­dents (33%) say that mobile web­site func­tion­al­ity and respon­sive design is the one fea­ture they would ‘add to their CMS right now’, more than twice as many as for the next most sought after fea­ture (tar­get­ing / segmentation).
  • Almost two-thirds (63%) of respon­dents agree that man­ag­ing and mea­sur­ing social media activ­ity within their CMS is difficult.

The strate­gic impor­tance of web con­tent man­age­ment is increas­ingly ref­er­enced in ana­lysts’ reports such as For­rester, which stress the impor­tance for com­pa­nies to move beyond using a CMS as a means to sim­ply man­age con­tent and strate­gi­cally utilise it in order to cre­ate dig­i­tal expe­ri­ences.  And yet, just 38% of this survey’s respon­dents agree that their CMS facil­i­tates a ‘brand enhanc­ing dig­i­tal presence’.

At Adobe, our focus has been to help com­pa­nies address the chal­lenge of web con­tent man­age­ment in an increas­ingly mobile and social world where con­sumers are often switch­ing between devices and chan­nels.  Adobe Expe­ri­ence Man­ager, part of Adobe Mar­ket­ing Cloud, high­lights our com­mit­ment to help­ing organ­i­sa­tions deliver per­son­alised expe­ri­ences across the web, mobile devices, social com­mu­nity and video.  Our mis­sion is to help com­pa­nies not only to deliver engag­ing expe­ri­ences, but also to mea­sure and quan­tify this activity.

Are we at the beach yet? Per­haps not, but maybe it’s not as far as you think! What do you think still needs to hap­pen to get CMS ele­vated to a strate­gic busi­ness func­tion that cre­ates engag­ing, rel­e­vant dig­i­tal expe­ri­ences?  Please leave a com­ment below or engage me on Twit­ter @neil_morgan_uk.