In the newly published August 2013 Gartner “Magic Quadrant for Web Content Management” research report, Adobe is positioned highest in Ability to Execute and Completeness of Vision in the Leaders Quadrant. It’s an honor in an industry that’s rapidly growing in importance to businesses and marketers.

We also view it as a responsibility—to continue to innovate and best serve our customers, as well as to help support advances in WCM along with our colleagues in the industry. That’s something we take seriously, and to which our entire team is committed.

We sent out an announcement today discussing the report, which you can check out here. More importantly, I’d encourage you to dig into the report itself; we’ve made a complimentary copy available here.

Now, while all of us have been mesmerized with the latest mobile, tablet and laptop innovations, Web content management has been quietly behind the scenes, powering the digital experiences that make these devices useful and delightful. Our offering, Adobe Experience Manager, is the foundation for global brand sites such as SAP, UniCredit, Philips, Travelocity, Liberty Global, GM, and Caesars Entertainment.

In that context, I want to highlight three things all organizations must consider as they use Web content management to build their digital brands and drive demand.

Good is not good enough. You need the best.

You’re not imagining things. It’s getting harder to stand out in the infinite digital ether. With new sites and content being created every day, it’s quite crowded.

The first Web sites were not great, and that was okay. Building them was hard, not many companies were capable of it and it didn’t have an impact on overall revenue or brand perception since the folks online were early adopters.

Not anymore.

When we first started visiting Web sites, it was to research products and read news online. Now our digital connections have become our BFFs. We even bring them along to help us with our offline activities. I know my smartphone goes to more places with me than my spouse.

The overwhelming choice of content has made it critical for brands to deliver digital experiences that are not only good, but great. This is the World Series, not Little League baseball. This is the world of infinite choice.

Caesars Entertainment Corporation, started over seventy-five years ago, now has $9 billion in revenues, and operates and manages 53 casino resorts in several countries. When their number of visitors year over year was flattening, Caesar’s realized it needed to deliver personalized digital experiences that compelled and converted online visitors to offline visitors. Their optimized site has now led to 70% higher conversion and increased loyalty program sign ups by 10%.

The most relevant, personalized, digital experiences have become critical to any customer experience. Relevance demands agility. Creative assets conceived in Adobe Creative Cloud power great experiences delivered with Adobe Experience Manager and the rest of Adobe Marketing Cloud. Simple, fast, compelling, and complete.

Mobile First.

Mary Meeker’s 2013 Internet Trends showed an astounding growth in mobile users. There are now 1.5 billion global subscribers—30% year-over-year growth. While mobile is hot, it’s merely the tip of the iceberg. The growth in mobile represents a broader trend of digital content everywhere. We already see it in the beginnings of wearable computing and in-store flat screens.

If you only develop for a particular device, how long do you think that will be sustainable?

It’s not, and many of the companies I talk to already recognize this. Adobe Experience Manager is the content hub for these mobile and omnichannel applications.

Mobile apps built with Adobe PhoneGap and Digital Publishing Suite can create rich mobile and tablet experiences while connecting to Experience Manager to keep content fresh and consistent with all other channels. As an example, FirstEnergy, with over six million customers, uses PhoneGap to create a mobile app that connects to Experience Manager.

Timing is Everything.

In the brick-and-mortar generation, it was location, location, location. In the digital age, I say it’s timing.

Timing is about being able to conceive of an idea, be the first to sense what people are interested in and be the first to deliver on it. Timing is about being accessible on the right device when a customer wants to interact or purchase. Timing is about understanding the customer’s context and being sensitive and anticipating the needs of the individual and community.

Adobe Experience Manager, with the rest of Adobe Marketing Cloud, makes sure your digital brand is everywhere your customer community is and helps you say the right things in the most compelling ways.

More people visit your digital properties than your physical properties. What do your digital properties say about your brand? What actions and conversations does it compel your visitors to engage in? And how are you building a competitive advantage to fuel sustained growth?

If you’re not, not sure, or not doing it to the best advantage of your organization, it’s past time frankly. And a good starting point for insight is Gartner’s report.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Loni Stark (@LoniStark)

Director of Product, Solution & Industry Marketing

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