Also posted on the Adobe Dig­i­tal Mar­ket­ing Blog.

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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