pain for organisations, and it’ s very important for companies to take the time to think through and put infrastructure and process around their rush to create and manage.
She describes this as partly a process issue, but also a technological challenge where the goal would be to end up with one central system and methodology for tagging, tracking, and sharing content assets across different teams from social, demand, events, and brand advertising.
Of course, one of the reasons many companies are sceptical of the single platform idea is that they share Andy Bateman’ s hesitation about the likelihood that a single overarching platform can meet all their content needs.
Still, market participants are confident things are changing for the better. SDL chief Ross says [ the tools ] are becoming more and more sophisticated, but given the breadth of solutions the area of sophistication will vary.
“ Some systems will extremely user friendly for the author, some will be more geared towards optimisation of the front-end( visitor) experience, others will have strong backend integration capabilities, and again others will shine in managing localisation and translations; or course platform can also combine certain strengths.”
Ross echoes Bateman’ s view.“ It’ s really about the most important use cases for the business that will dictate the best platform to choose. At the same time all platforms will have gaps and need to be able to become part of a larger ecosystem, hence we see the key need for modern( web services) based integration points.”
Wanless meanwhile suggests there is a gap in the market. That gap would be fi lled by an affordable true end-to-end content management solution, that helps facilitate planning by accessing research and insights. It should also“… coordinate all contributors with outcomes and projects, execute an influencer strategy, give customisable visibility to all stakeholders, publish directly and give robust analytics and insights. And that’ s just the start,” he says.
And yet, all the people we approached on content management agreed that things are improving rapidly with improvements on mobility and video highlighted as key considerations.
The main vendors meanwhile focused on personalisation and velocity.
Guarnaccia says CMSs can now deliver experiences across almost any channel, anywhere, based on the context of the given individual.“ These systems can now do this in real-time and at scale. This just wasn’ t possible even three years ago, but with the rise of big data platforms and improved cloud infrastructure, we can now empower many more organisations to cost-effectively deliver the amazon. com-like experiences to anyone.”
DeBellis meanwhile suggests companies have little choice.“ The increase of content velocity has made the need for content management an essential part of a successful business. Everyone from creative pros to the broader marketing team need connected assets that can be easily managed and shared to quickly produce great work. This type of control and connectivity enables companies to embark on their own digital transformation.”
SUGGESTED VENDORS
Acquia acquia. com
Adobe www. adobe. com / au
CoreMedia www. coremedia. com
HP Helping you drive your digital world. HP Software helps businesses understand and engage audiences across every channel. www. hpengage. com
Kiandra The tech engine room. Kiandra powers great ideas and organisations across Australia. www. kiandra. com. au Tel: 03 9691 0500 E: info @ kiandra. com. au
Sitecore sitecore. net
IBM www. ibm. com / au-en /
Microsoft www. microsoft. com / en-au /
OpenText opentext. com. au
Oracle www. oracle. com / marketingcloud / index. html
Progress www. progress. com
SDL www. sdl. com
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