Australia's Ultimate Marketing Technology Almanac Apr 2016 - Page 4

It’s [content] the key with which you purchase attention from your audience. central nervous system or a big data lake but it’s nigh on impossible.” “Can there be a single over arching platform?” he asks.” My sense is by the time you build it, it will be redundant because the reasons you use it and the way that you use it will have changed.” Instead, he suggests, content management systems which focus on a specific need might provide a better outcome.” We do a lot of marketing automation for instance and we use external partners and it is a very decent fit-for-purpose solution compared to say other use cases.” Companies have always produced voluminous content but go back two decades and there was little consideration for content management simply because much of the material was not digitised. 004 That is all changing. Gone are the days of mere text and photos. Video is increasingly critical. Sales presentations which once could reliably be found in a power point presentation might now be spread across multiple apps and even multiple clouds. According to Darren Guarnaccia, Sitecore’s US based EVP of Customer Experience, “Organisations nowadays produce a tremendous amount of content to communicate with their customers, prospects, partners, and other stakeholders. From websites to emails to mobile experiences and applications – all of them need content. In many ways, content is the currency of the modern marketer. “It’s the coin with which you purchase attention from your audience.” This content, he says, whether it be text, images, documents or other types of content assets – needs to be managed and packaged up for delivery across a multitude of channels. “This is the core function of Content Management Systems today (or what we believe should be, anyway).” Historically, brand managers and other lineof-business employees simply needed to create, maintain, index, and update content for their websites, especially text and imagery, says Sunil Menon, the Worldwide Head of HP TeamSite. According to Menon, digital channels are now central to interacting and engaging with customers, partners, and employees. People and organisations produce more