Australia's Ultimate Marketing Technology Almanac Apr 2016 - Page 6

content than ever, and the rate of creation continues to grow. hotel company posting property information to online travel agencies such as Expedia).” “Content itself has changed too – text and imagery persist, but there is a larger growth in the use of more visually-compelling content including photos, audio, streaming video, social posts, crowdsourced ratings, reviews and more. More importantly, a lot of this content is being created outside the enterprise and is not under the control of the marketer or line-of-business user within the enterprise. And he suggests, there is also a debate brewing about whether users are expecting a push as opposed to a pull of digital experiences. “This poses a huge problem for organisations trying to manage these content types in a manner that makes it easy to find, curate and re-use across all digital touchpoints at the scale that is required for the enterprise.” He quotes research from Forrester which says the average enterprise manages 268 different mobile and web experiences. “Imagine the chaos and complexity of maintaining consistent brand and customer experiences across all these digital destinations. The content supply chain is broken, resulting in content duplication, dated information, content silos, and lack of brand compliance. “As well as the content, the channels through which people expect to access it have ballooned. Even a few years ago, people mostly interacted through a browser. Now, they expect a consistent and connected experience across their smartphones, tablets, desktops, laptops, in store, on billboards, on social channels, and even third party sites (e.g. a 006 SDL Australian managing director Kevin Ross adds, “ Content comes in many shapes and forms, but there is a clear trend towards more rich media and more multilingual content. Moreover, personalisation requires additional content to be produced as well. “Overall, the content explosion continues, and companies struggle to manage this in a way that is efficient and that produces brand consistency over time.” For companies that are producing content, there’s an imperative to house and order it well. “Of course, it depends what sort of content you’re creating and what it’s used for, but robust content management can turn brands from disorganised, messy dumping grounds of information to ultra efficient content machines,” says Martin Wanless, Chief Content Officer at Mahlab Media. “The type of content that needs managing is pretty much everything you create.” And he echoes Bateman’s advice that it is especially important for anything ‘evergreen’ that is likely to be re-used. “In the sales process, content is being used increasingly for sales enablement, and knowing where your content about a specific topic sits is as important as having it created in the first place.” He offers a simple analogy, “Look at it this way. Storing your content in a beautifully organised factory, where you can identify the location at the click of a button, is a far more preferable experience than searching through folders for hours on end.” The promise of content management is that as well as retrieving content, these systems enable the creation and approval process to be managed much more efficiently. “A process of doing this enables efficiency, version control and approvals, and done well is significantly more efficient for everyone concerned.” And, he adds, software that can give insights into the performance of content is hugely attractive too. Adobe’s Marta DeBellis, VP of marketing for Adobe, Asia Pacific, meanwhile says, “The changing digital landscape has created new and exciting ways to engage with customers across channels and devices via mobile, web, social, Internet of Things, in-store digital screens and more.” Particularly in the marketing space personalisation has also become a key consideration. “Creating a personalised, relevant digital experience has become a priority and a challenge for many organisations. This is why many organisations turn to a content management solution for management, delivery, measurement and ultimately optimisation. As a result, this will help companies build brand loyalty and drive demand.