DeBellis argues that there will be a lot more focus
on personalised content; getting the most relevant
content to the right person at the right time, and
served on the right device.
“This is an extremely complex goal, but the
platforms and technology are already there. We
see leaders in this space advancing rapidly once
they commit to this organisational goal.”
A CHANGING MIX
Content types and content channels are changing,
and this is creating new challenges for marketers.
“It’s no question that mobile has changed the
game, but even as recently as a couple of years
back there was a rush to quickly build and push
apps to market, with little to no thought on how to
create value beyond the launch,” says DeBellis.
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“Today, we’re seeing that it’s no longer acceptable
to just simply have a web or mobile presence.
Being engaging and useful to the customer should
be the end goal. To this end it is important to have
the content linked to mobile apps or web analytics
to measure what is working and what is not.”
management and distribution is much more
practical that it was three years ago.”
Video is also playing an ever increasing role
in the corporate context mix. “More and more
people are consuming video on mobile, which
has historically been time consuming and
expensive to get to market. Now companies
need to be able to produce videos in a more
nimble fashion in short and long form.”
“We want to watch the internet not just read it and
as humans we are built to give and receive stories –
video allows us to do that better than anything else.”
He says that if companies are not producing and
managing video content, particularly on mobile,
then they are missing the boat.
Telstra’s Bateman sees video as a critical part of
the content mix.
But as content sources and channels expand,
businesses also need a way to tame the insatiable
hunger of the content beast. Content management
platforms offer that promise but there are
significant impediments that introduce risk into
the proposition.
“The capability of wireless broadband and
wifi technology has meant that video content,
Those challenges are cultural, economic
and technological.