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
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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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