Australia's Ultimate Marketing Technology Almanac Apr 2016 - Page 9

A frustration of mine is that there are so many tech companies and people perceiving content as a sector to make a quick buck from – they try to sell poorly thought out tech solutions, often to people who don’t fully understand content. Mahlab’s Wanless says, “There are cultural issues in utilising some content management platforms in that some of them aren’t great to use, and some people struggle to see the immediate benefit in using them.” publishing and the like. Joining some of these together is a solution, but not a great one. There are a handful of good end-to-end solutions, that come with a hefty price tag, and again that becomes hard to prove. Price is a significant issue too, because there’s little immediate payback, according to Wanless. “The business case for investing has to be very strong as some of the platforms cost five figures plus per month. That’s a huge investment, so unless companies can help demonstrate the business case of using the platforms and can model out efficiency figures it can become a bit of a flight of fancy.” “A frustration of mine is that there are so many tech companies and people perceiving content as a sector to make a quick buck from – they try to sell poorly thought out tech solutions, often to people who don’t fully understand content. This results in an even more fragmented sector.” He suggests there are many platforms that do some of the content process. “Software for discovery. Software for planning. Software for insights. Software for creation, approval, So we asked each what they views as key impediments. Sitecore’s Guarnaccia identified the issue of data silos as a key concern. “Silos of content and context still plague the industry. Many customers are still using disconnected systems that don’t share content or the customer data that drives context. These silos exist not only in technology but also in culture, as many organisations still operate their various channel-centric marketing teams in their own bubbles, without a holistic customer experience mentality.” Implementation is a huge and often overlooked aspect too, he argues – it’s a significant cost in terms of time out to implement a new system well. Adobe’s DeBellis meanwhile argues companies needed to take a holistic view. Typically two companies, Adobe and Sitecore feature prominently in content management platform conversations. “The acceleration of content velocity, essentially the speed and throughput in creating impactful and compelling content, is creating all sorts of that 009