"The Future is in Delivery" by Deane Barker, JBoye12
The Future is in Delivery Deane Barker Blend Interactive
The PointThere is a difference between contentmanagement and content deliveryContent MANAGEMENT is something of asolved problem; we‟re rapidly entering the“post-management era”The most significant industry trend rightnow is the push into DELIVERY
“Development on our repository is strictly to support our delivery services.” “The majority of our development effort is focused outside our core management product.” “Content management was commoditized as soon as open-source solutions reached sufficient competency at a no-cost price point.” “The focus on the management side is now on strictly reducing implementation costs.”5/28/2012 28
“The „money shot‟ of a content management solution is no longer „here‟s how you edit a page of content.‟” “…how many different ways can you demo core content management?” “We build our product 100% for marketers. The idea of a „content editor‟ is an antiquated notion.”5/28/2012 Presenter: Florian Röllig SLIDE 29
CMS sales demos are more likely to start with delivery features, rather than management features.
In many commercial products, the delivery tier licenses for 2-3 times the management tier.5/28/2012 SLIDE 32
Content delivery features areincreasingly going to drive CMS sales.
The delivery tier is becoming aframework that binds content at request time.
Standardization of APIs willdrive delivery technologies.
“Web ExperienceManagement is aredefinition or evolutionof Web ContentManagement. WhereWCM provides thefoundation forcollaboration byoffering users theability to managecontent, WEMemphasizes theimportance of thedelivery of theaggregated contentinto a total WebExperience.” 38
A CMS vendor may spin off theirmanagement suite and provide interoperability with other systems.
The Rise of Content Strategy More thought is going into the production of content – what happens before publish. This thought process is bleeding over into what happens after publish. When thought is put into how content must perform before it is created, inevitably structures will arise to ensure or document this performance after it is published.5/28/2012 43
The Marketing Technologist “A talent gap is growing between the skills that many new advertising jobs require and the number of people who have those skills. The dilemma, […] is particularly acute for jobs that require hard-core quantitative, mathematical and technical skills.”5/28/2012 47
The Marketing Technologist “The U.S. alone faces a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts to analyze big data and make decisions based on their findings.”
The Sad Truth: Very few CMS customers have the skills to exploit the current wave of delivery technologies.5/28/2012 50
Core Belief: Content serves no purpose other than that of a marketing tool. If content doesn‟t perform, it shouldn‟t exist.5/28/2012 51