"The Future is in Delivery" - eZ Publish Partner Conference, Lisbon, Portugal 2012
The Future is in Delivery
About MeDeane BarkerContent Management Practice DirectorBlend Interactive17 people in the U.S. Midwest.Working with eZ publish since 2004Work both sides of the platform divide: Microsoft .Net LAMPPRESENTER: DEANE BARKER 2/14/2012 2
The Future is in DeliveryThere is a difference between content management and content delivery.This division has widened in the last few years.Content management is something of a solved problem.Most of the new features in the commercial CMS space are happening on the deliveryside.Open-source is slow to adopt this trend……but customers are slower.
The Content Lifecycle Publish Content Content Content Production Management Delivery
The Content Lifecycle Content Content Content Production Management Delivery
Content Production The process of creating or modifying content. 2/14/2012 16
Content ProductionContent Modeling Definition of content types Definition of attributes Development of custom datatypesContent Production Editing of content Organization/relating of contentContent Collaboration Workflow Task management
Content Management The process of managing existing content.
WEMI “Web Experience Management is a redefinition or evolution of Web Content Management. Where WCM provides the foundation for collaboration by offering users the ability to manage content, WEM emphasizes the importance of the delivery of the aggregated content into a total Web Experience.” 2/14/2012 41
Forrester “These solutions promise to enable businesses to manage and optimize the customer experience across customer touchpoints through a combination of content management, search, customer targeting, analytics, personalization, and optimization capabilities.” 2/14/2012 42
Could content MANAGEMENT be a solvedproblem?Could it become a commodity?Will the real market differentiator of the future becontent DELIVERY?
“Content management is largely a solvedproblem. Almost all of the advances in the fieldare happening in the delivery/marketing space.” 2/14/2012 45
All seven agreed. Some regretfully. 2/14/2012 46
“Development on our repository is strictly to support our delivery services.”“The majority of our development effort is focused outside our core managementproduct.”“Content management was commoditized as soon as open-source solutions reachedsufficient competency at a no-cost price point.”“The focus on the management side is now on strictly reducing implementationcosts.” 2/14/2012 47
“The ‘money shot’ of a content management solution is no longer ‘here’s how you edita 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 anantiquated notion.”PRESENTER: FLORIAN RÖLLIG 2/14/2012 SLIDE 48
In many commercial products, the delivery tierlicenses for 2-3 times the management tier. 2/14/2012 SLIDE 49
The Rise of Content StrategyMore 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, inevitablystructures will arise to ensure or document this performance after it is published. 2/14/2012 63
The delivery tier is becoming a framework thatbinds content at request time.
Recruiting 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.” 2/14/2012 69
“They have to be fascinated with their topic. Thereneeds to be a way to develop this fascination fromeither side.”─ Michael Fischler, Markitek 2/14/2012 71
The Sad Truth:Very few clients have the skills the exploit thecurrent wave of delivery technologies. 2/14/2012 72
1.Customers will approach CMS purchasingdecisions from what happens after publish, notbefore.
2.CMS demos that concentrate on commoditizedservices will not compete. 2/14/2012 79
3.Selling CMS will require a clear understanding ofCXM services, both in general and in terms ofmarket providers. 2/14/2012 80
4.CMS customers may bring their own CXM suiteto the selling process and demandinteroperability. 2/14/2012 81
Core Belief:Content serves no purpose other than that of amarketing tool. If content doesn’t perform, itshouldn’t exist. 2/14/2012 82
“The developers looked at me like I was crazy, likethey couldn’t understand why I wanted to betray theiropen-source ideals with something as trivial asmarketing.”─ Anonymous Drupal User 2/14/2012 83