Marketing has emerged as a key buying center for content applications. After the years of recession with budget cuts, there is a lot of pent up demand to update the marketing infrastructure. That combined with the new marketing 2.0 strategies and the shift in marketing’s perception as a growth contributor rather than a cost center leads to increased demand in marketing organizations.
Marketing now has a multitude of activities that can be performed on the web, on mobile and various digital channels. The goal is to increase opportunities to interact with customers and consumers online, take advantage of the new social interaction and retain control over the organization brand and valuable assets.
The IT department is always a stakeholder as IT has to in the end deploy and operate the solutions.The role of IT is to make sure that everyone has access to the information they need without compromising the security, dependability, compliance, and other requirements of the organization.
IT’s role has changed over the last few years. Until now, the IT mission was to provide [access to] information . Today, we all have information and the problem is that there is too much of it. IT's mission has changed into making sense of information to harness its greatest value to those who need it most.IT is drowning in data and particularly unstructured content is of concern due to its volume (80% of all data is content) and because it is more difficult to machine-process then structured data. IT departments have to deal with this complexity while dealing with cost issues, fostering data reuse, and reducing any risks.
In the era of Enterprise 2.0, however, the people (or users) have a saying in what solutions they want to use and how they should look like.For decade, the IT departments operated on the principle of limited choice for people – pursuing standardization of the IT environment to keep the complexity and cost down. As a result, every user was issued the same computer with the same OS and the same applications.Today, that’s no longer the case. The trend today is the CONSUMERIZATION OF THE ENTERPRISE which means that users, emboldened by the choices and amazing capabilities they use at home (Google, Apple, Netflix, Facebook, Skype, etc.), demand the same exciting capabilities at work. This is no longer just a generational issue – it is happening across the board.And the amazing thing is that users no longer depend on IT to support their choices. Today, the consumer devices and applications are so powerful that they enable people to work with their enterprise systems using open standards without asking IT for permission.
There is hardly a better example of user adoption and focus than the gaming industry. This is the area where the leading edge applications get their clues from today. The immersive experience from games is helping us to design the new generation of user interfaces that change the way enterprise [content] applications and perceived and adopted.Here is an example of an immersive experience used to present a multitude of streamed media content assets. And this technology is productized today, available to our customers.
The way users consume information is rapidly evolving today. Reading is down in the world where a multitude of tasks constantly compete for our attention. Instead, information needs to be presented in a multi-medial way to be consumed effectively. What used to be a 100 page manual is today often delivered with a 30 min instructional video with much greater effectiveness and comprehension. Images, audio and particularly video are growing on importance and introducing a new set of problems. The rich media content assets are much larger in size and their manipulation and storage must be thought through. They present difficulties in searching and thus powerful metadata and tagging techniques and important. They introduce new problems related to data formats, screen sizes and form factors, and resolution which have to be dealt with by applying the right technologies.
Public social media such as Facebook or Twitter are clearly winning the battle for people’s attention today. Yet many organizations fear the perils of social media, particularly around security, legal risks, and compliance. In fact, about 50% of our customers are still blocking the access to public social media from their networks. That said, these customers know that this is a futile resistance as employees simply use their personal mobile devices and circumvent the IT blockade.Most organizations want to leverage the power and productivity of the social media tools but in a secure, compliant, and risk-managed environment.
A huge benefit of widget technology is the ability to expose content as apps out to a larger network of potential customers. It is the same way YouTube videos can be embedded as widgets in other interfaces. This is however enterprise software and the content assets for these widgets can live in a secure repository such as the Enterprise Library. TETHERING becomes an answer to the content security problem. Until now, only rights management was able to secure content outside the repository. With tethering, there is another – much less intrusive – alternative.
Searching can some times be difficult to find information if the right terms are not entered to match the index. Recommendations and semantic connections become life savers when related results are presented to a frustrated user.
SPEAKER NOTESSo there you have it. With 20 years of experience in helping organizations across every industry and around the globe overcome the challenges associated with managing business content, OpenText stands unmatched in the Enterprise Content Management market. By fostering truly collaborative relationships with our customers and business partners, OpenText has developed a keen understanding of how content flows throughout an enterprise and how organizations can leverage it to drive growth, mitigate risk, and generate business advantage.Our knowledge of the business challenges organizations face today and the richest array of content management applications in the industry, along with our ability to provide organizations with the guidance required to address these challenges, makes OpenText The Content Experts.
Personalized Communications<br />13<br />Customer satisfaction<br />ratings have already increased, from a rating of 6.2 to 7.5 On a <br />10-point scale”<br />AGIS-Health Insurer<br />“<br />Personal messages that demonstrate you know who they are... increases customer satisfaction and decreases customer churn<br />13<br />