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Adobe & Econsultancy: From Content Management to Customer Experience Management


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This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.

The report is based on a global survey which has attracted more than 1,000 respondents.

Download a full copy of the report here:

Published in: Technology, News & Politics

Adobe & Econsultancy: From Content Management to Customer Experience Management

  1. 1. In association with AdobeMay 2013Quarterly Digital IntelligenceBriefing: From ContentManagement to CustomerExperience Management
  2. 2. || 2About the survey… Online survey in February and March 2013 More than 1,000 respondents globally – arecord for this on-going series of reports 42% of respondents based in the UK, 35%in North America
  3. 3. || 3Almost half of survey respondents work in themarketing department…
  4. 4. Driving engagement andbrand-building in thedigital age
  5. 5. || 5Business goals WCM „does or should‟ help companiesto meet: engagement and experience are top-of-mind
  6. 6. Technology should bean enabler, not a barrier
  7. 7. || 7Companies are almost as likely to disagree as agreethat their CMS „facilitates a brand-enhancing digitalpresence‟.
  8. 8. || 8The vast majority of respondents believe that contentmanagement should help companies ‘improve userengagement and customer engagement’ (87%) and ‘buildthe brand through positive experiences’ (78%)……but only 23% of companies rate their CMS as „good‟ forimproving user engagement and only 29% of companiesrate their CMS as ‘good’ for ‘brand-building through positiveexperiences’.
  9. 9. || 9How companies rate their CMS for helping to deliveragainst business objectives
  10. 10. || 10Companies primarily use their CMS for websites /mobile sites
  11. 11. The mobile train has leftthe station – are you onboard?
  12. 12. || 12Global websites are now getting more traffic fromtablets than smartphones, 8% and 7% of monthlypage views respectively.Source: Adobe Digital Index
  13. 13. || 1370% agree that „delivering optimal experiences across allscreens and devices is a major challenge‟
  14. 14. || 14A third of respondents say that mobile website functionality andresponsive design is the one feature they would „add to theirCMS right now‟
  15. 15. CMS shouldn’t sit withinits own silo
  16. 16. || 16The vast majority believe that it‟s “quite” or “very important” totie WCM together with the ability to measure its performance onsite
  17. 17. || 17Measurement is an important startingpoint, but the next level is to tiecontent together with testing andmanagement technologies…
  18. 18. || 18Worryingly, only 14% of responding businesses say that their„CMS enables them to have a complete view of engagementacross all channels‟
  19. 19. Move towards integratedplatforms
  20. 20. || 20Marketers suggest that the promise of the technologyfar outstrips their current reality
  21. 21. || 21Greatest barriers to successfully implementing a CMS
  22. 22. || 22The move toward platform solutions is under way in contentmanagement
  23. 23. Importance of ease ofuse and smoothworkflow in the tabletera
  24. 24. || 24Most important criteria when assessing a CMS: a solution that‟seasy to use by people throughout the organisation who aren‟ttechnically savvy to author content
  25. 25. || 25For many companies, the content team extends beyondspecialists, including people from marketing and IT
  26. 26. || 26One seemingly essential requirement for clients and agenciesis that they can author and manage content via tablet devices
  27. 27. Making WCM social
  28. 28. || 28Social’s greatest potential is in the areas where the fewestorganisations are currently taking advantage: 28% oforganisations surveyed said that social media activitieshave an impact on content management.Adobe / Econsultancy QDIB: Managing and Measuring
  29. 29. || 29Only a fifth of organisations say their CMS enables them topersonalise content based on social profiles
  30. 30. || 30Social media needs to be at the core of WCM, but mostorganisations are still struggling with this
  31. 31. Ownership versusdecision-making:marketers need to takecontrol
  32. 32. || 32IT and marketing are most commonly the ultimatedecision-makers when it comes to platform selection
  33. 33. || 33Marketing is the department which is most commonlyresponsible for content management activity
  34. 34. || 34A fifth of organisations say they don‟t measure ROI atall
  35. 35. Appendix: RespondentProfiles
  36. 36. || 36In which country / region are you (personally) based?
  37. 37. || 37Companies: In which business sector is yourorganisation?
  38. 38. || 38Is your business focused more on B2B or B2C?
  39. 39. || 39What is your annual company turnover?
  40. 40. || 40All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by anymeans, electronic or mechanical, including photocopy, recording or any information storage and retrievalsystem, without prior permission in writing from the publisher. Copyright © Ltd 2013.Download the full report: