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"The Future is in Delivery" by Deane Barker, JBoye12

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"The Future is in Delivery" by Deane Barker, JBoye12

  1. 1. The Future is in Delivery Deane Barker Blend Interactive
  2. 2. The Point There is a difference between content management and content delivery Content MANAGEMENT is something of a solved problem; we‟re rapidly entering the “post-management era” The most significant industry trend right now is the push into DELIVERY
  3. 3. Content Management is Dead
  4. 4. J. Boye is not a content management conference.
  5. 5. The Big Umbrella Content Management Metadata Versioning Permissions Languages Production Templating Workflow Audit Modeling Authentication Archiving Taxonomy Retention Collaboration
  6. 6. The Content Lifecycle Publish Content Content Management Delivery
  7. 7. Most of the new development in the past 2-3 years has been in delivery
  8. 8. A/B Testing
  9. 9. Campaign Management and Integration
  10. 10. User-generated Content
  11. 11. Multi-Channel Delivery
  12. 12. Visitor Segmentation 5/28/2012 13
  13. 13. The Common Theme: All of these things happen after publication. 5/28/2012 14
  14. 14. The Content Lifecycle Publish Content Content Management Delivery
  15. 15. Inversion of Effort Management Delivery 5/28/2012 16
  16. 16. Inversion of Effort Management Delivery 5/28/2012 17
  17. 17. “Launch day is not the finish line, but rather is the starting line.” 5/28/2012 18
  18. 18. Management is the Training Montage
  19. 19. Delivery is the Main Event
  20. 20. Could content MANAGEMENT be a solved problem?
  21. 21. Could MANAGEMENT become a commodity?
  22. 22. Will the real market differentiator of the future be content DELIVERY?
  23. 23. Are we entering the “POST- MANAGEMENT” era of content management?
  24. 24. Do we really work in the field of content DELIVERY?
  25. 25. “Content management is largely a solved problem. Almost all of the advances in the field are happening in the delivery/marketing space.” 5/28/2012 26
  26. 26. All seven agreed. 5/28/2012 27
  27. 27. “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
  28. 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
  29. 29. CMS sales demos are more likely to start with delivery features, rather than management features.
  30. 30. In many commercial products, the delivery tier licenses for 2-3 times the management tier. 5/28/2012 SLIDE 32
  31. 31. Content delivery features are increasingly going to drive CMS sales.
  32. 32. Inversion of Sales Focus ??
  33. 33. Inversion of Sales Focus ??
  34. 34. The delivery tier is becoming a framework that binds content at request time.
  35. 35. Standardization of APIs will drive delivery technologies.
  36. 36. “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.” 38
  37. 37. A CMS vendor may spin off their management suite and provide interoperability with other systems.
  38. 38. Why?
  39. 39. The current state of content MANAGEMENT provides very little room for differentiation.
  40. 40. The Rise of Content Strategy
  41. 41. 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
  42. 42. The catch?
  43. 43. For once, customers are playing catch-up to the vendors.
  44. 44. The Marketing Technologist
  45. 45. 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
  46. 46. 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.”
  47. 47. The Sad Truth: Very few CMS customers have the skills to exploit the current wave of delivery technologies. 5/28/2012 50
  48. 48. 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
  49. 49. Deane Barker Blend Interactive http://gadgetopia.com @gadgetopia 5/28/2012 52

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