The May 2013 Quarterly Digital Intelligence Briefing, conducted with Adobe, highlighted that while 87% of marketing professionals believe content management should enhance user engagement, only 23% rate their CMS as 'good' at achieving this. Companies face challenges in delivering optimal experiences across devices, with a significant emphasis on integrating social media into their content management strategies. Despite recognizing the importance of easier usability and performance measurement, many organizations still struggle to leverage these capabilities effectively.

1. In association with Adobe
May 2013
Quarterly Digital Intelligence
Briefing: From Content
Management to Customer
Experience Management

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About the survey…
 Online survey in February and March 2013
 More than 1,000 respondents globally – a
record for this on-going series of reports
 42% of respondents based in the UK, 35%
in North America

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Almost half of survey respondents work in the
marketing department…

4. Driving engagement and
brand-building in the
digital age

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Business goals WCM ‘does or should’ help companies
to meet: engagement and experience are top-of-mind

6. Technology should be
an enabler, not a barrier

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Companies are almost as likely to disagree as agree
that their CMS ‘facilitates a brand-enhancing digital
presence’.

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The vast majority of respondents believe that content
management should help companies ‘improve user
engagement and customer engagement’ (87%) and ‘build
the brand through positive experiences’ (78%)…
…but only 23% of companies rate their CMS as ‘good’ for
improving user engagement and only 29% of companies
rate their CMS as ‘good’ for ‘brand-building through positive
experiences’.

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How companies rate their CMS for helping to deliver
against business objectives

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Companies primarily use their CMS for websites /
mobile sites

11. The mobile train has left
the station – are you on
board?

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Global websites are now getting more traffic from
tablets than smartphones, 8% and 7% of monthly
page views respectively.
Source: Adobe Digital Index

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70% agree that ‘delivering optimal experiences across all
screens and devices is a major challenge’

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A third of respondents say that mobile website functionality and
responsive design is the one feature they would ‘add to their
CMS right now’

15. CMS shouldn’t sit within
its own silo

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The vast majority believe that it’s “quite” or “very important” to
tie WCM together with the ability to measure its performance on
site

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Measurement is an important starting
point, but the next level is to tie
content together with testing and
management technologies…

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Worryingly, only 14% of responding businesses say that their
‘CMS enables them to have a complete view of engagement
across all channels’

19. Move towards integrated
platforms

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Marketers suggest that the promise of the technology
far outstrips their current reality

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Greatest barriers to successfully implementing a CMS

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The move toward platform solutions is under way in content
management

23. Importance of ease of
use and smooth
workflow in the tablet
era

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Most important criteria when assessing a CMS: a solution that’s
easy to use by people throughout the organisation who aren’t
technically savvy to author content

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For many companies, the content team extends beyond
specialists, including people from marketing and IT

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One seemingly essential requirement for clients and agencies
is that they can author and manage content via tablet devices

27. Making WCM social

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Social’s greatest potential is in the areas where the fewest
organisations are currently taking advantage: 28% of
organisations surveyed said that social media activities
have an impact on content management.
Adobe / Econsultancy QDIB: Managing and Measuring Social
ecly.co/AdobeSoc

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Only a fifth of organisations say their CMS enables them to
personalise content based on social profiles

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Social media needs to be at the core of WCM, but most
organisations are still struggling with this

31. Ownership versus
decision-making:
marketers need to take
control

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IT and marketing are most commonly the ultimate
decision-makers when it comes to platform selection

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Marketing is the department which is most commonly
responsible for content management activity

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A fifth of organisations say they don’t measure ROI at
all

35. Appendix: Respondent
Profiles

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In which country / region are you (personally) based?

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Companies: In which business sector is your
organisation?

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Is your business focused more on B2B or B2C?

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What is your annual company turnover?

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Download the full report: http://ecly.co/QDIB9-WCM