Does your content management system work with you or against you? Will the huge systems be replaced with smaller more flexible solutions? Or will they totally disappear? The debate is on!

1. Future of Content
Management
Systems
James Norwood
EVP Strategy and CMO
Episerver

2. Bidness ETC - Aug 7, 2015

3. Evolution of Content Management Systems
2015
CMS have to deliver highly personal
digital experiences on any device
directly into a customer's immediate
context and moments of need along
every step of their journey
Think the IOT.
1995
CMS first had to learn to
deliver content interactively,
tailoring the experience to
the needs of the day.
Think Yahoo.com
2000
CMS needed to deliver
business services directly
into customers' hands.
Think eBusiness.
2010
CMS had to deliver
experiences on
smartphones and tablets.
Think Google Maps.
“Pick The Right Web Content Management
System -- It's The Backbone Of Your Digital
Experiences” – Ted Schadler, Forrester, Feb 2015

6. Meet Jessica

7. Channel? What’s a channel?
“Know me. Work with me.”
Any place, anytime
Customer profile
Interaction preferences
Transaction history
Case history
Recent browsing activity
Recent chat activity
Social activity
Location
Device

8. Data is collected but insights are lost
Customers fail to convert
or worse - leave

9. Were the CIO and CMO Meet
Technology as a Percentage of
Marketing Spend
“We expect technology spend by CMOs to
increase 10x in 10 years, from $12 billion to
$120 billion, unlocking a huge opportunity
for marketing technology companies and
opening the door to the decade of the CMO.”
Source: Foundation Capital, February 2015
0
20
40
60
80
100
120
140
2015 2020 2025
10%
4%
1%
$B US

10. Have we become Mad Men?

11. | Digital Experience Delivered™ 11
Digital Transformation

12. Barriers to effective Digital Transformation
What are you most challenging obstacles?
Source: Ascend2, Informatica, D&B, September 2015
Integrating Technologies 52% Integrating Technologies 56%
Lack of Strategy
Budget/Resources
Processes/Workflows
39%
38%
38%
Disparate Data Sources
Organizational Structure
Complexity of Journey
47%
40%
39%
Source: eConsultancy, eMarketer, September 2015

13. What is Digital Transformation?
Seamless Customer
Experience
Efficient People
and Processes
New Business
Models
Effective Strategy
and Leadership

14. Connecting with Jessica
Digital Transformation | Seamless CX
Contextual
Personal
Relevant
Appropriate
Emotional
Pictorial
Real
CMS
Marketing
Service
Sales
Operations

15. Digital Transformation | Operational Efficiency (People and Processes)
“Higher-maturity
organizations differentiate
themselves by using
digital to transform their
business, allowing them
to move ahead of the
competition.”
Organization’s digital maturity
Percentage of respondents agreeing
Source: MITSloan Management Review in
conjunction with Deloitte, 2015

16. 80%Opportunity
20%Risk
Disruptive Technologies must be Harnessed
Web
Mobile
Social
Data
IOT
Cloud
CloudExperience
Digital

17. Predictive Analytics will drive Personalization
Acquire Engage ConvertRemarket
Customer Journey: Guided, Optimized, Personalized Engagement
Persona Management: Rich, Compelling, Contextualized Content
CMS helps create
personalized and optimized
email, social content leading
to higher visibility and better
click through rates
Web editors create
personalized content in CMS
leading to increased traffic
and higher conversion rates
CMS automates
personalized follow-up after
shopping cart or web form
abandonment, leading to
increased recovery rates
CMS helps build trusted
relationships via personalized
recommendations leading
to higher AOVs, contribution

18. Digital Transformation in Action
Copenhagen Airport (CPH)
2014 passenger numbers: 25.6M
2014 passenger traffic growth: +6.5%
Key customers: SAS, KLM, BA, easyJet
Number of routes (2014): 151
Top 3 departures: London, Stockholm, Oslo
Retail share of CPH revenue: 50%
CPH Quick Facts

19. Defining the Airport of the Future
The constant drive for
innovation extends to
trialing intelligent
advertising, which
incorporates facial
recognition technology.

21. The Future of CMS | Key Takeaways
Three Defining Fundamentals
1. CMS as the “Content Hub” of digital transformation
2. Predictive real-time algorithms make Big Data personal
3. Rich, compelling, visual content - not ad spend
And One Sure Bet
• It’s all going to happen in the cloud