Back in the early years of 2000 we believed content to be king. A content management platform needed to be a central repository where all content resided in. It had to be one single platform where you had assets, HTML content, word documents, you name it. I don't think any of our customers realized this tour de force.
5 years ago people realized you needed different systems to do this. That's where dam, wcm and ecm began to live a seperate live within organisations. It was obvious that your intranet had not the same needs as your website and it all was different from managing scanned documents.
Now, in 2013, we live in an age where it's not about content but about the customer, the employee, the visitor. Sure, content is still king, but this phrase got a new meaning. Content became a way to attract people, to interact with people. Content changed it's face, it's no longer that long piece of html text. It changed in video, tweets, posts and still large chunks of html text. But compared to the early days, it's not relevant anymore to have it in one single repository. Today it's important to attract, engage and measure.
Is it really important to have a tweet from two years ago ?
Do you really need a website with thousands of pages of text ?
No, I don't think so. What you need is to be on different channels, you need to be present on twitter, facebook, linkedin and everything else. You need to have content on all of this places. But the time-to-live of this content is short, fractions of what it used to be.
Therefore you need a separate platform for your digital campaigns. A platform that can engage with your customers. A platform that can measure what the impact is of content on your visitors, followers, etc...
And maybe a platform that is loosely coupled with your web content management system for your website. We see customers struggling with their WCM that is linked to their transactional systems (e-commerce, homebanking, ...). These are business-critical systems. And the agility of these systems is way below zero, which is normal. But CMO's and CDO's need a system next to that where they can interact with their customer or prospect. They need ways to publish content and track content on mobile, social and other platforms. The time to market here is of huge importance. So don't try to have it all in one system. Let them go in seperate directions and maybe, in the near future, it will all come together, because you would like to know what the impact is of a tweet on your e-commerce revenue.
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