It’s that time again when we present the finest digital marketing infographic we’ve seen this week and I’m pleased to say that this time round the winner is a friend of mine.
This infographic was created by our very own Matt Owen to summarise some of the findings from the new Econsultancy/Adobe Quarterly Digital Intelligence Briefing titled ‘From Content Management to Customer Experience Management’.
The report, based on a global survey of more than 1,000 respondents, 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.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.
Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.
But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.
Your brand guidelines and brand manual are the most important documents your company will ever produce.
A bold statement, but the truth is that these documents are your brand ‘bible’. They communicate why you exist, tell your brand stories, and communicate how it should be expressed.
Everyone tasked with communicating your brand should be consulting these instruction manuals whenever they are creating branded materials.
In many businesses the reality is somewhat different. Time and effort are spent creating brand guidelines, only for them to be left on someone’s hard drive or copies printed, distributed and ‘filed’ in the bottom of the marketing team’s drawers.
Brand consistency suffers as people may not thoroughly understand the brand.
If Facebook’s recent IPO tells us one thing, it is that social media is now big business and is here to stay. And yet we seem to be at a crossroad when it comes to the management of social media.
It’s hardly surprising that, with more and more channels out there, any business looking to capitalise on the social media opportunity faces an increasingly steep challenge.
Social media has opened up a huge opportunity: to engage directly with customers, to understand what motivates and interests them, and to increase the size of the audience for your content.
But it’s the very size of the opportunity that’s often the biggest problem. When marketing budget and resources are tight, where do you focus?
And how can you be sure the right message gets out to the right audience via the right channel and that the overall approach is joined-up and consistent?
Despite volatile economic conditions and frugal marketing budgets, web content management (WCM) has experienced significant growth in the last few months. Vendors profiled in the recent Content Management Systems Buyer’s Guide are optimistic about the global WCM market which is estimated to be worth more than $1 billion.
Google, Bing and Yahoo may not be the best of friends, but every once in a while they do get together in a high-profile way.
That was the case yesterday, when the search trio announced the launch of Schema.org, which seeks to add more structure to content on the web.
For new sites, or site rebuilds, it's worryingly common for search engine optimisation to be the last thing considered.
From my experience, most sites that have SEO tacked on as an after-thought tend not to rank well in Google as a result.