Today sees the publication of our latest Quarterly Digital Trends Briefing, this time on the topic of Delivering Digital Experiences

The briefing, produced by Econsultancy in partnership with Adobe, explores the increasingly central role of web content management as a key building block for delivering personalised, multichannel experiences.

Here are a few brief highlights from the report, which is based on a global survey of around 1,000 respondents across marketing, web development and IT functions. 

Organisations are making headway with mobile

Compared to last year's briefing on this topic, many organisations have made great strides in creating a more mobile-friendly experience.

It is, however, an ongoing and complex challenge even for the most clued up companies. 

Fewer companies than last year agreeing that ‘delivering optimal experiences across all screens and devices’ is a major challenge (60% this year compared to 70% last year). 

Companies are aligning content marketing and commerce

While this year’s survey shows that content management is still about digital experience and brand building, there’s more focus on financial objectives, particularly around the use of content for commerce.

Three in five organisations now cite ‘driving sales’ as a key business objective for content management, an increase of seven percentage points since last year.

According to Adobe's Vice President, EMEA Marketing Mark Phibbs:

There is a clear focus on experience-driven commerce which maximises conversions and revenues through more effective merchandising. Central to this is personalisation of content as a way of delivering engaging multichannel experiences that increase conversions and build brand loyalty.

The importance of CMS integration with other marketing technology

There is increased recognition of the importance of being able to integrate a CMS with other digital marketing technologies and platforms, from analytics and CRM to social media tools.

31% of company respondents see ‘ease of integration with other parts of the business’ to be among the three key criteria when accessing a CMS, a 5% increase from 2013.

What are the most important criteria for your organisation when assessing a CMS?

For more, see our Quarterly Digital Intelligence Briefing: Delivering Digital Experiences (free to subscribers). 

Graham Charlton

Published 6 October, 2014 by Graham Charlton

Graham Charlton is editor in chief at SaleCycle, and former editor at Econsultancy. Follow him on Twitter or connect via Linkedin.

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Comments (2)


Mark M

Rather odd that "cost" was not a factor that respondents were allowed to cite as a concern!

This report loses credibility for two reasons. The first is that it is slanted towards the sales pitch for Adobe Experience Manager. (E.g., its question about touch-enabled CMS interfaces, which clearly only exists because Adobe is attempting to spruik that dubious functionality within AEM.)

The second is that it makes no attempt to gauge satisfaction by different CMSes, nor ask what businesses have actually done with their CMSes. Without this vital info, the report just feels like a puff piece.

eConsultancy should have exercised more control over the survey and reporting... this feels like an Adobe shill.

almost 4 years ago

Linus Gregoriadis

Linus Gregoriadis, Research Director at Econsultancy, Centaur Marketing

Hi Mark, thanks for your comment here. While our research partners do have input into the topics we cover in our sponsored reports, we try to make sure our surveys are not slanted in a way which can be construed as biased. Unfortunately it seems we failed here, if this is your impression. We'll certainly look closely at this.

However, it is important to note that the concept of CMS being part of a a broader digital experience or customer experience management piece isn't just an Adobe thing; you'll also find reports by the likes of Forrester and Gartner covering this trend in the context of various leading marketing technology vendors.

Separately, we have never asked our audience how they rate specific tech providers, and of course it wouldn't be appropriate to take this approach in surveys which are sponsored by single vendors. We do produce buyer's guides which contain profiles of whom we regard as the leading vendors, though we don't evaluate or rank them. Our next CMS Buyer's Guide is due in 2015.

almost 4 years ago

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