Digital Experience

Forrester: How Marketers Can Take Control of Their Content

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Web and mobile marketing content can’t wait

Marketers trying to deliver the most relevant content to customers often can’t do it themselves, which means acting fast is just a dream. Every time they need to make a change to content, most marketers need to go though a developer. It’s not efficient, and it wastes the developer’s time as well, since even the smallest changes demand versioning, quality assurance, and testing. And consider how frustrating it is to require new version of an app every time content is updated.

Obstacles and delays aren’t just a challenge to employee morale and workplace productivity, it’s also bad for business. Today’s always-on, fast moving digital marketplace demands action in real time.

It reminds me of that passage from the book Oh, the Places You’ll Go! by Dr. Seuss, about The Waiting Place, a gloomy land that’s for people just waiting:

Waiting for a train to go

or a bus to come, or a plane to go

or the mail to come, or the rain to go

or the phone to ring, or the snow to snow

or the waiting around for a Yes or No

or waiting for their hair to grow.

Everyone is just waiting.

I think about it because that’s what it feels like in so many businesses today—especially for marketers. More often than not, they’re spending another day at the office, trapped in a surreal Dr. Seuss-like world, waiting to get things done. Waiting for content to get approved. Waiting for the websites or mobile apps to get updated.

Worst of all, they’re waiting for better marketing results, with very little hope of achieving them. Because when you’re stuck in The Waiting Place, nothing gets done, and opportunities to reach customers in their “mobile moments” are lost.

And we all know that customers today are more mobile than ever before. Mobile digital media time in the US is now at 51% compared to desktop, at 42%. And it’s an app-focused world, as well. In fact, 90% of the average consumer’s time on mobile is spent in apps. With all that activity happening out there on mobile devices and in apps, marketers need the ability to act fast and respond quickly with up-to-the-minute offers and messages.

Some organizations have tried to solve this issue by implementing a database for content, only to find that it causes more problems than it solves. These systems often lack the tools marketers need to author content, track changes and get approvals. Plus, marketers often struggle to create relevant, personalized experiences for customers on mobile apps. When developing and implementing targeted content and offers to audience segments is a manual process, it’s too time-consuming to be rewarding.

Of course, all of this is exasperating for developers too, as I said before. Take a look at this short video to see a humorous look of how marketers and developers are often “stuck together,” when it comes to creating and updating content.

But it doesn’t have to be that way. When marketers have access to user-friendly digital experience authoring tools, they can control the content on their websites and mobile applications and deliver relevant, timely messaging and offers. Best of all, they can do it right at the moment when content will have the most impact—not days or weeks later. It means moving control from developers to marketing, where it belongs.

Want to learn more about the benefits of digital experience solutions? Take a look at this report from Forrester Research – Digital Experience Changes Everything – Firms must align technology and culture to serve customers to learn more.

Want to finally escape from The Waiting Place?

Learn more about our free trial for Watson Content Hub, an intelligent CMS solution.

Senior Global Portfolio Marketing Manager, IBM Digital Experience Solutions

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