If you define content as all drawn or printed materials, then content management systems have been around since history began. Long before Gutenberg invented the printing press, people were binding pages together to make books and collecting the books in libraries. Written lists, card catalogs and the invention of the Dewey Decimal System made it easier for patrons to locate a certain book.
Not that many years ago, many marketers expressed resistance to the concept of leveraging big data for marketing efforts. There were the basic questions, such as what big data is and how it works. There were also questions about whether it had the potential to provide benefits that outweighed any possible risks. In the years since the term became prominent in marketing circles, a number of pioneers have blazed trails for others to follow. As a result, the marketing sector has emerged as one of the most ardent supporters of big data, embracing it completely.
Although big data is poised to be a dominant force in the marketing sector, questions remain. Marketers wonder whether big data has limitless possibilities or a defined ceiling. They question whether big data will continue to drive profits significantly. They are also curious about which advances in technology and methodology will affect leveraging big data in 2015 and beyond.
The days of captive audiences are long gone. Once, marketers could decide when consumers would receive their messages and on what media. Today, consumers have turned the tables and seized power. They choose which messages they want to see and when. They also decide the medium on which they want to view the message. This makes it increasingly important for businesses to utilize cross-media campaigns to reach their target audiences.
What you present, how you present it and when you present it can have a significant impact on the success of your marketing efforts. Cross-media campaigns reach across channels to engage customers with relevant, consistent messages that can be highly personalized for each recipient. By demonstrating an understanding of and respect for the customer's preferences, you have enhanced opportunities to build lasting relationships and improve customer loyalty.
Cross-media campaigns require a bit of special handling to obtain the best results. If you want to help ensure the maximum success from your cross-media campaigns, these tips may help.
It is certainly no secret that to engage the interest of consumers, you need to provide them with a message. Your brand message may be delivered across many different channels, but it needs to be consistent. However, regardless of the message you want to convey, your customers must be able to find it — and you — if you want to turn content into revenue. This makes search engine optimization just as important as ever for you, despite frequent changes in how rankings are determined.
To solve the various challenges wrought by the digital age and assist with their brand strategies, many companies have engaged the services of a third-party SEO and web management vendor. These vendors help you keep your online content relevant and current, optimize your use of keywords and links, monitor your social media sites and perform various other web management duties.
In recent years, however, businesses are realizing the issues involved in engaging these vendors.
Every industry seems to spawn a veritable forest of acronyms, but the IT industry seems to be more fond of them than many other industries. In recent years, the acronyms CMS, ECMS and WCMS have been cropping up in more and more conversations. The general consensus is that every organization needs one, but there is less agreement on what exactly each term means and how they differ. Perhaps beginning with a basic definition of each will be helpful.
The lines between a CMS, ECMS and WCMS have become increasingly blurred, but the fundamentals of each are listed below.
Marketing has never been easy, but it used to be much simpler.
Even during the days before the Internet, marketers needed to track their efforts to determine how to best spend their money. Perhaps they added a "suite number" to their mailing address that identified the specific ad that had enticed the customer to make a purchase. When placing an order by phone, the company's representative might have asked where the customer learned about the product. A television ad might have included a special offer code that the customer had to provide to get a discount. There were (and are) many different methods available to give marketers insights into which channels were providing the best return on investment.
In other words, cross-channel analytics is not really a brand-new concept. It has been called by a lot of different names, but the basic goal has always been to help plan future efforts.
Things began to get more complicated with the arrival of the Internet, mobile devices, in-store kiosks and other new technology. Now you are interacting with your customers on many different channels. You might manage a company Facebook page and a website, send email campaigns, transmit virtual coupons to customers' smartphones, advertise on television and radio, mail out flyers, employ iBeacons in your retail locations and insert ads in local newspapers. To complicate matters, your customers might receive your message on one channel and make a purchase on another, such as seeing a print ad before going online to buy your product.
You might think that you have all of the analytics you need. You have web analytics that let you track the amount of time visitors spend on your page, leads generated, conversion rates and page-loading time as well as a number of other items that are related to your website. What you are overlooking is that you are not a webmaster — you are a marketer. You need marketing analytics. Furthermore, you need cross-channel marketing analytics.
The rush is on for companies to make the move to a digital enterprise sooner rather than later. The proliferation of smartphones, the expansion of the Internet of Things and innovations, such as wearable technology, have forced businesses to rethink how (and where) they will connect with their customers.
One area that has received a great deal of attention lately is digital content — and a recent survey indicates that companies are actually losing ground in meeting the digital content readiness challenge. In 2014, a joint survey conducted by the Center for Information Development Management and Data Conversion Labs revealed that 48 percent of the respondents stated that their content was ready to provide support for digital business requirements during the upcoming two years. In 2015, that number had fallen to 44 percent.
Furthermore, the survey indicated that companies are going to need help to handle the change. When asked to name the obstacles that stood in the way of meeting the digital content challenge: