I am seeing a change in the way CMS solutions are being conceptualized and are being implemented. Some of the key observations from my experiences with customers, partners and consumers:
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CIO (IT) and CMO (Marketing) organizations are conceptualizing the needs (not necessarily the solution) together.
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Business objectives are being discussed early (not sure about defined!) and measuring the business outcome and/or ROMI (return on marketing investment)/ ROI (return on investment) are being discussed during solution conceptualization.
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End users have become too important. You can't impose a solution on them. Creative aspects of the solution and usability have become the themes of solution.
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Web content management (WCM) or Content Management Systems (CMS) products are just part of the solution and do not lead the overall solution anymore.
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Every marketer tries to (or wants to) speak the technology language along with regular marketing story. i.e. Marketers are learning technology jargons more than the technology guys learning marketing buzz words.
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Web 2.0, Mobility and Responsive Design have become standard requirements. BYOD is new normal.
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Both B2B and B2C organizations want the solution to create an impact on "consumer" - be it partner or a 'Gen Y' kid exploring the solution. "End user" term itself is getting obsolete.
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System integrators are being taught to differentiate between "Design" and "Design" - Creative and usability design needs a different set of people and skills as compared to technical design guys.
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Speed to deliver the solution and speed to justify the ROI/ ROMI have become the basic success parameters for the solution. Both requirements and stakeholders are changing so quickly that a proposed schedule of 3-months itself is disqualifying the solution vendors.
Overall the digital experience (or the not so good and not so old web experience) is moving very so fast, that it is becoming difficult for marketers, CMS/WCM product vendors, creative & digital agencies as well as system integrators are finding it hard to run in parallel. Leaders are not trying to remain ahead of needs but are trying to be quick in responding to the needs.
Author: Madan Mewari
Organization: eDynamic (http://www.edynamic.net)
#responsive #mobile #WCM #experience #usability #Marketing #creative #ROMI #design #digital #CMS #Web Content Management
#WebContent #measure #ROI