This Adobe & Econsultancy Digital Intelligence Briefing 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.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
1. In association with Adobe
May 2013
Quarterly Digital Intelligence
Briefing: From Content
Management to Customer
Experience Management
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About the survey…
Online survey in February and March 2013
More than 1,000 respondents globally – a
record for this on-going series of reports
42% of respondents based in the UK, 35%
in North America
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Almost half of survey respondents work in the
marketing department…
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Companies are almost as likely to disagree as agree
that their CMS ‘facilitates a brand-enhancing digital
presence’.
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The vast majority of respondents believe that content
management should help companies ‘improve user
engagement and customer engagement’ (87%) and ‘build
the brand through positive experiences’ (78%)…
…but only 23% of companies rate their CMS as ‘good’ for
improving user engagement and only 29% of companies
rate their CMS as ‘good’ for ‘brand-building through positive
experiences’.
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How companies rate their CMS for helping to deliver
against business objectives
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Global websites are now getting more traffic from
tablets than smartphones, 8% and 7% of monthly
page views respectively.
Source: Adobe Digital Index
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70% agree that ‘delivering optimal experiences across all
screens and devices is a major challenge’
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A third of respondents say that mobile website functionality and
responsive design is the one feature they would ‘add to their
CMS right now’
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Most important criteria when assessing a CMS: a solution that’s
easy to use by people throughout the organisation who aren’t
technically savvy to author content
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For many companies, the content team extends beyond
specialists, including people from marketing and IT
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One seemingly essential requirement for clients and agencies
is that they can author and manage content via tablet devices
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Social’s greatest potential is in the areas where the fewest
organisations are currently taking advantage: 28% of
organisations surveyed said that social media activities
have an impact on content management.
Adobe / Econsultancy QDIB: Managing and Measuring Social
ecly.co/AdobeSoc
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Only a fifth of organisations say their CMS enables them to
personalise content based on social profiles
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Social media needs to be at the core of WCM, but most
organisations are still struggling with this