The world of digital marketing has changed dramatically and continues to evolve in today’s fast-paced digital age.
Where digital marketing historically focused on delivering messages and information to broad audiences and regions, it now takes aim at building relationships with individual customers and communities in a global marketplace. With the evolution of technology platforms, marketing effectiveness can now be more closely and rapidly analyzed.
Furthermore, digital marketing is no longer a single communication channel in a larger marketing puzzle—it is now a point of convergence for many communication channels. Content is still central to marketing, and advances in technology are now empowering organizations to make their content management cycle more efficient. CMOs are, therefore, always looking for ways to accelerate production, delivery, and targeting of content to specific audiences across multiple channels. Shrinking the time between creative concept, content creation, and content delivery requires efficient business processes supported by technology.
This white paper—downloadable here as a PDF—from Deloitte Digital and Adobe, explores how a broad digital marketing platform architecture can enable more efficient marketing business processes and a convergence of channels. Web Content Management (WCM) capabilities are at the core of the platform, extended through closely integrated Digital Experience Management tools and guided by a well-aligned governance structure. Incorporating these capabilities into an integrated platform can greatly simplify the content management life cycle, enable marketers to accelerate and customize content delivery, and better engage with customers. This can improve conversion rates and allow continuous optimization of the user experience.
CMO.com will be publishing a companion piece to this white paper in a couple of weeks, titled, “Seven Tips for Making Digital Content Delivery Payoff.” Also, Deloitte and Adobe, in partnership with the American Marketing Association, will be hosting a webinar on March 14, titled “Build the Right Foundation for Effective Digital Marketing—Best Practices in Web Content Management.” More information about this event can be found here.