Future of Content Management Systems

James Norwood EVP Strategy and CMO Episerver

Bidness ETC - Aug 7, 2015

Evolution of Content Management Systems

2015 CMS have to deliver highly personal digital experiences on any device directly into a customer's immediate context and moments of need along every step of their journey Think the IOT.

1995 CMS first had to learn to deliver content interactively, tailoring the experience to the needs of the day. Think Yahoo.com

2000 CMS needed to deliver business services directly into customers' hands. Think eBusiness.

2010 CMS had to deliver experiences on smartphones and tablets. Think Google Maps.

“Pick The Right Web Content Management System -- It's The Backbone Of Your Digital Experiences” – Ted Schadler, Forrester, Feb 2015

Meet Jessica

Channel? What’s a channel?

“Know me. Work with me.”

Any place, anytime Customer profile

Interaction preferences

Transaction history Case history

Recent browsing activity

Recent chat activity Social activity

Location

Device

Data is collected but insights are lost

Customers fail to convert or worse - leave

Were the CIO and CMO Meet

Technology as a Percentage of Marketing Spend

“We expect technology spend by CMOs to increase 10x in 10 years, from $12 billion to $120 billion, unlocking a huge opportunity for marketing technology companies and opening the door to the decade of the CMO.”

Source: Foundation Capital, February 2015

0

20

40

60

80

100

120

140

2015 2020 2025

10%

4%

1%

$B US

Have we become Mad Men?

| Digital Experience Delivered™ 11

Digital Transformation

Barriers to effective Digital Transformation

What are you most challenging obstacles?

Source: Ascend2, Informatica, D&B, September 2015

Integrating Technologies 52% Integrating Technologies 56%

Lack of Strategy

Budget/Resources

Processes/Workflows

39%

38%

38%

Disparate Data Sources

Organizational Structure

Complexity of Journey

47%

40%

39% Source: eConsultancy, eMarketer, September 2015

What is Digital Transformation?

Seamless Customer Experience

Efficient People and Processes

New Business Models

Effective Strategy and Leadership

Connecting with Jessica

Digital Transformation | Seamless CX

Contextual Personal Relevant Appropriate Emotional Pictorial Real

CMS

Marketing

Serv

ice Sales

Operations

Digital Transformation | Operational Efficiency (People and Processes)

“Higher-maturity organizations differentiate themselves by using digital to transform their business, allowing them to move ahead of the competition.”

Organization’s digital maturity

Percentage of respondents agreeing

Source: MITSloan Management Review in conjunction with Deloitte, 2015

80% Opportunity

20% Risk

Disruptive Technologies must be Harnessed

Web Mobile Social Data IOT Cloud

Cloud Experience Digital

Predictive Analytics will drive Personalization

Acquire Engage Convert Remarket

Customer Journey: Guided, Optimized, Personalized Engagement

Persona Management: Rich, Compelling, Contextualized Content

CMS helps create personalized and optimized email, social content leading to higher visibility and better click through rates

Web editors create personalized content in CMS leading to increased traffic and higher conversion rates

CMS automates personalized follow-up after shopping cart or web form abandonment, leading to increased recovery rates

CMS helps build trusted relationships via personalized recommendations leading to higher AOVs, contribution

Digital Transformation in Action

Copenhagen Airport (CPH)

2014 passenger numbers: 25.6M 2014 passenger traffic growth: +6.5% Key customers: SAS, KLM, BA, easyJet Number of routes (2014): 151 Top 3 departures: London, Stockholm, Oslo Retail share of CPH revenue: 50%

CPH Quick Facts

Defining the Airport of the Future

The constant drive for innovation extends to trialing intelligent advertising, which incorporates facial recognition technology.

The Future of CMS | Key Takeaways

Three Defining Fundamentals

1.  CMS as the “Content Hub” of digital transformation 2.  Predictive real-time algorithms make Big Data personal 3.  Rich, compelling, visual content - not ad spend

And One Sure Bet •  It’s all going to happen in the cloud