Today’s digital customer demands relevant, meaningful, and timely content across a variety of devices and touch points. This reality has led to a dizzying landscape of content and marketing technology — topping 3,000 products and services with an impressive range of capabilities.
These technologies are vital to content and marketing departments, driving audience engagement, efficiency, and revenue by promoting agility, scalability, and repeatability. Technology powers workflow, presentation, personalization, content reuse, and even governance across an ever-growing array of platforms, channels, and formats.
Technology holds the power to streamline and enhance content work, yet instead, many organizations find themselves drowning in it, lacking the engineering and evaluation capabilities to design a technology strategy to help them meet their goals.
Here’s a quick look at where things stand.
That figure, from the 2014 report “How the Presence of a Chief Marketing Technologist Impacts Marketing,” was up from 70% the year before and is likely higher now. Gartner projects it will be 89% by 2016. The finding reflects what is happening worldwide, as organizations across the board report adding positions and budget to meet technology challenges and demands. What’s more, Gartner says, those organizations with Chief Marketing Technologists (or equivalent positions) “are generally ahead of their peers in digital marketing maturity and experimentation.”
The struggle content and marketing departments face with integrating technologies bears out in statistic after statistic. Only 3% of CMOs say they integrate technology well across functions, the CMO Council and Tealium found in their report, “Quantify How You Unify.” The same report finds that 82% of marketing departments lack the data framework to unify technologies. “Many organizations are embracing point solutions, but not integrating the data and insight across all customer touch points,” Donovan Neale-May, Founder and Executive Director of the CMO Council, said.
While it’s widely agreed that the marketing technology industry is a global phenomenon, within every disruption to an industry are pain points. Top challenges include selecting the right technologies, lack of talent to manage the technologies, and struggles with centralizing fragmented data. Organizations struggle to evaluate whether the tools they use are helping them reach their customers more effectively, a task aggravated by their fragmented technology ecosystem.
These statistics paint a vivid picture of the challenges content and marketing professionals face in deploying technology to further their goals. But with a solid strategy, creative engineering in piecing together solutions, and a framework to evaluate how those solutions are working, content and marketing teams can overcome the challenges and begin to reap the benefits of a wider reach, efficiency gains, and a more complete picture of their customers.
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