Theresa Regli Content Management Strategies for a multi-platform world

CM Strategies for a Multi-Channel WorldOnline Information, London Nov. 2013!

Real Story Group provides market research, technology evaluations, and strategic advisory services to customers in 60+ countries around the world."

Theresa Regli Principal Analyst & Managing Director

[email protected] Twitter: @theresaregli

@realstorygroup

Copyright © 2013 Real Story Group @theresaregli @realstorygroup

Real Story Group: What We Do

Provide in-depth research analysing weaknesses and strengths of technology.... and vendors

Advise on successful technology selection and implementation best practices

•  Over 3,000 customers in 60+ countries

•  We consult only to end-users, never advising the vendors we evaluate


Selection of our customers


The promise: Right media to the right device at the right time


Designing an immersive, trans-media experience


DAM in 2013: Trans-media immersion


With incentives!!

Designing an immersive, trans-media experience


Digital Marketing Toolkit

Marketing Automation Social Monitoring

Media Asset Management Digital Asset Management

Web Content & Experience Management


Digital Workplace Toolkit

Web Content & Experience Management

Enterprise Collaboration

Document Management Cloud File-Sharing

Enterprise Portals & Content Integration

Enterprise Search


Ensure the technology you have is designed, engineered, and fit for the purpose


MA and CMS: Where Do They Connect?

MA CMS Lead Management

Campaign Management: Email Mobile Social

Landing Page Management Profile Management

Segmentation

Personalization

Marketing

Engagement

Nurturing

Forms Management

Targeted Content Delivery

Analytics Lead Scoring MVT, A/B Testing

Template Management Data Management


Mobilizing it all: Key Considerations

1.  Which Devices to target? 2.  How should we develop apps? - Mobile web vs.

apps, vs.… 3.  Should we just use Apps provided by Incumbent

tools? 4.  How do we align with overall (non-mobile)

architecture and experience? 5.  What about existing applications? 6.  Are there specific Security and Administration

implications?


Which Devices to Target?

•  “Bring your own device” or BYOD

•  Enterprise Apps require –  Security –  Provisioning – Management –  Integration

EMC Documentum, iOS only

Copyright © 2013 Real Story Group @theresaregli @realstorygroup 15

http://mobile.smashingmagazine.com/2012/07/26/android-design-tips/

Variations even within a single device type


Which Approach: Mobile Web vs. Apps vs..…?

SharePoint 2013

Browser based


Browser

Hybrid Wrapper

Cross compiled

Completely Native

Better user experience Device capabilities Performance

Support wider user base Less admin overheads Easier to develop and maintain Less cost

Select a combination of development approaches. In many cases, what works is a combination of mobile web combined with specific apps for specific use cases

Which Approach: Mobile Web vs. Apps vs..…?


Follow Web Standards

Mobile Templates / Stylesheets

Scrape and Transcode

Framework / Middleware

Bespoke Native Apps

Cost / Time-to-Deploy / Richness

How to Mobilize Existing Websites and Apps?

1 2 3 4 5

Existing sites at lower fidelity Predominance of read-only

New or high-value applications Predominance of interactivity USE WHEN:


Duplicate media?

Very real danger of creating multiple versions of media Per device: •  iPhone, iPad, BlackBerry, Nokia, Samsung, etc. versions? •  Touchscreen vs. keyboard devices Per viewing context: •  Browsers •  Applications

Per location: •  Bandwidth

Per content type: •  Large files need smaller versions?


DAM / MAM systems enable transcoding

•  “push this format to the web” •  “detect device and media player, push this format”

.swf

.mov


Adapting Your Media Assets

Same images & content but: •  Different sizes •  Different formats •  Different, more granular

content components •  Remember: don’t

duplicate! Transform & transcode


Video Example | Browser based


Which Approach: Mobile Web vs. Apps vs. …?

•  Downloadable apps but the core uses standard web technologies

•  Why wrap? –  You can take

advantage of some native capabilities like Camera

Hybrid - Web technologies but wrapped


Which Approach: Mobile Web vs. Apps vs. …?

Browser

Hybrid Wrapper

Cross compiled

Completely Native

•  Better user experience •  Device capabilities •  Performance

•  Support wider user base •  Less admin overheads •  Easier to develop and

maintain •  Less cost

Select a combination of development approaches. In many cases, what works is a combination of mobile web combined with specific apps for specific use cases


Summary

•  Identify and prioritize needs. •  One size does not fit all. Select best approach for

each scenario. •  Incumbent tools suitable for very simple

scenarios. •  Mobile is not stand-alone. •  Don’t neglect existing ad production and

consumption methods. •  In complex enterprises, security and admin

issues can add lot of overhead.


2013 Vendor Map


Thanks! Let’s stay in touch……

Questions: [email protected]""Get a free excerpt of RSG research:"http://realstorygroup.com/Sample/ Purchase a report now: http://www.realstorygroup.com/Purchase/ Learn about our Premium Subscription options: http://www.realstorygroup.com/Subscribe/ Contact us for more information:

–  [email protected] –  Twitter: @realstorygroup –  + 44 (0) 20 3318 1911 (UK) –  + 1 800 325 6190 (USA)

+ 1 617 340 6464 (Int'l)

Contact us today to get a free tour of our subscription offerings.

Theresa Regli Content Management Strategies for a multi-platform world

Technology

Transcript of Theresa Regli Content Management Strategies for a multi-platform world