Over the past few years, the fundamental responsibilities of the chief marketing officer (CMO) have gradually evolved into a role requiring more technical prowess. In fact, a new job category, that of chief marketing technologist, has emerged as a typically common role within marketing departments. As prospects and customers continue to engage over digital channels, CMOs with technical expertise will be in greater demand as the qualification to manage modern enterprise marketing requires merging technology with marketing.
I thought it worth sharing an article published today by DOCUMENT Media on the technologies used to power contextualized, content-driven customer engagement.
While it is data, integration and business logic that represent the structural pillars for personalizing and triggering communications that organizations need to create and deliver, content serves as the foundation of customer communications. Research analysts from Forrester find that by knowing what to say and how to say it with personalized content is a critical component to driving customer experience-related revenue.
According to Tech News World, , employees must have a higher degree of digital literacy to keep pace with today’s workplace productivity demands. Over the next two years, 90% of the workforce must be proficient at such basic computer skills as managing email and company software; over 50% will need more advanced skills including the ability to use, configure and build digital systems. We have truly and completely entered into the age of the digital workplace.
Electronic document assembly, or document automation, defines a category of solutions that simplify the task of creating documents—i.e., any content in its final format—via a digital or electronic means. While the concept is still very important to operational efficiency, the term “document” has become a bit passé; these days, it’s better to think in terms of automating the creation and delivery of “content” or of a “communication” that can be distributed through a wide array of channels.
Monolithic out-of-the-box customer communications management (CCM) systems are on their way out. Gartner and Forrester research indicate that future CCM use cases will be addressed using best-of-breed content services designed to be part of a larger digital experience architecture.