2014-12-May-Rewriting-Marketing.jpgIt should be pretty clear by now that the process of marketing and creating content for customer experiences has changed. From the broad disruption of digital, to the more specific challenges of developing mobile experiences, to social and the puzzle that is still personalization -- is it any wonder that more than 75 percent of marketers feel like marketing has changed more in the last two years than it has in the last 50?

Marketing today must be incredibly agile -- and flexible -- to act and react to all the changes happening in the marketplace. In describing this new business reality, Forrester Vice President and principal analyst Craig le Clair explained that:

two things are vitally important: awareness and execution for being agile. You have to sense and be aware of what’s going on. And, you have to be able to act upon it quickly."

Ironically, the trend for many enterprise web content management (WCM a.k.a. CXM) products has moved in the exact opposite direction. Instead of becoming more agile and less unwieldy, enterprise solutions have now become -- in large part -- slower to implement, harder to change and customize, and more difficult to adapt to newer platforms. Some now take 18 to 24 months from purchase to live! That’s an eternity in today’s customer experience landscape.

They haven’t become less technical -- they have become more so. Many WCM vendors have moved to a message of content, marketing and creating a more optimal customer experience -- but it seems to be a story written by technical people in code.

Agile Is as Agile Does

One of the keys to ensuring that a product can adapt is in how it is architected and built. Companies like Spotify understand this methodology and focus on the idea that structures and product architecture are what enable front-end design features to thrive. As Peter Mahlen, a programmer at Spotify wrote in a blog post in April:

developer-facing quality is a completely different thing from end-user facing quality, and is usually more important.”