For businesses in today’s climate, being able to rapidly manage and deliver accessible, high-impact digital experiences is extremely important. Yet many companies are faltering, according to a new study from Crownpeak and market research firm Vanson Bourne. In fact, nearly 3 in 4 businesses (73%) believe improvements are required to the speed and agility of their online content management and digital experience delivery.
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This new study explores “Digital Experience Management” – that is, how companies manage content, develop experiences and deploy them to the digital channels where their customers want to engage. The study includes data from 400 marketing and IT decision-makers at companies across industries, who participated in an online survey in November and December 2020.
“Today, having a digital-first business strategy is all about meeting your customers where they are,” said Lacey Ford, chief marketing officer, Crownpeak. “With many in-person channels still suspended or curtailed, digital experiences are often the primary way that companies and customers interact. That means there is increased pressure to serve up digital experiences quickly and easily – before customer needs or corporate priorities change, and before your message becomes obsolete. In addition to being timely, it’s important that the experiences also be accessible, engaging, compliant and consistent across channels.”
The Need for Speed
More than 9 in 10 respondents (94%) say speed and agility are “very” or “extremely” important to digital experience management and delivery. However, there was a notable gap between how long respondents think it should take their organizations to implement digital presence changes – versus how long it actually takes. For example:
- Building and launching a new content page using an existing template/layout should take 2 weeks, according to respondents. Yet in reality and on average, it takes their companies 4.
- Launching a microsite with new design and creative should take 3 weeks, respondents believe. It really takes their organizations 5.
What’s thwarting companies from reaching their desired level of agility? Marketers and IT professionals don’t always see eye-to-eye on this. They cite the following impediments:
- Organizational processes – IT: 46%; Marketers: 34% (40% of all respondents)
- Slow implementation of digital experience management solution – IT: 37%; Marketers: 42% (40% total)
- Too much time and budget spent on maintaining infrastructure – IT: 32%; Marketers: 46% (39% total)
- Hard to use technology – IT: 23%; Marketers: 32% (28% total)
What is clear, though, is that increased agility brings increased business benefits. Respondents believe that improving their organization’s speed of digital experience delivery would result in, on average, a 38% uplift in revenue.
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