We’re all familiar with the fact that we’re in a period of proliferation of devices and methods for accessing content. If you thought of things from a market share perspective, there are two really important things going on.
First, the total consumption of web-based content and functionality in total has increased dramatically. You can’t go about your daily affairs and not see someone with their nose stuck into an app or perusing a mobile version of a site.
Second, the desktop PC’s share of total web-based content and functionality has declined precipitously as mobile, tablet, and other form factor content and functionality have proliferated.
So, what does this mean for CMO’s and CIO’s?
It means that it’s more important than ever to think about brand content in a different way. You can’t be certain that one system is going to be able to manage or deliver content to many devices.
If you’ve made a bet on a particular platform for your content - and you don’t have absolute control and a great deal of flexibility when it comes to re-purposing or driving the content - then you’ve made a bad bet.
Keep in mind that the iPad was launched in April of 2010.
Have you wondered why so many of the top ecommerce retailers still to this day DO NOT have a tablet-friendly site? Their site links are too small, too close together, you can’t swipe images, can’t pinch to zoom, and really just can’t do anything that you want to do on a tablet?
It’s because their content is locked up - and NOT abstracted in a form where it’s easy to change / adjust based on the targeted device or user. In most cases, ecommerce retailers have adopted the content management tools that are tied into their ecommerce system.
Along comes a new device or new need and those systems are now obsolete. CMO’s and CIO’s are now stuck waiting for the development cycle of their third party ecommerce provider - Oracle, IBM, Demandware and on and on.
Put simply, these big ecommerce platforms won’t ever be able to evolve fast enough. Were they ready for the millions of Kindle Fires that fired up on Christmas Day last year? Nope.
If you want to win in the marketplace and serve your customers and consumers, you can’t afford to wait around for your platform partner to update their content management system - certainly not the 2+ years that so many have waited to catch up with the iPad.
It’s for this reason that CMO’s and CIO’s need to take control of their brand content - wherever it might be - if they want to be able to adjust to marketplace changes and adapt to new devices and new technological capabilities.
How long will it be until there is a life-sized tablet at retail that can be used to shop a collection of items that go far beyond what’s normally in the store? Chief Marketers and Chief Information Officers need to be thinking about how to take greater control over the content that they’ll need to continue to populate tablet devices as they show up absolutely everywhere.