Do you believe in digital experience magic? That’s how Siobhan Fagan summed up the CMSWire tweetjam on the future of digital experience I participated in last week. To quote Sibohan, “no matter how many acronyms get thrown around, a few truths lie at the center of the digital experience: 1) it’s complicated, 2) it’s about to get more complicated and 3) if you’re basing it on anything other than a customer-centric focus, it’s back to the drawing board for you.
The panel I was on was asked six questions, which prompted a healthy discussion and while we generally agreed on the themes there was definitely differences in opinion and experiences. I kicked things off by responding to the first statement, “the only required category in the martech landscape is WCM,” by tweeting, “WCM is at the core of digital experience, the ability to deliver contextually relevant digital experiences.” Clement Egger, @theklem added, “mostly true if you consider that WCM is in fact ingesting more and more features that used to be out of it’s scope 2 years ago.”
This led to the next statement, “Legacy WCM vs DX Platform – Can we increment our architectures (e.g., add on big data) or are new paradigms… where we looked beyond WCM only. My two intial contributions included, “…all architecture has to be built around the customer,” and “ before thinking about tech, we need to decide what we’re really trying to accomplish and the metrics needed for success.”
Without going into every question and every tweet, suffice it to say there was a lot to be said. My fellow panelists we very thoughtful, at least as thoughtful any of can be churning out commentary non stop for an hour, 140 characters at a time. I encourage everyone to visit the recap of the event at CMSWire, http://bit.ly/1KO3vDI.
The last question brought us around full circle to WCM. Siobhan asked us if WCM has lost its path in the struggle to be all things to marketers? For me, the first thing I thought of was the old saying, “people, process and technology – in that order for CX success WCM needs to follow accordingly.” I defined WCM as “a subset of an integrated marketing platform, CX technology is a subset of the CX ecosystem.” And finally, I said, “as WCM redefines itself as a publishing tool enabling digital experience (DX) across channel, devices and platforms, its on the right path.”
With that, the hour was up, the hundreds of tweets posted, retweeted and commented on. I gained a lot of new followers @jkottcamp and I started following my fellow panelists. Having done many of these events, they take a lot out of you. But are very rewarding. I look forward to the next one. Let the Tweets begin.