The Documentum acquisition is just the latest step in the narrowing of scope of traditional, heavy-duty ECM. There always was and still is a place for massive systems like Documentum and IBM FileNet for complex document processing, especially in heavily regulated environments. Ten years ago, ECM tools were pitched as much more widely relevant, but they turned out to be too expensive and complicated for workaday use cases.
Or to put it another (more positive) light, the last decade has seen the democratization of document management, first with SharePoint — which made Office files more sharable within departments — then with cloud-based file-sharing services like Box, which made files more accessible across devices and within the cloud. We’ve also seen the rise of more specialized players for things like contracts management and forms processing: they solve specific problems without the IT overhead of a complex system.
There will continue to be a role for heavy-duty document processing, especially in larger enterprises. BPM will remain relevant in some of those cases. So ECM isn’t going away. Read the full article here.
"OpenText specializes in purchasing software that is past its prime but still has a lucrative maintenance stream," said Tony Byrne, founder of Real Story Group, an Olney, Md.-based research and advisory firm. "OpenText purchases software and adds it to its business model where they basically swap out all back-office and front-office vendors, use its own people and gain cost savings."
The OpenText acquisition may concern Documentum customers, because it's unlikely that OpenText will build out the product much further, especially since it has similar in-house offerings. Read More Here.
Tony Byrne, founder of Olney, Md.-based Real Story Group, told CMSWire the acquisition "confirms like never before OpenText’s strategy of becoming a convalescence center for aging technologies.”
Minus Documentum. (Logan Airport) pic.twitter.com/m2bsGE13Kg— Tony Byrne (@TonyByrne) September 14, 2016
“Customers will want to understand that — although OpenText will try to align product naming and branding — the firm now sells ECM tooling from three broad product families (its own, Hummingbird, and now Documentum), each in turn assembled via multiple acquisitions. Enterprises should be extra careful to know the provenance of any OpenText solution — now more than ever," Byrne said.
Digital experience management (DXM) refers to the marshaling of strategy, process, and technology to provide highly satisfying digital interactions to customers. DXM is relevant across industries, but it has a special place in the healthcare industry--so much so that I'd like to think of it as the digital equivalent of the mandate to "wash your hands." In other industries serving to enhance customer interactions, DXM is the icing on the cake. But in the healthcare realm, DXM can play an even more crucial role in helping achieve better health outcomes for customers. This article focuses on DXM for organizations in the healthcare industry-hospital systems and other healthcare providers, pharmaceutical companies, and medical device makers.
The healthcare industry is heavily regulated globally and is not an early adopter of digital technologies and techniques, including DXM. But consumers, exposed to superior digital experiences in other industries (such as retail and financial services), have increasingly high expectations of healthcare companies. Read More.
Content marketing isn’t just about creating the right content: the right martech is needed for a content marketing strategy to be effective. You can’t attract, acquire, and engage an audience without a proper collection of systems to manage customer data, compelling content, and product information.
The term martech has entered into common usage, although people often disagree on exactly what it means. Construed very broadly, digital marketing technology is the collection/cocktail of digital systems that marketers use to gather, cultivate, and nurture leads and customers. Traditionally, these systems reflected how a marketer wanted to represent a brand or product line.
However, as marketing becomes (or aspires to become) more customer-centric, marketers increasingly sense that new approaches must focus much more intensely on customer preferences — including their browsing and buying history — and meet them in the channel of their choosing (mobile, in-store, catalogue, or otherwise). Digital assets are instrumental to realising this plan.
The marketing world has perhaps never seen so much change. The core tenet of marketing – that of a marketing funnel – is disappearing and is being replaced by the amorphous concept of a customer journey. Consequently, marketing is much more dependent on complex technology.
But the marketing technology landscape is so crowded and confusing that it can overwhelm any enterprise buyer. As marketing is transforming into a more data- driven and scientific discipline, picking the right set of tools remains a challenge.
When you are looking to select marketing technology (MarTech) for your enterprise, you will encounter several half-truths and also some outright falsehoods. Here are ten such commonly encountered myths and the real story, based on our experience of advising large global organisations with their MarTech initiatives. Read the full article here.
It's difficult for even large enterprise customers to comb through their data to gain a comprehensive view of their prospects and customers. "If I want a 360-degree view--or at least a coherent view of the customer or the target or prospect that you're trying to reach--that's a hugely difficult task," says Kompella.
Getting the most value from a marketing cloud platform is hard work, and customers are coming around to that viewpoint, Kompella says. He suggests investing in people "who can make sense of all the data that is coming at you," as it may be even more important than the tools.
A lack of content is another reason that a marketing cloud platform may be viewed as a bad investment for a company, especially for small to mid-sized companies. "A lot of the power or value of this all comes from being able to divide your audiences into different segments," Kompella says. "So having appropriate content for each of these segments becomes very complex."