Media Coverage

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Cool Tech Programs

June 26, 2017

“Kentico is a strong believer in giving back to the community. It was in that spirit that we founded Kentico Academy, which provides university students with real world, hands-on experience in software development. The program is a win-win. It fills the gap between academic life and actual work environments. At the same time, the program provides Kentico with a steady stream of new talent.

The program is based in central Europe, in close proximity to our corporate headquarters. Each year, some 10 students come through the program. And I’m delighted to report that most of them end up working at Kentico.”

– Petr Palas, Kentico Founder & CEO

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Turning Visitors into Customers

June 22, 2017

By Wayne Jasek, Kentico

In the digital age, people are increasingly aware of what they want and how they want to consume it. If Australian retailers do not offer content online that is both relevant and interesting, they will face challenges in converting these visitors into customers.

One of the most common mistakes local retailers make when it comes to their website focuses on not delivering a consistent experience across all channels. If a visitor starts their digital journey on their mobile on the commute to work and finishes it at home on their PC, they want to see the same content delivered in a manner fitting the device they are using.

In order to reach potential customers in today’s digital environment, retailers need to be thinking about how they make their content meaningful, personalised and relevant from the outset. That means gaining in-depth insights into their customers including the brands they love, the places they go, even to the sports team they support, it’s all relevant. Retailers and digital marketers working in the sector today need to begin their approach by asking “where do I get information about customers that I can use to personalise their experience and use as an input to my digital strategy?”

Personalisation is key to earning the respect and trust of online visitors. Retailers that only offer static content on their website, risk losing potential customers forever. However, those retail businesses that deliver personalised, dynamic content across all digital channels keep visitors on their pages longer. Through this increased activity, Google gets a better understanding of the type of content your business is delivering, which will help increase organic traffic.

But what else can retailers be doing in today’s digital age to help attract website visitors and customers? Well, it’s important to remember that online advertising is not the only way to get content to a relevant audience. A huge trend, especially with Generation Z, is for using messenger apps, such as WhatsApp or Facebook Messenger. Retail brands can reach out to their audiences through these apps. Normally the messenger app asks when someone is creating their account what their hobbies are, etc. Based on that, the user agrees to receive third-party ads as long as they are relevant to them based on the criteria they have specified. 

Local retailers today face a customer base that is digitally savvy and, because they don’t have a lot of time to waste, rather unforgiving. To better connect with online visitors and encourage them to become paying customers, retailers must provide a seamless digital experience and communicate to their potential customers on a wavelength that connects with them on a personal level. After all, if a retailer’s online presence is relevant and engaging, people will respond better to it, increasing the likelihood of future spend.

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Leading CEOs Discuss Their Intrinsic Elements of Success

June 15, 2017

 By Laura Myers

Every year, Gartner publishes its report, The Magic Quadrant for Web Content Management, and every year the industry waits to see where and how those little blue dots will move about, as a reflection of Gartner’s in-depth analysis of leading vendors. 

Looked upon by many as a guide for companies to evaluate which Web Content Management solution would be right for their business, we here at CMS-Connected are always happy to see numerous vendors included in the report that we know very well. We often create a few conversations following the release focused on the recognition within the report, and showcase details of the platforms themselves but admittedly, when I reflect on the various businesses, I look through the lens of leadership and wonder what is on the mind of those at the helm of these companies, the CEOs themselves?

Thankfully, upon reaching out, I was fortunate enough to gain access to the great minds leading the organizations represented in the image below. Read on for a few of my personal highlights or to take in the entire conversation with each CEO on their facets of success, simply click on their logo: 

It All Comes Down to People

When inquiring on what these leaders felt were the intrinsic components that made the difference in the success of a company, there was one theme that stood out, here most explicitly made by Aleksander Farstad, eZ Systems’ CEO:“People! eZ was founded on a philosophy that innovation happens at the interaction between people. Success happens when you can attract, maintain and grow talented people, in an open culture, sharing information and knowledge.”

Sören Stamer, CoreMedia’s CEO, brilliantly built on this idea by explaining how hiring and growing great talent can snowball into success: "Great talents want to work with great talents. They want to learn from and with them. They want to solve interesting problems and build beautiful things. They want to be able to be themselves and be recognized for who they are. This can be a kind of virtuous circle. Creating it is a core responsibility of any CEO."

That interaction however, doesn’t exist solely between colleagues. Mark Barrenechea, CEO and CTO of OpenText, shows that even when leading an organization, gleaning knowledge from those around you is always considered in best practice: “You do not need to be the smartest person in the room, but you need to be the best student and ask lots of questions. This means listening – to your employees, your management team, but most importantly to your customers.”

Riding the Waves

Petr Palas, CEO of Kentico, made a great analogy when he discussed success: “As a technology company, you need to constantly watch the waves and make sure you jump on the right wave at the right time. This is the most dynamic part of the mix and also the most risky one which is why many technology companies get stuck at some point of their evolution by playing it safe and getting disrupted by new entrants.” So what are the waves his fellow CEOs in the space are seeing from the shore?

The first one I noticed, was content: “We see digital is moving beyond the web and we see that it is content that fuels digital success. This is accelerating, with apps, mobile, IoT and more things to come. However, most Web Content Management systems are still purely Web centric, and not content centric. This is not a good fit for this new digital world.” states Aleksander Farstad, CEO of eZ Systems.

“Content is still king in the digital world,” says Mark Duffell, Episerver’s CEO, “WCM will continue to grow in importance as commerce becomes more digital. As the digital terrain becomes the primary point of contact between consumers and brands, successful companies will meet consumers online with digital experiences that help them through the buying process the way a store associate would. That’s why personalization is such a hot topic right now. And with the increasing power of machine learning, we’re going to see experiences become even more personalized, to the point that marketers will be able to segment down to the individual level and target individual consumers based on their distinct journey.”

The Content Explosion 

Content has reigned over the digital business world for a while now, but seems to be in an almost explosive phase, setting in motion the acceleration of these leading WCM systems empowering marketer’s to deliver the experience so in demand from consumers. Willem Rossieau, CEO of GX Software sees this firsthand: “We see our customers implementing strategies that reflect the need to interact with audiences in real-time based on smart customer profiles and relevant personal content experiences. WCM is to become the focal point in digital strategies more and more and it will be required to assemble: channels, content, data, orchestration and applications to create and always deliver the best customer experience.”  


The creation of these strategies has hit a truly blinding pace, as mentioned here by Thomas Erickson, Acquia’s current CEO: “Today’s consumer expects a seamless experience across all touchpoints, at anytime, anywhere. As a result, digital teams are racing to spin up marketing sites, campaign sites, product sites, you name it. This explosion of content is helping us reach our customers where they are. It’s also contributing to an enormous amount of multisite management and data complexity. Digital teams want smarter systems -- across multiple data sets, multiple systems of record, and multiple systems of engagement -- so they can make data-driven decisions that transform and elevate the customer experience. Across every sector we see organizations are working with a heightened sense of urgency to implement systems of intelligence and convert customer insight to better business outcomes.” 

My POV

Amidst their commentary on leadership applicable to every industry, there was a common understanding on the Web Content Management space peeking through to me. The relationship between people, content and experiences is becoming more symbiotic as time moves on. Digital teams are leading customers to water so to speak, but the customers are showing us the ways in which they want to drink, or in this case, consume. This is causing a chain reaction of innovation within WCM systems to meet the demands of the digital teams rising to the occasion of this elevated experience and in that, they are finding more and more ways to strategize that delivery, creating new ways for WCM solutions to facilitate that execution. 

LAURA MYERS

A digital business, marketing and social media enthusiast, Laura thrives on asking unique, insightful questions to ignite conversation. At an event or remotely, she enjoys any opportunity to connect with like-minded people in the industry.

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