Despite heavy investments in managing the surge of digital
content, the operational side of content management is eating up a
big chunk of marketing professionals’ time, according to a new
study from Accenture (NYSE:ACN).
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More than half of the senior marketing leaders surveyed (53
percent) stated that they spend more time on operational details –
for example, requirements documentation, securing legal and
leadership approval, and content tagging definition – than on core
marketing and branding activities. This reflects a rapidly
accelerating trend as 80 percent predict that two years from now
they will spend even more time on operational details than they do
today.
“Content fuels virtually everything a marketer touches – all
roads lead there,” said Donna Tuths, global managing director,
content services at Accenture Interactive. “Content is marketing’s
most vital asset – literally the currency of communication powering
engagement and driving sales. Ironically, the exponential digital
content growth now has the potential to become marketing’s greatest
obstacle to drive value from it.”
The focus on the operational side of digital content management
is also reflected in how companies measure content effectiveness.
Only 16 percent analyze how it contributes to customer lifetime
value – with operational statistics, such as operational costs,
cycle time, and time-to-market, all ranking higher.
Digital Content is surging around the globe
According to the inaugural Accenture Interactive State of
Content report, titled “Content: The H2O of Marketing,” which
represents the views of 1,078 senior marketing leaders in 17
countries,
- Ninety-two percent are now dealing with
more digital content than two years ago;
- Eighty-three percent predict the volume
will further increase in the next 24 months;
- Fifty percent have more content than
their marketing organizations can effectively manage.
Huge investments in scaling content
Marketing organizations are investing heavily to get a grip on
the flood of content which is driven by the proliferation of
digital channels. The majority of the survey respondents (73
percent) said their organizations spend more than $50 million
annually on content management alone. However, only 45 percent
report that they are very confident that their digital content
investments will achieve business objectives.
Why is content so difficult for companies?
Respondents cited three top reasons why they are challenged with
managing digital content: lack of skilled talent, deficiency in
technology, and overall process issues. For example, 78 percent of
respondents feel the need for better alignment with IT, as
marketing today relies more on technology than ever before.
Content needs to be treated as an enterprise issue
“The problems marketers are pointing out are symptoms of a
broader issue,” said Tuths. “There is a finite amount of content
you can create and manage using current approaches. Organizations
need to recognize content as an enterprise issue that does not
belong purely to marketing, IT, or any other stakeholder. Now is
the time to step back and look at your content needs on a holistic
basis.”
This includes having a content strategy in place that addresses
current and future needs – which only 58 percent actually do.
Organizations can also benefit from developing and managing content
under a centralized model. This would allow marketers to spend
almost three times the amount of their time on branding and
marketing activities. However, only five percent of organizations
today work in a completely centralized way when it comes to
content, with 35 percent of respondents anticipating that their
organizations will be completely centralized in two years.
“To truly harness the power of content, you have to bridge the
gap that currently exists in the organization between business
units, geographies, and brands – enabling an effective governance
and content operating model,” said Tuths. “Look at how
sustainability has become a driving factor in determining how
natural resources are produced and distributed globally. Successful
brands will take a similar approach when developing models for
creating and managing digital content.”
Methodology
For its inaugural State of Content 2015 survey, Accenture
Interactive surveyed 1,078 senior marketing leaders among digital,
media and communications from Argentina, Australia, Brazil,
Belgium, Canada, China, France, Germany, India, Italy, Japan,
Portugal, Singapore, South Korea, Spain, United States, United
Kingdom and from the following industries: Automotive, Banking,
Capital Markets, Consumer Packaged Goods, Electronic and High Tech,
Life Insurance, Life Sciences/Medical Products, Media and
Entertainment, Pharmaceutical/Biotech, Property & Casualty
Insurance, Retail, Technology, Telecommunication, Transportation
and Travel. The survey was fielded from March to April 2015.
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With approximately
373,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
Accenture Interactive, part of Accenture Digital, helps the
world’s leading brands drive superior marketing performance across
the full multichannel customer experience. Accenture Interactive
offers integrated, industrialized and industry-driven digital
transformation and marketing solutions. To learn more follow us
@Accenture Social and visit www.accenture.com/interactive.
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AccentureJens R. Derksen, + 49 175 57
6193jens.derksen@accenture.com
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