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Do you have a plan for how your CMS will fit into your mobile strategy? Ian Truscott recently presented at the Gilbane 'Content and the Digital Experience' conference and looked at how you should approach this question. OVERVIEW - Talking points - Why are we doing this? - Is responsive the solution? - Mobile is just context - How do you decide? - What does this mean for your CMS?
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SDL Proprietary and Confidential
How Should Your CMS Fit into Your Mobile Strategy?
Ian Truscott, VP Content Marketing, SDL
@iantruscott | #gilbane
What you may not know about SDL
SDL provides Web Content Management solutions to over 600
customers across 5 continents and has leadership positions in
Forrester Wave and Gartner Magic Quadrant
Questions from Gilbane…
In order to answer those questions – I have questions of my own..
Talking points
Why are we “doing mobile”?
Hasn’t responsive solved
all our problems?
What is the impact on our CMS and
content operations?
How do we decide on the right approach?
Why are we doing this?
Is Responsive the solution?
Is Responsive the solution?
More than half of consumers who’ve shopped on their
mobile have abandoned a purchase because of poor
navigation
Responsive could mean compromise
A “mobile first”
strategy is as
relevant as an “IE
first” strategy
So mobile first then?
Being on a mobile device is just one piece of
the context puzzle about this visitor
Mobile is just context
Aged
23
French
Canada
Bought
a coat
Looking
for store
address iPhone
Maybe better context is here – what’s on TV?
Is this mobile?
Rewind: Which Direction?
How do you decide? Eight Questions
Eight Questions
Eight Questions
Eight Questions
Lexus
Finally! What does this mean for your CMS? (4 quick points…)
#1 We are no longer
publishing web
pages
• We are assembling dynamic omni-
channel user experiences based on
content components
• We need to think content forwards
not page backwards
#2 We need to be serious about
separation of content from
presentation – and help our
authors
#3 We need to rethink our
deployment models
#4 We need to think carefully about
our content model • How do you manage variants?
• How do you manage navigation relationships?
• How do maintain our CMS principles of “change once
publish everywhere”?
Our editor
experience needs to
be mobile too – todays
employees will expect business
tools to be mobile
Solution Stack
Personalization | targeting
| measure
eCommerce | banking | booking
Let’s review those questions from Gilbane…
• Should your CMS manage all mobile content?
• Should that include apps as well?
• Is mobile content delivery by the CMS active or passive?
• Where does the delivery layer reside?
• Is data incorporated by the mobile app or by the CMS?
• Should you create a separate system just for managing mobile content?
• Should your WCM mind its business and stick to the Web?
• Should your other CMSs stay with whatever enterprise applications they support?
Have we done our homework?
Thank You!
•Ian Truscott, VP Content
Marketing, SDL
•@iantruscott | #gilbane