Back to Resources

Start Preparing Your Brand For Omnichannel Content Management


Marketers are feeling the hurt of modern customer engagement. Pepsi’s president Brad Jakeman put it sharply: “It was once sufficient for us to produce four pieces of content a year — mainly TV — and we could spend about six to eight months developing that one piece of content and spend $1 million on each piece of film. Now, that four pieces has turned into 4,000; eight months has changed to eight days and eight hours; and budgets have not gone up.”1  Failure to address the pain results in dysfunctional and frustrated marketing teams, and – worse – bad customer experiences. What’s needed is an organizational pivot from a channel and campaign focus, to a customer and content focus. That shift demands a new strategy and new technology. Join this webinar to hear guest speaker Forrester’s Ryan Skinner describe:

  • The steady rise of customer-driven content demands
  • What the pivot to omnichannel content management means
  • How a number of technologies play in the omnichannel picture

1 http://adage.com/article/print-edition/agency-future/303798/

Ryan Skinner

Senior Analyst at Forrester