FIGARODIGITAL.CO.UK


DATA HAS BEEN DESCRIBED, variously, as the new oil, the new gold and even the new bacon: no one, the implication is, can have too much of  the rush to crunch the numbers, brands and marketers are forgetting that it’s people, not statistics, they do business with? Kevin Cochrane is CMO at Jahia, a leading provider of a customisable user experience platform for managing digital experience. He believes it is time to get back to authentic relationships. Trust and lifetime value are key elements in the new digital currency, which means investing in meaningful, personalised      some of the current (and future) factors shaping digital experience management, it’s worth casting an eye over the evolution of content management systems (CMS). Transformation and disruption are terms that have gathered overwhelming momentum over the last couple of years but the ball started rolling two decades ago.


A short history of disruption  the release of the Apache web server in 1996, says Cochrane. This was the point at which webmasters were able to download open source software and establish their presence online for  The second wave broke in 1997 when Microsoft purchased Hotmail.        had access to a personal email account not connected to their work.       user inboxes where they could send links taking potential customers straight to products or services. “In 1998,” says Cochrane, “we saw


another wave of disruption: the rise of Amazon. Suddenly ecommerce was real and Amazon started to be a threat to brick and mortar companies. CEOs started worrying about what the web meant, what consumer access to email meant and how this changed the way they do business.” Those anxieties were addressed by the rise of the content management industry. Organisations were able to open authoring opportunities for their experts while maintaining centralised publishing control. The website was now a critical aspect of any business and, for many, it was the very heart.


Trust Inc. Fast forward through the boom and bust years at the turn of the millennium to the next wave of digital disruption, heralded in 2006 by the launch of Facebook. That was followed in 2007 by the arrival of the iPhone and the mobile consumer. Then came the        dramatic retreat in consumer spending.


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DIGITAL SECTORS      UX


34 annual sourc e guide 2016


WORDS: JON FORTGANG


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