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Does your marketing team need a digital experience platform (DXP)?

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Does your marketing team need a digital experience platform (DXP)?

While many organizations are excited about digital experience platforms and the power they have to transform content management, understanding your current processes, knowing how to measure success and identifying where you are looking for improvements are all critical to know before jumping into the DXP buying process.

Your organization should start with a comprehensive self-assessment of its business needs, staff capabilities, management support and financial resources.

The following questions should help your team decide whether purchasing a DXP is the right call:


Does your marketing team need a digital experience platform DXP

Explore platform capabilities from vendors like Sitecore, Optimizely, Pantheon, WordPressVIP and more in the full MarTech Intelligence Report on digital experience platforms.

Click here to download!


Do we have needs that aren’t being met by our current content management system?
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Are we able to sufficiently optimize content delivery speed so that it isn’t a hindrance to our SEO goals? Can we deliver the kind of user experience our customers expect, on all of our must-have platforms and devices? Are security concerns or bug fixes taking developer time that could be better used elsewhere?

Do we have, or can we hire, a development team to handle the presentation layers
that may not be part of a DXP?

And can we successfully migrate our existing content to a new platform without sacrificing our search rankings?

Can we tie a new DXP into the existing important elements of our martech stack?

What elements of our current tech stack are we looking to replace, and which do we want to keep?

Is our editorial and content creation staff flexible enough (or tech-savvy enough) to adopt a new content management interface?
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Are we committed to changing our editorial processes to support more reuse and repurposing of our content? Do we have current needs or future ambitions to deliver content to enough different platforms or devices to justify switching?

Does our management support this type of initiative?

A lack of executive buy-in can lead to inadequate budgeting, measurement and performance, and broken customer experiences. It is critical, therefore, to secure C-suite support.

How will we define success?

What KPIs do we want to measure and what decisions will we be making based on the data? As with any technology investment, it is critical to measure the impact of the DXP on your marketing ROI. Although KPIs will vary by organization or industry, you should be able to measure site or app speed, SEO ranking and traffic improvements, and conversion rate gains for lead generation or e-commerce. You may also be able to gauge whether the CMS is saving your developers’ or editors’ time.

What is the total cost of ownership?
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Because DXPs unbundle some of the functions that are built into a traditional CMS stack, it’s important to ensure you’re accounting for all of the pieces you’ll need to assemble for your new infrastructure. You’ll likely need to budget for developer or systems integrator resources for the initial integration. You may also need
to budget for editor training and ongoing development to help you realize some of the benefits we’ve discussed here.


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About The Author

Does your marketing team need a digital experience platform DXP

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.


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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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