How to ensure its content management thanks to Digital Knowledge Management? Why do you think it is so strategic to ensure effective and  Switzerland Email Database engaged content management? During the last 20-25 years, brands have tended to focus their efforts and investments on their websites, initially, then, secondly, with the advent of mobility, on mobile applications. Their priority was then home media. 2016 marked a turning point with the fragmentation of the media due to mobility . This led to a multiplication of touch points . Brands therefore had to exist outside of their website. They have had to deal with a growing diversity of interactions, whether in the interface: mapping, social networks, GPS environment, etc.

Now, 73% of the search information flow to the brand are requests that do not go through the website . You regularly say that we are entering a new era in digital content management. What are the new challenges of digital content management? The first challenge for a brand is to consider the digital ecosystem in a broader way than what it was doing until now by focusing on its website. It needs to be concerned with the content that exists outside of it. 5 times more of a brand’s call to action are generated by interactions that take place outside the website. The challenge is to be able to think about and plan the customer journey in an increasingly fragmented environment. We must succeed in monitoring all of its content. The 2 nd issue affecting the world of research.

What is Digital Knowledge Management? How is he reinventing digital content management?

Today, search processing results from typing in keywords which then yield a list of results in the form of blue links. I am convinced that the evolution of search pages is going towards less and less blue links but more and more structured data : which appears in position 0 . It is therefore no longer necessary, as before, to redirect oneself in websites to obtain information that is already in the search engine. The risk of a drop in traffic is therefore obvious. It becomes imperative to exist in these third party applications . This is inseparable from a perfect mastery of the data that will feed all of these systems. The notion of response engine will take precedence over that of search engine. The engine will be able to respond directly and keep data in its ecosystem thanks to the work of structuring brand data upstream.


The 3 rd issue is at the level of the voice. The arrival of this new mode of interaction (voice) generates new uses and applications. Be careful, however, the development opportunity via voice search is in the smartphone and not the connected speakers. Indeed, the mobile is the first device of the voice channel and it almost systematically embeds voice assistants. The development of the voice generates the same multiplication of uses as the appearance of the iPhone. We are witnessing the development of many voice applications such as Amazon skills which enrich the uses linked to the voice. It’s only a beginning. What is Digital Knowledge Management? How is he reinventing digital content management? Digital Knowledge Management enables brand control across this entire ecosystem from a single data source.

What do you think is the next revolution that will affect digital content management?

It makes it possible to reconcile the data and constitute a single repository which feeds all the applications. This database is connected to the website but above all directly feeds the entire ecosystem, including voice applications. All of these applications need to be fed structured and intelligent data from a single source . What are the keys to regaining control over your digital content management and data? Digital Knowledge Management is the opportunity to think about the uses of your data , an essential step in regaining control over the management of your data. It allows you to have perfect control of your touchpoints thanks to a unique and controlled database. The brand keeps control of what is said about it outside of these direct points of contact. Concretely, Digital Knowledge Management is a key to regaining control over its data by allowing a brand to:

work on its semantic universe and feed the local pages of the website so that they are “semantic friendly” for search engines. Statistical algorithms will give way to a semantic approach. exist and connect with third-party applications , publishing data on all touchpoints through APIs. monitor your e-reputation , an essential SEO factor, thanks to a dashboard that also allows you to respond to it. All this while evaluating its brand in real time in this ecosystem through predefined KPIs. What skills must a marketer mobilize to perform in the management of their digital content? It seems imperative to me for any good marketer to have a solid data and database culture, and to understand how information systems work. Is it necessary to add that he must also have a strong digital culture? What do you think is the next revolution that will affect digital content management? Everything is disrupted.

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