From tweet to chatbot - Content management as a core competency for the digital evolution

Abstract

This article examines the development of content management in digital marketplaces and illustrates why it will remain a core competency for e-commerce brands in the future. The article explores the journey of digital, leading e-commerce brands becoming publishers and subsequently investing in technology, people and processes accordingly to address topics such as segmenting content into owned, earned and paid media, and change of human capital in a differentiated world of online communication. With a view to content management systems and tools, the article details how technology can contribute to this change, but also demonstrates the challenges faced by organizations while considering the role of content creation, publishing and monitoring processes and the requirements for content management for each of these processes. Presenting 'chat bots' as a future scenario of digital communication, the article argues which of the stated requirements might change or remain necessary for organizations to compete in the digital market place.