The new force of digitally experienced and informed customer is capable of completely shaking up companies and business processes. For customers, the Internet is already part of every buying decision and they demand that companies court them with the same digital understanding. Reason enough for the web community to deal with this phenomenon. 360 professional web developers, designers, marketing and content experts and editors met at this year’s European TYPO3 Conference “T3CON15” in Amsterdam to talk about the status of digital transformation, the new meaning of content and the need for web developers to meet these changes.
According to Alain Veuve, co-member of the Board of the TYPO3 Association, the Internet in its present form will disappear in the foreseeable future. However, it will play a new, even more pervasive role as the backbone for virtually all actions of a modern society. While computers must still be taught how to perform their duties, they won’t even be able to be per-ceived in the future.
The current state of the digital transformation of society and the economy shows that this paradigm shift will take place at incredibly fast. Developments that today still take 100 years will soon be completed in only 20 years. Web developers will have to prepare themselves for a time of constant change, whose core will be a digital society, technology and economy in a new interdependence. At present, one can see that follow-ing the slow adoption of digital technologies by users, a dis-ruptive leap is taking place through the commercialization of these technologies that already expresses itself in massively reduced costs and already provides the basis for further de-velopment leaps.
Babak Zand, an expert on content strategies, is convinced that companies will only be competitive in the future through their contents. The new digital customer therefore requires that we take a critical look at the content with which companies cur-rently approach their customers. Many companies have taken note of these changes, but still try to find answers for in-creasingly fragmented, but digitally experienced customer seg-ments by doing broad-based content marketing. This results in companies producing content without putting the customer at the center. In the future, it will be more important to take a more conceptual view. Zand therefore appeals to companies to establish a sustainable content strategy that is capable of offering content also for the future communication channels to customers. He admits that this will be a painful process that could even alter the structure of the companies themselves. However, companies are well advised to respond quickly to changes in the information and communication behavior of their target audiences.
Francois Protopapa, an expert on customer insights analytics, took a closer look at the issue of how mass data changes the omni-channel customer experience. Companies need to stop work-ing with data and instead let data work for them. Today, cus-tomers produce tons of data on their individual behaviors that is mechanically aggregated and analyzed. Nevertheless, hardly a company is able to capitalize on the content of this data in the millions. The understanding that data tells customers’ stories is not yet sufficiently anchored. Here, the challenge in the future will be to interlink all kind of internal, ex-ternal, structured or unstructured data from content manage-ment systems, e-commerce platforms, and all kind of data sources, adopting advance data integration and data analytics technologies.
The example of Hapag-Lloyd Cruises, a company that offers lux-ury cruises, shows how to do this. The website that has been redesigned to look more modern was developed in such a way that a wealthy clientele with specific expectations of a web-site can be addressed. The challenge here was that, especially for trips in the high price segment, a page needs to appear on the screen immediately. Here, even a few milliseconds, in which a page doesn’t load, can be enough to affect purchasing behavior. Using special TYPO3 technologies, the developers were able to achieve nearly instantaneous loading of pages. The site was therefore presented with the TYPO3 Award in the category “eCommerce” in Amsterdam.
As part of the T3CON15 conference, participants were also given the chance to learn more about the future of open source CMS software, which will point towards a full TYPO3 ecosystem in the future. The Release Candidate for TYPO3 CMS 7LTS (Long-Term-Support Solution) is available effective immediately. The final release was announced for November 10, 2015, at the conference.
For more information about T3CON, please visit <link http: t3con.eu _blank>t3con.eu
, Keynote sessions and other videos can be found on TYPO3’s Youtube channel: <link https: www.youtube.com user typo3 videos _blank>www.youtube.com/user/typo3/videos