Content Immediacy: The New Marketing Imperative

Traditional ways of creating and distributing content and the web content management systems that were designed to support those ways will not make the grade in this new “social-local-mobile” (So-Lo-Mo) world. Today marketers need the right technology to achieve “content immediacy.” The term has several different connotations, including the dimensions of time, adjacency, and impact. Users expect content to be timely and dynamic, location-sensitive, and reflective of their wants and needs. This paper explains the challenges of satisfying the So-Lo-Mo imperative that is key to monetizing content, products, and services, and it identifies the characteristics of web content management systems that address them.