You almost have to split the market in half. You’ve got your smaller businesses or daily users or bloggers who might use WordPress or a small version of WordPress, and then you’ve got the Enterprise part of the market which is definitely growing.
Alex Price is the Founder of 93digital and 93x, London’s #1 Enterprise WordPress agency and WP Engine strategic partner. Price transformed 93digital into an award-winning Top 100 UK Independent Digital Agency.
In this episode of Velocitize Talks, Price provides his insights on WordPress, content management and today’s enterprise environment.
Enterprise environment (2:12)
When I started working with WordPress, it was a simple blogging tool. I think even back then the idea that it would become an Enterprise CMS was not even on people’s radars.
Nearly half of the top one million websites are created with the WordPress open-source Content Management System (CMS). As far as enterprise security, if the WordPress platform is good enough for the White House, Facebook and Mozilla, it’s probably good enough for your business.
AI & machine learning for all (4:46)
The [AI] ecosystem is huge now. So many startups, particularly in the marketing tech space, are producing tools and platforms that promise all kinds of results through the use of machine learning.
93digital works with an Artificial Intelligence (AI) discovery platform called Bibblio, which interprets and personalizes a site’s content using natural language processing. It then can make personalized recommendations to increase pageviews.
Personalization & UX (7:35)
There’s so much that needs to be in place before you can say that you’re ready to to do [personalization] at any kind of scale. It relies on good data, relies on the correct tools and technology, it relies on CRM, it relies on people and processes as much as it relies on technology.
Although people like their online experience to be personal, they’re also wary of giving up their personal data and information. This presents a challenge to marketers. In fact Gartner predicts that 80% of marketers will abandon personalization efforts by 2025.
Being authentic (9:00)
By really investing more in data and research, and just generating interesting insights that you can feed into your content, not only positions you as the thought leader at the center of your industry but allows you to create content that resonates.
Gen Z especially craves authenticity and credibility in communications, as evidenced by the rise of nano-influencers and expectations of brand loyalty across all social media channels. And if you’re looking for your content to go viral, appealing to Gen Z is the way to do it.
Brands & values (12:37)
We’re in a world now where whether it’s trying to attract talent to work for you, whether it’s trying to sell more, whether it’s trying to have a mission statement that resonates—whatever it is, I think you have to lead with your values.