Content Part 1: Topic Overview Part 2: Reasons to Implement Part 3: Value Drivers Part 4: Challenges Part 5: Performance Metrics Part 6: Success Story Part 7: Vendor Landscape
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In today’s “age of the consumer,” organizations are adapting to customers and prospects who demand an increasingly compelling and personalized user experience across multiple channels. Whether on the Web, mobile devices, or other channels, consumers expect organizations to present targeted content and offers that suit their specific needs and desires. At the same time, consumer thirst for new and compelling content has never been higher. Marketing and selling to today’s consumer requires a continuous stream of fresh content with an extremely short shelf life. To meet elevated consumer expectations, organizations are looking to Web Content Management (WCM) systems to deliver content that is new, unique, and optimized to the context of each specific consumer and his/her engagement channel.
To deliver content in context across channels, organizations are leveraging WCM to understand and respond to consumers based on their location, device type, influences and the type of forum in which they are engaging the organization. This places more demand on WCM systems. They must act as centralized content hubs for a wide range of sales and marketing tools, such as those for eCommerce, email marketing, analytics, and marketing automation. WCM solutions can do this in 1 of 2 ways. They can either incorporate digital sales and marketing tools within the WCM solution itself, or they can offer streamlined integrations to legacy and best-of-breed sales and marketing systems. Whichever path an organization chooses, the integration between WCM and other customerfacing tools is a must when competing for today’s digital, multi-channel consumer. This Gleansight benchmark report explores the reasons to implement the next generation of WCM solutions, the ways in which WCM helps to optimize the end-user experience across multiple channels, and the challenges associated with implementing a WCM solution.
Gleansight: Web Content Management Survey Stats The research findings featured in this Gleansight benchmark report are derived from the Q1 2014 Gleanster survey on SMB CRM. • Total survey responses: 202 • Qualified survey responses: 168 • Company size:
