Product Code: IT014-002827
Organizations have been employing their websites as a sales channel for several years now, and for many, the Internet is the only touchpoint they have with their customers. It is therefore vitally important that they offer customers an engaging, personalized experience that will keep them returning to the site.
- The areas of differentiation in WCM are not in the core features, but in analyitics and social capabilities
- Assesses the technologies organizations should look for when selecting a WCM system.
- Identifies the main features that should be present in a WCM system.
- What deployment options should be considered?
- Is open source WCM a viable option?
Table of Contents
- Ovum view
- Key messages
- little differentiation in the core features of WCM
- WCM has become largely commoditized
- Open source offers a different dimension to WCM
- Open source solutions come in two flavors
- ANALYTICS ENABLES PERSONALIZED AND ENGAGING CONTENT
- Analytics are key to improving websites
- Analytics should be extended to social network sites
- DIGITAL ASSETS NEED THEIR OWN MANAGEMENT FACILITY
- Digital asset management (DAM) is an important element of a WCM system
- WCM VENDORS ARE TAKING THE LEAD IN PROVIDING SOCIAL MEDIA
- Enterprise social network tools allow organizations to deploy social
- Customers can provide an effective marketing tool
- Consumers are already using social media as a customer service tool
- WEBSITE VISITORS WANT ACCESS FROM MOBILE DEVICES
- Users want access to content anytime, on any device
- Specialist analytics tools can be useful in the design of mobile content
- ORGANIZATIONS NEED TO CONSIDER THE DEPLOYMENT MODELS AVAILABLE
- On-premise is still the biggest deployment method
- The SaaS model for WCM is well-developed
- Recommendations for enterprises
- Recommendations for vendors
- Further reading
- Ovum Consulting