web content management benchmark reprot
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Download the full report: http://www.gleanster.com/reports/reports/web-content-management Organizations today are engaging with customers, partners and employees in more ways than ever before. This is particularly true in the online world where the explosion of social media tools and mobile applications has enabled website owners to adopt a multichannel approach to user engagement. Against this backdrop, website users have become more demanding. Not only do they expect high performance from websites, they seek an increasingly compelling and immersive user experience. Yet many Web marketers and content providers struggle to provide fresh, dynamic, and compelling experiences. The challenge lies not so much in developing new content, but, rather, in delivering relevant content in context.TRANSCRIPT
ContentPart 1: Topic OverviewPart 2: Reasons to ImplementPart 3: Value DriversPart 4: ChallengesPart 5: Performance MetricsPart 6: Success StoryPart 7: Vendor Landscape
SidebarsSurvey StatsBenchmark KPIsCore TechnologiesGleanster NumbersVendor Quick Reference Guide
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
Note: This document is intended for individual use. Electronic distribution via email or by post-ing on a personal website is in violation of the terms of use.
Q2 2012
Gleansight
Organizations today are engaging with customers, partners and employees in more ways than ever before. This is particularly true in the online world where the explosion of social media tools and mobile applications has enabled website owners to adopt a multichannel approach to user engagement. Against this backdrop, website users have become more demanding. Not only do they expect high performance from websites, they seek an increasingly compelling and immersive user experience. Yet many Web marketers and content providers struggle to provide fresh, dynamic, and compelling experiences. The challenge lies not so much in developing new content, but, rather, in delivering relevant content in context.
Organizations must adopt a systematic approach to providing channel-appropriate content to end-users and optimizing the content for that channel. For example, mobile device users typically require simplified and streamlined tools while desktop users will more often wait a few extra seconds in exchange for a rich, immersive application. To consistently deliver content in context, organizations must understand and respond to such elements as user location, device type, and the forum type in which the user is engaging the organization. To achieve this, organizations must evolve their Web Content Management (WCM) strategy and enabling technologies. Their WCM solution must transform from a publishing tool to a multi-channel engagement tool. 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.
Web Content Management
Gleansight: Web Content Management
Note: This document is intended for individual use. Electronic distribution via email or by post-ing on a personal website is in violation of the terms of use.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
2
To accommodate multi-channel
strategies, today’s leading WCM
solutions provide functionality that goes
far beyond Web content publishing and
control. They now include functionality
for managing multi-lingual content
across multiple sites, aggregating
and syndicating content, leveraging
social media and user-generated
content, analyzing end-user behavior
(both on-site
and off-site), and
publishing content
to a wide variety
of device types,
such as iPads
and smartphones.
Many of the more
sophisticated
solutions have
started to add a
contextualization functionality to allow
users to deliver more personalized
experiences and engage with their
visitors on a one-to-one basis. Despite
the new standard capabilities in WCM
solutions, Gleanster survey results
suggest that Top Performers are
still utilizing a wide variety of tools
and capabilities (in fact, only 42% of
Top Performers currently use WCM
solutions). The 42% figure makes sense
given that, according to Gleanster
research, only 43% of Top Performers
rely heavily on dynamic or frequently-
changing content in their Web content
strategy. Despite
the majority of Top
Performers’ lack of
dynamic content
usage, 71% of
them indicate that
their marketing
department is
responsible
for managing
website content. As marketers in these
organizations increasingly recognize
the need to deliver content in context
to end-users, one can expect Top
Performers to incorporate an approach
that includes more dynamic content.
Survey StatsThe research findings featured in this Gleansight benchmark report are derived from the Q2 2011 Gleanster survey on Web Content Management.
• Total survey responses: 309
• Qualified survey responses: 285
• Company size: <$1M (2%); $1 - 10M (19%); $10-100M (35%); $100M - $1B (36%); >$1B (8%)
• Geography: North America (84%); Europe (12%); Other (4%)
• Industries: Consumer Goods (15%); Entertainment (9%); eCommerce (7%); Manufacturing (6%); Software (6%); Financial Services (4%); Non-Profit (4%)
• Job levels: C-level (5%); SVP/ VP (25%); Director (31%); Manager & Staff (39%)
Sample survey respondents:
Director, Hitachi
Manager, Canon
Director, Hyatt
VP of Marketing, Merrill Lynch
Manager, Tiburon, Inc.
VP of Marketing, GlaxoSmithKline
Director, Nordstrom
Director, Dell
Part 1: Topic OverviewUntil recently, Web Content Management (WCM) solutions focused almost entirely on publishing content to the Web. Content types included static text and graphics, audio, video, and simple code to incorporate customized content elements based on end-user profiles. Traditionally, WCM’s main value proposition has been enabling non-technical personnel ― particularly marketers ― to create, manage, and post content onto websites without relying on help from the IT department. Over time, WCM solutions evolved as website strategies began to focus on the end-user experience across multiple channels.
Web content management solutions must transform from publishing tools to multichannel engagement platforms.
“
Gleansight: Web Content Management
Note: This document is intended for individual use. Electronic distribution via email or by post-ing on a personal website is in violation of the terms of use.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
3
* According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM
Increase online revenue and profit. In today’s highly competitive online markets, successful sales largely depend on presenting the right information to the right people at the right point in time. WCM’s ability to customize content ― including special offers and value-added information ― helps organizations cash in on the knowledge they gain analyzing customer behavior and buying patterns. Not only does this increase revenue, but WCM’s ability to automate content customization means that each additional dollar of revenue comes with less associated expense.
Increase the relevance of marketing messages. Customers today have more power and influence than at any other time in history. They also have more channels for sharing their brand experiences and related sentiments. This makes relevance and personalization critical to capturing mindshare and share of wallet. Top Performers are looking for ways to make marketing messages timely and personalized for local audiences while simultaneously maintaining brand consistency at a corporate level. They’re also looking to adapt the online experience to each individual customer or visitor’s needs and situation.
Part 2: Reasons to ImplementWhat would happen if your marketing department discovered a great new social media tool or that two-thirds of your target market relied on consumer recommendations to make a purchase decision? Would you want to await IT’s approval to adjust your Web marketing and site content strategy, or would you want your front-line marketing people to seize the moment? Top performing organizations would choose the latter option every time. Web Content Management solutions enable organizations to seize such moments quickly and easily. WCM combines the necessary hooks and integrations into back-office systems and company-wide data that enable marketers to respond quickly to evolving market demands. At the same time, WCM solutions provide content management capabilities so the organization can adhere to the strictest standards of content control and consistency. As such, organizations implementing WCM today can drive online revenue and ensure online campaigns that present the most relevant marketing messages to various audiences accessing a website across multiple channels.
Benchmark KPIs Gleanster uses 2-3 key performance indicators (KPIs) to distinguish “Top Performers” from all other companies (“Everyone Else”) within a given data set, thereby establishing a basis for benchmarking best practices. By definition, Top Performers are comprised of the top quartile of qualified survey respondents (QSRs).
The KPIs used for distinguishing Top Performers focus on performance metrics that speak to year-over-year improvement in relevant, measurable areas. Not all KPIs are weighted equally.
The KPIs used for this Gleansight are:
• Revenue Growth
• Increase in Conversion Rates on Website
• Increase in Unique Visitors to Website
To learn more about Gleanster’s research methodology, please click here or email [email protected].
Gleansight: Web Content Management
Note: This document is intended for individual use. Electronic distribution via email or by post-ing on a personal website is in violation of the terms of use.
Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
4
Core WCM Capabilities
Following are core capabilities to look for when selecting a WCM technology:
Intuitive User Interface. While the system look and feel remains one of the most subjective elements of any technology purchase, it’s important to consider the organizational culture and technical acumen of the users who will actually be utilizing the tool. In many cases, these are non-technical business users, including marketers and product managers. Every organization will value different features and functions, but the value of WCM is ultimately empowering non-technical users, so it’s important to review demos from 3-5 different tools with the participation of prospective users to take stock of usability and the general look and feel of the interface with which they’ll potentially be spending a lot of time.
SaaS vs. On-Premise. The decision to implement a SaaS or on-premise delivery model is unique for every organization. Depending on the size of the organization, security and IT standards may preclude an investment in cloud-based WCM tools. From a feature and function standpoint, these tools typically have scaled-back features when compared to on-premise. The tradeoff is that cloud-based WCM systems often tend to be a bit easier to use and they also tend to be far more scalable for a distributed organization. At the same time, emerging technologies like HTML5 are opening up a whole new level of usability and functionality. Some SaaS vendors can now deliver drag-and-drop functionality and true WYSIWYG website design.
Manage global communications. Organizations serving worldwide audiences must present a consistent company image. At the same time, they must deliver market-appropriate messages. To strike such a balance, they need a system that provides flexible self-service among dispersed marketing teams along with centralized rules for controlling content themes and messages.
Optimize the end-user experience. The end-user experience can make or break any online campaign. Not only do speed and performance matter, but consumers now seek an immersive experience that facilitates a relationship with their favorite brands and websites. Optimizing the end-user experience requires organizations to think about several critical factors: how users are accessing their websites; the location of users; the on-site tools they are using; and the external influences that brought them to the site. Marketers can obtain such insights from WCM and automate rules and workflows to respond to users according to each factor.
Reduce marketing dependence on IT. Today’s market landscapes shift incredibly fast. New technology capabilities, new government regulations, and fast-spreading venues for the voice of the customer mean organizations must track and respond to consumer trends faster than ever. Marketing teams simply cannot afford to get bogged down by slow
processes caused by IT approval and workflow. This is especially true within organizations that have reduced IT to the point where it can focus only on a few key initiatives at a time. To remain effective, marketing must tackle the long tail of content management projects on its own. The latest solutions for WCM are designed to make it easy for organizations to manage content without the help of IT while also providing more sophisticated tools for developers.
Improve brand consistency. As organizations globalize their operations and pursue new markets around the world, they frequently struggle to bring in local marketing managers who customize messages to suit their unique market needs. Using WCM, centralized marketing executives can set standards and rules around content and messages so regional teams can adhere to branding while adding their own nuanced version of messaging.
Increase website traffic. Organizations constantly seek new methods for increasing visitor volume to their websites. More traffic very often means more revenue. Analysis and reporting tools within WCM provide insights into the origins of customers. More importantly, they also provide analysis of the origins of the most profitable customers. Furthermore, the adherence to search engine-optimized key words within all website content ensures that Web search engines favor those websites that have incorporated the
* According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM