Aberdeen Study: Next Generation Web Content Management

Next Generation Web Content
Management
A Comprehensive Assessment of Current Challenges
&
The Future of WCM
October 2009
Ian Michiels Next Generation WCM: A Comprehensive Assessment of Current Challenges & The Future of WCM Page 2

Table of Contents Chapter One: More Technologies, More Problems.............................................3 The New Rules of Customer Engagement ........................................................3 Challenges with Disparate Technologies............................................................4 The One-to-One Personalized Engagement: Myth or Reality?....................6 Chapter Two: Next Generation WCM...................................................................8 Next Generation Web Content Management................................................10 Chapter Three: Required Actions .........................................................................14 Appendix A: Research Methodology.....................................................................17 Appendix B: Related Aberdeen Research............................................................18
Figures Figure 1: Adoption of Integrated Marketing Technologies .................................4 Figure 2: Top Three Challenges with Web Analytics...........................................4 Figure 3: Use of Dynamic Capabilities across Maturity Classes.........................7 Figure 4: Top Three Pressures for All Respondents............................................8 Figure 5: Use of Lead Scoring Capabilities for All Respondents........................9 Figure 6: Lead Lifecycle Management .....................................................................10 Figure 7: Next Generation Web Content Management....................................11 Figure 8: Closing the Loop for Actionable Engagement ....................................12 Figure 9: Use of Lead Scoring Capabilities for All Respondents......................14
Tables Table 1: Personalization Trends- All Respondents ...............................................6
© 2009 Aberdeen Group. Telephone: 617 854 5200 www.aberdeen.com Fax: 617 723 7897 Next Generation WCM: A Comprehensive Assessment of Current Challenges & The Future of WCM Page 3

Chapter One: More Technologies, More Problems
Research from 2008 and 2009 has consistently shown that email and the Data Sources: website are two of the most profitable, effective channels for all ? Data Driven Marketing organizations (Email Marketing: Get Personal with Your Customers, Maximize (September 2009; 272 Business Results Online: How Web Content Management Technology is Respondents) Transforming Digital Marketing, Data Driven Marketing). But, customers and prospects are engaging in a growing number of digital channels before ? Web Analytics: Actionable making purchases, and the buying process is rarely a set of simple linear Insights for Unlocking the Hidden Potential of Online steps. Supporting prospects throughout the buying cycle requires a dialogue Data (September 2009; 239 between a company and the prospect, and this dialogue should be a highly Respondents) relevant, timely and personalized to maximize marketing effectiveness and grow top-line revenue. ? Lead Lifecycle Management; Building a Pipeline that Never Leaks (July 2009, 223 The New Rules of Customer Engagement Respondents) There is no denying the power of personalization. Research from the ? Marketing Automation: A Aberdeen Group revealed Best-in-Class organizations are three times more Strategic Guide for likely to engage in personalized initiatives (Email Marketing: Get Personal with Optimizing End-To-End Your Customers). In fact, even the use of light personalization (in the Marketing Activities (April salutation of an email) can generate a lift that is, on average, two times 2009; 110 Respondents) greater than non-personalized mass email campaigns. The new paradigm in customer engagement assumes consumers have control over the buying ? Maximize Business Results process, not marketers. Marketers now have to embrace the customer Online: How Web Content Management Technology is centric shift and deliver relevant, timely content when and where the buyer Transforming Digital wants to receive it. This demands multi-channel engagement and automated Marketing ... [download for more]