This content also appeared in the June 2013 edition of CRM Magazine.
Web content management (WCM) software has been around nearly as long as the modern Web. This software enables technology pros to develop sites, lets content people create and publish, and helps marketers leverage online channels to engage customers and prospects.
Forrester’s recent research into this vibrant market confirms a fact that buyers of this technology need to be aware of: WCM has become an essential foundation for enabling successful digital experience efforts. And by doing so, it’s supporting one of the last things that corporations and brands can use to differentiate themselves.
Recently, vendors have put resources into expanding features, building, buying, or integrating with various things:
Visitor profile, segment, and targeting tools to deliver personalized content in context
Capabilities to develop and deploy mobile and social channels of engagement
CRM, email marketing, analytics, A/B testing, integrations, and tools
As companies work hard to deliver multichannel digital experiences (DX) to their customers, questions persist. A big question: Which channels (and, by extension, which development strategies) should we prioritize for our DX initiatives? Recent Forrester survey data provides some guidance by indicating which channels DX professionals say are top of mind in 2013.
A focus on traditional web sites remains the highest priority, cited by 80% of organizations, according to data in Forrester’s March 2013 Global Digital Experience Delivery Online Survey. (Forrester colleague Anjali Yakkundi dives deep into the survey data and its implications in her The State of Digital Customer Experience Technology, 2013 report.)
But when it comes to addressing the mobile imperative, respondents indicate two distinct layers of prioritization.
The focus on building mobile web experiences is measurably higher than the focus on developing purpose-built mobile applications. See the accompanying chart to witness the gulf between organizations extending a web experience to tablets and smartphones, over those creating specific web apps typically developed to support more specific tasks or functions.
Many organizations tell us that they’ve shifted their mobile strategy away from creating specific apps built for iOS and Android devices, unless and until they have a compelling reason to create a custom app experience.