Today, we publish the Forrester Wave™: Web Content Management Systems, Q1 2017 after three months of research and another month of writing and editing. Today, we can step back and begin to help our clients leverage this research to shape their digital experience strategy. But first, a special thank you to my colleagues Danielle Geoffroy, Allison Cazalet, Stephen Powers, and Ted Schadler for their invaluable contributions. Also, thank you to the 15 vendors -- Acquia, Adobe, Crownpeak, Episerver, e-Spirit, Hippo (BloomReach), IBM, Jahia, Magnolia, OpenText (TeamSite), OpenText (WEM), Oracle, Progress Software, SDL, and Sitecore -- and their client references who made this research possible.
So where to start? At the highest level, we’re witnessing a step-function along our evolutionary journey thanks to digital. Digital disrupts communication, community, privacy, convenience, products, and services because always-on connections change our demand cycles. Those enterprise organizations who don’t evolve are being disrupted. My colleagues on customer experience research team have shown this correlation of revenue being tied to customer experience, across industries and geographies (link). Additionally, we’re starting to understand how digital maturity stages correlate to technology priorites such as Web CMS with Forrester's Digital Maturity Model (link):
Salesforce announced today their intent to acquire Demandware for $2.8 billion – its largest acquisition to date. This move adds commerce to its CRM portfolio. It's an acquisition long due, with the question of why it took Salesforce so long to fill their gaping hole in CRM functionality – commerce functionality that its formidable CRM competitors such as Oracle and SAP already have - and that Microsoft sorely lacks.
Demandware offers an enterprise cloud commerce suite (digital commerce, order management, point-of-sale, store operations), and together, in conjunction with other Salesforce clouds – marketing, sales, service, communities, analytics and IoT – allows companies to support the end-to-end customer journey which include scenarios like asking a product question during an online purchasing process, or purchase a purchase a product or service during an online customer service interaction.
The positives of this acquisitions are:
It's a software category with a bright future. The market for B2C commerce suite technology is mature, yet it is growing, and set to exceed more than $2.1 billion in the US alone by 2019. This acquisition allows Salesforce to tap into a growing market, and coupled with their IoT cloud, allows them to also explore personal, high touch retail experiences.
I've written a lot about the notion that the "Future Of Mobile Is Context" this year at Forrester. Since publishing this research this spring, I've been searching for examples and case studies of innovative uses of context. (See how marketers and eBusiness pros can leverage context.)
Coca-Cola is allowing consumers in Hong Kong to enter a sweepstakes by virtually collecting bottle caps from a 3rd screen (TV, movie theather). The audio signal from the commercial triggers the application/ syncs the user's motion with the video. The acclerometer is used to assess the quality of the motion of the user's mobile phone — the device that is used to catch the bottle tops virtually. See video.
Why is their use of context sophisticated?
In the research, I describe the four phases of evolution.
Phase 1: the basics — leveraging location, time of day, etc.
Phase 2: layering intelligence — so, not just time of day, but time of day relative to an event
Phase 3: using new technology in phones (e.g., sensors, two cameras, etc.)
Phase 4: more sophisticated use of the sensors and technology to control the device
Coke's campaign is what I would call a v 2.0 use of mobile (they are enhancing another touchpoint - see research) with some Phase 3/4 context. They enhance the video/commercial experience by getting the consumer to be active. The act of collecting the bottle tops gets the consumer off the couch and to interact with the ad directly. I think it's very cool.
There has been a great deal of talk over the past few years about what acronym will replace WCM (web content management). Web experience management? Web site management? Web engagement management? Web experience optimization? The list goes on and on.
Certainly, the evolution of the WCM term makes sense on paper, since traditional content management functionality now only makes up a portion of the products that WCM vendors now offer. WCM vendors are also in the content delivery/engagement business, and are even dipping their toes into web intelligence. However, Forrester clients still overwhelmingly ask about “WCM” and that term isn’t going away any time soon.
But even without changing the acronym, it is time to start thinking about WCM beyond just managing content or siloed websites or experiences. Instead, we need to think of how WCM will interact and integrate with other solutions – like search, recommendations, eCommerce, and analytics – in the customer experience management (CXM) ecosystem in order to enable businesses to manage experiences across customer touchpoints.
How are we handling this convergence at Forrester? Several of us who cover various CXM products – like Brian Walker (commerce), Bill Band (CRM), Joe Stanhope (web analytics), and myself (WCM) – teamed up to outline what our vision of CXM looks like, including process-based tools, delivery platforms, and customer intelligence. We've created two versions of the report: one written for Content & Collaboration professionals and one for eBusiness & Channel Strategy professionals.