Forrester Wave: Digital Experience, The New King Of Web Content Management

David Aponovich

Not long ago, digital marketers lived by the rule “Content is king!”

Today, what matters is what you do with that content and your digital channels. In 2013, digital experience (DX) is king, so it’s imperative that you deliver interactions that are personal, contextual, and multichannel. We’re talking websites, mobile, social, email, and kiosks — with Google Glass and more coming soon.

Firms need the right technology in place so IT and marketing pros can deliver on this big vision if they intend to differentiate via digital.  But let’s be frank: This is a complex challenge, and many companies are a long way from solving it.

There’s good news if you’re trying to crack this nut, however. Our newly published report, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013,” shows that the current crop of web content management solutions is laser-focused on supporting the DX mandate.

Our report provides IT, business, and marketing pros a deep look at 10 providers of web content management (WCM) solutions — Adobe Systems, Acquia, Ektron, HP Autonomy, IBM, Microsoft, OpenText, Oracle, SDL, and Sitecore. We analyzed solutions across 100 criteria, reviewed extensive product demos, and spoke with dozens of WCM vendor customers. We heard the good, the bad, and the ugly of WCM use in the field. And, for the first time, Forrester’s WCM Wave looks at an open source platform (Drupal), through the lens of Acquia, a for-profit company that supports Drupal.

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In The Rush To Mobile, Where Are The Web Content Management Vendors?

David Aponovich

This is a co-authored blog post by Forrester Analysts David Aponovich and Michael Facemire.

Corporations and brands are jumping through hoops (and spending lots of money) to build and support mobile customer experiences. It has us asking: Where are the web content management (WCM) vendors in all of this?

The answer that applies to many: Missing in action.

Here is a group of tech vendors whose R&D and acquisitions have been incredibly focused on enabling digital experiences and helping marketers and brands connect with customers online.

Yet many web content management vendors serving enterprise and midmarket clients still lack a fully baked mobile solution for back-end developers or their marketing counterparts, or even a road map that considers the place for mobile and cross-channel experiences in their content management and future digital experience ecosystems (think: interactive TV, point-of-sale digital, even interactive goggles, or whatever new channels emerge). Clients are jumping in completely, and they’re looking for the best tools, solutions, and services to make a successful leap. They’re looking right at you, vendors.

Here’s what they see: Not every WCM vendor today is adept or positioned to offer deep mobile solutions.

Vendors lacking this power and capacity to support mobile initiatives will face challenges as specific WCM competitors answer this need. And here’s the other rub: non-WCM tools and techniques are gaining momentum and serving as the path of least resistance for companies that need, today, to get mobile with their content, sites, and experiences, preferably without redeveloping from scratch.

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WCM And Digital Experience Projects: Like Snowflakes, Each A Little Different

David Aponovich

In a recent post, I shot down the myth that you can predict the ratio between web content management license cost and implementation services. (You can read the post here, but the summary is: There is no standard ratio. Like snowflakes, every WCM implementation and digital experience project has its own unique … personality, and cost. It’s not only about the technology.)

But for any application development professional who sources and implements these systems and strategies, you (or your friends in marketing) will inevitably get put on the spot by the person holding the wallet. Their question, “What’s this going to cost us, all-in?” is hard to answer. And no exec wants to hear, “I don’t know.”

We can provide a recipe for turning this question in a productive discussion that lets budget holders understand the Great Unknowns that accompany digital projects.   

Costs can balloon for many reasons on a WCM or DX project. Below are just a few reasons in the form of questions. Use them early on in the project/process to educate key stakeholders on the true costs of WCM- or digital-related work – the levers that get pushed and pulled, affecting cost, timeline, and outcomes. It may be your best defense when the money people start asking questions.

  • Who’s leading your WCM- or digital experience-related services? Will you spend internal IT staff time or money on external agency partners getting something built?
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Eight Areas You’ll Invest In For Great Digital Customer Experiences

David Aponovich

There isn’t a sole, singular step companies and brands must follow to deliver engaging digital customer experiences. Website, mobile, social? Video streaming, content targeting, effective email campaigns, smarter analytics? Yes, please. And more of it.

Your challenge is finding the right mix (and prioritizing what makes sense) to make digital experience initiatives successful.

So let’s stipulate that in order differentiate with digital, you’ve got to consider what will get you there and establish priorities for your next budget cycle or next wave of strategic investment.

Although your priorities may vary, it’s instructive to see what other companies are investing in for better digital experiences.           

You can get a clear view of this in recently available Forrester Research survey data. Earlier this year, Forrester surveyed 170 web content management professionals in a variety of industries asking for responses on what they have deployed, or plan to deploy in the next 12 months, to support online experiences.

Mobile content delivery, video streaming, email tools, and content targeting are high on the list of capabilities or near-term focus to serve digital experience requirements, according to respondents.

It’s important to note that even though we targeted our survey at WCM professionals, this does not mean they intend to source these capabilities from their existing WCM vendor. Many web content management software providers have done great work to retool their solutions to include many of the piece-parts that go into supporting digital experiences.

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NPR’s ‘Car Talk,’ Auto Parts, And The Price Of Your Web Content Management Project

David Aponovich

What’s the correct ratio of web content management software license price to implementation cost?

Clients frequently ask us some variation of the ratio question. As they try to do more with digital, they realize this stuff gets complex and costly pretty quickly.

The answer to their ratio question is: It depends. I can’t endorse a standard ratio of software to services because I don’t believe one exists. For very modest projects, might you expect to spend two dollars on services for every one dollar in software? It’s possible. But I’ve seen it more commonly grow to five-, six-, or ten-fold (occasionally more), as projects like these have long tentacles that reach beyond just software. The cost of software? That’s table stakes. WCM vendors may whisper sweet nothings in your ear about how easy it is to implement; I say ask someone who’s done it before with that product – and get them to be specific about ‘what’ was done as part of their project. 

The more urgent question is whether you can keep your eye on the prize, focusing perceptions at your organization on the value of the total solution you’re trying to create. Although WCM technology may occupy the spotlight and serve as an integral part of the total solution, there’s usually a lot more to consider. The scope and cost estimate of your initiative may make executives’ eyebrows pop up. But what really should make their eyes pop is fairly assessing the opportunity cost of not tackling the initiative in a way that reflects the importance of the digital channel to your business.

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What Are Companies And Brands Investing In To Deliver Great Digital Experiences?

David Aponovich

The intense work by companies and brands to deliver stellar digital experiences (DXes) has been exciting to witness. This isn’t just incremental change for most organizations; it’s transformational. (Think: Outside In, a new book by two Forrester colleagues.)

But these things don’t just happen. It’s not magic. It takes significant planning and commitment across silos: Execs establish a mandate. Digital strategists and marketing pros set direction. User experience and design pros translate the vision. The same goes for marketers and content strategists.

Application developers, meanwhile, must choose and implement the right tools and technology to support DX initiatives. It isn’t easy figuring out what to prioritize (hello, internal politics), where to source solutions (suite vs. best-of-breed?), and how to roll out new capabilities to eager users.

In my research focus area, web content management (WCM), solution vendors have tried to fill the gaps and deliver DX features by building on their own platform or partnering with third-party providers.

Where are organizations investing to support digital customer experiences? Forrester asked 170 WCM leaders earlier this year and their answers, charted below, provide a snapshot of their current status and foreshadow near-term DX investments.

Mobile delivery, video streaming, email tools, and content targeting are high on the list of capabilities or near-term focus to serve digital experience requirements, according to respondents.

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Four Points To Ponder In A Digitally Disruptive World

Stephen Powers

It’s amazing how quickly the world of digital experiences is changing technology, and vice-versa. I’ve covered web content management (WCM) since I joined Forrester in 2006, and that particular market has changed quite in a bit, due in large part to the disruptions caused by digital experiences. These days, many more stakeholders participate in the WCM decision-making process, traditional technology decision-makers can no longer afford to make technology decisions in a silo, and key WCM players are refining and expanding their strategies. I’ll tackle this in more depth with Ron Rogowski next month at our Forum in Orlando but, if you’re a digital experience (DX) decision-maker, you should keep in mind:

·         Don’t hold your breath for a true DX suite. Though some of the vendors are promising integrated suites that contain content management, commerce, analytics, optimization, etc., none has best-of-breed offerings in all of these areas. And even if one were available, haven’t you already made too many investments to do yet another rip-and-replace? Some of the vendor strategies remind me of the great promises of the all-encompassing enterprise content management suite (remember how that turned out)?

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The Revival Of Digital Asset Management

Stephen Powers

 

This is a guest post from Anjali Yakkundi, a Researcher at Forrester Research. It originally appeared on destinationCRM
 
By now, everyone knows that engaging and dynamic customer experiences are a key competitive advantage, and “business as usual” will no longer suffice to support these engaging digital experiences. Organizations that don’t embrace this customer-focused thinking will risk missing out on important opportunities and will lose strategic advantages.
 
From a technology standpoint, the key to success will be integrated, best-of-breed customer experience management (CXM) solutions. This includes technologies such as Web content management (WCM), CRM, eCommerce, digital asset management (DAM), site search, and Web analytics.
 
We recently completed an evaluation of the DAM market. DAM is a key process-based solution that focuses on managing rich media content (e.g., videos, images, graphics, and audio). Despite the well-documented importance of rich media in cross-channel customer experiences (consider the amount of video and images on the Web or in marketing content now versus just five years ago), DAM solutions have long been overshadowed by other CXM technologies. These solutions have traditionally been relegated to niche, rich-media-heavy industries such as media, publishing, and entertainment. But as more and more organizations understand the importance of a cross-channel rich-media strategy to improve customer experiences, DAM for customer experience is experiencing a revival in interest across verticals.
 
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Three CXM Trends For 2012

Stephen Powers

As I recently celebrated my fifth anniversary as a Forrester analyst, I reflected on how my coverage area has changed. For the past five years I've covered the web content management (WCM) market. This has been a healthy market, and I still get plenty of interest from my clients on this topic.

But the context of that interest has changed markedly, particularly over the past year. When clients used to ask about WCM, they wanted to know about WCM and WCM only. But these days, they ask about WCM in the context of other technologies supporting customer experience, such as commerce, CRM, and analytics. Our clients have reached a logical conclusion: WCM isn't the end-all-be-all for digital experiences but instead is one piece of the customer experience management (CXM) puzzle.

And the market will continue to evolve in 2012. In particular:

  • Watch for an avalanche of acquisitions, both big and small. Though larger vendors have multiple pieces of the CXM puzzle, no one has yet put together a complete portfolio. Vendors are still missing some critical pieces, such as rich media management (IBM), commerce (Adobe), and testing and optimization (Oracle, SDL). Watch for the CXM vendors to compete to fill these gaps. High-reaching best-of-breed WCMs such as Sitecore may not remain independent for long.
  • Contextualization will become the byword. Forget complicated business rules and template schemes. Technology to contextually adapt customer experiences based on user segment, browsing behavior, locale, and device will be high priority. Vendors will make strides so that customers can increasingly take an "automate + optimize" approach: automating contextualization for most experiences and manually optimizing it for a few high-profile experiences, such as home pages.
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The Emergence Of CXM Solutions, And Why The Term “WCM” Lives On

Stephen Powers

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.

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