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Posted by David Aponovich on June 27, 2013
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:
And that’s just the start. Today, WCM software goes far beyond what was available two or three years ago. Suddenly, WCM software is sexy. It makes the vision of digital experience come to life. (Forrester defines digital experience management [DXM] as the management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.)
So keep this in mind: WCM software may not be the only piece of software in your online marketing arsenal, but it may be the most vital and versatile.
Vendors in this category and their products vary widely. Our report, The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013, which came out this spring, addresses 10 relevant solutions in the market today, examining and rating each vendor on about 100 criteria. Even among solutions that claim to do similar things, the variations are wide and numerous.
Our observations, supplementing years of research by Forrester into this market, include the following:
The IT director of a B2B company told us that his company’s new WCM software has brought him together with his company’s head of digital marketing to rally around WCM and deliver great experiences. He said, “Our new WCM has given us a foundation that we can build on. IT supports the platform, and our digital marketing leader is driving our strategy. We’re getting closer to our customers in the sales process; we now know how they’re using the Web to engage us. As we start to think about mobile, social media, and personalization, we have a platform to implement those strategies. This is an enabler for all the things we want to do in the coming years.”
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