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Web Content Management Benchmark Reprot

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Download the full report: http://www.gleanster.com/reports/reports/web-content-management …

Download the full report: http://www.gleanster.com/reports/reports/web-content-management

Organizations today are engaging with customers, partners and employees in more ways than ever before. This is particularly true in the online world where the explosion of social media tools and mobile applications has enabled website owners to adopt a multichannel approach to user engagement. Against this backdrop, website users have become more demanding. Not only do they expect high performance from websites, they seek an increasingly compelling and immersive user experience. Yet many Web marketers and content providers struggle to provide fresh, dynamic, and compelling experiences. The challenge lies not so much in developing new content, but, rather, in delivering relevant content in context.


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  • 1. Q2 2012 Gleansight Web Content ManagementContent Organizations today are engaging with customers, partners and employeesPart 1: Topic Overview in more ways than ever before. This is particularly true in the onlinePart 2: Reasons to Implement world where the explosion of social media tools and mobile applicationsPart 3: Value Drivers has enabled website owners to adopt a multichannel approach to userPart 4: Challenges engagement. Against this backdrop, website users have become morePart 5: Performance Metrics demanding. Not only do they expect high performance from websites,Part 6: Success StoryPart 7: Vendor Landscape they seek an increasingly compelling and immersive user experience. Yet many Web marketers and content providers struggle to provide fresh, dynamic, and compelling experiences. The challenge lies not so much inSidebars developing new content, but, rather, in delivering relevant content in context.Survey StatsBenchmark KPIsCore TechnologiesGleanster NumbersVendor Quick Reference Guide Organizations must adopt a systematic approach to providing channel-appropriate content to end-users and optimizing the content for that channel. For example, mobile device users typically require simplified and streamlined tools while desktop users will more often wait a few extra seconds in exchange for a rich, immersive application. To consistently deliver content in context, organizations must understand and respond to such elements as user location, device type, and the forum type in which the user is engaging the organization. To achieve this, organizations must evolve their Web Content Management (WCM) strategy and enabling technologies. Their WCM solution must transform from a publishing tool to a multi-channel engagement tool. This Gleansight benchmark report explores the reasons to implement the next generation of WCM solutions, the ways in whichNote: This document is intended for individual WCM helps to optimize the end-user experience across multiple channels, and theuse. Electronic distribution via email or by post-ing on a personal website is in violation of the challenges associated with implementing a WCM solution.terms of use.Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
  • 2. Gleansight: Web Content Management 2 Survey Stats The research findings featured in this Part 1: Topic Overview Gleansight benchmark report are derived from the Q2 2011 Gleanster Until recently, Web Content Management (WCM) solutions focused survey on Web Content Management. almost entirely on publishing content to the Web. Content types included • Total survey responses: 309 static text and graphics, audio, video, and simple code to incorporate customized content elements based on end-user profiles. Traditionally, • Qualified survey responses: 285 WCM’s main value proposition has been enabling non-technical • Company size: <$1M (2%); $1 personnel ― particularly marketers ― to create, manage, and post - 10M (19%); $10-100M (35%); content onto websites without relying on help from the IT department. $100M - $1B (36%); >$1B (8%) Over time, WCM solutions evolved as website strategies began to • Geography: North America focus on the end-user experience across multiple channels. (84%); Europe (12%); Other (4%) To accommodate multi-channel suggest that Top Performers are • Industries: Consumer Goods strategies, today’s leading WCM still utilizing a wide variety of tools (15%); Entertainment (9%); eCommerce (7%); Manufacturing solutions provide functionality that goes and capabilities (in fact, only 42% of (6%); Software (6%); Financial far beyond Web content publishing and Top Performers currently use WCM Services (4%); Non-Profit (4%) control. They now include functionality solutions). The 42% figure makes sense • Job levels: C-level (5%); SVP/ for managing multi-lingual content VP (25%); Director (31%); given that, according to Gleanster Manager & Staff (39%) across multiple sites, aggregating research, only 43% of Top Performers and syndicating content, leveraging rely heavily on dynamic or frequently- social media and user-generated Sample survey respondents: changing content in their Web content content, analyzing end-user behavior strategy. Despite “ Director, Hitachi (both on-site Manager, Canon and off-site), and Web content the majority of Top Director, Hyatt publishing content management Performers’ lack of to a wide variety solutions must dynamic content VP of Marketing, Merrill Lynch of device types, transform from usage, 71% of Manager, Tiburon, Inc. such as iPads publishing tools them indicate that VP of Marketing, GlaxoSmithKline and smartphones. to multichannel their marketing Director, Nordstrom Many of the more engagement department is sophisticated platforms. Director, Dell responsible solutions have for managing started to add a website content. As marketers in these contextualization functionality to allow organizations increasingly recognize users to deliver more personalized experiences and engage with their the need to deliver content in context visitors on a one-to-one basis. Despite to end-users, one can expect TopNote: This document is intended for individual Performers to incorporate an approachuse. Electronic distribution via email or by post- the new standard capabilities in WCMing on a personal website is in violation of theterms of use. solutions, Gleanster survey results that includes more dynamic content.Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
  • 3. Gleansight: Web Content Management 3 Part 2: Reasons to Implement What would happen if your marketing department discovered a great new Benchmark KPIs social media tool or that two-thirds of your target market relied on consumer Gleanster uses 2-3 key performance recommendations to make a purchase decision? Would you want to await indicators (KPIs) to distinguish “Top Performers” from all other companies IT’s approval to adjust your Web marketing and site content strategy, or (“Everyone Else”) within a given data would you want your front-line marketing people to seize the moment? Top set, thereby establishing a basis performing organizations would choose the latter option every time. Web for benchmarking best practices. By definition, Top Performers are Content Management solutions enable organizations to seize such moments comprised of the top quartile of quickly and easily. WCM combines the necessary hooks and integrations qualified survey respondents (QSRs). into back-office systems and company-wide data that enable marketers The KPIs used for distinguishing to respond quickly to evolving market demands. At the same time, WCM Top Performers focus on solutions provide content management capabilities so the organization can performance metrics that speak adhere to the strictest standards of content control and consistency. As to year-over-year improvement in relevant, measurable areas. Not such, organizations implementing WCM today can drive online revenue and all KPIs are weighted equally. ensure online campaigns that present the most relevant marketing messages to various audiences accessing a website across multiple channels. The KPIs used for this Gleansight are: • Revenue Growth • Increase in Conversion Rates on Website • Increase in Unique Visitors to Website To learn more about Gleanster’s research methodology, * According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM please click here or email research@gleanster.com. Increase online revenue and profit. Increase the relevance of marketing In today’s highly competitive online messages. Customers today have markets, successful sales largely more power and influence than at depend on presenting the right any other time in history. They also information to the right people at the have more channels for sharing right point in time. WCM’s ability to their brand experiences and related customize content ― including special sentiments. This makes relevance and offers and value-added information personalization critical to capturing ― helps organizations cash in on mindshare and share of wallet. Top the knowledge they gain analyzing Performers are looking for ways to customer behavior and buying patterns. make marketing messages timely Not only does this increase revenue, and personalized for local audiences but WCM’s ability to automate content while simultaneously maintaining customization means that each brand consistency at a corporate level. additional dollar of revenue comes with They’re also looking to adapt the onlineNote: This document is intended for individual less associated expense. experience to each individual customeruse. Electronic distribution via email or by post-ing on a personal website is in violation of the or visitor’s needs and situation.terms of use.Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.
  • 4. Gleansight: Web Content Management 4 Core WCM Capabilities Following are core capabilities to look for when selecting a WCM technology: Intuitive User Interface. While the system look and feel remains one of the most subjective elements of any technology purchase, it’s important * According to Top Performers, based on 285 Qualified Survey Responses to the Q2 2012 Gleanster survey on WCM to consider the organizational culture and technical acumen of the users who will actually be utilizing Manage global communications. processes caused by IT approval and the tool. In many cases, these Organizations serving worldwide workflow. This is especially true within are non-technical business users, audiences must present a consistent organizations that have reduced IT to including marketers and product company image. At the same time, the point where it can focus only on a managers. Every organization they must deliver market-appropriate few key initiatives at a time. To remain will value different features and messages. To strike such a balance, effective, marketing must tackle the long functions, but the value of WCM is they need a system that provides tail of content management projects ultimately empowering non-technical flexible self-service among dispersed on its own. The latest solutions for users, so it’s important to review marketing teams along with centralized WCM are designed to make it easy for demos from 3-5 different tools with rules for controlling content themes and organizations to manage content without the participation of prospective messages. the help of IT while also providing more users to take stock of usability sophisticated tools for developers. and the general look and feel of Optimize the end-user experience. the interface with which they’ll The end-user experience can make or Improve brand consistency. As potentially be spending a lot of time. break any online campaign. Not only organizations globalize their operations do speed and performance matter, but and pursue new markets around the SaaS vs. On-Premise. The decision consumers now seek an immersive world, they frequently struggle to to implement a SaaS or on-premise experience that facilitates a relationship bring in local marketing managers delivery model is unique for every organization. Depending on the with their favorite brands and websites. who customize messages to suit their size of the organization, security Optimizing the end-user experience unique market needs. Using WCM, and IT standards may preclude an requires organizations to think about centralized marketing executives can investment in cloud-based WCM several critical factors: how users are set standards and rules around content tools. From a feature and function accessing their websites; the location of and messages so regional teams can standpoint, these tools typically users; the on-site tools they are using; adhere to branding while adding their have scaled-back features when and the external influences that brought own nuanced version of messaging. compared to on-premise. The them to the site. Marketers can obtain tradeoff is that cloud-based WCM such insights from WCM and automate Increase website traffic. Organizations systems often tend to be a bit easier rules and workflows to respond to users constantly seek new methods for to use and they also tend to be increasing visitor volume to their according to each factor. far more scalable for a distributed websites. More traffic very often means organization. At the same time, Reduce marketing dependence more revenue. Analysis and reporting emerging technologies like HTML5 on IT. Today’s market landscapes tools within WCM provide insights are opening up a whole new level shift incredibly fast. New technology into the origins of customers. More of usability and functionality. Some capabilities, new government importantly, they also provide analysis SaaS vendors can now deliver drag-and-drop functionality and regulations, and fast-spreading venues of the origins of the most profitable true WYSIWYG website design. for the voice of the customer mean customers. Furthermore, the adherence organizations must track and respond to search engine-optimized key words to consumer trends faster than ever. within all website content ensuresNote: This document is intended for individualuse. Electronic distribution via email or by post- Marketing teams simply cannot that Web search engines favor thoseing on a personal website is in violation of the afford to get bogged down by slow websites that have incorporated theterms of use.Entire content © 2012 Gleanster, LLC. All rights reserved. Unauthorized use or reproduction is prohibited.

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