Escaping the Static Cling: Delivering Dynamic Web Content


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Presented by John Lovett at the CM Pros Fall 2008 Summit on Web Content Management, November 26, 2007.

Is your web site ready to jump the chasm from static content to dynamic delivery? Find out how to bridge the gap with insight from recent Aberdeen Group research detailing strategies and technologies that enable the delivery of dynamic online content. Explore methods for delivering contextually relevant content to new and returning users as they navigate their way through your online environment. Find examples of 1:1 personalization of online content.

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Escaping the Static Cling: Delivering Dynamic Web Content

  1. 1. Escaping the Static Cling: Delivering Dynamic Web Content John Lovett November, 2007
  2. 3. Multi-Site Presence Emphasizes Need for Organized Content Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) Question: How many unique web properties does your company maintain? (Include: primary customer facing sites, microsites, independent blogs, portals, intranets) Percent of website decision-makers from companies with $50M+ in revenue
  3. 4. Profile of Companies w/ $50M+ in Annual Revenue 12% SaaS 16% licensed Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) Question: What type of solution provider does your company use or plan to use for its primary Content Management System? (Select one) <ul><li>B2C companies divided on </li></ul><ul><li>solutions – ¼ Outsourced, </li></ul><ul><li>¼ Open Source </li></ul><ul><li>B2B most likely to use </li></ul><ul><li>Built-in platform, Open Source </li></ul><ul><li>or combination </li></ul><ul><li>Gov’t/Edu heaviest users of </li></ul><ul><li>licensed software </li></ul>
  4. 5. Operational Processes Prioritized Over Innovation <ul><li>Operational Drivers Primary </li></ul><ul><li>Marketing control – 26% </li></ul><ul><li>Consistency – 25% </li></ul><ul><li>Workflow – 22% </li></ul><ul><li>Integrate applications – 21% </li></ul><ul><li>Customer-Centric Innovation </li></ul><ul><li>Secondary </li></ul><ul><li>UGC, Blogs, RSS – 18% </li></ul><ul><li>Dynamic segmentation – 15% </li></ul><ul><li>Behavioral targeting – 11% </li></ul><ul><li>Mobile content – 10% </li></ul>Question: What are your primary reasons for implementing a content management system? (Select up to 3) Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only)
  5. 6. Outsourced Solutions Demonstrate Most Pronounced Operational Benefits Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) Question: Which of the following are the top business benefits of deploying a content management solution? (Select up to 3) Percentage of Decision-Makers
  6. 7. Challenges Impact Multiple Areas Across an Organization Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) Question: What are your top 3 challenges in managing your company’s externally facing Web content? (Select up to 3) Resource Constraints Operational Constraints Organizational Constraints <ul><li>Managing across organizational silos – 24% </li></ul><ul><li>Conflict between Marketing & IT – 20% </li></ul><ul><li>Strategy is not well defined – 13% </li></ul><ul><li>Distribution across applications – 10% </li></ul><ul><li>Satisfying the needs of segments – 25% </li></ul><ul><li>Measuring content effectiveness – 24% </li></ul><ul><li>Effectively delivering dynamic content – 19% </li></ul><ul><li>Migrating unstructured content into system – 15% </li></ul><ul><li>Keeping content fresh – 40% </li></ul><ul><li>Keeping content relevant – 31% </li></ul><ul><li>Not enough resources to manage content – 23% </li></ul>
  7. 8. Dynamic Content and Consumer Control Will Force a Shift in Content Delivery Models Internal organizational challenges Static content Unstructured content migration Rules-based Segmentation Dynamic content Rich internet applications Consumer generated content Behavioral click-stream driven content Customer Satisfaction Source: JupiterResearch 12/07
  8. 9. Companies Laying Foundations for Dynamic Content Delivery Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) Question: Please indicate which of the following tactics you currently use or you plan to start using in the next 12 months in your content management and delivery efforts. Percentage of website decision-makers from companies with $50M+ in revenue
  9. 10. Web 2.0 Benefits Don’t Fit Every Business Model – Use Discretion Percentage of website decision-makers Question: Which of the following content types do you currently use or plan to install in the next 12 months? (Select all that apply) Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) <33% Uncertain business value limits adoption <50% Widespread use long-term or non-existent
  10. 11. Multiple Dynamic Content Delivery Methods & Options Exist Multivariate testing Automated publishing Behavioral targeting $ Affinity PHP DHTML XML DITA AJAX JSP etc… Dynamic content Personalization RSS Most popular Merchan-dising Source: JupiterResearch 11/07 Email
  11. 12. Is There a Sweet Spot of Dynamic Content Delivery? 41% currently use dynamic content blocks Source: JupiterResearch/ERI Executive Survey, 10/07, n=271 (US only) 72% of decision-makers surveyed stated that they currently use static delivery on some of their pages 36% want WCM to deliver improved usability
  12. 13. Best Practices
  13. 14. The “Perfect” Home Page, Circa 2004 The “fold” Nav (consistent) Nav (tax- onomy) Brand Advertising Advertising search Lead or Featured Element With Graphic 2ndary 2ndary 2ndary 2ndary Promo’d Utilities Interactive or Data Element (poll, etc) Partner Properties Advertising Promo’d Utilities Editorial - 50-60% Mktg - 25-30% Nav & Search - 10-15% Source: Jupiter Research analysis (09/04)
  14. 15. Today’s “Perfect” Content Page Shows Subtle Differences Source: JupiterResearch analysis (8/07) Most Popular Related Poll or posts Comment on this… Navigation bar Search Other stories Graphic or video Also in today’s… Adv’g - 15%-20% Nav-promo - 40%-50% Story - 20%-30% UGC - 10%-15% Subscribe to alerts, e-mail, newsletters… Link, post, RSS to…. More site or network promos Real Estate Allocation
  15. 16. Washington Post Story Page Epitomizes Modern Design Paradigm User comments (sponsored) Network navigation & search Network navigation & search Related content & topics Readers also read… Flash scrolling heads promo or other ntwk promo Most viewed (AJAX tabs) Static newsletter promo Related blogs (Technorati) Save, link, share this Ads or links to advertisers Story itself Source: JupiterResearch analysis (8/07) Nav-promo UGC
  16. 17. Washington Post: Best Practices Include Network Promotion, UGC, Recurring Visit Tactics Related content via Inform (topical metadata) Linking modestly successful; comments much more engaging Newsletter traffic to be replaced by RSS feeds Source: JupiterResearch analysis (8/07) Most-viewed content module consistent across site; AJAX tabbing Also read via Aggregate Knowledge (collaborative filtering)
  17. 18. Retail Sites Adhere to Standards with Elevated Focus on Customer Service 2ndary promo’s (static) Global navigation Global navigation Up-sell & Sweepstakes Navigation (taxonomy) Brand Static newsletter promo Mktg/Promo Merch- andising Source: JupiterResearch analysis (11/07) Nav-Search Service Main promo (Flash) Search Customer service Free shipping promo 2ndary promo
  18. 19. Shifting Priorities Force Content Changes and Drive Interaction Source: JupiterResearch analysis (11/07) Merch tactics, tabs to manufacturer site, service info Detailed product info, drill downs for tour, education UGC (consumes 1/3 real estate) Nav & Search Consistent, prod. Breadcrumb nav Promo & payment options Nav & Service
  19. 20. WCM Effectiveness Assessment Source: JupiterResearch 11/07 Organizational readiness Ecosystem visibility Operational resources Financial impact Strategic growth
  20. 21. Thank You <ul><li>John Lovett </li></ul><ul><li>Senior Analyst </li></ul><ul><li>JupiterResearch </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>Weblog </li></ul>