I D C M A R K E T S P O T L I G H T
Next-Generation Web Content Management for
the Digital Marketing Era
Adapted from Digital Experience Survey 2014: User Needs and Strategies by Melissa Webster, IDC #249016
Sponsored by Telerik
As consumers increasingly turn to digital channels to shop, consume their favorite content, and connect
with family and friends, marketers have followed them online. Today, a large and increasing share of
the overall marketing budget in most organizations is devoted to digital marketing. This, in turn, is
driving increased spend on digital experience technologies such as Web content management.
There are new requirements, however, that set modern Web content management solutions apart from
the legacy systems that were designed for a simpler time. Next-generation Web content management
solutions must enable marketers to create relevant, personalized, and engaging experiences across all
of the digital touch points — Web, mobile, and social — that customers use to interact with their brands.
This IDC Market Spotlight examines the new requirements of next-generation Web content
management systems in the context of the long-term shift to digital marketing and provides context to
assist buyers as they evaluate vendors.
The Rise of Digital Marketing
We are in the midst of a long-term and profound shift in the way companies interact with their
customers. This shift is being driven by the same four megatrends that are transforming IT: cloud,
mobility, social, and big data.
Already, 40% of the worldwide population (and 80–90% of the population in developed economies)
uses the Internet; by 2018, 3.7 billion people will be online. Today, almost half of Internet users
access the Web using a mobile device; by 2018, nearly three-quarters will. The number of mobile
Internet users will more than double from 1.3 billion today to 2.7 billion by 2018. Facebook and
Twitter have 1.3 billion users and 650 million users, respectively, and dozens of other social networks
around the world have attracted millions of members. Forty percent of Internet users will buy products
online this year; by 2018, more than half will — that's 1.9 billion online shoppers. B2C and B2B
ecommerce transactions will total $15 trillion this year and $24 trillion in 2018.
As consumers have migrated online, marketers have followed them. Brands, retailers, media and
entertainment companies, and organizations in every other industry have invested heavily in their
online presence, establishing ecommerce, digital marketing, digital media, and other teams chartered
with creating and delivering the digital customer experience.
Digital marketing is claiming a steadily growing share of the overall marketing budget. On average,
about a quarter of the marketing budget is devoted to digital today and spending on digital marketing
is growing in the double digits. (In high-tech companies, digital marketing already claims more than
one-third of the total marketing budget and will account for half of it two years from now.) We
increasingly hear marketers speak of "digital first" and "mobile first" initiatives as they formulate
strategies for acquiring, engaging, and retaining customers — customers who, increasingly, came of
age in the Internet era.