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Webinar Web Content Management Systems And The New Digital Experience Mandate

Webinar Web Content Management Systems And The New Digital Experience Mandate. David Aponovich, Senior Analyst. June 5, 2013. Call in at 12:55 p.m. Eastern time. Agenda. Current state and trends for the web content management (WCM) market

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Webinar Web Content Management Systems And The New Digital Experience Mandate

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  1. WebinarWeb Content Management Systems And The New Digital Experience Mandate David Aponovich, Senior Analyst June 5, 2013. Call in at 12:55 p.m. Eastern time

  2. Agenda • Current state and trends for the web content management (WCM) market • “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” methodology • Evaluation results • Recommendations

  3. “Which technology tools has your organization prioritized for the next 24 months (2013 to 2014)?”(Select up to three) Base: 233 digital experience professionals; Source: March 2013 Global Digital Experience Delivery Online Survey

  4. Content management plays role in CXM Source: February 12, 2013, “Choose Digital Experience Tools To Engage With Customers In A Cross-Channel World” Forrester report

  5. Manage, engage, measure: DX ecosystem Source: February 12, 2013, “Choose Digital Experience Tools To Engage With Customers In A Cross-Channel World” Forrester report

  6. Key theme: WCM drives digital experience Forrester defines digital customer experience (DX) as: The management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions across digitally enabled touchpoints.

  7. Is WCM the “sexiest” software of 2013? WCM has evolved from basic, IT-centric tools . . . . . . to smart, flexible, and business-friendly systems at the core of firms’ digital customer experiences and online engagement strategies. Marketing, customer support, internal employee support Personalized delivery of content and experiences Tuned to the needs of digital experience professionals Delivers content and experiences to many channels (i.e., mobile) Global, multilingual, and multisite capabilities Integration with back-end business software to leverage data

  8. Basic WCM doesn’t cut it WCM has evolved from “managing content” to “managing digital customer experiences” (DX). WCM is now the center of a web software ecosystem. Goal is to support multichannel, engaging experiences. WCM vendors all have evolved toward this. However, some offer more complete solutions than others.

  9. Focus on playing nice with other systems WCM is an integration story (not a suite story). Forrester believes that WCM must be open and easy to integrate with related technology in the DX ecosystem. CRM, marketing automation, email, analytics, testing . . . Reality is enterprises own many pieces of technology. WCM should integrate with existing platforms.

  10. Use WCM to get up close and personal Put the right content in front of visitors at the right time. Forrester calls this personalized, contextual content. Deliver content and experience to visitor segments, even individuals. WCMs are intelligent about CM and delivery thanks to: User profile and segmentation data. Rules-based content targeting. Demographic, historical, and situational targeting. WCM is the linchpin that unites disparate enterprise digital marketing and engagement tools.

  11. 2013 WCM Wave™ specifics

  12. WCM Wave™ vendors and inclusion criteria Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

  13. Forrester WCM Wave™ background The WCM Wave evaluation consists of the report and a detailed Excel capabilities document. Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report Five-month research project 10 vendors/solutions Specific criteria for inclusion Vendors answer 100+ questions 4-hour WCM demonstrations Multiple customer interviews

  14. . . . don’t overlook the WCM Wave™ Excel Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

  15. The Forrester Wave™ methodology Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report Approximately 100 WCM criteria WCM vendor surveys Executive strategy briefings Product demos Customer reference interviews

  16. WCM market segments DX platforms provide broad and deep capabilities. Adobe (Day), IBM, Oracle (Fatwire), SDL Tridion Legacy vendors nurture installed base of customers. HP Autonomy (Interwoven), OpenText (Vignette), Microsoft SharePoint Focused WCM “specialists” bring innovation. Sitecore, Ektron, many others Enterprises considering open source software Drupal (Acquia is a leading service provider.)

  17. WCM trends WCM is a priority for tech and marketing teams. Firms and their marketers/business pros view WCM through the lens of digital marketing and online engagement. WCM vendors have shifted from “content management” into “marketing enablement.” Focus on supporting firms’ need to create and manage great digital experiences (DX)

  18. How the WCM vendors performed Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

  19. Forrester Wave™ for WCM criteria: current offering

  20. Forrester Wave™ for WCM criteria: strategy and market presence

  21. Leaders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013

  22. Strong Performers: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013

  23. Strong Performers: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 (cont.)

  24. Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013

  25. Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 (cont.)

  26. Recommendations Download the WCM Wave™ evaluation and the related Excel with detailed vendor criteria. Customize criteria weightings per your priorities. www.Forrester.com Schedule an inquiry with Forrester to ask questions. Engage with Forrester. For software buyers: consulting engagements for strategic WCM planning, vendor analysis and selection, and building the business case for WCM and DX investments For WCM vendors: advisory days to dive into Wave findings and discuss market trends, go-to-market strategy, and competitive analysis

  27. Forrester’s Forum For Application Development & Delivery ProfessionalsDRIVING BUSINESS IMPACTOctober 17-18, 2013 · JW Marriott Indianapolis Register with Promo Code “ADD13WEB” to save $100! www.forrester.com/ADD13 Your stakeholders now view technology as instrumental to tomorrow’s success, and they need you and your teams to design and deliver their future. Join us to learn how to design and deliver business impact. Be the first to hear the latest content from Forrester analysts. Attend sessions lead by leading industry executives to hear their success stories. Meet face-to-face with analysts to discuss your issues. Network with peers dealing with the same challenges you are.

  28. Recommended reading • Source DX technology from six main categories: • Content management. • Marketing automation. • Commerce platforms. • Customer service interaction mgmt. • Analytics, testing, and optimization. • Search. • This report: bit.ly/UewkhQ

  29. David Aponovich daponovich@forrester.com Twitter: @daponovich

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