The report, “Next Generation Web Content Management” by Ian Michiels, group director for the customer management technology group, assesses current challenges by integrating results from several studies conducted during 2009.
According to the report, content management on the Web has evolved quickly and rules of engagement have changed. Consumers have control over the buying process. Customers and prospective customers use many digital channels and expect relevant, timely and personalized interactions.
Marketers must embrace the customer-centric shift, according to the report. Organizations can maximize marketing effectiveness and grow value by analyzing customer information. Gary Cokins recently wrote, "Analytics are necessary to gain insights and inferences from the treasure chest of raw transactional data that so many organizations now have stored.”
However, disparate technology use for email marketing, Web analytics, campaign management and lead management create data integration challenges. Aberdeen’s research shows extracting insight from data was the number one challenge for respondents in 2009. The inability to extract full value from Web analytics solutions was a top-two challenge. The next generation of web content management will need to address the fragmented and broken processes that plague disparate solutions.
Organizations need to shift from delivering a static experience targeting a generic audience to delivering personalized online engagement. The difficulty lies in automation: making the right action at the right time. Best in class are two times more likely to use a WCM technology tool. The top performing organizations extract measurable value through automated customer engagement and lead scoring. With this information, marketers can transform analysis into a better customer experience online.
The report is available as a free download for a limited time.
Valerie Valentine is senior editor for Information Management. You can follow her on Twitter @ValValentineIM.
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