Evolution of Web Content Management

The New Definition of Multichannel Marketing

Monday, November 16, 2009 by JanJaap Kolleman

How would you define multichannel marketing? I define it as the use of multiple media pathways to reach and influence a target audience. Traditionally, multichannel marketing includes some combination of the following pathways, aka channels:

Online (Website & Email)
Direct Mail
Telemarketing
Broadcast Media (TV, Radio, etc.)

Like an apothecary mixing a potion, the Marketer will select the right mix of channels to achieve the desired results. The savvy Marketer will select the channels based upon campaign objectives, business type (B2B or B2C), the product or service being offered, and the characteristics of the market segments and audiences being targeted.

Today, multichannel marketing can certainly include any of the above, however the channels to choose from have not only increased in numbers, they have evolved. What has emerged are two very distinct species; one surviving, the other thriving:

Offline Marketing
Online Marketing

The Ascension of the Online Marketing

It wasn’t that long ago that the typical corporate website functioned a lot like a digital brochure. Not anymore.

For many organizations the website has become the center of the marketing universe and a primary driver of corporate revenue (directly and indirectly). The website has evolved from a “channel” into a “platform” for online marketing... a hub for emerging channels that exist almost entirely within the online realm:

Email Campaigns
SEM & SEO (Search Engine Marketing & Optimization)
Directory Listings (free and paid inclusion)
Banner Ad Campaigns
Whitepaper Syndication
RSS Feeds & SMS
Mobile
Blogs
Social Media & Networks

New Tools for a New Era

The evolution of web content management is being driven primarily by the evolution of online marketing. As a result, next generation web content management (WCM) systems are entering the market.

Next generation web content management systems are essentially becoming online marketing platforms. In addition to managing online content, they will also support multichannel marketing. Moreover, they will align with business drivers and include functionalities geared toward achieving marketing objectives, such as increasing conversion rates and building brand loyalty.

A best-in-class enterprise web content management system will include:

Brand management tools
Interactive marketing tools
Email campaign tools

Rethinking Multichannel Marketing

The term “Multichannel Marketing” does not necessarily need to be redefined. Rather, it’s our collective perception of what multichannel marketing consists of that warrants redefinition. No longer does a campaign require both online and offline media to be considered “multichannel” - successful multichannel marketing campaigns are now being conducted 100% online.

SDL Tridion is a leading provider of enterprise web contentent management systems (WCM) and online marketing solutions.

The Future of Web Content Management: Evolution or Extinction

Tuesday, November 3, 2009 by JanJaap Kolleman

"The rumors of my death have been greatly exaggerated."
- Mark Twain

What will a future enterprise web content management system (WCMS) look like? What kind of features will it have? What business solutions will it offer? Or will web content management go the way of the Dodo bird and the dinosaur, doomed to extinction?

I think it's pretty safe to say...as goes the web, so goes web content management. So what will the web look like in 5, 25, 50, or 100 years from now? To even begin to explore this question, we must first look at what the web is made of: Content. Content is the life blood, the very essence of the web. And one thing I am quite certain of is that Content will never become extinct. That is, as long as human beings continue to exist.

My crystal ball tells me that the web and web content management (WCM) will not become extinct. Rather, they will evolve into new creatures that look completely different than their predecessors. What won't change, however, is the concept of Content. Content will always need to be created, delivered, managed, and leveraged to achieve business objectives.

To Much of a Good Thing?

There was, of course, Content long before the web. Lot's of it. But the world wide web of the Internet let the genie out of the bottle and Content has gone viral, growing at an exponential rate. Today virtually everyone, consumers and business alike, are creating and publishing content to the web. With the meteoric rise of easy-to-use web content management systems, Web 2.0, user generated content, and social media, the quantity of Content is growing faster than the national debt.

The shear volume of "noise" emanating from the web poses significant challenges to business trying to market their products or services... and the noise is only going to get louder.

(Relevant) Content Is Still King

In both B2B and B2C marketing, Content is what we use to convince our target audiences to buy what we are selling. Success requires that we filter the noise and be heard. To be effective, Content must be A. Persuasive, and, B. Consumed by those most likely to purchase our products and services. These are two very real business needs driving the evolution of web content management.

Two basic tenets of the theory of evolution are "Adaptation" and "Survival of the Fittest". What makes a web content management vendor fit? Many factors beyond basic financial stability, including the ability to align enterprise web content management solutions with business needs and drivers. Web content management vendors who fail to evolve and stay fit are doomed to extinction.

The Art of Persuasion

Best-in-class enterprise web content management systems will provide tools that increase the persuasiveness of Content. An example would be functionality for website personalization. Personalization of online content is a surefire way to get more members of your target audience doing exactly what you want them to do. It breaks through the noise and makes them feel like you're speaking directly to their needs.

Marketing to your Target Audience(s)

Target audience marketing is delivering persuasive content to those most likely to purchase your product or service. But first you have to find them and secondly you must get to know them. Enterprise web content management systems at the top of the evolutionary chain are well prepared to assist with these tasks by providing a platform that includes a suite online marketing capabilities. Examples include search engine optimization (SEO) and interactive marketing tools, an integrated email marketing solution, and functionality for gathering visitor intelligence.

Next Generation Web Content Management

Best-in-class web content management systems are evolving into online marketing platforms with the ability to deliver content across multiple channels. The good news is that you don't have to wait for a next generation web content management system, they exist today. Evolution is an ongoing process, so be sure to select a WCM solution that is fully scalable and "future proof", meaning a system with the genetics to adapt and evolve with your changing business needs.

About SDL Tridion: SDL Tridion is provider of best-in-class enetrprise web content management systems. Positioned as a "Leader" by both Forrester and Gartner, SDL Tridion ushers in next generation web content management by integrating a suite of ROI focused online marketing tools.

The Evolution Of Web Content Management

Tuesday, October 13, 2009 by JanJaap Kolleman

Hmmm... let me see. SDL acquires Tridion. Autonomy acquires Interwoven. Open Text acquires Vignette and RedDot. It doesn’t take a crystal ball to see that something’s up, but it might take one to gain some insight as to what it all means. And, while these acquisitions have certainly been game changers, they are only one piece of a much bigger puzzle.

Best-in-class enterprise web content management systems must now do more than simply manage content. According to the Forrester Wave™: Web Content Management for External Sites Q2 2009:

"WCM EVOLVES INTO A KEY COMPONENT OF PERSUASIVE CONTENT ARCHITECTURE"

"Web content management (WCM) has come of age. Enterprises continue to invest in WCM projects, but they no longer use it to merely store content and publish online. Instead, they want to accomplish specific business goals, such as increased sales conversion rates and improved customer service."

Forrester makes an excellent point, however specific software functionalities are required to achieve the goals they refer to. To stay on the leading edge of the wave (pun intended) it seems to me that a "smart" web content management company would offer solutions that include:

Online brand management
Multichannel marketing
Website personalization
Target audience marketing
Search engine optimization (SEO)

Why? Because these marketing tools align with drivers that help organizations achieve real business objectives like:

Increased website traffic
Increased brand loyalty
Increased conversion rates

At the end of the day it's results that count. It seems to me that when evaluating web content management vendors, one of the key questions to consider is "How well will they help us achieve our online marketing objectives?".

So, if enterprise web content management is evolving what is it changing into? And what is the future of the WCM industry, market, vendors, products, and solutions? My crystal ball is just getting warmed up. How about yours?