your web strategy must evolve - an ektron, forrester, and valassis webinar
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Your web strategy must evolve in 2011
Stephen PowersPrincipal AnalystForrester Research
Brian Costello GM, VP Digital Media
Valassis
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© 2011 Forrester Research, Inc. Reproduction Prohibited3 © 2009 Forrester Research, Inc. Reproduction Prohibited
Move WCM Beyond Web Publishing; Instead, Support the Splinternet
Stephen Powers, Principal Analyst
March 17, 2011
© 2011 Forrester Research, Inc. Reproduction Prohibited4
The “splinternet” emerges
WCM market dynamics and maturity
Mobile, social, and contextual initiatives take off
Conclusion
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited5
The “splinternet” emerges
WCM market dynamics and maturity
Mobile, social, and contextual initiatives take off
Conclusion
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited6
The unified Web is ending; unified in platform, interactivity, and experience.
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Instead, the internet is “splintering” across proprietary platforms like smartphones, tablets, and others
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How will the splinternet affect your WCM strategies?
Your WCM strategy needs to move beyond just mere Web publishing.
Instead, WCM must support your ability for companies to follow
customers into these new environments.
Interactive marketing will be reinvented; marketers need tools to create,
distribute, measure, and optimize across the splinternet.
WCM purchasing and implementation decisions will become more
complicated, due to WCM’s need to interact with other splinternet-
supporting systems.
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The “splinternet” emerges
WCM market dynamics and maturity
Mobile, social, and contextual initiatives take off
Conclusion
Agenda
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WCM: still a hot area for investment
Increase (e.g. pur-chase new solutions, modules, upgrade or further implement ex-
isting product)78%
Don't know4%
Be scaled back2% Remain the same
17%
“Over the next 12 months, how will your deployments or usage of Web content management change? Will the number of deployments or usage...?
Select one.”
Source: January 2011 Global Web Content Management Online SurveyBase: 260 WCM decision-makers
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Customer experience drives WCM spend
Improved customer self-service
Globalization content and presentation elements, and tailor them at the local level
Company/employee intranets
Web site redesign
Improved multichannel customer experience
8%
9%
10%
11%
23%
“What is the primary business driver for increased deployments or usage of Web content management? Select one.”
Source: January 2011 Global Web Content Management Online Survey
Base: 202 WCM decision-makers increasing deployments of WCM in the next year
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Mobile, targeting, social drive spend
Content targeting based on site visitor browsing behavior
Content targeting for authenticated site visitors
User generated content (reviews, comments, threaded discussions, user ratings or polls, other user-generated content)
Analytics information integrated within the context of the content management environment
Rich internet applications (AJAX, Flash, etc)
Delivery to mobile devices
Video streaming or downloading
15%
22%
27%
22%
39%
20%
48%
44%
37%
34%
40%
25%
53%
27%
“Which of the following does your organization currently deploy, or plan to deploy in the next 12 months, in support of enhancing the customer experience? Please
select all that apply.”
Currently deploy
Plan to deploy in next 12 months
Source: January 2011 Global Web Content Management Online SurveyBase: 260 WCM decision-makers
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WCM decision makers have integration plans
Testing and optimization tools (A/B and/or multivariate)
Enterprise marketing suites
Email campaign software
Social networking platforms (such as Jive)
Digital asset management (DAM)
Customer relationship management (CRM)
Web analytics software
8%
7%
8%
8%
14%
26%
29%
11%
10%
13%
15%
17%
12%
22%
13%
15%
18%
17%
13%
12%
11%
16%
11%
27%
16%
12%
10%
9%
18%
23%
17%
12%
12%
9%
10%
16%
19%
8%
17%
14%
15%
12%
18%
15%
9%
16%
19%
16%
8%
“With which other enterprise applications to you plan to integrate WCM? Please rank the following. (1=highest, 7=lowest)”
1 2 3 4 5 6 7
Source: January 2011 Global Web Content Management Online Survey
Base: 218 WCM decision-makers primarily supporting internets
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WCM maturity model for online engagement
Support indirect-revenue generating Web sites by providing mechanisms to manage and re-use content.
Support indirect-revenue generating Web sites, with some dynamic and interactive elements.
Support direct and indirect revenue-generating Web sites and additional channels, with dynamic and interactive elements.
Support direct and indirect revenue-generating online channels, mostly dynamic, with 360 degree customer view.
Stage 1
Informational
Stage 2
Web experience
Stage 3
Web engagement
Stage 4
Multichannel engagement
Focus
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WCM maturity model for online engagement
Stage 1
Informational
Library services Form-based authoring Basic workflows Universal experience Static pages Text with some images Single channel
Characteristics
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WCM maturity model for online engagement
Stage 2
Web experience
Library services Form-based authoring and desktop tool
integration Basic workflows Some segment-based targeting Mostly static with some dynamic
publishing Text, images, and RIAs Mostly Web, but with some email Web analytics Light social functionality on Web site
Characteristics
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WCM maturity model for online engagement
Stage 3
Web engagement
Library services In-context authoring and desktop tool
integration Complex workflows Heavy segment-based targeted Dynamic with some static publishing Text, images, RIAs, and video Mostly Web, but with some email and
mobile Web analytics Web testing and optimization Globalization and localization Moderate social functionality on Web site
Characteristics
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WCM maturity model for online engagement
Stage 4Multichannel engagement
Library services In-line authoring and presentation mgmt. Business process management 1:1 personalization Dynamic with some static publishing Text, images, RIAs, and video Web, mobile, email, print, and others Cross-channel analytics and reporting Cross-channel testing and optimization Globalization, localization, and translation Cross-site social functionality (i.e.
Facebook)
Characteristics
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The “splinternet” emerges
WCM market dynamics and maturity
Mobile, social, and contextual initiatives take off
Conclusion
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited20
Bank of America mobile
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Think about more than just device detection for mobile strategies
Mobile success depends on a strong content foundation.
Content and presentation elements need to be optimized to be re-used.
Globalization and localization will mean more than just translation: some
assets – particularly rich media assets – will need to be “localized”.
Companies must target devices strategically.
WCM will be critical to both production efficiencies and content delivery.
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Amazon uses product recommendations
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Boston.com utilizes microsites
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Think about more than just explicit, rules-based targeting
The almost-exclusive focus on complex rules-based targeting has
prevented widespread adoption.
Instead, targeting will take multiple forms: rules-based for offer pages and
microsites, and semantic search based targeting for sub pages.
Both authenticated and unauthenticated users will be targeted.
Targeting will tie into CRM and other applications to leverage demographic
data.
The rise of mobile devices will fuel geo-targeting efforts.
WCM will need to provide business user-oriented functionality to support
targeting on a large number of pages.
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Social moves beyond just user-generated content
Other
User-generated video
Sentiment analysis of user generated content on company site(s)
Sentiment analysis of content consumed on social networking sites
Brand-specific social networking functionality
Social tagging
Syndication to third-party sites or social networking sites (Facebook, etc.)
Long-form user generated content (blogs, wiki)
Short-form user generated content (polls, ratings)
1%
13%
9%
9%
19%
18%
26%
39%
46%
18%
22%
22%
32%
38%
31%
26%
26%
“What types of social functionality do you currently deploy or plan to deploy in next 12 months? Please select all that apply.”
Currently deploy
Plan to deploy in the next 12 months
Source: January 2011 Global Web Content Management Online SurveyBase: 197 WCM decision-makers with social deployments or plans
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Home Depot goes social
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Verizon, too
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Ford uses multiple channels for social efforts
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Think about more than just short-form, user-generated content for social strategies
Social experiences are no longer the exception on Web sites; they’re the
rule.
As with mobile, social success depends on a strong content foundation.
Social will ultimately become part of your multichannel strategy.
WCM will need to include interactive social functions on individual Web
pages, as well as distribute content to and receive content from third-party
social sites.
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The “splinternet” emerges
WCM market dynamics and maturity
Mobile, social, and contextual initiatives take off
Conclusion
Agenda
© 2011 Forrester Research, Inc. Reproduction Prohibited32
How should you prepare to support the splinternet?
Get out of the “Web publishing” mode of thinking.
Think about how the splinternet affects your strategy.
Assess your WCM maturity and identify gaps.
Prioritize!
Reboot your WCM strategies to cater to the splinternet, but be sure to
prioritize around the biggest needs.
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Stephen [email protected]
www.forrester.com
®
About Valassis
Leading Media & Marketing Services Company 15,000+ advertisers CPG, Retail, Food Service, Specialty Retail $2.4B in revenue
Reach over 100 million consumers per week Touches 9 out of 10 US Households via our 150 million address
database Works with over 13,000 publications Offers mail, newspaper, and online blended media solutions
RedPlum Digital Network RedPlum.com & Save.com 1,000+ network partners Offer acquisition email, digital coupon distribution, display
advertising
®
Before EktronBusiness ChallengesRevenue growth, cost savings
Differentiation based on editorial
content
Heavy developer involvement
limits content, page, and site
creation ability
Need to simplify categorization of
content into complex taxonomy
®
Editorial content Pages Sites
Create
Ad units Copy Layout
Optimize
Targeted Multi-channel Social
Deliver
Revenue Page views Coupon Prints
Analyze
Business Agility
®
Transform page creation
®
Multichannel Customer Engagement
Ektron CMS400.NET
AuthoringMultisite
MultilingualMobile API
Ektron Marketing Optimization Suite
Platform
Omniture SiteCataylstIntegrations
Omniture Test+Target
®
• Editorial Agility– Publishing time reduced from weeks to
hours– Editorial output increased by 30%
• Revenue– Increased page views & coupon
distribution• Conversion
– Multivariate testing doubling conversion rate on average
– Many tests result in triple-digit conversion rate improvements
Success metrics
Webinar Slides and Recording available on
Slideshare
http://www.slideshare.net/ektron
Stephen Powers Blog & Research
http://blogs.forrester.com/stephen_powers
http://www.forrester.com/rb/analyst/stephen_powers
Free printable coupons & money saving tips!http://redplum.com
Resources
Web content management
Marketing optimization
eCommerce Social business
Innovative
Founded in 1998 Worldwide
operations Over 3,000
customers and 12,000 sites
Proven
You have seven seconds to engage a visitor before they leave your site.Hear Ektron and Baynote address the power of context and relevance in this complimentary webinar
Tom Wentworth - VP Products, Ektron
Gal Josefsberg - Director Product Management, Baynote
Next webinar – 3/24 – Adapt. Or Die.
http://www.ektron.com/campaigns/webinars/adapt-or-die/
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