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Introduction

Traditional web content management (WCM) systems, in the vast majority of cases, should no longer be implemented in isolation, but need to be deployed with a number of other products to provide customer experience management (CX).

Highlights

  • A mobile-first strategy should be adopted for all web content.

Features and Benefits

  • Learn what technologies are required to provide customer experience management.
  • Assesses the main features and functions that are required to support the customer journey.

Key questions answered

  • What products are required for customer experience management?
  • Why is a mobile-first strategy so important?

Table of contents

Summary

  • Catalyst
  • Ovum view
  • Key messages

Recommendations

  • Recommendations for enterprises
  • Recommendations for vendors

Core WCM features are still important

  • WCM provides the mechanism to create web content
  • Integration with wider enterprise content management products is required

Web analytics is the enabler of personalized content

  • Organizations only have seconds to engage their visitors
  • A/B and multivariate testing is an important part of analytics
  • Without web analytics organizations cannot monitor brand mentions

A digital asset management system ensures assets are readily available

  • A specialist DAM system ensures the efficient management of digital assets
  • DAM is not just applicable to web content
  • Digital assets need to be readily available

A mobile-first strategy should be adopted for all web content

  • Consumers typically access websites using mobile devices
  • Positioning of content for mobile devices is important

Exploiting social opportunities is an essential capability

  • Social media provides a cost-effective advertising medium
  • Community sites are a great way of gathering information

Appendix

  • Methodology
  • Further reading
  • Author

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