How does your marketing organization determine which content and format to serve mobile customers in Western Europe? Should it be the same as the content you serve to customers and prospects in Asia? The answer most likely exists in the data from your tools that perform A/B testing and analytics. If your marketing team had that information, your organization could readily launch your new marketing campaign. But does your marketing team have the technical knowledge to access A/B testing and analytics tools, crunch the data, and obtain the right answers? Ecommerce, analytics, A/B testing and other tools are typically disconnected within organizations, and they all must integrate if you want to gain market advantage by attracting prospects and delivering user experiences in ways that surpass your competitors.
WCM solutions enable organizations to seize on opportunities quickly. With the new integrations built into leading WCM platforms today, built-in hooks and integrations exist for the most popular legacy and best-of-breed sales and marketing systems and tools. These all must work in unison to make a great user experience across channels possible and to run the most effective marketing and sales campaigns. Additionally, WCM makes content reusable across many different formats. Through content reuse, WCM delivers to organizations costs efficiencies by minimizing the need to create more versions of the same content each time a customer engages from a different channel.
2014 FLASH Vendor Rankings for WCM
View the Flash Vendor Rankings for WCM.
Download the 2014 WCM Benchmark Report for a analyst perspectives on each vendor.
To deliver content in context across channels, organizations are leveraging WCM to understand and respond to consumers based on their location, device type, influences and the type of forum in which they are engaging the organization. This places more demand on WCM systems. They must act as centralized content hubs for a wide range of sales and marketing tools, such as those for eCommerce, email marketing, analytics, and marketing automation. WCM solutions can do this in 1 of 2 ways. They can either incorporate digital sales and marketing tools within the WCM solution itself, or they can offer streamlined integrations to legacy and best-of-breed sales and marketing systems. Whichever path an organization chooses, the integration between WCM and other customer-facing tools is a must when competing for today’s digital, multi-channel consumer.
