your web strategy must evolve - an ektron, forrester, and valassis webinar

Your web strategy must evolve in 2011

Stephen PowersPrincipal AnalystForrester Research

Brian Costello GM, VP Digital Media

Valassis

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Move WCM Beyond Web Publishing; Instead, Support the Splinternet

Stephen Powers, Principal Analyst

March 17, 2011

The “splinternet” emerges

WCM market dynamics and maturity

Mobile, social, and contextual initiatives take off

Conclusion

Agenda

Conclusion

Agenda

The unified Web is ending; unified in platform, interactivity, and experience.

Instead, the internet is “splintering” across proprietary platforms like smartphones, tablets, and others

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.

Conclusion

Agenda

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

“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

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

“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

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

“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

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

“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

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

Stage 1

Informational

Library services Form-based authoring Basic workflows Universal experience Static pages Text with some images Single channel

Characteristics

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

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

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

Conclusion

Agenda

Bank of America mobile

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.

Amazon uses product recommendations

Boston.com utilizes microsites

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

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.

Social moves beyond just user-generated content

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)

“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

Home Depot goes social

Verizon, too

Ford uses multiple channels for social efforts

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

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.

Conclusion

Agenda

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.

Thank you

Stephen Powersspowers@forrester.com

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/

Questions

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