How a good WCM solution can save your business


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CONTRIBUTED BY

  • Martin Pakendorf Former Vice President, Professional Services/Sales APAC
  • Feb 11, 2013

The online experience is more diverse and complicated today than ever before. Audiences are more fragmented, less loyal and increasingly impatient. Attracting a customer’s attention and developing a one-to-one relationship with them that evolves over time is a holy grail for marketers, but it’s getting harder and harder to achieve.

And as the Web takes center stage for an increasing number of companies, the selection of the right Web Content Management (WCM) system becomes a make or break decision that can help you establish market dominance or doom you to premature obsolescence.

So, how do smart companies avoid making such costly decisions? By selecting a WCM system that delivers the following 7 capabilities:

  • Reduce risk through enhanced scalability, performance and extensibility
    When traffic explodes, your WCM system must be able to scale linearly and perform flawlessly.  And, by separating content from layout, assembly, and delivery, you won’t need to incur downtime to add new services. Choose a solution with a flexible, scalable extensible architecture as well as an extensible content modeling schema and well-supported API’s.

  • Empower business users with an intuitive, extensible editorial interface
    No one knows more about your customers better than the business experts who stand on the front lines of every visitor interaction. Make sure that all Web experiences can be easily customized without significant IT effort to reflect the way that your business actually works. This reduces dependency on IT resources and empowers business users to manage their own content ecosystem, design the visitor experience and deliver relevant content on demand.

  • Engage visitors with relevant content and personalized Web experiences
    Web visitors increasing expect contextually relevant online experiences. By associating content assets with rich taxonomies and flexible business rules, your business users can dynamically deliver targeted content experiences (including topic driven microsites and related content packages) to any touchpoint or device. Select a WCM solution built on a modular architecture and advanced business modeling capabilities.

  • Increase customer loyalty with massively scalable social communities
    The Web today is inherently social. So, turn your Web properties into truly scalable, engagement platforms for community and conversation about your content. But remember, as the amount of user activity grows, maintaining optimal site performance can be a major challenge – particularly on dynamic Web properties. So choose a solution that leverages a range of data storage technologies to support vast amounts of write and access traffic without grinding to a halt.

  • Manage security and traffic with true enterprise cloud deployment
    Virtualization and cloud technologies are providing IT managers with much greater flexibility and cost control when it comes to enterprise deployment. But just because a system can run in “the cloud” doesn’t mean it can provide the required levels of visibility and manageability or take advantage of the real benefits that it provides. Choose a system that has been engineered from the ground up for a range of public or private cloud environments.

  • Expand your reach with mobile, multi-site, and multi-lingual content delivery
    As the online experience becomes increasingly fragmented, the ability to reach customers wherever they are, regardless of platform or device, becomes an imperative. To reduce escalating costs and ensure brand consistency, you will require a single editorial and management hub to address the growing number of channels. Look for an object-based platform that can help you publish content to multiple consumer touchpoints (including mobile devices, social networks, and content portals) in multiple languages.

  • Master complexity through easy integration and smart content orchestration
    Broadcasting to an audience has transitioned to dialogue with that audience. To succeed in such an environment, you need a highly extensible and flexible architecture that makes it possible to pull all of these pieces together in a way that empowers your business users to operate efficiently in the creation of compelling and engaging experiences for your audience. This requires an approach to information integration that allows content to be sourced from other software systems and combined with the properties of your native Web objects on demand and in real-time.




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