Where is the Web Content Management market headed? From hyper-personalization to customer relationships, we share our insights of how WCM will impact your business today and in years to come.
The Web Content Management (WCM) market has evolved to match the increasingly rapid changes in the digital world. New business demands require new functionalities and experiences as digital becomes the primary, if not the only, touchpoint for prospective users and customers—even in the B2B space. In such a dynamic environment, it pays to think ahead about where WCM is heading, and how Progress Sitefinity fits into it all.
It is no longer enough to focus on your website on a single device. While an attractive and responsive website remains critical, it’s rapidly becoming table stakes, and to differentiate your offering you must now focus on the customer experience. Even if you don’t sell directly to the end-customer, it’s important to engage with them.
This means developing a hyper-personalized experience that is tailored to the user, and a customer journey that remains seamless no matter what channel a customer is using. It means machine learning to provide the smarts to back this up. It means the capability to provide this kind of rich and engaging experience on both a transactional and experiential level. The right WCM can help you with all of this.
The market is moving to a fully-featured DXP, because you need to be able to engage your users across all digital channels. Beyond web and even mobile, there is chat, voice and AR and other emerging touchpoints. On top of this, there are many types of experiences that need to be supported, including transactional and experiential, customer-facing or employee-facing. A DXP needs to be able to adapt to the user regardless of the device in use.
All of this needs to be bound together with data connectivity and intelligent machine learning to really build the kinds of customer profiles that are easily actionable and tailored. Traditional WCM is at the core of this, but the platform requires new capabilities as we strive to deliver new experiences for our users.
Sitefinity is designed to provide a frictionless omnichannel experience that flows across web, mobile chat and more even in a multi-site and multi-lingual experiences. Across all of these channels and experiences, Sitefinity makes it easy to track customer journeys and tailor communications by persona, creating an omnichannel view.
The ability to get the right content in front of the right users can drive incredible results. Murdoch University rebuilt their website on Sitefinity and saw more visits, a faster customer journey and reduced costs. Spectrum Health Lakeland used Sitefinity to relaunch their massive digital presence—over 1,500 pages across 32 microsites—and now 60-70% of their traffic originates on mobile, a 2x increase.
Every organization today touches the customer in some way, and with digital as the leading touchpoint for customer engagement your WCM plays a central role in this experience. This is a big shift in business, but a necessary one as the traditional ways of doing things have been disrupted. Think of Amazon in retail or delivery, Peloton in the fitness industry or WeWork in commercial real estate. They achieved their success by using digital tools to create positive direct-to-consumer interactions.
In today’s business environment, you need to digitally disrupt your own industry before someone else does. Creating these positive experiences with your users is key to building customer relationships and a valued brand that can thrive in a digitally transforming world.
Progress CMO Loren Jarrett sat down to talk about these and other topics in the WCM industry in a recent CMS-Connected podcast. We’ve divided these into convenient two-minute videos, each centered around a specific question to make things easy for you.
You can watch the live videos at the links below:
Curious how Sitefinity can help you transform your digital experience? Learn more here, or request a demo for a personalized walkthrough.
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Alexander Shumarski is a Sitefinity Product Marketing Manager at Progress. He has spent the past 10+ years managing large-scale website initiatives and has deep-dived into online media and e-commerce industries. An adventurer at heart and a power CMS user, he has embarked on a journey to empower marketers to tell compelling stories without reliance on IT.
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