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	February 16, 2006 Trends 2006: Web Content Management Focus Shifts From Managing Content To Supporting Customer Experiences by Kyle McNabb with Connie Moore, Kerry Bodine, Eric Kim	Average: 7  (1 rating)

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Executive Summary

In the post-bubble era, demand is once again on the rise for Web content management (WCM), fueled by recognition that the Web — and all online channels, including email, wireless channels, and in-store kiosks — has become a primary means of interacting with external constituencies. In addition, enterprises focused on improving the customer experience recognize that they need to align content with end users, and that they need solutions that help them do something with their content. These enterprises are seeking WCM solutions that: 1) support persuasive content initiatives — those that drive revenue or increase customer satisfaction; 2) enable business users to own the management and delivery of content; and 3) support IT consolidation and architecture needs. To do this, enterprises need WCM products focused on usability, content delivery, and analytics. As enterprises continue to place greater focus on the customer experience, ECM suite vendors lacking strong persuasive content capabilities will quickly snap up the few remaining WCM pure-plays that excel in customer-facing sites, including Day Software, FatWire, and Tridion.

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