09 January, 2017

Content and Enterprise

Content is the fundamental unit of all the information, from where companies extract value. It also means all the services that are delivered to the company’s customers. So, the content means value as well as revenue to the company.

With the proliferation of digital marketing, companies will definitely need to attract huge traffic to their web site and generate revenue. Then how to make this happen? First, companies need quality content. Second, the quality content has to be delivered at the right time. Third, all the processes and methods should be easy.

Web Content Management System makes all this possible and boosts productivity of the company. And as quoted by Forrester Research, an IT research firm, WCM is the backbone of digital experience. 

WCM is the BACKBONE of Digital Experience.

The other research firm Gartner also emphasized on the importance of Content Management, like, “WCM focus is shifting from creating web pages to delivering the next digital experience.”, “WCM is a mission-critical component of the digitalization”, and “content is key to digital business”.

Because customer-centric thinking is now essential to achieving organizational goals, IT application leaders  will need to make greater investments in WCM and shift their focus from creating "Web pages" to delivering the best "next digital experience.”

By year-end 2017, over 90% of organizations claiming success at digitalization will regard their WCM software as a mission-critical component of that success.
                                   - Gartner : Digitalization is shaping the future of web content management (Dec 2015) 

Content, which goes beyond text-based information, is key to digital business. IT leaders must treat it as strategic, recognizing that it is the medium in which enterprises communicate strategy, tactics, and offerings inside and outside organizational walls.
               - Gartner Predicts 2015 : Content gets smarter and more strategic in the digital business era (Nov 2014)

Like this, content management matters. Then how big is the market actually?

According to the MarketsandMarkets, web content management market is expected to grow to 6.85billion dollars by 2020 at a compound annual growth rate 14.5%. 

And the table below is regional share of ECM(a broader definition than WCM). As you can see here, North America and Western Europe account for about 80% of global market but their market share is expected to drop a bit by 2019. But on the other hand, Asia Pacific shows continuous increase, and some countries like India, Indonesia, Malaysia and Thailand show the biggest growth rate according to Gartner. 

[ECM Regional Share, Total Software Revenue (%)]
Then, what are things that the users consider for WCM adoption?

  • Does it support in-context WYSIWYG editing?
  • Can the product create dynamic, "if/then" workflow decision trees?
  • How to support the bulk import and export of XML content for integration and migration?
  • Can the product track user, date and time of content modifications?
  • Describe your ability to preview rendered content in a staging area. Does this require a separate server license?
  • Is there the ability to maintain and access previous versions of content when updated or changed (archiving and rollback)?
  • Do you support drag-and-drop page layout?
  • Easy to configure approval process?
  • Can business users  create pages and microsites with very little training?
There are also 7 critical capabilities that are recommended by Gartner:
  • Usability
  • Interoprability
  • Mobility
  • Analytics
  • Personalization
  • Content Delivery
  • Cloud
ICS is a 100% web based system and provides WYSIWYG authoring tool to enhance usability and industry standard compliant system makes it easy to integrate with external systems. ICS supports mobile access and preview of multiple screen resolutions for responsive web design. I-ON has lately introduced an advanced web analytic solution SemanticMine and Beuable, the combination of user behavior maps and insights for better UX monitoring and user analytics. And through ICS, marketers can deploy the content when they intended. ICS not only provides static services but also provides dynamic services by calling the content for the predefined segments. And of course ICS is a cloud based system.

ICS is easy to use, flexible, and efficient.

Firstly, ICS is easy. It provides WYSIWYG based content authoring and 100% web based feature. So even non-IT can create and manage web content without installing any special program.

Secondly, ICS is flexible. You can reuse and retarget content as you need because ICS separates content from design and programming. And ICS not only provides static service but also, provides dynamic service by calling content as per pre defined segmentation. And with a single server license, you can add and manage multiple host and site. 

Lastly, ICS is efficient. Before servicing the content to the website, it provides preview editing and deployment setting options so that you can schedule deployment of your content as you want. And it boosts productivity of the organization by setting up custom approval rules and providing user trace feature.

To schedule a demo for ICS, please contact us at intlbiz@i-on.net